Best customer relationship management (CRM) tools

Finding the right CRM software can feel overwhelming. We researched and tested over 20 different CRM platforms before compiling this list of the best for businesses.


Zoho CRM does a great job of delivering an excellent feature mix at a competitive price as well as integration with a long list of compatible Zoho products; all in all an easy pick for Editors' Choice.


HubSpot CRM is one of the more innovative CRM providers we've seen. Aimed at small businesses, the platform has a freemium model as well as huge a selection of add-ons. With these, it can evolve into an end-to-end marketing tech solution for small businesses.


Freshsales is a cloud-based customer relationship management (CRM) solution that helps businesses across different industry verticals to manage their interactions with existing and potential customers. Similar to some of the other apps listed here, FreshSales is part of a larger suite of software, which means it can scale with your business.

Key features include one-click phone, sales lead tracking, sales management, event tracking and more. Users can also send personalized bulk emails from the solution, and then monitor activities on these emails. The inbox automatically prioritizes emails from contacts and leads that are waiting for a response.


Nimble offers browser widget and mobile-based sales force automation and social CRM solution for small and midsize businesses. The solution automatically populates customer profiles and interaction histories from contact lists, email conversations and social media activity across a range of popular platforms including LinkedIn.


Insightly provides customer relationship management software for small and midsize businesses across a range of industries such as manufacturing, consulting, health & wellness, media and others. With more than 1.5 million users worldwide, Insightly is the world’s most popular CRM software for Google and Office 365 users.


It's affordable, extremely customisable, and integrates seamlessly with other Google tools you may already be using. Streak does lack the features of a full-fledged CRM, which means it may not be suitable for larger companies that need advanced workflow automation or in-depth reporting/forecasting.


A solid example of an all-round CRM solution that ticks all the boxes for most SMBs. Powerful features, affordable pricing, and an intuitive interface make Apptivo CRM an outstanding product.


Keap promises to help you create a repeatable sales process that makes it easy for you to set-up appointments, track leads, and get quotes accepted all from your CRM. Rather than focusing on just the CRM side of things Keap goes one step further with automation, appointment setting and entire sales pipeline management and overview.

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