As a small business, you’re always looking for ways to grow. To make that happen, you need CRM software that isn’t too basic, isn’t overly complicated and easy on the budget. There’s a myth out there that CRM platforms are just for big companies with hundreds of clients, but that’s simply not true. It has a proven track record of organising workflows and improving revenue for all businesses, big or small. In fact, 83% of small businesses have seen a boost in ROI after investing in a CRM.
We’ve recently launched an expert guide to CRM and ESP systems that goes through everything with a fine tooth comb diving into some of the most popular CRM platforms on the market, and really getting in deep – reviewing their features, pricing, and reviews.
What is the difference between CRM and Marketing (ESP) software?
Before we delve into the nitty-gritty of software, we want to clarify the difference between CRM and marketing (aka ESP) software.
Many people believe they’re the same thing – this is a common misconception that often results in organisations spending more money on a solution than needed.
The reason? CRM software is primarily a B2B tool with a powerful Sales solution and an adequate Marketing tool. In comparison, Marketing software (often referred to as an ESP) is a powerful communications tool accompanied by a database.
For many D2C brands, acquiring a powerful CRM solution can often leave them with system wastage. It’s like buying a 10-bedroom house and only living in two rooms. You’re paying far more than you need to for functionality you’ll probably never use.
Common CRM Myths Debunked
Many small business owners hesitate to invest in CRM because of common misconceptions. But as a CRM agency that faces these questions daily – let’s clear them up:
“CRM is too expensive for small businesses.”
Reality: There are affordable CRM options like HubSpot, Zoho CRM, and Pipedrive that are designed for tight budgets. Many offer free plans or scalable pricing.
“It’s too complicated.”
Reality: Platforms like Pipedrive are designed for ease of use, with minimal learning curves and intuitive interfaces.
“We’re too small to need CRM.”
Reality: Even a one-person business can benefit from CRM to manage leads, automate follow-ups, and track customer interactions efficiently.
Why SMEs Need CRM Now More Than Ever
It’s a fast and competitive market out there, and customer experience is paramount! That’s where CRM / ESP systems come into play – they address the unique challenges faced by small business owners and provide solutions.
Limited Resources: Small teams often juggle multiple roles, making it crucial to save time wherever possible. CRM systems automate repetitive tasks like data entry and email follow-ups, saving businesses an average of 15% of their workweek.
Meeting Customer Expectations: Personalisation is the way forward. Today’s customers expect personalised experiences, even from small businesses. CRMs enable audience segmentation, allowing for tailored communications and better engagement. For instance, Zoho CRM uses AI-driven insights to predict customer behaviour, making personalisation easier.
Scalability: As your business grows, your needs evolve. A scalable CRM ensures that your tools can grow with you. Platforms like HubSpot offer flexibility, starting with free plans and upgrading to advanced features like marketing automation as you expand.
The 5 Best CRMs for Small Businesses
The best CRM depends on what you need in your business. Each CRM and marketing platform offers unique features and benefits tailored to different business needs. Understanding the landscape of these tools helps businesses make informed decisions when choosing the right solution for their requirements. This includes not only CRM solutions but also marketing platforms like Iterable and Customer.io, which provide robust options for managing customer interactions and campaigns effectively.
Here is a comparison of five leading CRM systems.
| Software | Best for | Best Features |
|---|---|---|
| HubSpot | All-in-one solution, scaleable, budget-friendly | Scales seamlessly with growth |
| Pipedrive | Ease of use | Intuitive interface |
| Zoho CRM | Budget-friendly | Zoho CRM app |
| SugarCRM | High-level features | Extremely user friendly |
| Salesforce | High-level features and customisation | Customisable integrations & Einstein AI |
Hubspot
HubSpot’s CRM platform is a popular choice for small and medium-sized businesses (SMEs) because of its all-in-one features and flexibility. In fact, according to BackLinko, HubSpot serves over 238,000 customers across various industries, with many of them being SMEs.
Best for: Being an all-in-one platform to attract leads, close sales, and provide exceptional customer service. It’s particularly well-suited for SMEs seeking an affordable, user-friendly solution to manage their growth.
Best features: If you are looking for a scalable solution, offering easy implementation that gets you up and running in no time, HubSpot is the one for you. It stands out for its functionality, customisable dashboards and tracking. Not only is it a breeze to use but it is also affordable. HubSpot CRM evolves with small businesses, offering advanced features like marketing automation and customer service as you grow.
Good to know: One of our SME clients, who is a growing start-up business in the financial sector, chose HubSpot as their current CRM platform. As we are certified HubSpot experts we partnered with them to optimise their usage, ensuring they unlocked the full potential of the platform. From streamlining workflows to enhancing customer engagement, HubSpot proved to be a game-changer for their business.
You can read more about how HubSpot transformed its operations here.
Pipedrive
Known for its intuitive interface, Pipedrive offers tools for lead management, sales pipeline tracking, email integration, and reporting. particularly favoured by small to mid-sized businesses looking for a simple yet effective CRM solution to improve sales productivity and close more deals.
Best for: Small businesses looking for a beginner-friendly CRM with a focus on sales pipelines.
Best features: Pipedrive is a sales CRM software suited to all small and medium-sized businesses for contact management and sales pipeline optimisation. For those who are looking for a beginner-friendly and minimalistic platform and still shaping their customer relationship management strategy, Pipedrive is for you.
What WeDoCRM says: What we love about Pipedrive is how it takes the hassle out of admin work for salespeople. It handles repetitive tasks and streamlines finances with AI and app integrations, so you can spend less time on spreadsheets and more time focusing on what really matters – making sales! What sets Pipedrive apart is its focus on simplicity and usability, making it ideal for sales teams looking for a straightforward, no-fuss CRM solution.
Zoho CRM
Zoho has customisable apps that handle everything from CRM to marketing, finance, and HR. It’s like having a whole team of experts, all in one platform!
Best for: Small businesses looking for a CRM that is budget-friendly.
Best features: Zoho CRM is an excellent choice for small businesses, offering a user-friendly experience at an affordable price. With a wide range of features designed specifically for the needs of growing companies, Zoho CRM helps streamline operations and boost efficiency. One of the standout features we like about Zoho CRM is its mobile app, which brings all the power of the desktop version to your smartphone or tablet.
SugarCRM
We are certified partners with this global leader in CRM solutions. You can read more about our partnership here. Together, we’re here to help businesses unlock their full potential and transform how they manage CRM.
Best for: Small businesses looking for a CRM with advanced features who have technical experts in-house.
Best features: Like Salesforce, SugarCRM is often associated with larger businesses due to its complexity and technical skill requirements. However, its responsive customer support and straightforward setup make it well-suited for small to medium-sized businesses.
What we love about SugarCRM is that you can customise it to perfectly fit your business processes. As an open-source CRM, it can be tailored to work the way you need it to. Instead of having to change your business operations, SugarCRM adapts to them, giving you the power to make the CRM work just the way you want it!
Salesforce
When small businesses see major names like Google, T-Mobile, Amazon, Vodafone, American Express, Toyota, and Adidas using Salesforce, it’s natural to wonder if the platform is really a good fit for SMEs. However, there are options available such as “Salesforce essentials” for smaller businesses to leverage Salesforce effectively.
It’s worth noting that nearly half of Salesforce’s customers are small businesses (with fewer than 50 employees), making up 49% of their user base. Additionally, 40% are medium-sized businesses, and 11% are large enterprises (over 1,000 employees). Salesforce CRM is particularly popular among smaller companies, offering solutions tailored to their needs.
We are certified Salesforce experts. WeDoCRM’s roots started with Salesforce, supporting global enterprise clients to turn complicated system configurations into smooth, seamless CRM operations. We can do the same for you!
Best for: Small businesses that want an advanced CRM. Salesforce Essentials is specifically designed for small businesses seeking a powerful CRM.
Best features: Salesforce is a leader in the CRM industry and is often used by larger organisations, however, Salesforce Essentials offers a streamlined experience specifically designed for small businesses. Its scalability ensures easy upgrades as your business grows.
If you are looking for a CRM as a comprehensive investment, it provides various packages, including sales, customer service, and marketing software solutions. It all seamlessly integrates into a complete CRM system for your business. Although expensive compared to other CRMs, it includes several enhancements that make it even more special.
Do I need a CRM System?
If you’re in the B2B space, then yes you do. CRM software is essential for your organisation – from managing your sales pipeline to orchestrating your marketing outreach and beyond, CRM software plays a pivotal role in ensuring seamless operations and optimal performance.
If you’re a D2C brand, then a CRM system might be costly if your primary requirement is communication to end users through a variety of channels. You may find that your optimal solution is a custom MarTech stack, not an all-in-one CRM. For most D2C brands, a powerful Marketing system connected to a Data Warehouse or Customer Data Platform (CDP) is more than sufficient and often a fraction of the cost of a pure CRM.
How WeDoCRM Can Help You
WeDoCRM lives and breathes Customer Relationship Management (CRM), multi-channel marketing and powerful MarTech systems. To deliver our customers the best expertise and service possible, we’ve partnered with some of the leading CRM, Marketing and CDP technology providers as their certified service providers. Check out our premium partners here.
CRM Setup: Customised implementation to get your system up and running efficiently.
Martech Integration: Advanced marketing technology solutions to enhance your campaigns.
Migration Assistance: Smooth transitions from old systems to new ones.
For more insights into our expertise, check out our case studies and discover how we’ve helped other businesses optimise their CRM and Martech solutions. If you fancy a chat to go through which system we think would be best for you, book a call with us today.
