The best B2B sales tools cover six jobs. They are contact data, sequences of emails and messages, a CRM for deals, LinkedIn, calls and an AI assistant. For a sales-led team that wants one tool, OXYGEN covers five, with calls in beta. It starts at $49 a month, with no seat per user. One tool per job, in that order: Apollo.io, lemlist, HubSpot Sales Hub, Sales Navigator, Aircall and Claude.
By Tim Scheuer, Co-founder of Oxygen · Checked October 25, 2026
B2B sales teams need a tool for each of six jobs. A data tool finds people's emails and phone numbers. A sequence sends emails and messages in order and stops at a reply. A CRM keeps companies, people and deals. LinkedIn tools find buyers, but LinkedIn bans tools that automate its site, so automation risks the account. A phone tool makes calls. An AI assistant researches and writes; MCP, a standard plug, lets it work in other tools.
| Tool | Main job | CRM | AI and MCP | Free plan or trial | How you pay | Starts at |
|---|---|---|---|---|---|---|
 OXYGENAgentic marketing and sales platform | Data, sequences, CRM, LinkedIn and an AI assistant; calls in beta | Built in, with a deals pipeline; two-way HubSpot sync | Oxygent in-app AI agent; MCP server, command-line tool (CLI) and API for your own code | Free plan with 250 credits once; sending needs a paid plan | Per workspace; no seat per user | Free plan; paid from $49 a month |
 Apollo.ioContact database with sequences | Data, plus sequences and a dialer | Deals in Apollo; two-way sync with HubSpot, Salesforce or Pipedrive | AI Assistant; Claude and ChatGPT connect over MCP | Free plan with 900 credits a year | Per seat | Free; Basic $49 a seat a month billed yearly, or $65 monthly |
 lemlistMultichannel sequencer | Sequences across email, LinkedIn and calls | Two-way HubSpot and Salesforce sync | MCP server and CLI on every plan | Free trial with 200 credits | Per user on Multichannel; unlimited users on Email | $69 a month for email only; Multichannel $109 a user |
 HubSpot Sales HubCRM with sales sequences | CRM, with sequences from Professional | The HubSpot CRM itself | Breeze Assistant; MCP server with read and write access | Free CRM for up to 2 users | Per seat | Free for up to 2 users; Professional from $90 a seat a month |
 LinkedIn Sales NavigatorLinkedIn search and InMail | LinkedIn: find buyers and send InMail, LinkedIn's message to people outside your network | Salesforce, HubSpot and Dynamics integrations on Advanced Plus only | AI message drafts in beta, on Advanced and Advanced Plus | Free trial for members with no paid LinkedIn plan | Per license | Core $119.99 a month, or $1,079.88 a year |
 AircallCloud phone system and power dialer | Calls: a business phone system with recordings and a dialer | Logs calls to HubSpot and Pipedrive; Salesforce from Professional | AI transcripts; AI call summaries on Professional | Free access to test it | Per license, at least 3 | $30 a license a month, billed yearly; 3 licenses minimum |
 ClaudeGeneral AI assistant with app connectors | AI assistant: web search, files and app connectors | Connectors, such as HubSpot's, for CRM context | It is the assistant; custom connectors use MCP | Free plan | Per person; Team per seat, for 2 to 150 people | Free; Pro $20 a month, or $17 billed yearly |
OXYGEN Agentic marketing and sales platformBest for: Sales-led B2B teams that want lead data, email and LinkedIn sequences, a CRM and an AI assistant in one workspace, with no seat per user.
OXYGEN finds each lead's work email with a waterfall that asks up to 17 providers in turn. Its sequences mix email, LinkedIn and WhatsApp, stop when a lead replies and log the reply in a built-in CRM. An Oxygent, OXYGEN's in-app AI agent, does this from a chat. In your own chat, Auto-approve is on by default, so sends, sequence starts and paid steps run without an approval card. Each stays within its credit cap and is recorded.
Apollo.io Contact database with sequencesBest for: Teams whose biggest gap is contact data, and who want sequences and a dialer in the same tool.
Apollo pairs its own data, 240M+ contacts and 30M+ companies, with sequences and a US dialer from Basic. Its AI Assistant finds leads and builds sequences. It syncs contacts both ways with HubSpot, Salesforce or Pipedrive, one CRM at a time. LinkedIn steps are tasks a rep completes by hand. You pay per seat, and the credits that pay for data reset each billing cycle.
lemlist Multichannel sequencerBest for: Small sales teams that want email, LinkedIn and call steps in one sequence, with a lead database built in.
lemlist's Multichannel plan runs sequences across email, LinkedIn and calls, with SMS and WhatsApp as add-ons. It comes with a database of 650M+ leads. LinkedIn automation needs its Chrome extension, and each lemlist account connects one LinkedIn profile. HubSpot and Salesforce sync both ways, and every plan includes an MCP server and a CLI. The Email plan is $69 a month for unlimited users, and Multichannel is $109 a user.
HubSpot Sales Hub CRM with sales sequencesBest for: Teams that want a free CRM to start, and sequences inside that CRM once they pay for Professional.
HubSpot's free CRM covers up to 2 users and 1,000 contacts, with contact management, deal pipelines and its Breeze Assistant AI. Sequences come with Sales Hub Professional, which starts at $90 a seat a month plus a one-time $1,500 onboarding fee. A LinkedIn step in a sequence is a task that reminds a rep to send an InMail or connection request through Sales Navigator. HubSpot's MCP server gives AI tools read and write access to CRM records.
LinkedIn Sales Navigator LinkedIn search and InMailBest for: Account-based teams whose reps research each buyer on LinkedIn before they write.
Sales Navigator searches LinkedIn's 1 billion+ members with 50+ filters, such as function, seniority and years at the company. It recommends leads and accounts, alerts you when a saved lead changes job and includes 50 InMail credits a month. Advanced and Advanced Plus add AI message drafts, in beta. Core, for individual sellers, starts at $119.99 a month or $1,079.88 a year per license. Advanced Plus, which connects it directly with your CRM, is priced on request.
Aircall Cloud phone system and power dialerBest for: Sales teams of three or more that call prospects every day and want each call logged to the CRM.
Aircall is a business phone system synced to your CRM, with calls, texts, call recordings and AI transcripts from Essentials. Essentials starts at $30 a license a month, billed yearly, with unlimited calls within the US and Canada. Professional, at $50, adds a power dialer that calls a list of numbers in turn, plus outbound call campaigns and AI call summaries. Every plan needs at least 3 licenses, and yearly billing takes 25% off the monthly price.
Claude General AI assistant with app connectorsBest for: Teams that want one AI assistant for research and drafting that can also reach their CRM and data tools.
Claude is a general AI assistant. Every plan can search the web, create files and run code, and Pro adds Research. Connectors let it reach your apps, read your data and take actions there. HubSpot's connector, for one, gives it CRM context. On Team and Enterprise, an owner turns each connector on and each person signs in. Pro is $20 a month, or $17 billed yearly; a Team seat is $25, or $20 billed yearly.
| If you need | Pick |
|---|---|
| Data, sequences, the CRM, LinkedIn and an AI assistant in one workspace, with no seat per user | OXYGEN |
| A large contact database, with sequences and a dialer | Apollo.io |
| Email, LinkedIn and call steps in one self-serve sequencer | lemlist |
| A free CRM to start, with sequences inside it later | HubSpot Sales Hub |
| Finding and researching buyers on LinkedIn, account by account | LinkedIn Sales Navigator |
| Daily calls, with recordings, transcripts and CRM logging | Aircall |
| One AI assistant for research and drafting across your tools | Claude |
B2B sales teams use tools for six jobs: contact data, sequences, a CRM, LinkedIn, calls and an AI assistant. One tool per job could be Apollo.io, lemlist, HubSpot Sales Hub, Sales Navigator, Aircall and Claude. OXYGEN covers data, sequences, the CRM, LinkedIn and an AI assistant in one workspace, with calls in beta, so a team needs fewer tools.
For a CRM, HubSpot's free plan covers up to 2 users and 1,000 contacts with no expiry date. For contact data, Apollo's free plan gives 900 credits a year and 2 sequences. OXYGEN's free plan includes the CRM, tables and workflows with 250 credits once, though sending needs a paid plan. Claude has a free plan too, while lemlist, Sales Navigator and Aircall offer free trials or free access.
Plan one tool for each job you actually do. A team that only emails needs a CRM, a data tool and a sequencer: three tools. Add Sales Navigator, a phone system and an AI assistant, and the count reaches six. Each has its own bill and login. Tools that cover several jobs, such as Apollo or OXYGEN, cut that number.
A sales tech stack is the set of tools a sales team uses to find, contact and win buyers. For a B2B team, it means a CRM at the center and a data tool that finds people. Around them sit a sequencer, LinkedIn and calling tools, and an AI assistant that works across them. The tools pass leads and replies to each other through syncs, so fewer tools means fewer syncs to keep working.
Several tools on this list connect to AI assistants through MCP, a standard plug that lets an assistant work inside them. HubSpot runs an MCP server that can read and write CRM records. Apollo's plans list Claude and ChatGPT connectors, and lemlist includes an MCP server and a CLI. OXYGEN has its own AI agent, the Oxygent, plus an MCP server and a CLI for Claude Code or your own agent.
One tool per job costs five sellers $1,830 a month at US prices, billed yearly. That is Apollo Basic $245, lemlist Multichannel $435, HubSpot Professional $450 plus $1,500 for onboarding, Sales Navigator Core $450, Aircall $150 and Claude Team $100. OXYGEN starts at $49 a month per workspace, plus $34 a month per LinkedIn account. Lead data and sending draw on the plan's credits, so a team that prospects every day may need a larger plan.
Yes. LinkedIn does not permit third-party software or browser extensions that automate activity on its website. Members who use them risk having their accounts restricted or shut down. That holds for every tool that sends invites or messages for you, OXYGEN and lemlist included. OXYGEN caps each account's actions per day and week, but no limit makes automation safe.
Partly. OXYGEN covers data, sequences, the CRM, LinkedIn and an AI assistant in one workspace, and Apollo covers data, sequences and a dialer. Neither covers everything. OXYGEN has no Salesforce sync or contact database of its own, and its calls are in beta. Apollo's LinkedIn steps are manual tasks. Pick one tool if fewer logins and one bill matter more than the deepest tool for each job.
We make OXYGEN, so it comes first and you should read this as an interested list. The other tools are the ones teams compare most often when they pick a B2B sales tool. Each one is described from its own website, pricing page and docs, checked on the dates below; OXYGEN's facts and prices come from the product and its live price list. Prices are the cheapest self-serve plan each vendor lists.
The products named here are trademarks of their owners and are not affiliated with OXYGEN. Something out of date? Tell us.