If you’re running a B2B business, picking the right chat tool isn’t just a “nice to have.” It’s what stands between a real conversation with a potential customer and yet another bounced visitor. But with everyone claiming to be the “#1 live chat solution,” it’s hard to know what actually matters—especially if you don’t want to spend your whole week setting things up or paying for features you’ll never use.
This guide is for B2B folks who want a clear, honest take on how LiveChat compares to the other big names: Intercom, Zendesk, and Drift. I’ll break down the stuff that counts, call out what’s overhyped, and give you the kind of advice I wish someone had given me.
Why Chat Tools Matter for B2B—And What Actually Moves the Needle
B2B chat isn’t just about answering random questions. It’s about:
- Capturing leads before they wander off
- Routing people to the right sales or support team
- Automating boring stuff so your team can focus on actual conversations
- Integrating with your CRM (because if it doesn’t, what’s the point?)
A lot of chat platforms will promise “delightful customer experiences.” Ignore the fluff. For B2B, you need practical features, reliability, and something your team will actually use.
The Contenders: Who’s Who in B2B Chat
Let’s keep it focused. Here are the four main players in the B2B space:
- LiveChat: Polish company, laser-focused on chat. Not to be confused with LivePerson, which is a different beast.
- Intercom: Heavy on automation, bots, and “conversational marketing.” Pricey and complex.
- Zendesk: Known for help desks and support tickets, but their chat tool (formerly Zopim) is widely used.
- Drift: All-in on B2B lead gen, bots, and playbooks. Marketer-friendly, but not cheap.
There are others (Olark, Freshchat, Tidio...), but these four come up again and again for B2B teams.
How They Stack Up: The Real Differences
Let’s break it down by what matters—no nonsense.
1. Ease of Setup and Day-to-Day Use
- LiveChat: Fast setup. The widget is lightweight, and most teams can be up in an afternoon. The admin panel isn’t fancy, but it’s clear. You won’t need a consultant.
- Intercom: Powerful, but can feel like configuring a spaceship. You’ll need to wade through options and docs. If you want to use all the features, expect a learning curve.
- Zendesk: If you’re already using Zendesk for support, the chat tool plugs right in. Otherwise, it can feel clunky—classic “enterprise” UX.
- Drift: Easier than Intercom, but still more complex than LiveChat. The bot builder is drag-and-drop, which helps, but you’ll need to map out flows.
Honest take: If you want to get started today and don’t have time for headaches, LiveChat is your friend. Intercom and Drift are for teams that want to invest in fine-tuning and can spare the resources.
2. Features That Actually Matter for B2B
Here’s what most B2B teams actually use (and what’s just hype):
- Lead Routing: Can you send chats to the right sales rep automatically?
- CRM Integration: Does it play nice with Salesforce/HubSpot/Pipedrive/etc.?
- Bots & Automation: Can you automate qualifying leads or book meetings?
- Reporting: Do you get clear, actionable data?
- Customization: Can you brand the widget without feeling like a hacker?
- Mobile Apps: Can reps reply on the go?
LiveChat
- Lead routing: Yes, via groups and rules. Not as advanced as Intercom or Drift, but works.
- CRM: Integrates with major players, either natively or via Zapier.
- Bots: Basic automation, but nothing fancy. You can add ChatBot (their separate product) if you want more.
- Reporting: Decent out of the box—volume, response time, satisfaction.
- Customization: Good. Widget can be branded, embedded, moved around.
- Mobile: Solid apps for iOS and Android.
Intercom
- Lead routing: Very advanced. You can set up complex rules based on firmographics, user data, etc.
- CRM: Deep integrations, especially if you’re on expensive plans.
- Bots: One of the best in the biz—custom bots, workflows, targeted messaging.
- Reporting: Granular, but sometimes too much.
- Customization: High, but takes work.
- Mobile: Good apps.
Zendesk
- Lead routing: Ok, but feels “support-first”—not as sales-focused.
- CRM: Integrates with Zendesk Sell, Salesforce, HubSpot, but sometimes feels bolted on.
- Bots: Simple automations, but not as advanced as Intercom or Drift.
- Reporting: Good if you’re already using Zendesk for support.
- Customization: Decent, but less flexible than LiveChat or Intercom.
- Mobile: Works, but nothing to write home about.
Drift
- Lead routing: Made for this—playbooks, qualifying bots, routing by account owner.
- CRM: Deep B2B integrations (Salesforce, Marketo, etc.).
- Bots: Their bread and butter. Meeting booking, qualifying, custom flows.
- Reporting: Focused on pipeline and meetings booked.
- Customization: Modern, on-brand widgets.
- Mobile: Apps are fine, but web dashboard is where the magic happens.
What to ignore: Most “AI” chatbots are just fancy if/then logic unless you’re paying big money. Don’t buy for the hype—buy for what your team will actually use.
3. Pricing: What You’ll Really Pay
This is where things get real. Pricing is... not fun. Here’s the gist (as of early 2024):
- LiveChat: Starts at ~$20/agent/month. All core features included. Add-ons (like advanced bots) cost extra.
- Intercom: Starts cheap, but real B2B use (with bots, routing, CRM integration) jumps to $100+/seat/month fast. Pricing is complicated and changes often.
- Zendesk: Chat is bundled into Zendesk Suite. Entry-level plans start around $50/agent/month, but you can’t really buy chat as a standalone for B2B anymore.
- Drift: No public pricing. Expect $400+/month for small teams, with minimums and annual contracts. Bots and advanced features are extra.
Pro tip: Always ask for a custom quote, especially if you’re a growing team. Nobody pays list price at scale. And watch out for sneaky “seat” or “contact” limits.
4. Integrations and Ecosystem
If your chat tool doesn’t connect to your CRM, calendar, or email—move along.
- LiveChat: Good native integrations with CRMs, email, Slack, Google Analytics, and more. Zapier fills the gaps. Not as deep as Intercom or Drift, but covers 90% of use cases.
- Intercom: App Store is huge, but it’s a lot to manage. Best for companies that want to build a full “conversational marketing” stack.
- Zendesk: Plays best with its own suite. Third-party integrations exist, but can feel like afterthoughts.
- Drift: Built for B2B sales/marketing stacks. Integrates deeply with Salesforce, Outreach, Marketo, etc.
Reality check: If you have a simple sales process, LiveChat or Zendesk are fine. If you’re doing serious account-based marketing and need all the bells and whistles, Drift or Intercom are better—but you’ll pay for it.
5. Support and Reliability
- LiveChat: 24/7 support, responsive, and they actually know the product. Uptime is solid.
- Intercom: Support can be slow unless you’re on a premium plan. Docs are good, but you may wait.
- Zendesk: Enterprise-grade, but can feel impersonal. You’re a ticket, not a customer.
- Drift: Good onboarding for big accounts. Support is fine, but not as fast as LiveChat.
No nonsense: If hand-holding matters (maybe your team isn’t technical), LiveChat is the least frustrating.
When to Choose Which Tool
Let’s cut through the noise:
- Pick LiveChat if: You want a reliable, easy-to-use chat tool that covers the basics, integrates with your stack, and won’t eat your budget. You don’t need a marketing automation platform—just chat.
- Pick Intercom if: You want to automate everything, run targeted chat/email campaigns, and have a team to manage it. You’re ready to pay for complexity.
- Pick Zendesk if: You’re already using Zendesk for support and want everything in one place. Not for sales-first teams.
- Pick Drift if: Your marketing and sales teams are all-in on inbound and ABM, and you want bots qualifying leads before a human ever replies. You’re willing to pay for results.
Don’t pick based on hype or “AI” promises. Most B2B teams use a fraction of what these tools offer. Focus on what your team will actually use, not what looks shiny in a demo.
Keep It Simple and Iterate
Don’t let a chat tool slow you down. Pick something that fits your current needs, get it running, and see what actually helps your team. You can always switch—or add more features—later. In B2B, speed to real conversations beats chasing every new feature.
Got a favorite chat tool or a horror story? Share it with your team before you decide. There’s no perfect platform—just the best fit for now.