·10 min read·B2B sales tools
B2B Sales Tools Compared (2026): Lists, Sending, and MA by Monthly Budget
B2B sales tools organized into three categories — list tools, sending tools, MA / CRM. A monthly-cost table for Apollo / Hunter / bacotto / GMass / Lemlist / HubSpot, plus the best stack by phase (from solo to 10+ reps).
Related:sales SaaS comparisonsales tools comparisonsales automation toolsB2B sales SaaS
"I want to put a sales stack together, but there are countless list tools, sending tools, MA, and CRM — I can't decide." Let's sort it out. This article lines up the representative tools in each category, their use cases, monthly costs, and recommended combinations.
The big picture: three categories
- 011. List tools (find who to sell to)Apollo / Hunter / bacotto / Sansan data integration, etc.
- 022. Sending tools (reach out by email or phone)GMass / Lemlist / Mailchimp / Outreach / Salesloft
- 033. MA / CRM tools (track and nurture responses)HubSpot / Salesforce / Pipedrive / kintone
List tools compared
| Item | Apollo | Hunter | Sansan | bacotto |
|---|---|---|---|---|
| Monthly price | From $49 | From $49 | From ¥150,000 | From ¥1,980 |
| Coverage | Companies worldwide | Emails at a specific domain | Business-card based | Storefronts and businesses in Japan |
| LINE Official | ||||
| Japanese UI |
Sending tools compared
| Tool | Monthly price | Suited for | Notes |
|---|---|---|---|
| GMass | $25 | Sending direct from Gmail | Sends from a Gmail account, auto warm-up |
| Lemlist | $59 | Drip sequences | Embedded video, image personalization |
| Mailchimp | From $13 | General newsletters | B2C-oriented, but the basics suffice for B2B too |
| Outreach | $100+ | Enterprise | Practically requires Salesforce integration |
| Salesloft | $125+ | Cadence design | Integrates phone and email |
MA / CRM tools compared
| Tool | Monthly price | Suited for |
|---|---|---|
| HubSpot | Free-$45 | Small to mid-sized (generous free tier) |
| Salesforce | $25+ | Mid to large |
| Pipedrive | $15+ | Solo to small teams |
| kintone | ¥780+ | No-code, also for internal-ops integration |
| Zoho CRM | $14+ | Value-focused |
Recommended combinations (by phase)
Phase 1: solo / small team (monthly budget under ¥10,000)
- List: bacotto Starter (¥1,980)
- Sending: Gmail, manual (¥0)
- Management: Google Sheets (¥0)
Phase 2: 1-2 reps (monthly budget under ¥30,000)
- List: bacotto Pro (¥9,800)
- Sending: GMass (¥3,000)
- Management: HubSpot Free (¥0) or Pipedrive (¥2,000)
Phase 3: a sales team of 3-5 (monthly budget under ¥100,000)
- List: bacotto Business (¥29,800) + Apollo Basic ($49)
- Sending: Lemlist (¥8,000) or Salesloft (¥17,000)
- Management: HubSpot Starter (¥5,000) or Salesforce Essential (¥3,000)
Phase 4: a sales team of 10+ (monthly budget ¥300,000 and up)
- List: bacotto Scale (¥99,800) + Apollo Pro ($79)
- Sending: Salesloft / Outreach (¥30,000+)
- Management: Salesforce (¥10,000/seat)
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