HubSpot vs. FolkCRM vs. Zoho: Choosing the Right "All-in-One" CRM for a Small Business

Choosing the right CRM can make or break your small business operations. HubSpot, FolkCRM, and Zoho CRM each offer tools to improve sales, marketing, and customer service, but their features, pricing, and ease of use vary. Here's a quick breakdown:

• HubSpot: Great for marketing-focused businesses, with an easy-to-use interface and extensive integrations. Pricing starts at $22/month but can get expensive for advanced features.
• FolkCRM: Simple and affordable for small teams. Starts at $20/user/month, offering essential tools like contact management and email campaigns.
• Zoho CRM: Highly customisable and cost-effective. Free for up to 3 users, with paid plans starting at $22.68/user/month. Ideal for businesses needing advanced tools and scalability.

Quick Comparison

Key Takeaway:

• Choose HubSpot if you prioritise marketing and content tools.
• Opt for FolkCRM if you need simplicity and affordability.
• Go with Zoho CRM for advanced features and scalability at a lower cost.

Each platform suits different business needs, so start with a free trial to see what fits best.

HubSpot

HubSpot has carved out a strong position in the CRM space, offering an integrated platform that combines customer relationship management with tools for marketing, sales, and customer service. For businesses in Australia, HubSpot stands out by providing local integrations with platforms like Xero, MYOB, Stripe, Zoom, and Canva.

HubSpot Features

HubSpot's appeal lies in its ability to centralise key business functions. It combines contact management, email marketing, social media scheduling, and sales pipeline tracking into a single platform, eliminating the hassle of juggling multiple tools and logins.

Given the reliance of many small businesses on email marketing and social media to reach their audience, HubSpot's marketing automation tools are a game-changer. These include email sequences triggered by customer actions, website visitor tracking, landing page creation, and social media management. On the sales side, HubSpot offers pipeline management, deal tracking, automated follow-up reminders, and automatic logging of emails, calls, and meetings for a complete view of customer interactions.

The customer service hub adds another layer of functionality with ticketing systems, live chat, and tools to build a knowledge base. HubSpot also includes a content management system, enabling businesses to create and manage their websites directly on the platform. With over 1,000 third-party integrations available, HubSpot can seamlessly connect with existing tools, making it easy to enhance your current setup without starting from scratch.

Next, let’s take a closer look at HubSpot’s pricing structure for Australian businesses.

HubSpot Pricing in AUD

HubSpot offers a tiered pricing model, with separate "hubs" available individually or as part of a bundle. Here's what Australian businesses can expect:

Sales Hub Pricing:

• Free Plan: $0 per month (includes 5 free seats)
• Starter: $22 per month plus $22 for each additional core seat
• Professional: $1,150 per month plus a one-time onboarding fee of $4,050, with $68 per additional core seat
• Enterprise: $5,200 per month plus a one-time onboarding fee of $8,100, with $110 per additional core seat

Customer Platform Pricing (bundled solution):

• Starter: $15 per month (1,000 marketing contacts)
• Professional: $1,170 per month (2,000 marketing contacts)
• Enterprise: $4,300 per month (10,000 marketing contacts)

The jump from Starter to Professional plans is steep, but HubSpot does offer discounts for eligible startups.

HubSpot Pros and Cons

HubSpot for Growing Businesses

HubSpot is built with scalability in mind, making it a great fit for businesses looking to grow. Small businesses can start with free or entry-level tools and scale up as their needs evolve, while larger organisations can take advantage of advanced automation, AI-driven insights, and customisation options.

In 2021, 76% of companies used automation to improve efficiency. HubSpot helps businesses manage growth by automating repetitive tasks and streamlining workflows, preventing bottlenecks during expansion. Its flexible pricing tiers mean small businesses can access core CRM features without committing to enterprise-level costs.

One Australian success story comes from a Sunshine Coast family business. Sue Goddard, Digital Marketing Manager at First National Real Estate, shared why they chose HubSpot:

"I had looked at Marketo, but I really liked HubSpot's all-in-one capability, as it had everything we needed in one place and at the right price."

HubSpot’s extensive integrations with tools like Shopify, WordPress, Salesforce, and Slack make it easy to enhance your existing tech stack while boosting CRM capabilities. As businesses grow, they can upgrade to more advanced plans, ensuring they only pay for features they’ll actually use.

To get the most out of HubSpot, proper onboarding is crucial. Setting clear goals, involving your team, and leveraging HubSpot’s onboarding services - or partnering with a HubSpot agency - can make all the difference. Regularly reviewing progress with HubSpot’s reporting tools ensures you stay on track and adapt as needed.

Next, we’ll dive into how FolkCRM delivers scalability and simplicity for small teams.

FolkCRM

FolkCRM presents itself as a straightforward CRM solution, trusted by over 3,000 companies globally. It boasts impressive ratings, including 4.9 on Product Hunt, 4.8 on the Chrome Store, and 4.5 on G2.

FolkCRM Features

FolkCRM simplifies client management by consolidating all customer data into a single platform, eliminating the need for juggling multiple tools or spreadsheets.

Its key features include:

• Contact Management: Handle unlimited contacts with ease.
• Pipeline Tracking: Customisable visual boards to track progress.
• Bulk Email Campaigns: Generous monthly message allowances.
• Chrome Extension (folkX): Import contact details directly from LinkedIn and Gmail without manual input.

The platform also supports team collaboration, particularly for team-selling environments. Automated updates provide timely insights, allowing teams to focus on relationship-building rather than administrative tasks. Additional tools like magic fields (which automatically enrich contact data), email sequences for follow-ups, and performance dashboards round out its offerings.

This feature set aligns with FolkCRM's straightforward pricing model, detailed below.

FolkCRM Pricing in AUD

FolkCRM offers a clear, member-based pricing structure with three tiers. All plans include a two-week free trial of premium features.

• Standard Plan:
  • A$25 per member per month (monthly billing) or A$20 per member per month (yearly billing)
  • Includes unlimited contacts, 2,000 messages per member monthly, 500 enrichments monthly, and 2,000 magic fields monthly.
• Premium Plan:
  • A$50 per member per month (monthly billing) or A$40 per member per month (yearly billing)
  • Offers unlimited contacts, 5,000 messages per member monthly, 1,000 enrichments monthly, and 5,000 magic fields monthly, along with email sequences, dashboards, deals, and advanced roles and permissions.
• Custom Plan:
  • Starting at A$100 per member per month (monthly billing) or A$80 per member per month (yearly billing)
  • Features tailored limits for emails, enrichments, email domains, account syncs, and magic fields.

Pricing is prorated based on team size.

FolkCRM Pros and Cons

Pros:

• Easy to set up with an intuitive interface.
• Centralises client relationship management into one platform.
• Seamless contact importing via the built-in Chrome extension.
• Automated updates deliver actionable insights.
• Transparent, scalable pricing structure.
• High ratings across multiple review platforms.

Cons:

• No major issues reported by small business users.

FolkCRM Ease of Use and Growth

FolkCRM stands out for its simplicity without sacrificing functionality. On GetApp, users rate its ease of use at 4.6 out of 5.

Real-world examples highlight its user-friendly design. In February 2025, Giuseppe, a Managing Director at a mechanical engineering firm in Italy, chose FolkCRM after a single day of free trial. He quickly imported CSV files, found the platform easy to navigate, and appreciated the webinar and folkX extension for importing LinkedIn and Gmail contacts.

Jessica, a marketing agency owner in Germany, shared a similar experience. After using FolkCRM daily for several months, she noted how intuitive the system was, requiring no tutorials. When she needed to migrate data, the support team handled it efficiently. These stories echo the needs of Australian small businesses, where simple, time-saving tools are critical.

FolkCRM’s scalability shines in its adaptability to growing businesses. Hugo, CEO of nextra, praised its ability to capture various forms of prospecting:

“Prospecting takes multiple forms: reach out to someone, meet at an event, get introduced, word of mouth... folk helps us capture all of this.”

Its proactive features also minimise manual work. Pieter-Jan Pieter, Co-CEO of OWOW, explains:

“A future-proof CRM should do tasks on the background. I'll go to folk to get my insights, look at my boards, see how my pipeline is doing, but I don't have to tell it stuff to do. That's the beauty of it.”

This makes FolkCRM an excellent choice for small teams managing multiple roles, offering growth and efficiency without unnecessary complications.

With FolkCRM’s strengths covered, let’s now examine Zoho CRM for comparison.

Zoho CRM

Zoho CRM is designed to help businesses convert leads, nurture relationships, and drive growth through its AI-powered tools and user-friendly interface. With over 90 million users worldwide and a 30.48% share in the revenue cycle management market, it’s a trusted solution for businesses of all sizes [25,34].

Zoho CRM Features

Zoho CRM combines powerful sales automation, efficient workflows, and integration capabilities with more than 1,000 applications. It provides a complete view of customer interactions, automating lead management and repetitive tasks to save time and improve efficiency.

Some standout features include advanced sales force automation, SalesSignals for real-time notifications, Google Ads and Google Workspace integrations, social media tools, live chat, and customisable modules tailored to business growth. Its seamless third-party integrations make it adaptable to evolving needs.

Security is a priority, with features like encryption, audit logs, IP restrictions, and two-factor authentication ensuring compliance with data protection standards [26,27].

"Zoho CRM offers us technology that allows us to be more proactive and insight-driven, with all information in a single place. With our complete business under control, our productivity is up by 80% in the last year that we have been using Zoho."

These features make Zoho CRM a practical choice for businesses looking for an all-in-one solution, supported by a pricing model that delivers great value for Australian small businesses.

Zoho CRM Pricing in AUD

Zoho CRM offers a freemium plan for up to three users, making it an excellent option for micro-businesses exploring CRM tools [25,29]. Paid plans are competitively priced, with no hidden costs. Based on converted EUR rates, Australian pricing is structured as follows:

• Standard Plan: A$22.68 per user per month (billed annually)
• Professional Plan: A$37.26 per user per month (billed annually)
• Enterprise Plan: A$64.80 per user per month (billed annually)
• Ultimate Plan: A$84.24 per user per month (billed annually)
• Team User Add-on: A$14.58 per team user per month (billed annually)

Compared to competitors' enterprise-level offerings, Zoho CRM stands out as a cost-effective choice.

"Zoho's competitive pricing also significantly contributes to the company's EBITDA and thus to its success."

Zoho CRM Pros

• Excellent value across all pricing tiers
• Customisable interface and workflows to fit diverse business needs
• Strong security features like encryption and two-factor authentication
• Scalable platform that grows with your business
• Free plan available for up to three users
• Quick setup process, reducing implementation time by 50%
• Mobile app for managing sales on the go

These advantages make Zoho CRM a versatile solution for businesses seeking flexibility and reliability.

Zoho CRM for Different Business Needs

Zoho CRM is designed to meet the unique demands of various businesses. Built on its Module 360 architecture, it focuses on security, adaptability, and scalability, ensuring businesses can expand without needing to switch platforms [35,36]. Whether managing increasing customer data or growing teams, the platform handles it seamlessly while allowing businesses to add features like inventory management or customer support as needed. This modular approach ensures companies only pay for what they use.

The platform’s impact is evident in real-world results. For example, in 2022, U.S.-based manufacturer Purolite achieved a 271% ROI within just four months of implementation while saving over 800 administrative hours annually.

"With Zoho CRM, we experienced a 65% increase in our sales pipeline. We also managed to reduce our lead to real prospect time by 60%, which is huge."

"I recommend Zoho CRM as often as I can. It's free, extremely customisable, flexible, and it's mobile!"

For Australian small businesses, Zoho CRM offers local support and compliance with data regulations. Its transparent pricing and flexibility make it an ideal choice for scaling without unexpected costs. With 89% of companies earning less than $50 million annually relying on Zoho CRM, it’s a clear favourite among small businesses.

Side-by-Side Comparison

Feature and Price Comparison Table

Here’s a quick breakdown of the key differences across platforms to help Australian businesses make informed decisions based on their unique needs:

What Australian Businesses Should Know

For businesses in Australia, selecting the right CRM means balancing features, pricing, and local considerations.

Tax Compliance and Pricing:
All three platforms accommodate Australian tax regulations. FolkCRM stands out with a flat rate of A$30.24 per user per month, making budgeting straightforward. HubSpot’s pricing increases as you move up tiers and includes onboarding fees for higher plans. Zoho CRM offers clear pricing with no hidden surprises and integrates seamlessly with popular Australian accounting tools like Xero and MYOB to simplify GST reporting.

Ease of Implementation:
If speed is a priority, FolkCRM’s straightforward interface allows for quicker adoption. HubSpot follows closely with its user-friendly design. Zoho CRM, while offering a wealth of features and customisation options, may require more time for initial setup.

Scalability for Growth:
HubSpot is a strong choice for businesses aiming to scale their marketing and content strategies, though its complexity can grow as the business expands. Zoho CRM’s modular design allows companies to add features - such as advanced sales tools or customer service functions - without needing to switch platforms. This flexibility makes it a strong contender for businesses with diverse growth plans.

Integration with Local Tools:
Zoho CRM takes the lead in local compatibility, working well with Australian tools to streamline operations. FolkCRM offers essential integrations suited for smaller teams, while HubSpot is geared towards businesses with broader, international ambitions.

Data Security and Compliance:
All three platforms meet Australian data protection standards. Zoho CRM, in particular, offers robust security features tailored to support compliance with local requirements.

Choosing the right CRM boils down to your business goals and priorities. FolkCRM is ideal for small teams looking for simplicity and predictable costs. HubSpot shines for companies focused on marketing-driven growth. Zoho CRM, with its extensive customisation and integrations, is perfect for businesses planning to expand across multiple areas.

How to Choose the Right CRM

What to Consider Before Choosing

Selecting the right CRM boils down to evaluating what fits your business needs, team capabilities, and budget. For smaller teams, a simple and intuitive system may suffice, while larger companies with intricate workflows might require a platform offering extensive customisation options.

Your team's technical skill level is another critical factor. For example, HubSpot stands out with its user-friendly interface, making it an excellent choice for teams without much technical expertise. On the other hand, Zoho CRM provides advanced features but comes with a steeper learning curve. Ask yourself: Does your team have the time and resources to learn a complex system, or do you need something that works right out of the box?

Budget planning should go beyond just the subscription cost. Higher-tier plans, such as those offered by HubSpot, often include onboarding fees and additional charges that can add up. Meanwhile, other platforms might offer more straightforward pricing, helping you avoid unexpected expenses.

Integration is another key consideration. Your CRM should work seamlessly with tools you already rely on, like Xero or MYOB. HubSpot, for instance, boasts over 1,000 app integrations, though custom setups may take longer to implement. Zoho CRM also provides flexibility, particularly through third-party integrations.

Lastly, ensure the CRM complies with Australian Privacy Principles to protect your customer data. By weighing these factors, you’ll be better equipped to choose a CRM that aligns with your business goals.

Best CRM for Different Business Types

Different types of businesses have unique CRM requirements. Here’s a breakdown of what works best for various models:

• Marketing-focused businesses: Companies prioritising marketing will find HubSpot’s all-in-one tools invaluable. Its platform simplifies managing content, email campaigns, and lead scoring, giving you a clear view of prospects as they move through your marketing funnel.
• Service-based businesses and agencies: For firms with straightforward client relationships, simpler systems like FolkCRM are ideal. It excels at contact management and basic pipeline tracking while avoiding unnecessary complexity. Plus, its integration with professional networking tools makes managing client relationships easier.
• Product-based businesses: If you’re managing complex product catalogues or multi-channel sales, a comprehensive CRM like Zoho CRM is a strong choice. It integrates seamlessly with tools like Zoho Books, Zoho Inventory, and Zoho Projects, creating a unified system for inventory tracking, project management, and sales.
• Growing businesses: As your business scales, you’ll need a CRM that can grow with you without requiring a complete overhaul. Zoho CRM’s modular design lets you add features - like advanced sales tools and customer service functions - at your own pace, making it a flexible option for expanding operations.

Connecting with Freelancer Platforms

Integrating freelancer management into your CRM can greatly improve efficiency, especially as small businesses increasingly rely on freelance talent for specialised projects. With the right setup, automation can reduce manual data entry by up to 60%, freeing up time for more strategic tasks.

Zoho CRM offers robust options for custom integrations with freelancer platforms. If you’re hiring Zoho CRM developers through talent platforms like Talentblocks, look for professionals skilled in Deluge, Zoho’s scripting language. This expertise allows for advanced customisation, such as automating freelancer onboarding, project tracking, and payments.

HubSpot also shines in this area, thanks to its wide range of integrations and workflow automation features. It enables you to track freelance projects alongside your regular sales pipeline, keeping everything in one place.

Meanwhile, FolkCRM provides a unique advantage with its integration capabilities for LinkedIn and other social networks. This makes it easier to build and maintain a database of freelancers, helping you manage project-based relationships and track performance for future hiring decisions. Whether it’s project-specific communication or performance insights, your CRM should be equipped to handle these unique workflows seamlessly.

Conclusion

Selecting the right CRM for your small Australian business comes down to aligning with your specific needs, budget, and long-term goals. Each platform we've explored brings its own strengths, tailored to different business models and priorities.

Take HubSpot, for instance. With a rating of 4.5/5, it shines in marketing automation and customer engagement. However, its pricing - ranging from $22 per month for the Starter plan to a hefty $5,200 per month for Enterprise - requires careful consideration to ensure it fits within your financial plans.

Then there's Zoho CRM, a flexible and budget-friendly option. Its plans, starting from free and going up to $52 per month, deliver a strong return on investment. Businesses using Zoho report impressive results: up to a 300% increase in lead conversion, a 41% rise in revenue per salesperson, and a 24% reduction in sales cycle duration.

Meanwhile, FolkCRM is ideal for service-based businesses that value simplicity and maintaining strong client relationships.

It's worth noting that CRM adoption in Australia is on the rise, growing at an annual rate of 8.4%. By 2030, the market is expected to hit US$4.4 billion, with 71% of small businesses already leveraging CRMs. This makes choosing the right system not just important but essential for staying competitive.

Before committing, try a demo or free trial to ensure the platform aligns with your business needs. Check for integrations with tools like MYOB, Xero, and Afterpay, and ensure the CRM complies with Australian Privacy Principles.

Ultimately, the right CRM is one that not only addresses your current needs but also grows alongside your business. It's about finding a tool that supports your journey - enhancing efficiency and strengthening customer relationships, which are key to thriving in the Australian market.

FAQs

How can I choose the best CRM for my small business: HubSpot, FolkCRM, or Zoho?

Choosing a CRM for your small business boils down to understanding what your business needs and where you want it to go.

HubSpot is a standout choice for businesses looking to expand, thanks to its user-friendly interface packed with powerful marketing and sales tools. If simplicity and smooth integration are your priorities, FolkCRM offers an easy-to-use platform that keeps things straightforward. On the other hand, Zoho is a cost-effective solution that doesn't skimp on features. It's a great option for small to medium enterprises aiming for scalability.

When deciding, think about your budget, the key features your business requires, and how well the CRM can adapt as your business grows. Each of these platforms has its own strengths, so take the time to match their offerings with your business needs.

What should I look at to determine if a CRM is cost-effective for my small business?

When weighing up the cost-effectiveness of a CRM for your small business, it's important to break things down into a few essential areas. First, look at the upfront costs - this includes setup fees and implementation expenses that can vary depending on the provider. Next, assess the ongoing costs, like subscription fees and any extra charges for adding more users or unlocking additional features. These recurring expenses can add up over time, so it's worth understanding them fully.

You'll also want to factor in training and support costs. As your team learns the ropes, you might need to invest in onboarding sessions or ongoing support to ensure everyone can use the system effectively.

Another consideration is your business's customisation and integration needs. Does the CRM work well with your current tools, or will you need to spend more on additional integrations or custom solutions? This can impact both your budget and the system's overall efficiency.

Finally, think about the potential return on investment (ROI). A solid CRM should do more than just manage customer data - it should help boost sales, streamline your processes, and improve customer retention. If it delivers results that outweigh its costs, it could be a smart investment for the long run.

Why Local Integrations Matter for Australian Businesses

Integrating with popular tools like Xero and MYOB is a game-changer for Australian businesses. These platforms streamline accounting and invoicing, making day-to-day operations much smoother. By linking your CRM to these systems, you enable automatic data sharing, cut down on manual entry errors, and free up time otherwise spent on tedious admin work.

For small businesses, these connections are even more valuable. They help keep financial records accurate and up-to-date, offering a clearer picture of cash flow and customer transactions. Selecting a CRM that connects effortlessly with tools widely used in Australia can enhance productivity and make scaling your business much easier.