As the B2B go-to-market (GTM) landscape grows increasingly complex, conversational marketing has become vital for converting high-intent website traffic, qualifying leads, and accelerating pipeline. Modern buyers expect real-time, personalized interactions, and companies need tools to scale those conversations across sales, marketing, and customer success.
In this guide, we compare the top 5 conversational marketing tools purpose-built for B2B GTM teams: Drift, Qualified, Intercom, Freshchat, and HubSpot Conversations.
1. Drift
Drift pioneered the "Conversational Marketing" category and remains a top choice for most enterprise GTM teams focused on real-time engagement and pipeline acceleration. It offers chatbots, live chat, email sequencing, ABM capabilities, and more.
Unique Features
- AI-powered chatbots that can book meetings, qualify leads, and route conversations
- Deep Salesforce and Marketo integrations
- Account-based engagement with intent data and personalization
- Drift Deal Room for sales collaboration
Pros
- Best-in-class ABM features
- Strong brand presence and community
- Scales well across enterprise teams
- Native analytics and attribution for pipeline influence
Cons
- High price point, especially for startups or SMBs
- Setup and training can be time-consuming
- May require technical support for advanced workflows
2. Qualified
Qualified, explicitly built for Salesforce users, helps B2B teams identify and engage high-intent website visitors using conversational chat, AI, and buyer intent signals. It positions itself as a "pipeline cloud" rather than just a chat tool.
Unique Features
- Deep Salesforce integration, including opportunity and account syncing
- Qualified Signals: buyer intent data layered with website activity
- Concierge chat experience for known accounts
- Flexible routing rules based on rep availability and ICP fit
Pros
- Optimized for Salesforce-native teams
- Strong ABM functionality
- Granular control over routing and targeting
- Intuitive UI and faster onboarding than Drift
Cons
- Requires Salesforce to unlock full potential
- Limited integrations outside the Salesforce ecosystem
- Smaller marketplace of integrations compared to Drift or Intercom
3. Intercom
Intercom is a robust customer communications platform with live chat, email, and in-app messaging. Originally built for customer support, it is now widely used in B2B SaaS marketing and sales.
Unique Features
- Multi-channel messaging (email, web, mobile, in-app)
- Finely tuned automation for onboarding and lead nurturing
- Product tours and triggered messaging based on usage behavior
- AI chatbot "Fin" for real-time responses
Pros
- Comprehensive customer engagement platform
- Excellent user onboarding and self-serve support tools
- Works well across marketing, sales, and success teams
- Modern UI with deep customization options
Cons
- Not purpose-built for GTM pipeline acceleration
- ABM and CRM capabilities aren’t as advanced as Drift or Qualified
- Can get expensive at scale
4. Freshchat (by Freshworks)
Freshchat is part of the Freshworks suite and offers a conversational engagement platform focused on chat, bots, and customer support for both B2B and B2C businesses.
Unique Features
- Unified inbox for chat, email, and messaging channels
- Advanced chatbot workflows via Freddy AI
- Native integration with Freshsales CRM
- Co-browsing and contextual help for support use cases
Pros
- Cost-effective alternative to Drift and Intercom
- Quick setup and intuitive UX
- Good automation capabilities for the price
- Scales well for mid-market GTM teams
Cons
- Weaker ABM capabilities
- Smaller ecosystem and fewer third-party integrations
- Not as feature-rich for high-touch enterprise sales
5. HubSpot Conversations
Part of the broader HubSpot CRM platform, HubSpot Conversations is a free tool offering live chat, chatbot automation, and shared inboxes. It is ideal for businesses already using the HubSpot ecosystem.
Unique Features
- Seamless integration with HubSpot CRM, Marketing Hub, and Sales Hub
- Chatbot builder with conditional logic
- Free to start with generous features
- Unified inbox for team collaboration
Pros
- Cost-effective for teams on HubSpot
- Easy to deploy and manage
- Strong reporting and lead attribution within HubSpot
- Good for aligning marketing and sales workflows
Cons
- Less powerful chatbot capabilities compared to Drift or Intercom
- Not suitable for non-HubSpot CRM users
- Fewer customization and routing options
RevSure + Drift Integration: Chatbot Engagements Included in Attribution, Buyer Journeys, and Full-Funnel Analytics
RevSure recently launched a powerful new integration with Drift that closes the loop between top-of-funnel conversations and revenue insights. This integration helps B2B marketing and GTM teams enhance their attribution modeling and improve pipeline visibility.
With the RevSure + Drift integration, you can:
- Automatically ingest Drift chatbot engagements as marketing and sales touchpoints
- Attribute Drift conversations across all funnel stages using multi-touch attribution models
- View Drift playbooks as structured campaigns in RevSure for end-to-end engagement tracking
- Analyze the conversion influence of chatbot interactions alongside ads, emails, and outbound sequences
- Connect anonymous engagement with identified buyer journeys to enrich lead scoring and routing
Chatbots are often the first point of real-time engagement with high-intent visitors, but they’ve historically been hard to quantify in multi-channel attribution. With this integration, GTM teams can now:
- Pinpoint the exact role chatbot interactions played in progressing the pipeline
- Identify which Drift playbooks drive qualified leads and influence closed-won deals
- Unify engagement data for a comprehensive view of buyer behavior across touchpoints
Whether running ABM campaigns, optimizing your inbound strategy, or accelerating deal velocity, the Drift + RevSure integration enhances your ability to measure, optimize, and act on conversational marketing insights.
Final Thoughts: Which One Is Right for You?
Each of these tools has carved a niche in the B2B conversational marketing space. Your choice will depend on your team size, CRM setup, ABM maturity, and budget.
- Choose Drift if you’re a large enterprise with advanced ABM needs and budget flexibility.
- Go with Qualified if Salesforce is your CRM and you want a streamlined experience built for revenue acceleration.
- Pick Intercom if your priority is lifecycle messaging and product-led growth.
- Opt for Freshchat if you need a solid, affordable solution for both sales and support.
- Use HubSpot Conversations if you’re already invested in the HubSpot ecosystem and want a tightly integrated tool.
Conversational marketing is no longer a "nice to have"—it’s a core GTM function. Choosing the right platform ensures your team engages the right buyers at the right time, turning conversations into pipeline.
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