Discover folk - the CRM for people-powered businesses
Social selling isn’t a “channel.” It’s a workflow: spot a signal on LinkedIn, start a conversation, build trust, follow up at the right time, and turn a warm relationship into a deal without losing context.
That’s why “the best CRM for social selling” isn’t the biggest suite. It’s the one that captures conversations fast, enriches contacts automatically, and keeps next steps obvious.
Attio and HubSpot solve that in two very different ways. Attio is database-first: flexible data models, fast enrichment, and a modern way to structure relationship-driven outbound. HubSpot is suite-first: tight pipeline process, automation, reporting, and strong alignment between sales and marketing.
Why a social selling CRM is essential in 2026?
Most B2B deals don’t start with a cold email or a demo request. They start with a LinkedIn comment, a repost, a DM, or a quiet profile visit. If your CRM can’t capture those signals and tie them to real people and pipelines, your team is flying blind while your competitors build relationships in plain sight.
A social selling CRM gives you a single place to turn those interactions into structured, actionable context: who engaged, where they came from, what they care about, and how close they are to buying. Instead of treating LinkedIn as “nice-to-have awareness,” it becomes a measurable, repeatable motion inside your revenue engine.
With a social selling CRM, your team can:
✔️ Spot buying signals from likes, comments, and profile views and turn them into follow-ups
✔️ Keep track of which prospects know you from content versus outbound, and adapt messaging
✔️ Map relationships across accounts, champions, and influencers—not just contacts in a list
✔️ Report on deals influenced by social activity instead of giving all credit to last-click channels
What is Attio?
Attio is a flexible, data-model-first CRM that lets teams design custom objects, views, and workflows. It’s well suited to companies that want full control over how relationships and pipelines are structured. The trade-off is a steeper setup and learning curve compared to more opinionated CRMs.
What is Hubspot?
HubSpot is an all-in-one CRM and marketing platform that combines contact management, email, automation, and content tools in a single suite. It’s popular with growing companies that want sales and marketing tightly connected. Costs and complexity can increase as you add contacts, users, and advanced features.
Attio vs Hubspot: Feature Comparison
Profile Enrichment & Lead Insights
Attio automatically enriches contacts with company name, title, social media profiles and company logo using integrations like Clearbit and Dun & Bradstreet. This ensures that your lead database remains updated with minimal manual input.
HubSpot’s Intelligence features pull enrichment data from connected sources, including company details, job titles, industry, and social media links. This helps reps approach leads with full context.
Social Listening & Real-Time Alerts
Attio does not provide real-time alerts or social activity tracking. Its core use case focuses on email, contact data, and workflow management rather than live engagement signals.
HubSpot’s Social tool includes real-time monitoring for mentions, likes, shares, and comments on LinkedIn, Facebook, and X (Twitter). You can set alerts for keywords or brand mentions to act fast.
Social Selling: Which channels?
Attio supports outreach primarily through email and Gmail workflows. It does not natively support direct messaging or posting on social media platforms.
HubSpot supports native publishing and engagement for LinkedIn, Facebook, Instagram, and X (Twitter). You can respond, post, and analyze performance without leaving the platform.
In‑Context Messaging with Templates & Sequences
There is no support for in-context messaging or templated outreach within Attio. Communication is handled via Gmail or integrations, not natively in-browser.
HubSpot doesn’t support social messaging sequences directly in-browser. Email sequences and templates are handled via Sales Hub, not from the LinkedIn UI.
Activity & Engagement Tracking
Attio tracks email interactions, call logs, and contact history inside the CRM. However, it does not track social media activity or engagement metrics.
HubSpot tracks a wide range of activities, including email, calls, meetings, and social interactions. Engagement metrics from social media posts are tied to contacts when possible.
folk CRM: The best alternative for social selling
folk CRM is a modern social selling CRM that turns social selling into a clean, repeatable workflow. It captures contacts fast, keeps conversation context close, and reduces manual busywork with enrichment and smart fields so follow-ups happen on time.
Built for LinkedIn-driven outbound, folk helps teams centralize leads from multiple sources, organize them in custom pipelines, and track every touchpoint in one place. Contact enrichment fills gaps automatically, deduplication keeps the database clean, and shared notes and tags make warm intros and relationship history easy to use across the team.
For daily social selling, folk supports consistent execution: segment leads, personalize outreach, set reminders, log interactions, and move opportunities through a pipeline without losing the human context that actually closes deals.
Conclusion
Attio vs HubSpot comes down to what “social selling” means in practice. If the goal is to model data your way and run relationship-driven outbound with flexible objects, Attio fits teams that want control and don’t need native social engagement signals. If the priority is a full suite that connects sales + marketing with strong automation, reporting, and built-in social publishing/monitoring, HubSpot is the safer choice—at the cost of higher complexity as you scale.
For most teams doing LinkedIn-first prospecting, the real bottleneck isn’t “more features.” It’s losing context between platforms and missing follow-ups. That’s where folk CRM wins: faster capture, cleaner enrichment, shared relationship context, and pipelines built for daily social selling execution. When the workflow is signal → conversation → follow-up → deal, folk keeps the momentum alive and makes social selling predictable.
Discover folk CRM
Like the sales assistant your team never had
