How we make this list: we compare pricing pages, product documentation and public user reviews. Ratings come from G2, Capterra or Trustpilot, with the date we checked them.
Key takeaways
- B2B buyers should test account-level identity first. A CDP that only stitches individual people together will leave sales reps looking at five disconnected contacts from the same company.
- Warehouse-first tools (Hightouch, RudderStack) suit teams that already run Snowflake, BigQuery or Databricks. Suite tools (Salesforce Data 360, HubSpot Data Hub, Adobe) suit teams that already live inside one CRM or marketing cloud.
- Only a few vendors publish real prices. RudderStack lists self-serve Growth plans from $225 per month on annual billing, and HubSpot lists Data Hub Starter per seat. Most others sell by quote.
- Salesforce Enterprise Edition customers can switch on Data 360 at no cost for a starter allotment of credits, which makes a proof of concept cheap if you already pay Salesforce.
- Budget for the people, not only the license. Every tool here needs someone to own data modeling, consent and destination mapping.
Quick comparison
| Tool | Best for | Starting price | Free plan |
|---|
 Salesforce Data 360 | Salesforce-centered B2B teams | See website | Yes (no-cost provisioning for Enterprise Edition and above) |
 HubSpot Data Hub | Mid-market teams on HubSpot | $9 per seat/month (billed annually) | No |
 Twilio Segment | Product-led and engineering-led data collection | See website | Yes |
 Hightouch | Warehouse-first marketing and RevOps teams | See website | Yes (limited reverse ETL tier) |
 RudderStack | Data teams that want published pricing | $225 per month (billed annually, 1M events) | Yes |
 Treasure Data | Enterprise B2B with complex identity needs | See website | No |
 Adobe Real-Time CDP B2B Edition | Adobe and Marketo shops | See website | No |
 Tealium | Tag management plus a real-time data hub | See website | No |
Is your product missing or out of date?
We review this list regularly. Vendors can request a listing, send updated pricing or ask about featured placement.
The best CDP software for B2B marketing and sales
Starting priceSee website
Free planYes (no-cost provisioning for Enterprise Edition and above)
Data 360 is the product Salesforce used to call Data Cloud. It makes the most sense when your reps already work in Sales Cloud and your marketers already send from Salesforce tools, because the unified profiles land where people are working. B2B teams can model accounts, contacts and leads together, which is the core job of a B2B CDP.
The easiest way to try it is Salesforce's own offer. Per Salesforce's help documentation, Enterprise Edition and above customers can sign up for Data 360 provisioning at no cost, which includes 250,000 Data Services credits and 1 TB of storage. That is enough to prove out one or two use cases, such as syncing web activity to account records, before anyone signs a larger contract.
The catch is cost and complexity after the pilot. Pricing is consumption-based and the public page does not give a flat number, so expect a sales conversation and a careful look at how credits get used when you ingest, unify and activate data. If you are not already a Salesforce customer, there are lighter ways to get the same result.
What we like- Native tie-in to Sales Cloud, Marketing Cloud and Account Engagement
- Free starter provisioning for existing Enterprise customers
- Strong governance and permissions
Watch out for- Credit-based consumption pricing is hard to forecast
- Needs admin and data skills to model well
Starting price$9 per seat/month (billed annually)
Free planNo
HubSpot's Data Hub (the successor to Operations Hub) is the pragmatic pick for a company of 20 to 500 people that already runs its CRM and marketing on HubSpot. It focuses on data sync, cleanup and automation, so your contact, company and deal records stay consistent across tools. For many mid-market B2B teams, that is the actual problem to solve.
Per HubSpot's own pricing guide, Data Hub Starter is $9 per seat per month billed annually, or $15 per seat per month billed monthly. Professional is listed at $720 per month on annual billing and includes one Core Seat, with extra Core Seats starting at $45 per month. Check the live page before you budget, since HubSpot changes bundles often.
Be honest about the ceiling. If you need to collect raw product events, resolve anonymous visitors across devices and feed a warehouse, Data Hub is not built for that. It is a strong operations layer, not a replacement for a dedicated CDP at larger scale.
What we like- Syncs and cleans data across HubSpot and connected apps
- Low entry price
- One vendor for CRM, marketing and data operations
Watch out for- Not a full event-level CDP with deep identity graphs
- Gets more expensive on Professional and Enterprise tiers
#3
Twilio Segment
Best for: Product-led and engineering-led data collection
Visit twilio.com
Starting priceSee website
Free planYes
Segment is the tool engineers reach for first. You install one set of tracking code, and events flow to your CRM, ad platforms, analytics tools and warehouse. For a SaaS company where the product itself is the best source of buying signals (who invited teammates, who hit a usage limit), that event stream is the whole point.
Segment has a free plan and paid tiers priced around monthly tracked users, and larger plans are quoted. That model suits B2C-style volumes less well than B2B. A B2B company with 5,000 customer accounts but 400,000 anonymous site visitors can see its bill driven by the visitors, so look at how tracked users are counted before you commit.
Plan on some work to get account-level views. Segment supports group calls for accounts, but your team has to design the account model and keep it clean. It rewards teams with an engineer and a data owner, and it frustrates marketing teams hoping for a point-and-click setup.
What we like- Large catalog of sources and destinations
- Mature SDKs for web and mobile
- Free tier for testing
Watch out for- Pricing scales with monthly tracked users, which gets costly for large audiences
- Account-level B2B modeling takes extra setup
#4Hightouch
Best for: Warehouse-first marketing and RevOps teams4.6/5 on
G2 (421 reviews, checked Oct 2026)
Visit hightouch.com
Starting priceSee website
Free planYes (limited reverse ETL tier)
Hightouch calls itself a composable CDP, meaning customer data stays in your warehouse and Hightouch reads from it and pushes audiences out. For a B2B company with account tables, product usage and billing data already in Snowflake or Databricks, this avoids copying everything into yet another system. Marketers get an audience builder, and data teams keep control of the models.
The pricing page is clear about structure, even without public dollar amounts. Hightouch says it charges by usage, with no limits on monthly tracked users and no caps on sources, destinations or user seats. The Basic Reverse ETL tier is free and includes up to two active syncs, which is enough to test pushing a model into Salesforce or HubSpot. Hightouch also lists more than 300 integrations, and it says Forrester named it a Strong Performer in the 2025 Wave for B2B customer data platforms.
The weak spot is dependency on your data team. If your warehouse is messy, Hightouch will faithfully push the mess into every tool. Small companies without an analyst or data engineer should look at HubSpot or an all-in-one platform instead.
What we like- Works on top of the warehouse you already own
- No cap on seats, sources or destinations
- Strong catalog of CRM and ad integrations
Watch out for- Assumes you have a clean warehouse and someone who can write SQL
- Full CDP pricing is by quote
#5RudderStack
Best for: Data teams that want published pricing4.7/5 on
G2 (52 reviews, checked Oct 2026)
Visit rudderstack.com
Starting price$225 per month (billed annually, 1M events)
Free planYes
RudderStack is the closest alternative to Segment for teams that want collection plus warehouse delivery, and it is one of few vendors that prints its prices. According to its billing documentation, the Free, Growth and Enterprise plans exist, with Free and Growth available self-serve. The older Starter plan is deprecated for new signups.
Growth is sold in six event tiers. One million events a month is $265 monthly or $225 per month on annual billing (a 15% discount), and the tiers climb to 25 million events at $2,335 per month annually. Beyond that, you talk to sales. New sign-ups with a business email start on a 30-day Growth trial, capped at 25 million events.
Event-based pricing is predictable if you control your tracking plan, and painful if you do not. A chatty website can burn through a tier fast. Marketers will also find it more of an engineering tool than a campaign tool, so pair it with a reverse ETL or activation product if sales and marketing need to build audiences themselves.
What we like- Published self-serve pricing
- Warehouse-centric design
- Free plan plus a 30-day Growth trial
Watch out for- Priced per event, so noisy tracking inflates the bill
- Less native audience tooling for marketers than Hightouch
#6Treasure Data
Best for: Enterprise B2B with complex identity needs4.5/5 on
G2 (165 reviews, checked Oct 2026)
Visit treasure.ai
Starting priceSee website
Free planNo
Treasure Data (now branded Treasure AI) is built for large organizations with many data sources, regional rules and several business units. It announced that Forrester named it a Strong Performer in its 2025 Wave for customer data platforms for B2B. It also publishes a CDP-for-sales page aimed at account-based programs.
Where it fits is the company with millions of records, multiple CRMs after acquisitions and a data governance team. Identity resolution across messy sources is the strength, and the platform is designed to feed both marketing and sales tools with the same profile.
For a 50-person company, it is probably too much. There is no public price, implementations tend to involve services work, and you will want a named internal owner. Ask for reference customers in B2B specifically, since much of the market for CDPs of this type is consumer-facing.
What we like- Recognized in analyst coverage of B2B CDPs
- Handles large, messy datasets
- Dedicated offerings for sales use cases
Watch out for- Enterprise sales cycle and quote-based pricing
- Likely too heavy for a small team
Starting priceSee website
Free planNo
Adobe sells a B2B Edition of its Real-Time CDP with schemas designed for accounts, opportunities and people. Adobe's product description lists Prime and Ultimate packages. If Marketo is your marketing automation system and Adobe Experience Platform is part of your stack, the data model is already aligned with how you work.
Its strength is structure. B2B concepts such as account hierarchies and buying groups are in the product design instead of being bolted on by a consultant. Large companies with several brands and strict consent rules will appreciate the governance.
The trade-off is weight. Pricing is by quote, packages are sized for enterprises, and time to launch is measured in months, not weeks. If you are not already on Adobe, the learning curve and cost are hard to justify against Segment, Hightouch or Salesforce.
What we like- Built-in B2B data model for accounts, people and buying groups
- Fits naturally with Marketo and Adobe Experience Platform
- Enterprise governance
Watch out for- Enterprise pricing and implementation effort
- Limited appeal if you do not use Adobe tools
#8Tealium
Best for: Tag management plus a real-time data hub4.3/5 on
G2 (478 reviews, checked Oct 2026)
Visit tealium.com
Starting priceSee website
Free planNo
Tealium started in tag management and grew into a Customer Data Hub that collects web, app and server-side data and sends it to other systems in real time. The vendor's documentation describes the hub as the layer that unifies and activates customer data. It is a good fit for companies where the website is the main source of intent and where privacy teams are involved in every vendor choice.
A B2B marketer would use it to capture site behavior, tie it to CRM records through known identifiers, and send audiences to ad and email tools. The consent management side is a real draw for regulated industries such as financial services and healthcare.
The caution is that Tealium reads as a data infrastructure product. Sales teams will not log into it, and account-level work depends on how you configure it. Pricing is not public, so request a written quote with event volumes spelled out.
What we like- Long track record in tag management and server-side collection
- Strong privacy and consent tooling
- Large integration catalog
Watch out for- Quote-based pricing
- B2B account modeling is something you build, not something you get out of the box
How we chose
We built this list from public information, not from hands-on testing. For each product we read the vendor's pricing page or billing documentation, product documentation and announcements, then checked how buyers describe it in public reviews on G2 and Capterra and in Reddit discussions. Where a price was not published on a vendor's own site, we wrote See website instead of repeating a figure from a third party.
We weighted five things: B2B account and contact modeling, integrations with CRMs and ad platforms, how data gets in and out (including export), company-size fit and the quality of pricing transparency. We included a mix of suite products, engineering-led platforms and warehouse-native tools, since the right answer depends on your stack.
How to pick a B2B CDP without overbuying
Start with the stack you already pay for
If your company runs on Salesforce, test Data 360 first, since provisioning is free for Enterprise Edition customers. If you run on HubSpot, Data Hub may solve most of the problem for a few dollars per seat. If neither applies and you have a warehouse, Hightouch or RudderStack are the natural starting points.
Check how accounts are handled
Ask every vendor to show a demo where three contacts from one company, plus an anonymous website visit, roll up to one account record that sales can see. Ask how parent and child accounts work. This single test separates real B2B CDPs from consumer tools with a B2B label.
Understand the pricing meter
The meter changes the bill more than the sticker price. Segment prices around monthly tracked users, RudderStack around events, Hightouch around usage of its products, and Salesforce around credits. Take your last three months of traffic and record counts and ask each vendor to price them in writing. Also ask about contract length, overage rates and what happens to your data at exit.
Plan the people and the timeline
A warehouse-native tool can produce a first useful sync in days if the data is clean. An enterprise suite can take a quarter or more. Whichever you pick, assign one owner for data quality and another for consent and privacy. Then start with one use case, such as routing high-intent accounts to sales, and expand after it works.
Frequently asked questions
What is a CDP in B2B marketing and sales?
A customer data platform collects data from your website, product, CRM, marketing automation and ad tools, links it to the right person and account, and sends audiences to the tools that act on them. In B2B, the account matters as much as the individual. Sales uses the unified view to prioritize accounts, and marketing uses it for targeting and personalization.
How is a CDP different from a CRM?
A CRM stores relationships and deals that people enter or sync, such as contacts, opportunities and notes. A CDP collects behavioral and system data at a much higher volume, resolves identities and distributes the result to many tools, including the CRM. Most B2B companies end up using both.
Do small B2B companies need a CDP?
Often not yet. If your data lives mostly in one CRM and one marketing tool, a data sync product such as HubSpot Data Hub or a free reverse ETL tier may be enough. A CDP pays off when you have several data sources, a product generating usage signals or a need to send the same audience to many channels.
Should I choose a composable or a packaged CDP?
Choose composable (Hightouch, for example) if you already have a warehouse and a data team that trusts it. Choose a packaged or suite CDP if you need faster setup, built-in identity tools and fewer moving parts. Composable gives more control, and packaged gives more convenience.
How much does B2B CDP software cost?
It varies widely. Entry options like RudderStack Growth start at $225 per month on annual billing for one million events, and HubSpot Data Hub Starter is priced per seat at $9 per month annually. Enterprise platforms such as Treasure Data, Adobe and Tealium sell by quote, and the total depends on data volume, modules and services.
Sources we checked (10)
- https://www.salesforce.com/data/pricing/
- https://help.salesforce.com/s/articleView?language=en_US&id=000396380&type=1
- https://blog.hubspot.com/marketing/hubspot-operations-hub-pricing
- https://hightouch.com/pricing
- https://hightouch.com/blog/forrester-wave-b2b-cdp-2025
- https://www.rudderstack.com/docs/dashboard-guides/billings-plans/
- https://www.treasuredata.com/press-releases/forrester-wave-b2b-cdp-2025
- https://www.treasuredata.com/solutions/cdp-for-sales/
- https://helpx.adobe.com/legal/product-descriptions/real-time-customer-data-platform-b2b-edition-prime-and-ultimate-packages.html
- https://docs.tealium.com/server-side/getting-started/intro-cdh/
Is your product missing or out of date?
We review this list regularly. Vendors can request a listing, send updated pricing or ask about featured placement.
Shihab Mia · Founder, Rankite
Shihab has 5+ years in B2B and SaaS SEO. He writes Rankite's software buying guides from pricing pages, documentation and public user reviews. More about Shihab.