HubSpot vs Pipedrive: Which CRM is best for your business in 2024?

Buyer’s Guides
November 23, 2023
If you’re looking for a customer relationship management (CRM to help streamline your business operations, HubSpot and Pipedrive are two popular options. But which would work best for your business? Read on to find out. 

Choosing a CRM that works best for your business in 2024 is no easy ask. HubSpot and Pipedrive are both popular CRM choices but for different reasons. 

To help you discover which CRM is best for your team, we took a look at how each platform performs better across eight different criteria:

  • Features 
  • Ease of use
  • Security
  • Customization
  • Integrations
  • Accessibility
  • Pricing
  • Customer support

But before that, what are the basics and where does each platform sit in the market?

What is HubSpot?

HubSpot is a market leader in the CRM industry, with a market share of around 35 per cent. Since it was founded in 2006, HubSpot has acquired a fair share of significant customers including, Reddit, Eventbrite and DoorDash - not to mention that the marketing team at Juro use it too!

HubSpot account dashboard

What is Pipedrive?

Pipedrive brands itself as a cost-effective CRM built by and for sales teams. The platform’s customer base has grown exponentially since it was founded in 2010, serving over one hundred thousand customers.

Pipedrive pipeline

HubSpot vs Pipedrive: how do they compare? 

1. Features

The basic features offered by HubSpot and Pipedrive are similar, though HubSpot has a wider range of features available. Both platforms have strong contact and lead management features and workflow automation, though for each platform, the number of workflows depends on your plan. 

Both platforms have built-in integrations, though HubSpot has far more native integrations than Pipedrive offers. They also offer email marketing tools, integrating with Gmail and Outlook to provide email templates, merge fields, group emailing and click tracking. 

However, HubSpot users will have access to more powerful email marketing tools including email tracking and notifications. The reporting features of both platforms are praised by users for their accessibility and facilitation of data-driven decision-making. 

Below are some independent reviews from G2 that support this: 

The robust analytics and reporting capabilities of Sales Hub empower data-driven decision-making - Verified HubSpot Sales Hub user, G2 

The comprehensive analytics and reporting attributes give useful insights into our sales performance, allowing data-driven decision-making - Verified Pipedrive user, G2 

However, some reviews mention the limited capabilities of Pipedrive’s reporting. When asked what they disliked about the platform, independent reviewers said: 

Limited reporting capabilities: No possibilities for complex data analysis - Verified Pipedrive user, G2

Limited functionality on some reporting and automation - Verified Pipedrive user, G2 

HubSpot reviews also highlight a key issue within the tool, with numerous independent reviews mentioning that some features are not available to small or growing businesses as they are behind an additional paywall. Many commented that they felt these features should be part of HubSpot's core offering: 

While Hubspot Sales Hub offers different types of rate plans, certain people may find the price difference prohibitive, especially for smaller or new businesses that have limited funds - Verified HubSpot Sales Hub user, G2 
There's a relatively affordable option (around $30-100/month, depending on the number of users), but it leaves out many of the desired features  - Verified HubSpot Sales Hub user, G2

 This is worth keeping in mind if you are looking to purchase a CRM for a smaller business, especially given that Pipedrive customers note the value of the tool given its price:

Ultimately we appreciate Pipedrive for the fact that it delivers great value for the price, at all [reasonable] subscription levels  - Verified Pipedrive user, G2 

2. Ease of use

Pipedrive and HubSpot are both praised for their intuitive UX and easy-to-use interfaces that show users critical sales funnel data. This makes it a tough category to judge, as often the preferable platform will come down to preference or use case. 

That said, according to independent reviews Pipedrive is easier to use than HubSpot. Pipedrive has a score of 8.9 out of 10 on G2 for ease of use, while HubSpot’s ease of use score is slightly lower, at 8.7 out of 10.

In fact, numerous reviews from Pipedrive customers praise the tool’s usability, with the main point relating to its drag-and-drop features and visibility:

The drag-and-drop features can make it simple and easy to move deals between phases, update progress, and monitor overall performance - Verified Pipedrive user, G2 
Customizable stages and drag-and-drop functionality make tracking deal progress a breeze - Verified Pipedrive user, G2 

By comparison, HubSpot users generally describe the platform as having a good trade-off between complexity and customization. While HubSpot can be customized to accommodate more complex workflows, the tool itself is generally described as fairly easy to use. 

Independent reviews left by HubSpot customers support this:

Another feature I liked about it was the ease of creating a deal and adding the required credentials in a matter of a few seconds - Verified HubSpot Sales Hub user, G2 
I enjoy being able to filter down and create reports with ease for different sectors of our organization - Verified HubSpot Sales Hub user, G2 

Neither platform seems to have an issue with usability, with both praised for being ‘intuitive’ by users.

Pipedrive's intuitive interface for managing sales pipelines is a standout feature - Verified Pipedrive user, G2 
One of the standout aspects of HubSpot Sales Hub is its intuitive design - Verified HubSpot Sales Hub user, G2 
Pipedrive email dashboard

3. Security

Pipedrive and HubSpot are both fully accredited in the security measures you would expect for a CRM. Both are SOC II and III compliant, GDPR and ISO/IEC 27001:2013. This makes both platforms suitable for a variety of businesses and sizes. 

They also each offer further internal security measures like multi-factor authentication, security alerts and password expiration. 

Below are some reviews from HubSpot users discussing its security: 

HubSpot CRM helps us to manage our all databases and related information in one place with amazing security - Verified HubSpot Sales Hub user, G2 
Moreover, Hubspot is a secure, support-driven all-in-one software platform that just can't be beat - Verified HubSpot Sales Hub user, G2 

However, some users found themselves being logged out of the HubSpot platform when inactive for security reasons, which can be frustrating.

Sometimes I have to keep logging in to my account, however, I understand that it's standard policy for security - Verified HubSpot Sales Hub user, G2 

Below are some reviews from Pipedrive users about the platform’s security measures: 

I like that all the data on the platform is stored on a different server, thus guaranteeing security - Verified Pipedrive user, G2 
Security is also excellent in Pipedrive - fine-grained role-based access control is in place with hierarchical team structures and access controls are very simple to put in place - Verified Pipedrive user, G2 

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4. Customization

Pipedrive and HubSpot both have options to customize the platform depending on your business needs. From pipeline customization to adding custom fields and building extensions. 

HubSpot customers can customize the content and layout of any middle column, meaning records can be customized for each team. For example, marketing will only see the information they need to attract leads while sales teams can customize to only see what they need to close deals. 

Pipedrive is also a highly customizable CRM, particularly when it comes to tracking pipeline stages. Users can rename, create, delete and reorder pipeline stages while creating multiple pipelines. Like HubSpot, you can also add custom fields to manage your data. 

Both tools offer a similar level of customization and can accommodate extensions from developers, should you require a more complex setup. 

Below are some reviews from HubSpot customers about the tool’s customization options:

Generally user-friendly and easy to train newcomers; has all the customization I need to manage my pipeline  - Verified HubSpot Sales Hub user, G2 
Lots of customization features - sales flow, identifying lead status, changing view, etc - Verified HubSpot Sales Hub user, G2 

However, some users note that the customization isn’t always accessible and can be overwhelming: 

Since the level of customization is very high, the users have to be very familiar with the changes you make to the platform - Verified HubSpot Sales Hub user, G2 
Advanced customization features may require technical expertise or higher-tier subscription plans - Verified HubSpot Sales Hub user, G2 

We’ve also checked out some G2 reviews from Pipedrive users about the platform’s customization options:

It provides a comprehensive set of features and allows for extensive customization to align with your specific needs - Verified Pipedrive user, G2 
It's a very intuitive and easy-to-use tool while Pipedrive supports many customization functionalities - Verified Pipedrive user, G2 

Again, users also recognised that Pipedrive has some limitations when it comes to customization, primarily that customization does not necessarily extend its functionality to larger teams: 

I think its strength is as a CRM for smaller teams, as the level of analytics and customization needed for a larger team just isn't there - Verified Pipedrive user, G2 
We hit the ceiling with customization to allow for deep hooks into our platform and forecasting. But I have a feeling it was just because of the complex product that we have - Verified Pipedrive user, G2 
Pipedrive report dashboard

5. Integrations

HubSpot offers more integrations than Pipedrive overall, with Pipedrive facing criticism over its reliance on tools such as Zapier to make these integrations work.

As one independent reviewer put it: 

The Pipedrive marketplace is also less robust than Hubspots: you'll have fewer choices - Verified Pipedrive user, G2 

That said, it does offer native integrations with the following popular platforms:

  • Slack
  • Zoom
  • Gmail 
  • Microsoft Teams 

Of course, HubSpot integrates with all of these tools, as well as popular marketing tools such as Google Ads, Facebook Ads and LinkedIn. 

HubSpot users regularly praise its integration functionality, saying:

The integration of CRM and sales tools within a single platform has been a game-changer for us  - Verified HubSpot Sales Hub user, G2 
It offers a lot of native integration and custom webhooks, which is just awesome  - Verified HubSpot Sales Hub user, G2 

But Pipedrive does integrate with other tools, too. These integrations include project management tools such as and Asana as well as contract management tools like Juro. As one user says: 

Tools that are integrated are Juro contracting and Slack - Verified Pipedrive user, G2 

However, HubSpot integrates with thousands of other business applications, making it the better choice for businesses that need that connectivity and want to automate their customer management across both sales and marketing teams. 

6. Accessibility

Here we looked at both the accessibility of the platform and the accessibility of data within the platform. In terms of the first of these factors, Pipedrive and HubSpot are neck and neck. Both offer a user experience that is praised for its ease, simplicity and design. 

Here’s what users had to say about Pipedrive’s platform accessibility:

The solution's simplicity and easy accessibility have jazzed me. My entire team is on Pipedrive -  Verified Pipedrive user, G2 
Its quick accessibility lets us use this tool anywhere around the globe. This is the best CRM solution for beginners - Verified Pipedrive user, G2 

By comparison, HubSpot customers also praise the accessibility of HubSpot, noting in particular that it enables them to be better at their jobs:

Filters and the easy accessibility are awesome and help me to be faster at work  - Verified HubSpot Sales Hub user, G2 
Hubspot’s UI/UX, accessibility, and ease of use are hands down the best CRM I've ever used to make me more successful at my job  - Verified HubSpot Sales Hub user, G2 

That said, when it comes to data accessibility HubSpot seems to pip Pipedrive to the post. Check out the two independent reviews below that demonstrate this: 

With just a few clicks, I can visually represent my sales data, which is essential for tracking performance and setting future goals - Verified HubSpot Sales Hub user, G2 

It would be better if the data visualization tools were better and enabled the user to create reports with the desired chart types - Verified Pipedrive user, G2 

Overall, both platforms have a strong offering when it comes to accessibility but HubSpot's capability outweighs that of Pipedrive. 

HubSpot pipeline analysis

7. Pricing 

Pipedrive and HubSpot both offer different types of plans and charge their users accordingly. This makes it complicated to directly compare the prices of the two tools as they can vary based on how many users you have and which features you need.

However, independent reviews suggest that at least if you are only looking for a sales solution, Pipedrive is a cheaper alternative to HubSpot. Below are some reviews that commend Pipedrive for its cheaper pricing model: 

Pipedrive delivers excellent sales pipeline management and automation to the sales process at a very reasonable price - Verified Pipedrive user, G2 

Pipedrive plans range from $14.90 per user to $79.90 (price when billed annually), making it one of the most affordable sales CRMs on the market. However, users are correct to point out that this does come at a cost, with additional costs for certain integrations and a lack of advanced reporting. 

Pipedrive, understandably for its price and position in the market, is sometimes limited in terms of in-depth reporting - Verified Pipedrive user, G2 

By comparison, HubSpot’s pricing plans state a set price for a set number of users on a given plan, for example, $460/mo for up to 5 users in their Sales Hub. 

Most customers seem to look favourably upon the pricing plans, commenting: 

There are a lot of CRMs out there, but this tool allows the most flexibility at the price while also allowing free accounts to access your paid data - Verified HubSpot Sales Hub user, G2 

Another user does note that, like Salesforce, certain features are only accessible for an extra monthly cost: 

Some of the features are barred behind expensive price gates - Verified Hubspot user, G2

While this sounds more expensive than Pipedrive’s plans, it’s important to remember that HubSpot is a larger CRM that offers more than just sales capability. That said, a lot of the features available in HubSpot are only available in their more expensive plans, like 24/7 customer support for example. 

When comparing Pipedrive vs HubSpot based on price, it’s also important to note that both often charge extra for certain add-ons before you make your final decision. 

8. Customer support

Interestingly, HubSpot and Pipedrive are both rated fairly similarly when it comes to support. 

The industry standard for quality of support rating on G2 in this area is 8.6 out of 10, which HubSpot is also rated. Pipedrive is only rated 0.3 lower with a score of 8.3 out of 10. This suggests that users of the platforms are both fairly happy about what they have to offer. 

Below are some reviews left by Hubspot customers that describe the speed and quality of support they’ve received:

Customer support is super on point, I love how I can get in touch with someone from the HS team immediately on chat - Verified Hubspot user, G2
Customer support has also been easy to reach and has been responsive to our concerns regarding process automation - Verified Hubspot user, G2

Although the experience has not been so smooth for all customers:

I've not had a lot of issues and when I do, the customer service and support teams are available to answer questions - Verified Hubspot user, G2

Pipedrive reviews show that their customers have a similar experience when it comes to accessing support: 

Rollout to the team was quick and easy, with good customer support and really easy to integrate with current systems - Verified Pipedrive user, G2 

However, it's worth noting that there were more reviews highlighting how slow support can be on G2 than on HubSpot’s page. 

The worst part is the support response time is pathetically slow, it's anywhere between 2-4 days - Verified Pipedrive user, G2 

HubSpot vs Pipedrive: which is best overall?

HubSpot and Pipedrive are both big names in the CRM space for a reason, though these reasons differ from one another. If you’re deciding between them, there’s no clear-cut ‘best’ option. 

If you are looking for a sales-oriented CRM, at an affordable price, with a range of simple integrations then Pipedrive is for you. Pipedrive offers users unlimited contacts, custom fields and full pipeline visibility but lacks the visibility and tools needed to see pipeline post-sales. 

In comparison, HubSpot is a larger CRM that offers functionality to connect sales, marketing, customer success and content management. Sales Hub drives productivity and visibility into the pipelines, helping growing sales organizations prospect smarter. 

Fundamentally, both tools aim to accelerate revenue growth and help your business to scale, it just depends on what you want to focus on at this stage in your business. 

Juro for CRM users

Regardless of the CRM platform you opt for, securing signatures on contracts when deals are on the verge of closure will help. To achieve this, we’d advise having a contract lifecycle management tool that seamlessly integrates with your chosen CRM.

Juro integrates with both HubSpot and Pipedrive, giving you the freedom to choose the CRM that works best for you without compromising on contracts. 

This is where Juro comes in. Juro serves as a comprehensive contract automation software, empowering users to generate, negotiate, sign, store and oversee contracts - all within one workspace.

Schedule a demo via the link below to help sales representatives create contracts in conjunction with their CRM. 

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