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July 12, 2023

Airtable vs HubSpot CRM: Which is Best for Your SMB?

Discover folk - the CRM for people-powered businesses

About Airtable

Airtable is spreadsheet-database hybrid tool, which allows users to organize and track different types of data. One of the key benefits of Airtable is its flexibility and versatility, which makes it ideal for small and medium-sized businesses (SMBs) with various needs such as content management, CRM, project management, and more. It comes with a great library of templates that you can use and adapt to your unique needs.

About HubSpot

HubSpot is a cloud-based software company that offers a suite of tools designed to help businesses grow their revenue. One of the key benefits of HubSpot is its famously free CRM that can be enhanced further with the addition of various Hubs for Marketing, Sales, Service, and CMS.

About Folk

folk is a new CRM platform that offers a simple and intuitive interface designed for small businesses. It offers features like pipeline management, task management, team collaboration, and integrations.

TL;DR: Hubspot vs Airtable vs folk

Airtable is flexible but doesn't offer core CRM functionalities such as email & calendar integration, mail merge & campaigns, analytics on emails, deduplication and enrichment of contacts, and more. For any team really serious about its CRM usage, the recommendation is to go rather for a real CRM system.

Hubspot works great for teams that need advanced usage in term of marketing automation and newsletter management. Otherwise, the tool can feel a bit clunky for modern users.

folk is simple, easy-to-use and works perfectly for SMBs looking for a powerful yet manageable CRM system.

  folk Airtable Hubspot
Ease of use ★★★★★ ★★★★★
Integrations ★★★★★ ★★★★★ ★★★★★
Pipeline ★★★★★ ★★★ ★★★
Mail Merge ★★★★★ ★★★

Ease of Use

When it comes to ease of use, Airtable is known for its intuitive and user-friendly interface. It offers a drag-and-drop system that allows users to easily create and customize databases, as well as a variety of templates to choose from.

Airtable : une solution de base de données no code

HubSpot, on the other hand, has been built on the promise of being an easy-to-use CRM compared to Salesforce. However, it is a tool that was built 15 years ago, and while it may have fulfilled that promise at the time, it can now feel a bit outdated.

HubSpot Sales Hub : une plateforme CRM de référence

Folk offers a modern and easy-to-use CRM interface that is specifically designed for small and medium-sized businesses.


Both Airtable and HubSpot have strong integrations with other apps. Airtable integrates with over 1,500 apps, including popular tools like Zapier, Slack, and Google Drive. That being said, Airtable being a spreadsheet tool, it doesn't offer native objects such as people, companies and interactions that make it easy to map the data into the system.

HubSpot, on the other hand, integrates natively with over 800 apps, and even has its own Operations Hub, which allows users to connect apps bi-directionally, so any data generated both on HubSpot and out is updated everywhere.

L'écosystème de HubSpot Connect | HubSpot

Folk integrates with the most popular apps including Gmail, Google Calendar, Outlook, Zapier, and more. One of the key benefits it offers is a really powerful chrome extension to bring contacts from any website and update it in one click.

This chrome extension works on LinkedIn, Sales Navigator, Twitter, Gmail, Instagram, Tiktok, among others.

Mail Merge

When it comes to mail merge, Airtable isn't really built to a CRM. It offers integrations with other tools such as Mailchimp but mail merge and email sending from Airtable remains limited today.

Hubspot offers email scheduling, email tracking and notifications, email reply tracking, and email templates. It's probably more suited initially to be a newsletter tool but it also offer "basic" emailing functionalities.

Build Campaigns with Free Email Marketing Tools | HubSpot

For mail merge, when customizing your email on folk, it's very easy to insert variable fields as shown in the image below

Furthermore, it's much easier to send personalized mail merge messages when you have full context on a contact: folk stores your history of interactions in the form of emails exchanged, calendar events, and any other interactions that you can manually add.

It's also easy to track the results of the campaigns by viewing opened, clicked and bounced rates.

Pipeline Management

Airtable offers a simple pipeline board. HubSpot, on the other hand, offers a more advanced pipeline management system that allows users to track deals, automate tasks, and get insights into sales performance. But it can feel very manual and a bit clunky to users accustomed to modern interfaces

Manage Your Sales Cycle with Free Pipeline Software | HubSpot

Folk offers a simple and intuitive pipeline management system that allows users to track people and companies, and collaborate with team members.

Pros & Cons



  • Intuitive and user-friendly interface
  • Flexible and versatile
  • Strong integration with over 1,500 apps


  • Limited pipeline management capabilities
  • Less advanced email marketing features
  • Not suited for contacts and companies, not built to be a CRM



  • Free CRM with a ton of value
  • More advanced pipeline management system
  • More advanced email marketing features
  • Integrates natively with over 800 apps


  • Can be expensive and plans grow very fast
  • Outdated UX



  • Simple and intuitive interface
  • Affordable pricing
  • Strong integration with popular apps
  • Task management and team collaboration features
  • Strong mail merge functionalities


  • Can be addictive!


Overall, Airtable, HubSpot, and Folk offer unique benefits for SMBs, depending on their needs. Airtable is ideal for those looking for a flexible and versatile tool with strong integrations, while HubSpot is ideal for those looking for a more advanced marketing features. Folk is a great option for those looking for a simple and affordable CRM with basic pipeline management and collaboration features. Ultimately, it comes down to what your business needs to succeed.