If you're in B2B, then you know that managing client relationships isn't just important—it’s everything. That's why we have CRM software to keep the process smooth and efficient.
The problem is, despite boatloads of CRMs in the market, it can be difficult to tell which ones are tailor-made for B2B operations.
You need more than just contact management. You need software designed to handle complex relationships, nuanced sales cycles, and high-value deals.
You need a B2B CRM.
This article unpacks everything you need to know about B2B CRMs. We’ll explore their main features, key benefits, and our favorite B2B CRMs.
What is B2B CRM?
B2B CRM is short for Business-to-Business Customer Relationship Management. It refers to any CRM software designed specifically for B2B operations.
Like a digital brain, a B2B CRM stores organizes and analyzes all your customer data in one place. It tracks every interaction—from first contact to final sale—and helps you understand your clients better than ever before.
But that’s just scratching the surface. B2B CRMs also let you automate routine tasks (like follow-ups), personalize outreach, streamline sales engagement, and do much more. In short, it's how modern B2B teams win.
B2B CRM vs. B2C CRM
Before going further, let's clear a common question: are B2B CRMs different from B2C CRMs? It’s subtle, but there is a difference.
B2B CRMs are designed for the hands-on management of complex client relationships. That means navigating:
- Longer sales cycles
- High-value deals and lengthy negotiations
- Intricate company hierarchies and account structures
- Multiple decision-makers within a single client company
B2C CRMs, on the other hand, are built for high-volume, fast-paced customer interactions. They’re designed to drive quick and consistent sales from individual customers over a long period.
Their differences aside, both B2B and B2C CRMs share the same goal: they turn guesswork into strategy, helping businesses work smarter instead of harder.
Key Features of B2B CRM Software
So, you've got your sights set on a B2B CRM, but what features should be on your must-have list? Here's what to look for in a top-tier solution:
- Sales Pipeline Management: You should be able to visualize and manage your B2B sales process from start to finish. In other words, you need to see where each customer stands and get clear insights on what needs your attention.
- Marketing Automation: B2B CRMs offer built-in automation tools to keep your marketing operations running on auto-pilot. They automate email campaigns, track engagement, and nurture leads to free up your team for big-picture tasks.
- Analytics and Reporting: A B2B CRM's analytics features provide valuable insights. This lets you make decisions based on hard facts and optimize your sales strategy for peak performance.
- Contact Management: Store and organize all your customer data in one central location, making it easy to find information and personalize interactions.
- Customization: Your B2B CRM effortlessly adapts to your core business needs. This flexibility means the CRM works for you—not vice versa.
- Integration: Connecting seamlessly with your existing tech stack is another staple feature of B2B CRMs. Sync with email, calendar, and other apps for a unified business ecosystem.
Benefits of Using B2B CRM Software
We've seen the features, but what are the real-world merits of using a B2B CRM? Here are just a few of the benefits you can expect:
- Stronger Customer Relationships: B2B CRMs help you know your clients inside out. This way, you can personalize every interaction to wow them with your attention to detail and build stronger relationships.
- Higher Sales Efficiency: Your sales pipeline becomes crystal clear with B2B CRM software. Thanks to its features, you can automate tedious tasks, focus resources where they matter most, and close deals (almost) effortlessly.
- Better Collaboration: Like a telepathic link, B2B CRM lets your team build off of each other's knowledge and efforts. In other words, you easily share insights, track progress, and execute strategies while keeping everyone in the know.
- Superior Data Management: Every relevant piece of customer data is neatly organized and easily accessible. With B2B CRMs, you no longer have to hunt for contact data across messy spreadsheets.
- Smarter Decision Making: Let data drive your choices. Spot trends, forecast sales, and make moves that drive stellar business growth.
- Scalable Growth: As your business booms, your CRM grows with you. The outcome? You handle more clients, more deals, and more success without breaking a sweat.
Long story short, B2B CRM helps B2B teams organize their efforts, optimize key sales metrics for better performance, and above all, foster lasting relationships with customers.
Top 6 CRM Software for B2B Teams
Whether you're a startup or an established player, one of these B2B CRMs is bound to be your perfect match. Here's the cream of the crop in 2024's B2B CRM market.
Instantly
G2 Rating: 4.9/5 ⭐ from 2,637 reviews
Instantly.ai is a sales engagement platform designed specifically for the high-stakes world of B2B sales. And its B2B CRM software—Instantly CRM—is redefining what a CRM can do.
To be fair, Instantly is essentially the new kid on the block compared to the popular names out there. But that’s exactly what makes its explosive success that much more telling.
In a fiercely competitive space, Instantly CRM stands out for its powerful next-gen features, ease of use, and world-class customer support. So it’s little surprise that Instantly has quickly become a strong contender and a fan-favorite CRM for B2B teams everywhere.
Top Features
- Email warmup for superb deliverability
- Master inbox for exceptional response times
- AI-driven personalization for tailored messaging
- Automated outreach across email, calls, and SMS
- Unlimited seats for your entire B2B team on a fixed monthly subscription
- AI-powered B2B lead finder with a database of 160+ million verified contacts
Pricing
Instantly gives you great value for your investment with flexible pricing plans—starting at $37/month. You also get a free trial to test the waters before committing.
Pipedrive
G2 Rating: 4.3/5 ⭐ from 1,885 reviews
Pipedrive is a household name in the sales and marketing industry. Among its offerings, Pipedrive boasts a visual B2B CRM with a holistic view of the buyer’s journey from initial contact to closed deals.
Pipedrive is especially known for its simplicity and effectiveness, making it a top choice among small to medium-sized B2B companies.
Top Features
- A holistic picture of the sales pipeline—from first contact to close
- Reporting and analytics features to make data-driven decisions
- Seamless data import and 400+ integrations to simplify workflows
Limitations
- Slower customer support responses according to reviews
- Limited email templates and relatively fewer customization options
- Some users report glitches and sluggishness on their dashboards sometimes
Pricing
Pipedrive’s most basic plan starts at $12/month with its recommended plan for professionals set at $49/month. The CRM also comes with a 14-day free trial for users.
HubSpot
G2 Rating: 4.4/5 ⭐ from 11,356 reviews
Nearly everyone in sales and marketing knows about HubSpot—and for good reason. HubSpot provides an entire ecosystem packed full of features for sales and marketing activities, including free forever CRM software. Its flaws—most notably, it is.
Of course, this CRM has its flaws—most notably, it is too basic. Still, it remains a great option for B2B teams looking for a simple solution to manage their sales and marketing efforts.
Top Features
- All-in-one solution that integrates marketing, sales, and customer service tools
- Contact management to centralize customer information for better insights
- Automation features for email campaigns and lead nurturing
Limitations
- The free tier is overly simplistic compared to other CRMs
- Upgrade to advanced features can be expensive
- Steeper learning curve for advanced use cases
Pricing
HubSpot’s basic CRM is free forever. Its premium version plan starts at $15/month/seat for small teams and $90/month for businesses and enterprises.
Bigin by Zoho
G2 Rating: 4.6/5 ⭐ from 378 reviews
Bigin by Zoho is another simple CRM software designed specifically for small B2B teams. It's a stripped-down, easy-to-use version of Zoho CRM minus the complexity and higher cost.
This makes it perfect for B2B startups that need a standard CRM solution to get up and running quickly without breaking the bank.
Top Features
- Visualize and manage your sales pipeline at little cost
- Clean and intuitive interface that's easy to learn and use
- Provides a frictionless user experience across web and mobile devices
Limitations
- Not ideal for complex sales processes and extensive automation needs
- Limited analytics, reporting, and integration capabilities
- Not as feature-rich as competitors
Pricing
Bigin by Zoho offers users a free plan that can be upgraded as needed. Its paid plan is set at $9/month, and its premier plan is set at $15/month.
Zendesk Sell
G2 Rating: 4.2/5 ⭐ from 484 reviews
Zendesk Sell is a CRM that focuses on improving productivity and pipeline visibility. And because it's part of the larger Zendesk suite, the CRM integrates seamlessly with Zendesk's customer service tools.
In short, Zendesk Sell CRM is an excellent choice for B2B teams that need tight integration between sales and customer support.
Top Features
- Full pipeline visibility for managing deals without heavy lifting
- Built-in communication tools like email, phone, and live chat functionalities
- Integration with other Zendesk products to deliver better customer experiences
Limitations
- Limited customization options to personalize accounts
- Advanced features come with pricey premium plans
Pricing
Zendesk Sell CRM plans start at $19/month for its most basic features. That said, the CRM gives users a free trial.
Monday CRM
G2 Rating: 4.6/5 ⭐ from 747 reviews
Monday CRM is a visually appealing, customizable CRM that's part of the larger Monday.com work OS. It stands out for its intuitive interface and its ability to adapt to various workflows beyond traditional CRM functions.
But what makes Monday CRM unique is its flexibility—you can customize it to manage not just customer relationships, but also projects, tasks, and team collaboration.
Top Features
- Track tasks and manage projects with highly flexible and customizable boards
- Connects with popular tools like Slack, Google Workspace, and more
- Automate repetitive tasks for higher efficiency
Limitations
- Limited CRM-specific features with more focus on project management
- Not as robust as competitors with dedicated marketing automation features
Pricing
Monday CRM gives users a free trial to test its features before committing. Its basic CRM paid plan is $12/month.
Foster Outstanding Client Relationships with B2B CRM
The days of sticky notes and messy spreadsheets are long gone. A B2B CRM empowers your B2B team to build stronger relationships, close deals faster, and keep customers coming back for more.
Short on time? Here are the key takeaways:
- B2B CRM is software that helps businesses manage relationships with their customers—who are also businesses themselves.
- Before choosing a B2B CRM, consider how well it manages your sales pipeline, automates your marketing activities, and analyzes your operations.
- The right B2B CRM strengthens your customer relationships, intelligently informs your decisions, and positions you for sustainable success.
- Top B2B CRM software available today includes Instantly.ai, Pipedrive, HubSpot, Bigin by Zoho, Zendesk Sell, and Monday CRM.
Ready to enhance your customer relationships with a B2B CRM system? Sign up for a free Instantly trial today!
