The 9 Best B2B Sales Software for Sales Leaders in 2025

 

We’re officially in the age of agentic artificial intelligence — and sales will never be the same. 

Don’t just take our word for it: we surveyed over 650 full-time sales and marketing professionals Future of Revenue Report to learn how they’re thinking about and using AI on the daily.  

• 93% of AI-powered video users report positive revenue
• Sales and marketers are saving an average of 16 hours every week using agentic AI tools
• 81% say easier measurement would drive adoption
• 88% agree that artificial intelligence needs human oversight 

It’s that last number that sticks with us the most. 

Because here at Vidyard, we believe that artificial intelligence can be both an equalizer and multiplier for revenue teams. It enables smaller teams to compete against the giants and can accelerate revenue growth exponentially… but only if used thoughtfully and strategically. 

Traditional B2B sales software, while effective, often lacks the personalization and impact needed to truly engage today’s B2B buyers. While you likely already have some sales tools in your stack, we’re here to help you understand how to re-do your entire revenue engine with AI-powered tools to help you think bigger, faster. 

So if you’re looking to test out a few new tools, or dive deeper into your existing stack with new AI capabilities, you’ve come to the right place.

Types of B2B sales tools in today’s market

It feels like a new sales tool is released every week. But what problems do they actually solve? In general, B2B sales software can be bucketed into a few key categories. 

Customer Relationship Management (CRM)

Customer Relationship Management (CRM) systems play a vital role in helping businesses stay organized, understand their pipeline, and have a broad ability to predict revenue. They serve as a centralized database where all customer and prospect information is stored, making it easy for teams to access contact details, purchase history, communication logs, and general preferences. They can provide visual pipelines and reports showing the status of leads and deals, while the best CRMs automatically log calls, emails, meetings, and follow-ups to ensure no interaction is overlooked.

Sales engagement platforms (also known as lead nurturing tools) 

Sales engagement platforms and tools help businesses manage and develop relationships with prospects by automating personalized communication, delivering the right content at the right time, and ensuring consistent follow-up. 

By tracking how prospects interact with emails, websites, and other touchpoints, lead nurturing tools provide valuable insights into buying intent and readiness, enabling sales teams to prioritize high-quality leads. 

They often include lead scoring, lead routing, automated sequences and integrations with top data enrichment tools and your CRM to ensure that your sales team has the information they need to move deals along. 

Sales Content Management Systems

Sales content management systems equip teams with the resources needed to support reps throughout the sales cycle. They centralize essential materials such as sales playbooks, messaging templates, and content libraries, to help reduce time spent searching for information and help maintain consistency in outreach and communications.

 

Video sales tools

Video sales tools provide a more personal, engaging, and impactful way to connect with prospects through the power of personalized video messages. Unlike traditional text-based outreach, video allows sales reps to convey tone, emotion, and authenticity, which helps build trust and strengthen relationships throughout the sales process. 

Beyond the basics of enabling teams to record and share videos, the best video sales tools include AI Avatars, in-depth video analytics to track engagement, video hosting, and agentic capabilities, like Vidyard’s Video Agent, that can automatically create and send personalized AI Avatar videos when prospects take certain actions like downloading an ebook or requesting a demo. 

 

The 9 best B2B sales software solutions

Below you’ll find a list of the top B2B sales software that truly deliver measurable results, improve efficiency, and drive better outcomes for teams of all shapes and sizes. 

While you may know some of these, chances are that you haven’t explored all their new capabilities and product enhancements including agentic experiences, automations, and AI-powered insights. 

 

Top 3 B2B CRMs

Salesforce

 

You’ve almost certainly heard of Salesforce and its suite of sales tools, from customer relationship management to email automation and revenue management. In recent years, Salesforce has significantly expanded its sales automation capabilities, including the launch of Agentforce, one of the most customizable AI sales agent solutions available.

G2 rating: 4.2 out of 5 stars

 

Key features

 

• Top-rated, scalable CRM that automates lead capture, scoring, routing, and lead tracking.
• Can build out to create automated email sequences with customizable templates, call tasks, and follow-up reminders for consistent engagement throughout the sales cycle.
• Einstein AI delivers predictive scoring, opportunity insights, and recommended next steps to help reps prioritize specific actions most likely to close deals.

 

Pros

 

• Highly customizable, end-to-end sales tools that scale across industries.
• Robust integration ecosystem via Salesforce AppExchange, connecting thousands of third-party tools like HubSpot, Slack, and ZoomInfo.

 

Cons

• Licensing, advanced customizations, and integrations can quickly become costly for smaller businesses.
• Implementation and ongoing management often require admin or developer resources, along with significant onboarding and training.

 

Pricing

Free trial available. Full pricing provided upon request, based on features and add-ons selected.

 

Hubspot

 

HubSpot is an all-in-one CRM and sales platform that blends powerful sales engagement, productivity tools, automation, and AI-features. Hubspot also offers a suite of marketing tools, enabling marketing and sales teams to easily come together. 

 

G2 rating: 4.6 out of 5 stars 

 

Key features

 

• Sequences, task reminders, and follow-ups integrated with email and calendar systems to ensure consistent outreach and pipeline activity. 
• Advanced lead management, reporting, and forecasting, with insights that help sales reps focus on what’s most likely to move deals forward. 
• Broad integrations (email, calendar tools, third-party platforms) to connect with existing stacks and streamline sales workflows.

 

Pros

 

• Users often praise how easy it is to adopt and use even without extensive technical background. 
• Automation features that help scale outreach, follow-ups, and workflows so teams don’t waste time on manual processes. 
• Flexible for small to larger organizations thanks to modularity of features and tiers, so you can start simple and grow

 

Cons

 

• Features like A/B testing, advanced reporting, or some automations may be locked behind higher-cost plans. 
• Customization constraints in certain lower tiers; users sometimes report limited flexibility in workflows or outreach template design.

 

Pricing

 

Free forever plan with basic CRM features. Pricing based on features and number of users.

 

Pipedrive

 

Pipedrive is a CRM and pipeline management tool designed for SMBs to streamline the sales process, letting teams track deals, manage leads, automate workflows, and focus on closing more business.

 

G2 rating: 4.3 out of 5 stars

 

Key features

 

• Visual, customizable pipelines (drag-and-drop deal cards) so you can see where every opportunity stands at a glance. 
• Built-in AI tools (like a Sales Assistant) to identify high-probability deals, suggest next steps, and help prioritize which opportunities to work on. 
• Email sync, templates, open & click tracking, and activity reminders so that outreach and follow-ups are more consistent. 

 

Pros

 

• Intuitive UI, easy to get started even if you’re new to CRMs.
• Affordable pricing for smaller teams, especially if you don’t need all of the advanced features immediately. 

 

Cons

 

• Some key features (like advanced reporting, two-way email sync, or higher limits on automations) are only included in higher-tier plans.
• No free permanent plan; only a free trial is offered

 

Pricing

 

Plans start at $24 per user/month when billed annually

 

Top 3 sales engagement platforms

Outreach

 

Outreach is widely recognized as a leading sales engagement platform, but it goes even further by combining sequences, AI-driven intelligence, forecasting, and coaching tools to help go-to-market teams increase efficiency and close more deals.

 

G2 rating: 4.3 out of 5 stars

 

Key features

• Sequence-based outreach via email, phone, social media with A/B testing of messaging and timing with real-time call and meeting transcriptions, summaries, flagging of action items, and insights during conversations.
• Deal health scores, risk detection, forecasting, alerts of deals at risk, enabling data-driven decision making.
• Tools to help managers track performance, give feedback, coach reps based on actual conversations, use of “coach cards,” etc. 

Pros

• Helps scale prospecting and outreach with automation and multi-channel sequences, freeing up time for reps. 
• Deep visibility into pipeline health and forecasting allowing managers to more reliably predict outcomes and intervene when deals are at risk. 
• Strong conversation intelligence and meeting insights help reps improve and stay on top of buyer sentiment. 

Cons

• Price is relatively high, especially for smaller teams or those with lean budgets. 
• There’s a lot of capability, which means more complexity with users reporting it takes time to become proficient. 

 

Pricing

 

Available upon request.

 

Gong 

 

You may already know Gong for its unified revenue platform, but the company has expanded its capabilities with powerful AI-driven sales tools like Gong Engage and Gong Enable. These tools help sales teams capture customer interactions and contextual business data at scale, while delivering real-time, actionable insights for teams and leaders. 

 

G2 rating: 4.8 out of 5 stars

 

Key features

 

• Predictive analytics powered by 300+ unique signals extracted from your customer and CRM data to more accurately forecast outcomes and deal health.
• Ask Gong AI questions about prospects during the sales process to instantly uncover insights on accounts, deals, and contacts.
• Designed to scale with organizations of all sizes, offering robust functionality for both SMBs and enterprises.

 

Pros

 

• Supports go-to-market teams in 70+ languages while cutting down on manual data entry and repetitive tasks.
• AI-driven recommendations give sales reps daily checklists to prioritize the most impactful activities.

 

Cons

 

• Requires leadership support and proper training to maximize value.
• Some users report technical difficulties with the newest features.

 

Pricing

 

Available upon request.

 

Salesloft

Salesloft is a revenue orchestration platform that leverages purpose-built AI to help sales teams focus on their highest-priority opportunities and take the right actions at the right time. Its platform includes a wide range of capabilities such as chat agents, sales engagement, intelligence, conversation analytics, deal management, and forecasting.

 

G2 rating: 4.5 out of 5 stars

 

Key features

 

• Build structured, automated sequences across multiple channels, including email, phone, LinkedIn, SMS, and more.
• AI-powered conversation intelligence automatically records, transcribes, and analyzes calls and meetings and surfaces objections, competitor mentions, key highlights, and coaching moments.
• Tools like Rhythm, Conductor, and Deal Engagement Scoring help prioritize impactful activities, flag deals at risk, and forecast revenue using real-time insights and metrics.

 

Pros

 

• User-friendly interface makes it easy to learn and adopt, helping reps ramp quickly with minimal training.
• Cadence sequences streamline high-volume outreach across channels while maintaining personalization.

 

Cons

 

• While core features are intuitive, advanced functionality and workflow customization can be difficult without dedicated admin support.
• Some users note issues with call quality, email send limits, and occasional inconsistencies in activity logging.

Pricing

Available upon request.

 

Top 3 sales content management systems 

Highspot

 

Highspot combines sales engagement tools with a comprehensive sales content management system for mid to enterprise level companies. Their technology makes it easier than ever to surface relevant sales content with AI-driven search, analytics that show how prospects engage with content, and robust security and audit features. 

 

G2 rating: 4.7 out of 5 stars

 

Key features

 

• Personalized content recommendations based on analyzing real interactions with prospects.
• AI-powered search and smart content tagging to help reps quickly find the best sales materials based on keywords, deal stage, and customer personas.
• Other sales enablement tools including sales plays and playbooks, sales coaching and training, and AI role play.

 

Pros

 

• Centralizes all sales and marketing assets to reduce duplication while making it easy for reps to find, use and share content.
• Users praise its strong sharing tools, collaboration between sales/marketing, and solid customer support.

 

Cons

 

• Highspot packs a lot of features, dashboards, search options, which can cause users to find it complex to set up, navigate, or find what they need without training.
• If not well structured (tagging, naming conventions, etc), users can get lost in too many documents, too many places where content lives, or spend too much time searching rather than engaging buyers.

 

Pricing

 

Pricing available upon request

 

Seismic

 

Seismic combines top lead nurturing tools with a robust AI-powered content management system to drive revenue growth, improve the buyer experience, and reduce operational costs. 

 

G2 rating: 4.7 out of 5 stars

 

Key features

 

• The Seismic Enablement Cloud provides sellers and revenue leaders with a single destination for content, training, coaching, buyer engagement, and admin tools.
• Seismic’s Aura AI adds natural language search, content recommendations, automated tagging/metadata, AI‐assist for content creation, just-in-time coaching, and role-play agents.
• Beyond just content storage, Seismic gives revenue teams insight into how content is being used, how buyers are engaging with it, and how sellers are performing.

Pros

 

• Seismic’s analytics allows users to see what content is being used, which parts of documents are resonating most, and how marketing and sales efforts are converting.
• Seismic offers tools like LiveDocs, approval workflows, personalization of content at account level, dynamic updating, and automation over large content libraries to ensure brand consistency over a large number of assets.

 

Cons

 

• Because Seismic is feature-rich and built for scale, users report that onboarding, setup, and continuing management require training and dedicated resourcing.
• Some users say that dashboards can be difficult to navigate or feel cluttered

 

Pricing

 

Pricing available upon request.

 

Showpad

 

 

Showpad is an all-in-one AI-powered suite that brings sales and marketing teams together to empower sellers with content and training to create great buying experiences. 

 

G2 rating: 4.6 out of 5 stars

 

Key features

 

• Creates a single source of truth for each prospect with Shared Spaces, where all forms of content can be stored, viewed, and analyzed for prospect engagement and interactions.
• Only sales CMS that enables 3D models and 360° immersive showrooms to help buyers showcase complex products with detail.
• Several AI-enhanced features including sales onboarding and coaching, content search, and AI-powered asset summaries to help both buyers and sellers. 

 

Pros

• Features like Shared Spaces, easy content upload, and the ability to easily search and share content enable teams to collaborate, distribute up-to-date materials, and ensure everyone is using the right content.
• Users often mention that Showpad has solid customer support, good documentation, and helpful training/orientation materials.

 

Cons

 

• Some user reviews point out that certain customization options and localization support are limited.
• Bulk operations, permissions, and maintaining tidy libraries can be time-consuming.

 

Pricing

 

Pricing available upon request.

 

Top 3 B2B video sales tools 

Vidyard

Vidyard is an AI-powered video selling platform trusted by more than 100,000 teams to create and deliver personalized video messages at scale. Our platform simplifies script generation, video recording, and advanced video analytics to show what resonates most.

 

Our new Video Agent is your full-funnel AI-powered revenue assistant for scaling video-first customer engagement. Now revenue teams can create and send personalized AI-generated videos based on prospects and customer interactions such as requesting a demo, signing up for a webinar, or as renewal times approach. 

 

G2 rating: 4.5 out of 5 stars

 

Key features

 

• Record personalized one-to-one videos directly from your existing tools, with real-time notifications when a prospect watches, replays, or shares your video.
• Automate personalized video creation and delivery using Vidyard’s AI Avatars and Video Agents, triggered directly by actions in your CRM or sales tools.
• Deliver consistent, on-brand video messages across the team with reusable templates, branded sharing pages, Campaigns for scaled personalization, and in-video CTAs that guide prospects to book meetings or take next steps.

Pros

 

• Seamless integrations with 50+ leading sales tools, including HubSpot, Salesforce, Salesloft, Outreach, Zapier, and Marketo.
• Intuitive, user-friendly platform with customization options for branding, including logos and colors.
• Create personalized AI Avatars of team members with only 90 seconds of video content.

 

Cons

 

• Best suited for creating short-form, personalized videos across all customer touchpoints. For long-form content like webinars or podcasts, teams typically produce externally and then use Vidyard to host, analyze, and integrate those videos into their marketing workflows.

 

Pricing

Free trial available, with paid plans offered upon request.

 

Synthesia

Synthesia is an AI-powered video generator designed to help businesses produce professional videos for internal training, advertising, explainer content, and sales enablement. 

 

G2 rating: 4.7 out of 5 stars

 

Key features

 

• 230+ pre-made avatars and 140+ languages and accents for voiceovers.
• Library of templates and media assets to simplify video creation.
• Ability to feature multiple avatars in the same video scene to simulate conversations.

 

Pros

 

• AI video editing assistant can convert presentations, PDFs, and websites into videos.
• More than 250 ready-to-use video templates make it easy for teams to get started quickly.

 

Cons

 

• Can only use AI Avatars with no personalized video messaging recording available.
• Creating a custom AI avatar takes 1–5 business days.
• Lacks major sales functionality, including CRM integrations and detailed analytics.

 

SendSpark 

SendSpark is a video platform that enables teams to create, edit, and share personalized sales videos with seamless integrations into leading sales tools.

G2 rating: 4.7 out of 5 stars

 

Key features

 

• Incorporate dynamic content into videos directly from company’s website or LinkedIn profiles.
• Build branded video pages for prospects with personalized thumbnails, embedded calendars, and tailored calls-to-action.
• Integrates with top platforms including HubSpot, Salesforce, Gmail, and Outlook.

Pros

• User-friendly interface that makes video creation simple.
• Responsive customer support team that provides strong onboarding assistance and troubleshooting.

Cons

• Limited video editing features compared to some alternatives, and the platform is not SOC 2 compliant.
• Higher-tier plans can become expensive for scaling teams.

Pricing

Starting at $39 USD/month.

 

How to choose the best B2B sales software for your team

Selecting the right B2B sales software can feel overwhelming. With so many tools on the market, it’s easy to get distracted by flashy features or popular trends. 

The reality is that the best choice depends on your team’s unique challenges, goals, and growth plans. To simplify the process, it helps to follow a structured approach: define what’s holding your sales team back, assess whether features truly align with your objectives, and make sure the solution can grow with you as your business evolves.

 

Define your unique challenges

1. Map your sales motions: Outline how leads move from MQL → SQL → Opportunity → Closed–Won. Note where reps or prospects stall (e.g., first-response delays, no-shows, stalled proofs of concept).
2. Collect frontline evidence: Ask SDRs, BDRs, and AEs for the top 3 friction points they hit weekly (examples: low engagement on outreach, messy handoffs, hard-to-track buyer consensus, scattered assets).
3. Quantify impact: Tie each pain point to a metric or cost: reply rates, demo-to-close %, cycle length, ramp time, or hours spent on admin.
4. Prioritize challenges: Convert findings into a simple grid:
   • High impact / Low effort → address first
   • High impact / High effort → plan pilots
   • Low impact → park

Note: Many teams are just dipping their toes into artificial intelligence, and focusing on improving specific sales tasks is an approach that can help operationalize the adoption of this new technology. However, we’re big believers that AI can, and should, be seen as a way to rewrite your entire revenue engine. Focus on short-term wins, while thinking about long-term innovations. 

 

Assess feature compatibility

1. Translate goals into product capabilities.
   • Goal: raise cold outreach engagement → personalized video messaging, A/B testing, deliverability tools.
   • Goal: better discovery/demos → AI call notes, recording + highlights, collaborative agendas.
   • Goal: cleaner pipeline → two-way CRM sync, custom fields, role-based permissions.
2.  Validate fit with real workflows: Run 3–5 scenario tests related to what you’re trying to improve. Time each step and count clicks.
3. Score integrations, not just features:  Check native CRM/email/calendar/chat integrations, webhooks, and API limits to ensure your new tech plays nicely with your existing sales tools.
4. Check AI quality & controls. Review accuracy on your call samples, prompt transparency, data retention options, and the ability to easily disable AI features.
5. Confirm admin & security: Ensure they’re meeting your standards including SSO/SAML, SCIM provisioning, audit logs, least-privilege roles, data residency, and compliance (SOC 2, GDPR, etc.).
6. Run a pilot scorecard: Weight criteria (e.g., 30% impact on KPI, 25% integration depth, 20% usability, 15% admin/security, 10% price/TCO). Let the numbers surface the ultimate winner versus gut feelings or vibes!

 

Factor in scalability and future needs

1. Plan for tomorrow’s team: Ensure flexible seat types, org units, and permissions for new regions or business lines.
2. Test performance at scale: Ask vendors to prove their ability to scale such as exporting data, bulk uploads, or how the system functions with thousands of records.
3. Ecosystem adaptability: Roadmap fit matters so ask about upcoming APIs, workflow automation, and marketplace apps.

 

The impact of video on B2B sales success

Now that we’ve talked about different types of tools, top B2B sales software in each category, and how to evaluate tools, we want to circle back to that very first statistic we shared: 93% of AI-powered video users report positive revenue.

Here at Vidyard, we already know the power of personalized video. Over 100,00 teams use our platform to achieve results like a 400% increase in email open-to-meetings rate or a 2x response rate over traditional sales emails. 

 

Like them, your sales team can see the real value of personalized video including: 

• Building human connections at scale: From AI video script generators to AI Avatars, we make it easy for teams to create and scale their video outreach. 

• Standing out in crowded markets: Break through noisy inboxes with messages that are memorable and tailored to each prospect. 
• Accelerating sales cycles: Video can help clarify complex solutions, eliminate back-and-forth communication, and speed up decision-making processes by ensuring everyone on the buying committee is on the same page.

 

The future of B2B sales technology

The future of revenue demands transformation, not optimization. The best sales reps and leaders have already realized this. Rather than focusing on optimizing old school sales playbooks, they’re focused on brand new ways to meet customer needs and expectations. 

While many teams are still in the early, experimental stages of implementing AI, make sure you also see the forest for the trees. Rather than thinking of artificial intelligence as a tool to speed up specific sales tasks, think about how it can rewire your entire revenue engine. 

Here at Vidyard, we believe the future of revenue will be built on systems that make speed, relevance, and trust the default — systematically, not situationally. Technology is meant to enhance the human experience, and artificial intelligence offers a new frontier to help teams be the best they can be.