--- title: "HubSpot vs Pipedrive: a comparison for B2B companies" description: HubSpot or Pipedrive? We compare price, features, marketing, reporting and AI so you can choose the right CRM for your sales team. image: https://leadlabs.se/hubfs/Blog/hubspot-vs-pipedrive.jpg --- [Skip to content](https://leadlabs.se/en/insights/hubspot-vs-pipedrive#main-content) - [English](https://leadlabs.se/en/insights/hubspot-vs-pipedrive) - [Swedish](https://leadlabs.se/insikter/hubspot-vs-pipedrive) English Show submenu for translations [![Leadlabs](https://leadlabs.se/hs-fs/hubfs/leadlabs-primary-black.png?width=199&height=36&name=leadlabs-primary-black.png)](https://leadlabs.se/en?hsLang=en) - [Home](https://leadlabs.se/en/) - [Services](https://leadlabs.se/en/services) - [Articles](https://leadlabs.se/en/insights) - [About Us](https://leadlabs.se/en/about-us) - [Contact](https://leadlabs.se/en/contact-us) Open main navigation Close main navigation - [Home](https://leadlabs.se/en/) - [Services](https://leadlabs.se/en/services) - [Articles](https://leadlabs.se/en/insights) - [About Us](https://leadlabs.se/en/about-us) - [Contact](https://leadlabs.se/en/contact-us) - - [English](https://leadlabs.se/en/insights/hubspot-vs-pipedrive) - [Swedish](https://leadlabs.se/insikter/hubspot-vs-pipedrive) English Show submenu for translations - [Book Meeting](https://leadlabs.se/en/contact-us) [Book Meeting](https://leadlabs.se/en/contact-us?hsLang=en) [All posts](https://leadlabs.se/en/insights/all) October 11, 2026 # HubSpot vs Pipedrive: a comparison for B2B companies ![Picture of Emelie](https://app.hubspot.com/settings/avatar/a7bfbbcaf0bc52ffebec008d63b2902f) By  [Emelie](https://leadlabs.se/en/insights/author/emelie)  ·  3 minute read ![Sales process planning on a whiteboard](https://leadlabs.se/hs-fs/hubfs/Blog/hubspot-vs-pipedrive.jpg?width=1600&height=900&name=hubspot-vs-pipedrive.jpg) Pipedrive is one of the most popular CRMs among Nordic sales teams, and many growing companies wonder whether to stay or move to HubSpot. Both are easy to use, but they are built for different things. Here we go through the differences. **In short:** Pipedrive is a pure sales tool that is quick to get started with and inexpensive per user. HubSpot is a complete platform for marketing, sales and service. Choose Pipedrive if you mainly need a simple sales pipeline. Choose HubSpot if you want to connect marketing, sales and the customer journey in the same data. ## What is the difference between HubSpot and Pipedrive? **Pipedrive** is built around the sales pipeline. Everything is about moving deals forward, and the interface is visual and simple. Marketing, chat and web tracking exist, but as add ons. **HubSpot** is built around the customer and the whole customer journey. The same CRM is used by marketing, sales and service, which means you can see which campaign created a deal and what happens after the customer has signed. ## Comparison at a glance | | HubSpot | Pipedrive | | --- | --- | --- | | **Focus** | Marketing, sales and service | Sales and pipeline | | **Free version** | Yes, up to 2 users | No, trial period | | **Marketing automation** | Built in and advanced | Basic, through add ons | | **Reporting** | From campaign to revenue | Strong on sales statistics | | **Web and content** | CMS, blog and landing pages | Largely missing | | **AI** | Agents for the whole customer journey | AI assistant for sales work | | **Price per user** | Higher on Professional | Lower | ## How much does Pipedrive cost compared to HubSpot? Pipedrive has four plans, Lite, Growth, Premium and Ultimate, which according to published prices cost roughly 14 to 79 euros per user per month with annual billing. Add ons such as Campaigns for email, LeadBooster for lead generation and Web Visitors for web tracking cost extra. HubSpot Starter is in the same price range as Pipedrive's lower plans, while Sales Hub Professional costs around 90 to 100 USD per user per month. Read more in [our guide to HubSpot pricing](https://leadlabs.se/en/insights/hubspot-pricing?hsLang=en). Pipedrive is usually cheaper per rep. But if you also pay for a separate email tool, forms, website, chat and reporting tool, the total cost can end up similar, with data spread across several places. ## When is Pipedrive the right choice? - You have a small or medium sized sales team and mainly need a clear pipeline. - Marketing is handled in other tools and does not need to be tightly connected to sales. - You want to keep the cost per user down. - You want to get started in an afternoon. ## When is HubSpot the right choice? - You want to know which marketing actually creates deals. - Marketing and sales need to share data, leads and lifecycle stages. - You want to automate follow up, lead scoring and handover between teams. - You want to build your website, blog and landing pages on the same platform. - You plan to grow and want to avoid switching systems in a couple of years. ## Switching from Pipedrive to HubSpot It is one of the most common migrations we do. The switch typically happens when a company starts investing more in marketing and wants to follow leads from first visit to signed contract. Contacts, organizations, deals, activities and notes can all be moved. Take the opportunity to review pipeline, properties and lifecycle stages before you import, so you do not bring old mistakes into the new system. ## Frequently asked questions about HubSpot and Pipedrive ### Is Pipedrive cheaper than HubSpot? Per user, Pipedrive is usually cheaper, especially compared with HubSpot Professional. If you include the cost of separate tools for email, web, forms and reporting, the difference can shrink. ### Does Pipedrive have marketing automation? Pipedrive has basic email campaigns and automation through the Campaigns add on. For advanced marketing automation with lead scoring, nurturing and attribution, HubSpot is considerably more complete. ### Can you move data from Pipedrive to HubSpot? Yes. Contacts, organizations, deals, activities and notes can be migrated, either through HubSpot's import tool or with a partner who makes sure the data ends up in the right place. ### Which CRM is easiest for sales reps? Both are easy to use. Pipedrive is extremely focused on the pipeline, which many reps appreciate. HubSpot gives the rep more context about each contact, such as which pages they visited and which emails they opened. ### Should a small company choose HubSpot or Pipedrive? If the need is mainly to keep track of deals, Pipedrive is a good and affordable choice. If you also want to drive leads through marketing and your website, HubSpot, often starting on Starter, is a better long term choice. ## Summary Pipedrive is an excellent sales tool. HubSpot is a platform for the whole revenue engine. The more important it becomes to connect marketing, sales and the customer journey, the stronger the case for HubSpot. Thinking about switching from Pipedrive, or want help choosing? Get in touch with LeadLabs and we will go through your needs. ## Read also - [HubSpot vs Salesforce: which CRM is right for you?](https://leadlabs.se/en/insights/hubspot-vs-salesforce?hsLang=en) - [HubSpot free or paid: what is included?](https://leadlabs.se/en/insights/hubspot-free-or-paid?hsLang=en) - [How much does HubSpot cost in 2026?](https://leadlabs.se/en/insights/hubspot-pricing?hsLang=en) Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://leadlabs.se/en/insights/hubspot-vs-pipedrive) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://leadlabs.se/en/insights/hubspot-vs-pipedrive) [twitter icon](https://twitter.com/intent/tweet?url=https://leadlabs.se/en/insights/hubspot-vs-pipedrive) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://leadlabs.se/en/insights/hubspot-vs-pipedrive) [envelope icon](mailto:?body=https://leadlabs.se/en/insights/hubspot-vs-pipedrive) ## Related posts [![Laptop showing a dashboard with charts](https://leadlabs.se/hubfs/leadlabs-business-team-unsplash-featured.jpg)](https://leadlabs.se/en/insights/reports-dashboards-hubspot?hsLang=en) [HubSpot Platform](https://leadlabs.se/en/insights/tag/hubspot-platform) ### [Reports and dashboards in HubSpot: the reports every B2B company needs](https://leadlabs.se/en/insights/reports-dashboards-hubspot?hsLang=en) [![A fork in a forest path](https://leadlabs.se/hubfs/Blog/hubspot-vs-salesforce.jpg)](https://leadlabs.se/en/insights/hubspot-vs-salesforce?hsLang=en) [HubSpot Platform](https://leadlabs.se/en/insights/tag/hubspot-platform) ### [HubSpot vs Salesforce: which CRM is right for your company?](https://leadlabs.se/en/insights/hubspot-vs-salesforce?hsLang=en) [![What is HubSpot](https://leadlabs.se/hubfs/Blog/vad%20%C3%A4r%20hubspot.png)](https://leadlabs.se/en/insights/what-is-hubspot-and-why-do-so-many-companies-choose-it?hsLang=en) [HubSpot Platform](https://leadlabs.se/en/insights/tag/hubspot-platform) ### [What is HubSpot, and why do so many companies choose the platform?](https://leadlabs.se/en/insights/what-is-hubspot-and-why-do-so-many-companies-choose-it?hsLang=en) {{ footer\_js() }} {{ js\_integration\_body\_end() }} ```json { "@context" : "http://schema.org", "@type" : "Article", "author" : { "@type" : "Person", "name" : [ "Emelie" ], "url" : "https://leadlabs.se/en/insights/author/emelie" }, "datePublished" : "2026-10-11T22:30:26+0000", "description" : "HubSpot or Pipedrive? 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