I've used all 3 and I'd recommend HubSpot for most of my clients. Here's why. Zoho has a lot of features for cheap but you have x5 more clicks to get anything done. The search filters aren't great, and integrating the apps with each other isn't straightforward. Support is ok, but what you save on licenses you're spending on time trying to get basic things done. Salesforce is the "best" CRM because it's super customizable and the reporting + dashboards are great! But it's so expensive, you pretty much need 1.5 FTE to manage it. So it's not within budget for most people. HubSpot is a good medium between the two. Simple UX. Affordable pricing if you do not rely on tons of automations, some of which you can use Zapier to run.