A marketing agency’s CRM has to do double duty: it’s the system for winning new clients and the system for proving campaign results to the ones already on retainer. That’s a different job than a typical sales CRM, since it needs to hold multiple client accounts cleanly separate, tie into email and social campaign data, and make reporting something you can hand to a client rather than something only your team understands. This guide compares 10 CRMs that fit that dual role, from full marketing-automation-plus-CRM suites to lighter tools built around relationship-driven new business development.
We evaluated pricing, agency-relevant capabilities (campaign and marketing automation, multi-account organization, client-facing reporting, integrations with ad and email platforms), and SaaSworthy’s own SW Score and aggregated user ratings, along with what reviewers say they like and dislike about each platform, as of September 2026. Where a product has a thin review history, we’ve flagged that clearly rather than presenting it as proven at scale.
HubSpot CRM is our best overall pick for agencies since it pairs a genuinely free CRM with a marketing automation suite built for exactly this kind of client work, reinforced by HubSpot’s own Solutions Partner Program for agencies. Zoho CRM and Keap both combine CRM with automation for agencies that want one platform end to end, Creatio suits agencies that want to build custom workflows per client vertical, and Pipedrive, Close and Nimble cover different new-business styles, from pipeline tracking to outbound calling to relationship-driven social selling. Freshsales, Copper CRM and Growtheon round out the list for AI-assisted lead scoring, Google Workspace-native teams, and agencies wanting a purpose-built, flat-rate option. Updated for September 2026 with the latest pricing, ratings and feature changes.
Quick Comparison: Best CRM Software for Marketing Agencies
| Segment | Winner |
|---|---|
| Best Overall for Marketing Agencies | HubSpot CRM |
| Best for Multi-Client Segmentation & Scaling Agencies | Zoho CRM |
| Best for CRM Plus Marketing Automation Combined | Keap |
| Best for No-Code Client Workflow Automation | Creatio |
| Best for New Business & Sales Pipeline Visibility | Pipedrive CRM |
| Best for Outbound-Led Agency Business Development | Close |
| Best for Relationship-Based Client Acquisition & Social Selling | Nimble |
| Best for AI-Powered Lead Scoring Across Campaigns | Freshsales (Freshworks CRM) |
| Best for Agencies Running on Google Workspace | Copper CRM |
| Best Purpose-Built CRM for Agencies on a Flat-Rate Budget | Growtheon |
1. HubSpot CRM – Best Overall CRM for Marketing Agencies
HubSpot Sales Hub
Why We Picked It
HubSpot CRM tops this list because it was built around the same motion agencies run for their clients: attracting leads, nurturing them through content and campaigns, and reporting on what worked. The free CRM tier covers contact and deal management, while the connected Marketing and Sales Hubs add campaign tools, landing pages and shared dashboards that make client reporting straightforward rather than a manual export job. HubSpot’s own Solutions Partner Program is also built specifically for agencies managing multiple client portals, with tiered benefits as an agency’s HubSpot client base grows.
HubSpot is featured on SaaSworthy at a 4.1 rating, and its Sales Hub product separately holds a 4.4/5 across nearly 14,000 SaaSworthy reviews, one of the largest review bases of any CRM agencies would consider. Reviewers consistently cite ease of use and a genuinely unified platform, though the recurring complaint, echoed across agency-specific reviews too, is that costs climb quickly once you need more seats or advanced features across multiple client portals.
For an agency that wants one platform tying together client acquisition, campaign management and reporting, with a partner ecosystem built for exactly this business model, HubSpot CRM is the most complete recommendation on this list.
Key Facts
- Starting price: Free CRM tier; Marketing/Sales Hub paid tiers start at $20/seat/month (Starter), scaling to $100 (Professional) and $150 (Enterprise) (as of September 2026)
- Free plan: Yes, a genuinely usable free CRM tier
- Top features: Free contact and deal management, Marketing Hub campaign and landing page tools, shared reporting dashboards, HubSpot Solutions Partner Program for agencies managing multiple client accounts
- Best for: Marketing agencies that want CRM, campaign management and client reporting on one platform, especially those building a HubSpot partner practice
Evidence Data
HubSpot Sales Hub’s 4.4/5 rating across roughly 13,939 SaaSworthy reviews is among the highest of any CRM in this comparison, and its free CRM entry point removes the upfront cost barrier that makes some competitors harder to pilot with a new client. Reviewers most often cite ease of adoption, though costs scale meaningfully once an agency needs Professional or Enterprise features across several client portals.
Pros
- Free CRM tier lowers the barrier to piloting the platform with a new client engagement.
- Marketing and Sales Hub tools are purpose-built for the campaign-to-report workflow agencies already run.
- HubSpot’s Solutions Partner Program adds agency-specific benefits and multi-portal support as a practice grows.
Cons
- Costs increase quickly once Professional or Enterprise tiers and multiple seats are needed.
- Some genuinely useful features are locked behind higher tiers, which can complicate per-client budgeting.
- Managing several distinct client portals still takes more coordination than a single-tenant system.
2. Zoho CRM – Best for Multi-Client Segmentation & Scaling Agencies
Zoho CRM
Why We Picked It
Zoho CRM earns its place for agencies juggling many client accounts at once. Its multichannel support (phone, live chat, email, social) means an agency can manage client-facing communication for several accounts without separate tools, while pre-built and customizable KPIs make it easy to show each client how their specific account is performing. Zoho’s Blueprint feature is particularly useful for agencies, since it standardizes the process a team follows for every client rather than leaving quality to individual account managers.
Reviewers consistently praise Zoho’s ease of use and customizable interface, notable given the platform’s depth. The most frequent complaints are slow customer support and occasional software glitches, worth factoring in given how central the CRM becomes once several client accounts run through it.
For an agency managing multiple client accounts that wants a consistent, KPI-driven process across all of them, Zoho CRM is the most scalable recommendation on this list.
Key Facts
- Starting price: $14/month; free trial available (as of September 2026)
- Free plan: No free-forever plan at this tier; free trial available
- Top features: Multichannel client communication (phone, live chat, email, social), visitor tracking and email analytics, pre-built and customizable KPIs per account, Blueprint process management for consistent client handling
- Best for: Agencies managing multiple client accounts that want a standardized process and clear, per-account performance visibility
Evidence Data
Zoho CRM’s 98% SW Score is the highest of any product in this comparison, and its 2,504 ratings at 4.3/5 reflect broad adoption; its Blueprint process tool in particular addresses a problem specific to agencies, keeping service quality consistent across accounts as headcount and client count both grow.
Pros
- Blueprint process management keeps client service consistent across a growing account list.
- Multichannel support consolidates client-facing communication that would otherwise need separate tools.
- Highest feature depth and SW Score of any product in this comparison.
Cons
- Customer support response times are a recurring complaint among reviewers.
- Depth of features can mean a longer ramp-up time for new account managers.
- Occasional software glitches are noted by users as customization increases.
3. Keap – Best for CRM Plus Marketing Automation Combined
Keap
Why We Picked It
Keap is a natural fit for marketing and coaching-adjacent agencies because it doesn’t treat CRM and marketing automation as separate purchases. Email marketing, custom forms embedded on landing pages, SMS and email broadcast campaigns, and automated sales follow-up all live in the same platform as the CRM itself, which suits agencies running full-funnel campaigns for clients rather than just tracking a sales pipeline.
Reviewers consistently highlight email marketing automation and CRM functionality as Keap’s core strengths. The most common criticisms are a complex learning curve and a limited landing page builder compared to dedicated marketing tools, worth testing against what an agency actually needs to deliver for clients.
For an agency that wants marketing automation and CRM genuinely combined rather than integrated after the fact, Keap is the most unified recommendation on this list.
Key Facts
- Starting price: $249/month; free trial available (as of September 2026)
- Free plan: No free-forever plan
- Top features: Email and SMS marketing automation, custom forms and landing page embeds, automated sales pipeline follow-up, appointments and payments built in
- Best for: Marketing and campaign-focused agencies that want CRM and marketing automation running as one connected system rather than stitched-together tools
Evidence Data
Keap’s 4.3/5 rating across 2,040 ratings reflects solid, sustained satisfaction, though its $249/month starting price is the highest among the CRM-plus-automation picks in this comparison, a cost that needs to be weighed against not having to license a separate marketing automation platform.
Pros
- Genuinely combines CRM and marketing automation rather than treating them as separate add-ons.
- Strong reviewer sentiment specifically on email marketing automation capability.
- Built-in appointments and payments reduce the need for additional client-facing tools.
Cons
- Highest starting price among the marketing-automation-plus-CRM tools in this comparison.
- Reviewers describe a genuinely complex learning curve.
- Landing page builder is more limited than dedicated marketing platforms.
4. Creatio – Best for No-Code Client Workflow Automation
Creatio
Why We Picked It
Creatio suits agencies that serve clients across different industries and need distinct processes for each, rather than forcing every client’s account into the same workflow. Its no-code, AI-native builder lets an agency design and adjust processes visually, useful when onboarding a new client vertical shouldn’t require developer time just to get the CRM configured correctly.
Reviewers consistently praise Creatio’s easy-to-use interface and extensive customization capabilities. The main criticisms are mobile app functionality and slow processing times at points, worth testing against an agency’s specific account management needs before committing.
For an agency that services clients across multiple industries and wants to build a distinct workflow for each without engineering support, Creatio is the most flexible recommendation on this list.
Key Facts
- Starting price: $40/month; no free trial available (as of September 2026)
- Free plan: No free plan or trial
- Top features: No-code visual workflow builder, embedded AI assistants, customizable applications per client vertical without heavy development, unified workspace across sales, marketing and service
- Best for: Agencies serving clients across multiple industries that want a distinct, easily adjustable workflow for each account
Evidence Data
Creatio’s 4.6/5 rating across 455 ratings is the second-highest in this comparison, and its 99% feature score reflects genuine customization depth, though the lack of a free trial means an agency needs to commit to the $40/month entry price before validating fit against its specific client workflows.
Pros
- No-code workflow tools let an account team adapt processes per client vertical without developer time.
- Strong reviewer sentiment on ease of use despite the platform’s customization depth.
- Unified workspace across sales, marketing and service suits full-service agency operations.
Cons
- No free trial, making it harder to validate fit before paying.
- Reviewers note slow processing times at points.
- Mobile app functionality is a recurring weak point.
5. Pipedrive CRM – Best for New Business & Sales Pipeline Visibility
Pipedrive
Why We Picked It
Pipedrive earns its spot for the side of agency life that isn’t client delivery: winning new business. Its kanban-style pipeline makes it easy to see exactly where every prospective client sits, from first call to signed retainer, and automated sales conversation reminders help a busy account or business development lead avoid letting a warm lead go cold.
With over 5,000 ratings on SaaSworthy, Pipedrive has one of the largest and steadiest review bases of any CRM agencies would consider for new business tracking. Reviewers consistently point to ease of use and an intuitive interface as reasons they stick with it. The main complaints are unreliable email syncing and a mobile app reviewers describe as inadequate.
For an agency that wants clear visibility into its new business pipeline without a heavy setup process, Pipedrive is the most dependable recommendation on this list.
Key Facts
- Starting price: $14/month, billed annually; free trial available (as of September 2026)
- Free plan: No free-forever plan, but a full-featured free trial
- Top features: Kanban-style pipeline view, automated sales conversation reminders, real-time sales reports and forecasting, goal-setting and team monitoring
- Best for: Agencies that want a clear, visual new business pipeline separate from client delivery and account management tools
Evidence Data
Pipedrive’s 4.4/5 rating across 5,284 ratings is the largest review base in this comparison, and its 76% reviews score reflects broad satisfaction with its core pipeline functionality, the specific job most agencies need it to do for new business tracking.
Pros
- Ease of use and an intuitive interface are the most consistently cited strengths among reviewers.
- Kanban pipeline view keeps new business status visible at a glance for busy agency leadership.
- Large, mature review base gives agencies confidence in day-to-day reliability.
Cons
- Reviewers report unreliable email syncing that can cause missed context on prospective clients.
- Mobile app functionality is described as inadequate.
- No free-forever plan, so it needs to be budgeted for beyond the trial period.
6. Close – Best for Outbound-Led Agency Business Development
Close
Why We Picked It
Close fits agencies whose new business comes primarily from outbound prospecting rather than inbound leads. Built-in calling and SMS, predictive dialing and email sequences are all native, which matters for a business development lead who doesn’t want to manage a separate dialer and CRM while trying to book discovery calls.
Reviewers give Close one of the highest ratings in this comparison at 4.8/5, consistently praising its user-friendly interface and lead management and organization. The most common criticisms are reporting and analytics limitations and mobile app functionality.
For an agency running an active outbound prospecting motion to win new clients, Close is the most purpose-built recommendation on this list.
Key Facts
- Starting price: $49/month; free trial available (as of September 2026)
- Free plan: No free-forever plan
- Top features: Built-in calling and SMS, predictive dialing, call automation, email sequences and bulk email, actionable team performance reporting
- Best for: Agencies whose new business development runs primarily through outbound calling and SMS prospecting
Evidence Data
Close’s 4.8/5 rating across 2,046 ratings is the second-highest in this comparison, and its 74% reviews score is among the strongest here, even though its $49/month starting price sits above most pipeline-only tools, a premium reviewers seem willing to pay for consolidating their outbound stack.
Pros
- Native calling, SMS and predictive dialing eliminate the need for a separate outbound prospecting tool.
- High user satisfaction (4.8/5) with particular praise for lead organization.
- Actionable reporting helps agency leadership track business development performance without extra tooling.
Cons
- Higher starting price than most pipeline-focused CRMs in this comparison.
- Reporting and analytics are described as more limited than the platform’s core calling features.
- Mobile app functionality lags behind the desktop experience.
7. Nimble – Best for Relationship-Based Client Acquisition & Social Selling
Nimble
Why We Picked It
Nimble suits agencies that win clients through relationships, referrals and social proof rather than cold outbound. Its browser extension auto-enriches contact profiles the moment someone searches a name, pulling in social and public data, and it works across every major social network, which matters when an agency’s principals are actively building relationships on LinkedIn or elsewhere as their primary growth channel.
Reviewers highlight social media integration and ease of use as Nimble’s standout strengths. The most common criticisms are mobile app functionality and limited customization options.
For an agency where new business comes primarily through relationships, referrals and social visibility rather than cold prospecting, Nimble is the most tailored recommendation on this list.
Key Facts
- Starting price: $24.90/month; free trial available (as of September 2026)
- Free plan: No free-forever plan
- Top features: Auto-enriched contact profiles from social and public data, browser extension for instant contact lookup, 360-degree view of leads and clients, email tracking and pipeline management
- Best for: Agencies where principals win new business through relationships, referrals and social visibility rather than cold outbound
Evidence Data
Nimble’s 4.7/5 rating across 1,113 ratings is the third-highest in this comparison, reflecting strong satisfaction among relationship-driven sellers, though its $24.90/month starting price is higher than most pipeline-only tools on this list.
Pros
- Social media integration and contact enrichment are more thorough than any other product in this comparison.
- Deep, native fit for teams already standardized on Google Workspace or Microsoft 365.
- Strong overall rating (4.7/5) with consistently positive sentiment on ease of use.
Cons
- Mobile app functionality is a frequently cited weak point.
- Customization options are more limited than Zoho CRM or Creatio.
- Less useful for agencies whose growth comes mainly from outbound prospecting rather than relationships.
8. Freshsales (Freshworks CRM) – Best for AI-Powered Lead Scoring Across Campaigns
Freshsales
Why We Picked It
Freshsales suits agencies running multiple client acquisition campaigns at once and wanting AI to help prioritize which leads are worth chasing. Freddy AI handles predictive contact scoring and deal insights, while visitor intent tracking and automated sales campaigns help a lean business development team focus effort where it’s most likely to convert. It also pairs naturally with Freshworks’ broader marketing suite for agencies already in that ecosystem.
Reviewers consistently cite a user-friendly interface and comprehensive CRM features as reasons they picked Freshsales. The main drawbacks noted are limited third-party integrations and occasional software bugs.
For an agency that wants AI-assisted lead scoring across multiple acquisition campaigns without an enterprise price tag, Freshsales is the strongest automation-focused recommendation on this list.
Key Facts
- Starting price: $9/month; free trial available, and a free-forever plan is offered (as of September 2026)
- Free plan: Yes, free-forever plan available
- Top features: Freddy AI-powered predictive contact scoring, visitor intent tracking, dynamic forecasting, automated sales campaigns, 360-degree customer view
- Best for: Agencies running several new business campaigns simultaneously that want AI help prioritizing which leads to chase
Evidence Data
Freshsales posts a 100% feature score and a 4.5/5 rating across 1,381 ratings, tying for the second-highest user rating in this comparison. At $9/month with a free tier included, it puts AI-assisted scoring within reach of agencies that can’t justify enterprise-tier spend.
Pros
- AI-powered lead scoring and deal insights included at the entry price point.
- Strong, consistent ratings with 76% of reviewers giving positive feedback on core functionality.
- Free-forever plan makes it low-risk to pilot before committing agency budget.
Cons
- Third-party integrations are more limited than some competitors on this list.
- Reviewers note occasional software bugs and glitches.
- Lower popularity score (67%) suggests less widespread agency adoption so far than Zoho or Pipedrive.
9. Copper CRM – Best for Agencies Running on Google Workspace
Copper CRM
Why We Picked It
Copper is built specifically for teams that live inside Google Workspace, which describes a large share of small and mid-size agencies by default. It automatically organizes emails, calls, files and notes for every contact, giving account managers a full relationship history without manually logging activity, while tagging and filtering make it easy to segment clients and prospects as the roster grows.
Reviewers consistently highlight seamless G-Suite integration and a user-friendly interface as Copper’s defining strengths. The main criticisms are limited reporting functionality and occasional software glitches, worth weighing given its comparatively lower user rating.
For an agency that already runs its entire workflow through Gmail, Docs and Calendar, Copper is the most natively integrated recommendation on this list.
Key Facts
- Starting price: $9/month; free trial available (as of September 2026)
- Free plan: No free-forever plan
- Top features: Automatic logging of emails, calls, files and notes per contact, tagging and custom fields for client and lead segmentation, real-time engagement notifications, email open tracking
- Best for: Agencies already standardized on Google Workspace that want CRM data to live naturally alongside Gmail and Calendar
Evidence Data
Copper’s 91% SW Score is solid, though its 3.1/5 user rating across 99 ratings is the lowest in this comparison, a gap agencies should weigh against the depth of its Google Workspace integration before committing.
Pros
- Deepest native Google Workspace integration of any product in this comparison.
- Automatic activity logging reduces manual data entry for busy account managers.
- Real-time engagement notifications help prioritize follow-ups without extra tooling.
Cons
- Lowest user rating in this comparison, with limited reporting functionality frequently cited.
- Occasional software glitches reported by reviewers.
- Less useful for agencies not built around Google Workspace as their core productivity suite.
10. Growtheon – Best Purpose-Built CRM for Agencies on a Flat-Rate Budget
Growtheon
Why We Picked It
Growtheon stands out simply because it says the words most CRMs on this list don’t: it’s built for “agencies, service providers, and growing businesses” specifically. It combines contact management, sales pipelines, email and SMS campaigns, landing pages, workflow automation and reporting into one platform, under what it describes as a flat, transparent pricing model rather than the per-seat costs that can make client-facing tools expensive to scale.
Because Growtheon is new to the market, it doesn’t yet have a meaningful base of user reviews on SaaSworthy, so its 72% SW Score reflects feature completeness rather than proven satisfaction at scale. That’s worth weighing against more established picks on this list, but its explicit agency positioning and flat pricing make it worth a pilot for a budget-conscious team.
For an agency that wants a platform built explicitly around agency workflows at a predictable flat rate, and is comfortable being an early adopter, Growtheon is the most purpose-aligned recommendation on this list, with the caveat that it hasn’t yet built the track record of the other products here.
Key Facts
- Starting price: $97/month, flat rate; free trial available (as of September 2026)
- Free plan: No free-forever plan
- Top features: Contact management, sales pipelines, email and SMS campaigns, landing pages, workflow automation, integrated reporting
- Best for: Budget-conscious agencies and service providers that want a platform explicitly built for their business model, and are willing to adopt a newer vendor
Evidence Data
Growtheon’s description is explicitly aimed at “agencies, service providers, and growing businesses,” a more direct positioning than any other product in this comparison, though its lack of an established review base on SaaSworthy (its 72% SW Score reflects feature scope, not user sentiment) means agencies should pilot carefully before relying on it for client-facing work.
Pros
- Explicitly built and marketed for agency and service-provider workflows, unlike more generalist CRMs on this list.
- Flat, transparent pricing model avoids per-seat cost creep as an agency adds team members.
- Combines CRM, campaign tools and workflow automation in one platform.
Cons
- No meaningful independent review history yet, unlike every other product in this comparison.
- As a newer vendor, long-term support and roadmap stability are less proven.
- Feature depth in any single area (automation, reporting, campaigns) is unlikely to match dedicated specialists like Keap or Creatio.
Full Comparison Table
| Product | Best For | Starting Price (as of Sep 2026) | Free Plan / Trial | Rating |
|---|---|---|---|---|
| HubSpot CRM | Overall agency CRM + marketing suite | Free CRM; $20-$150/seat/mo (Hub tiers) | Free CRM tier | 4.1/5 (SaaSworthy); 4.4/5 (SaaSworthy, Sales Hub) |
| Zoho CRM | Multi-client segmentation at scale | $14/month | Free trial only | 4.3/5 (98% SW Score) |
| Keap | CRM plus marketing automation | $249/month | Free trial only | 4.3/5 (90% SW Score) |
| Creatio | No-code client workflow automation | $40/month | No free trial | 4.6/5 (90% SW Score) |
| Pipedrive CRM | New business pipeline visibility | $14/month | Free trial only | 4.4/5 (91% SW Score) |
| Close | Outbound-led business development | $49/month | Free trial only | 4.8/5 (90% SW Score) |
| Nimble | Relationship-based client acquisition | $24.90/month | Free trial only | 4.7/5 (91% SW Score) |
| Freshsales (Freshworks CRM) | AI-powered lead scoring | $9/month | Free-forever plan | 4.5/5 (92% SW Score) |
| Copper CRM | Google Workspace-native agencies | $9/month | Free trial only | 3.1/5 (91% SW Score) |
| Growtheon | Purpose-built, flat-rate agency CRM | $97/month flat | Free trial only | Not yet rated (72% SW Score) |
| Bigin by Zoho CRM (bonus mention) | Solo consultants & freelance marketers | $7/month | Free-forever plan | 4.5/5 (93% SW Score) |
| LinkedCRM AI (bonus mention) | LinkedIn-based lead generation | $6/month | No free trial | Not yet rated (82% SW Score) |
All prices and ratings are based on SaaSworthy’s own SW Score data, aggregated user ratings, SaaSworthy review data and published vendor pricing as of September 2026. Starting prices reflect the lowest publicly listed tier and may not include every feature discussed above. Products without an established review base are noted as such rather than presented as proven at scale. Confirm current pricing directly with each vendor before purchasing.
FAQs
1. What’s the best CRM software for marketing agencies in 2026?
HubSpot CRM is our best overall pick for agencies, since it pairs a free CRM tier with marketing automation and client reporting tools built for the same acquire-nurture-report cycle agencies run for their own clients. Agencies managing many client accounts with different needs may prefer Zoho CRM for its process consistency across accounts.
2. What’s the best CRM that combines marketing automation and client management?
Keap and HubSpot CRM both combine CRM with marketing automation natively, rather than requiring a separate marketing platform. Keap tends to suit smaller, campaign-heavy agencies and consultancies, while HubSpot scales further with dedicated Marketing and Sales Hub tiers.
3. Which CRM is best for agencies managing many client accounts at once?
Zoho CRM’s Blueprint process management and multichannel support are specifically useful for keeping service quality consistent across a growing list of client accounts, while Creatio suits agencies that need a genuinely different workflow for each client vertical.
4. Is HubSpot worth it for a marketing agency versus building on Zoho or Pipedrive?
HubSpot’s free CRM tier and Solutions Partner Program make it especially attractive for agencies that want to build a practice around the platform itself, but costs rise quickly at Professional and Enterprise tiers. Zoho CRM and Pipedrive are more affordable entry points if an agency mainly needs client and pipeline management without a bundled marketing suite.
5. What’s the best affordable CRM for a small marketing agency or freelance consultant?
Bigin by Zoho CRM and Freshsales both offer usable free-forever tiers and low starting prices, making them practical for a solo consultant or very small agency team before scaling up to a more comprehensive platform.
