Best CRM for Marketing Agencies in 2026
CRMs that handle new business pipeline, client onboarding, and account management. Built for how agencies actually operate.
By Toolradar Editorial Team · Updated
Pipedrive is the best CRM for most marketing agencies with its visual pipeline, affordable $14/user/month pricing, and minimal complexity. HubSpot is the obvious choice for agencies already in the HubSpot ecosystem or seeking partner program benefits. Copper integrates natively with Google Workspace for agencies living in Gmail and Google Drive. Insightly uniquely combines CRM with project management, and Zoho CRM delivers the most customization per dollar for agencies with complex workflows.
Marketing agencies have a split personality when it comes to CRM. You need a sales pipeline for new business, but you also need account management for existing clients, project tracking for active campaigns, and communication history that lets any team member pick up a client relationship without missing context.
Most CRMs force you to choose between sales pipeline and account management. This guide evaluates five platforms against real agency workflows: from pitch tracking and proposal management through client onboarding, retainer management, and expansion conversations. The ideal agency CRM bridges the gap between business development and client services.
What It Is
A marketing agency CRM manages both the new business pipeline and ongoing client relationships in a single system. Unlike product companies that close deals and hand off to fulfillment, agencies maintain long-term retainer relationships where the account manager is also tracking project delivery, client satisfaction, and upsell opportunities.
Agency CRMs need to track proposal stages, retainer values, contract renewal dates, and client health scores alongside standard deal management. The best ones integrate with project management tools so there's no gap between "we won the account" and "we're delivering the work."
Why It Matters
Agencies typically have a 70-80% revenue concentration in existing clients through retainers and recurring work. Losing a $10K/month retainer client because nobody tracked the contract renewal or noticed declining engagement is a $120K annual hit.
Agencies using CRM for client management see 35% better client retention and 25% more expansion revenue because they systematically track contract dates, proactively address issues, and identify upsell opportunities. The new business pipeline matters, but for most agencies, protecting and growing existing accounts is where CRM delivers the highest ROI.
Key Features to Look For
Separate pipelines for new business prospects and existing client management. Track proposals separately from retainer renewals and upsells.
Complete log of every email, call, meeting, and note with each client. Any team member can get up to speed on a client relationship in minutes.
Track retainer values, contract start/end dates, and renewal timelines. Automated alerts before contracts expire so you're never surprised by churn.
Native Gmail/Outlook sync that auto-logs client communications. Calendar integration for tracking meetings and reviews.
Integration with tools like Asana, Monday, or ClickUp so won deals automatically create client projects. Or built-in project tracking.
Create, send, and track proposals and SOWs from the CRM. See when prospects view your proposals and follow up at the right moment.
Dashboard showing revenue per client, monthly recurring retainer value, and pipeline by stage. Critical for agency cash flow planning.
Evaluation Checklist
Pricing Comparison
| Provider | Starting Price | Free Plan | Best For |
|---|---|---|---|
| Copper | $9/seat/mo | No | Google Workspace agencies |
| Pipedrive | $14/user/mo | No | Visual pipeline management |
| HubSpot | Free | Yes | Partner program agencies |
| Zoho CRM | $23/user/mo | Yes (3 users) | Complex agency workflows |
| Insightly | $29/user/mo | No | CRM + project management |
Prices shown are entry-level paid plans. Agency setup may require higher tiers for multiple pipelines.
Top Picks
Based on features, user feedback, and value for money.
Marketing agencies (5-30 people) that want a clean, fast pipeline for new business without enterprise bloat.
Agencies in the HubSpot partner program or agencies that use HubSpot for clients and want to practice what they preach.
Agencies running entirely on Google Workspace who want CRM that feels like a native Google app.
Agencies that want to track prospects through delivery without switching between CRM and project management tools.
Growing agencies (10-50 people) with complex client management needs and budget sensitivity.
Mistakes to Avoid
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Using the CRM only for new business pipeline and tracking existing clients in spreadsheets or project management tools
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Not setting up contract renewal alerts, leading to clients churning because nobody proactively discussed renewal
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Choosing HubSpot just for the partner program perks without evaluating whether the tool actually fits your agency workflow
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Buying separate CRM and project management tools when Insightly or Copper could handle both
Expert Tips
- →
Create a 'client health score' using CRM custom fields: track NPS, response time, and project satisfaction. Review monthly and intervene before unhappy clients churn
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Set up automated alerts 90 days before contract renewal. The renewal conversation should start 60 days out, not the week before expiry
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Tag every deal by service type (SEO, PPC, content, social) to identify which services have the highest close rate and average deal value
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Use the CRM's email tracking to monitor proposal engagement. If a prospect views your proposal 5 times without responding, that's a buying signal worth a phone call
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For agencies under 15 people, Pipedrive at $14/user/month paired with Asana or ClickUp is usually cheaper and more effective than an all-in-one solution
Red Flags to Watch For
- !CRM only supports one pipeline, forcing you to mix prospects and clients in the same view
- !No email sync with Gmail or Outlook for auto-logging client communications
- !Cannot integrate with your project management tool for deal-to-project handoff
- !Pricing scales per contact rather than per user, penalizing agencies with large client databases
- !No document or proposal tracking features
The Bottom Line
Pipedrive delivers the best pipeline management for marketing agencies at $14/user/month without the complexity of enterprise CRMs. HubSpot makes sense for agencies in the HubSpot partner ecosystem or those selling HubSpot services. Copper is the natural choice for Google Workspace agencies. Insightly uniquely combines CRM and project management at $29/user/month. Zoho CRM offers the deepest customization for agencies with complex workflows at $23/user/month. Start with Pipedrive if you're unsure, it takes 30 minutes to set up and you'll know within a week if it fits.
Frequently Asked Questions
Should marketing agencies use a dedicated agency management platform instead of a CRM?
Platforms like Productive, Teamwork, and Scoro combine CRM with project management, time tracking, and invoicing. They're worth considering for agencies over 20 people. For smaller agencies, a CRM like Pipedrive or Insightly paired with a project management tool offers more flexibility. The risk with all-in-one platforms is that each component is 70% as good as the best-in-class standalone tool.
How do I track retainer clients in a CRM?
Create a separate pipeline with stages like Active, Renewal Due, Renewed, and At Risk. Use custom fields for retainer value, contract start/end date, and monthly deliverables. Set up date-based automation to alert you 90, 60, and 30 days before renewal. Zoho CRM and Pipedrive handle this well with custom pipelines and fields. HubSpot requires custom deal properties but also works.
Is HubSpot's partner program worth it for agencies?
If you sell HubSpot services (implementation, training, ongoing management), absolutely. The partner program provides revenue share on client subscriptions, lead referrals, and co-marketing opportunities. But if you don't sell HubSpot and just need a CRM, the partner program shouldn't drive your decision. Pipedrive or Copper might be simpler and cheaper for pure CRM needs.
How many pipelines does a typical marketing agency need?
Most agencies need 2-3 pipelines: (1) New Business for tracking prospects from initial outreach to closed-won, (2) Client Management for tracking active retainers, renewal status, and health scores, and optionally (3) Upsell/Cross-sell for expansion opportunities within existing accounts. Pipedrive and Zoho CRM support multiple pipelines on mid-tier plans. HubSpot requires Sales Hub Starter or above.
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