Choosing the right CRM can transform how you attract, engage, and delight customers, but with so many options on the market, it’s hard to know which platform truly delivers.
HubSpot is often seen as one of the premier choices for growing B2B businesses thanks to its all-in-one suites, intuitive interface, and powerful automation tools.
But how does it stack up against Copper CRM?
In this comparison, we’ll break down the key differences between HubSpot and Copper CRM, looking at everything from features and flexibility to pricing to technical details, such as integrations, which will help you decide which platform fits your business best.
A slight caveat before we get into the meat of this article - we’re a HubSpot Solutions Partner. We’re well-versed in working with the platform, and we think it’s a brilliant fit for most B2B businesses. However, we would never recommend it if it doesn’t fit your specific business requirements.
Throughout this article, we will give an impartial comparison between HubSpot and Copper CRM to help you make the correct decision for your circumstance.
Starting with HubSpot, there are numerous ways to get onboarded and started within the system. You can start with:
Either one of the three is effective in getting you started and helping you set up your portal in the correct way. And once you’re set up, you can take advantage of the numerous products that HubSpot offers.
Whilst, like all other CRMs, there may be an initial learning curve, HubSpot's user-friendly design supports businesses in effectively leveraging the platform's capabilities to drive growth and improve customer engagement. One user on G2 commented by saying:
Hubspot is very helpful, offering a robust way to learn and manage service, sales, and marketing. Its built-in help resources and user-friendly tools have made it much easier to understand and implement key business strategies.
With its wide array of tools and features across its three tiers, Starter, Professional and Enterprise (including a stripped-back, free version too), HubSpot is known for combining sales, marketing, service, operations and, most recently, eCommerce functionality within its suite. This makes it ideal for those B2B businesses looking to scale their business without the investment into a wide tech stack that needs external integrations to merge with your CRM.
Alternatively, Copper CRM is widely recognised for its intuitive interface and seamless integration with Google Workspace, making it particularly appealing to teams already familiar with Google's ecosystem.
With regards to their onboarding process, it’s structured yet flexible, catering to various user needs. New users are guided through a series of steps that include setting up pipelines, importing contacts, and integrating with Gmail and Google Calendar. For teams seeking a more hands-on, personalised onboarding experience, Copper provides a Guided Onboarding program with a set of their internal experts to help you get set up quickly.
Users have praised Copper's ease of use and the efficiency it brings to their operations. One user noted:
Copper has helped our company tremendously in reducing the time spent on administrative data entry, allowing our staff to communicate with prospects more frequently, which in return is bringing in more business for the company.
HubSpot’s flexibility is one of the key reasons businesses continue to scale with - and use - the platform. With the ability to create custom properties, objects, workflows, and dashboards, teams can shape the system around their exact processes rather than adapting their processes to fit the tool.
Whether it’s segmenting contacts with bespoke criteria, building out tailored sales pipelines, or automating marketing workflows based on specific behaviours, HubSpot’s customisation options and flexibility enable users to design a system that mirrors their real-world operations. As one G2 reviewer puts it:
Adapt quickly with a flexible system that allows you to architect your business exactly as it appears in the real world... without months of custom dev work.
This level of adaptability means that even as your business evolves, HubSpot evolves with you, without the need for expensive development work or third-party tools.
Meanwhile, Copper offers a range of customisation options, particularly for those operating with the Google Workspace ecosystem. Like its competitors, users can tailor the CRM to their specific needs through features such as custom fields, adjustable pipelines, and workflow automations.
The platform allows for the creation of custom fields across various record types, including leads, people, companies, and opportunities. These fields can be organised into collapsible sections, enhancing the clarity and efficiency of data entry and retrieval.
Furthermore, their visual pipeline can be customised, with drag-and-drop sales pipelines which businesses can design to mirror their existing sales process. This functionality is further accentuated with automated routine tasks like updating deal stages and scheduling follow-up tasks, like HubSpot.
However, it's important to note that some advanced customisation features, such as email sequencing and detailed reporting, are available only in higher-tier plans. This tiered access may limit the extent of customisation for teams on more basic plans.
This will be no surprise, but HubSpot’s main standout strength is its unified system across all business departments.
From marketing automation and sales pipelines to customer service, CMS, and operations, every tool is designed to work together on a single platform. This native integration removes the friction of jumping between disconnected systems and gives teams a clearer, shared view of the customer journey. It also connects up to your CRM, which enables your users to have a single-view of the customer.
What really sets HubSpot apart, though, is the balance between depth and usability.
Each Hub is feature-rich in its own right, with a level of practicality that you would usually assume to be reserved for specialist, independent tools. Having all these tools under a single umbrella enables businesses to take advantage without the need to patch together a load of third-party apps. As one reviewer puts it:
HubSpot is more than just a CRM – it's an ecosystem of powerful tools that seamlessly integrate to help you grow.
As we’ve said throughout, the main USP of Copper CRM is its deep integration with Google Workspace.
Users can manage emails, schedule events, and access documents directly within the CRM interface, eliminating the need to switch between multiple applications. This integration ensures that, like all other CRMs, all customer interactions are captured and accessible in one place.
Moreover, the platform also offers robust contact and lead management features. Users can classify contacts into different types and groups, use tags for further classification, and set favorites among clients and leads. This organisation facilitates targeted communication and efficient tracking of customer interactions, enabling a single view of the customer.
However, some advanced features, such as email sequencing and custom reporting, are only available in higher-tier plans, which may limit access for smaller teams - which is in contrast to HubSpot, which offers automation and advanced reporting capabilities across all tiers (excluding free).
This is where HubSpot can get tricky, as it’s not exactly a cheap option if you want all the bells and whistles.
HubSpot offers a free CRM option, but only allows you to store up to 1,000 non-marketing contacts within this tier. From there, if you want the customer platform (which is the bundle which encompasses all ‘Hubs’), it comes priced at:
However, what HubSpot does allow you to do is scale your tiers as you grow and adopt new features within ALL tiers if you choose the customer platform option. However, if you don’t you can also pick and choose what tier of each suite and make your own, personalised bundle - something that other CRM providers don’t often allow.
Copper CRM similarly splits its pricing into multiple tiers, with an increasing level of functionality the further up the tier you move.
Despite not offering a freemium CRM model, they do provide a 14-day trial that allows you to access the full-featured Business plan. The pricing tiers are as follows:
As you can see, this is comparatively cheaper than HubSpot. However, the feature set is smaller than the alternative, so it you’re looking for a simple, out-the-box CRM which moulds to your Google tech stack, Copper CRM may be a good option for you. However, for more complex CRM functionality, HubSpot will give you more bang for your buck.
The final comparison point is regarding integrations and how easy it is to connect multiple apps to the CRM.
Firstly, HubSpot offers an extensive integrations ecosystem, featuring over 1,500 native integrations through its App Marketplace. This allows users to connect their CRM with a wide array of tools, including, for example, QuickBooks, Microsoft Teams, LinkedIn Sales Navigator and other ERP & CRM tools.
This connectivity ensures that data flows smoothly between platforms, including HubSpot’s CRM, which reduces manual input and enhances operational efficiency. A Capterra user highlighted the value of HubSpot’s integration abilities by saying:
The integrations of HubSpot are unmatched, big reason they charge big is those ecosystem integrations.
This flexibility ensures that, as your business evolves and introduces more systems into your tech stack, HubSpot can adapt with you without needing substantial change.
As we’ve mentioned throughout, Copper CRM natively integrates with Google’s Workspace suite - but how does it fare when connecting with more external apps?
Like many other alternatives, the system offers a variety of native integrations with popular tools such as Mailchimp, Slack, QuickBooks, Xero, DocuSign, and PandaDoc, enabling you to manage all facets of business operations within the platform. For more advanced integration needs, Copper provides a RESTful API, allowing developers to build custom applications and automate complex workflows. The API supports operations such as creating or updating records, managing opportunities, and retrieving contact information.
For any further needs, Copper CRM integrates with other connection platforms, such as Zapier or Outfunnel. This enables a wider integration landscape for users to take advantage of.
However, it's worth noting that while Copper offers a robust set of integrations, some advanced features and integrations are only available on higher-tier plans. Businesses seeking a more extensive integration ecosystem might consider platforms like HubSpot, which provide a broader range of native integrations and advanced automation features across all pricing tiers.
Just something to think about.
Choosing the right CRM comes down to your team’s needs, technical capabilities, and growth ambitions. While Copper CRM may offer strong features in certain areas, HubSpot stands out for its ease of use, unified ecosystem, and scalability, particularly for growing B2B businesses.
If you're leaning towards HubSpot and want to get implementation right from day one, download our 5 Stages of HubSpot Implementation guide. It walks you through each phase of a successful rollout, helping you avoid common pitfalls and maximise ROI from the get-go.