These days, no small business should have to manage their customer data and communications manually. You’re too busy crafting your product and managing your operations to be wrestling with clunky spreadsheets and sending out emails one by one. Investing in CRM software for your small business can do wonders for your productivity and growth.
Customer relationship management (CRM) software helps you keep track of all your contacts and leads in one place and automate repetitive sales and marketing tasks. These tools can also track the performance of your sales pipeline so you can make meaningful changes to improve your conversion rates and close more deals.
Ready to find a CRM that’s right for you? You can check out my detailed overviews of the 10 best CRM software for small business in 2023. For more information about how I selected the software on this list, see my selection criteria. And if you have more questions about what CRM software is and whether you really need one, jump down to the Frequently Asked Questions section below.
Best CRM For Small Business Shortlist
Here’s the shortlist of the best CRM for small business tools that I cover in this article, with detailed summaries below:
- Less Annoying CRM
- Copper
- Keap
- NetHunt CRM
- Close CRM
- Thryv
- Salesflare
- Insightly CRM
- Pipeline CRM
- ActiveCampaign for Sales
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What Is A CRM For Small Business?
Customer relationship management software plays an important role for businesses of all sizes. For small businesses in particular, a CRM can provide much-needed organization, automation, and insights that help you run your business more efficiently.
Cloud-based contact management is a central feature that a CRM offers, keeping all of your customer and lead data organized and searchable. Phone numbers, email addresses, social media profiles, companies, roles, and more can be stored in searchable contact repositories.
Sales and marketing automation features can reduce your manual workloads. For example, you can set up a trigger to send a feedback form when a customer completes a purchase. Or, you could get the software to send your team notifications based on specific lead activities like visiting your pricing page.
In addition to lead management and task automation, many of these software solutions also provide analytics dashboards and reporting features. Users can track their sales funnel to understand what’s working well and what’s causing friction. Often, reporting templates are available for things like sales forecasting.
How I Selected The Best CRM For Small Business
There are a lot of CRM solutions available, so you might be wondering how I selected my list. Considering the context of small business needs, I started with a broad selection of CRM tools with good user ratings.
To narrow down my list, I compared each CRM software based on the evaluation criteria I’ve outlined below. Having worked in revenue operations for several years, I considered which key features would have the biggest impact for a small business.
In the overviews a bit farther down, I’ve outlined how each CRM provider stacks up against the others on the list. Hopefully, you’ll be able to find one from my research that best suits your needs!
Selection Criteria
I’ve outlined the main selection and evaluation criteria I used to develop my list of the best small business CRM software below.
Usability
Finding user-friendly software can be more important than finding one with greater functionality in some cases, especially for small business owners. When evaluating these CRM tools, I considered how intuitive the user interface was and how much of a learning curve would be required to get up and running with each tool. A lean CRM can go a long way for fast-paced startups and small businesses.
Features
CRM features can vary quite a bit from one software to the next. Some facilitate sales pipeline management, others allow users to build marketing campaigns, and some focus on customer experience with tools like chatbots and help desks. I looked carefully at the features each tool offers and explained how they can be implemented in my overviews. This should help you spot which features are most relevant for your needs.
Integrations
Depending on your sales process and business structure, different app integrations will be more or less important for you. As a small business, being able to connect your CRM to your social media accounts, Gmail or Outlook, ecommerce platform, or other tools you use helps to streamline your operations. I’ve listed the key integrations of each CRM tool to help you find one that will fit into your tech stack.
Pricing
There can be quite a variance in CRM pricing. Free plans and trials are available from some providers, and others have several tiers of paid plans that can be based on the number of users, amount of storage, or other factors. Pricing information is included with each tool’s overview so you can make an informed decision that will fit in your budget.
Overviews Of The 10 Best CRM For Small Business
Here you can find a detailed overview of each CRM for small business that showcases each software’s best use case, noteworthy features, and some pros and cons. I’ve also included screenshots to give you a sense of their look and feel.
1. Less Annoying CRM - Best CRM with a simple user interface
Self-described as ‘The simpler CRM,’ Less Annoying CRM is a software built with simplicity at its forefront.
Why I picked Less Annoying CRM: This software lives up to its name with a simple, straightforward interface that’s easy to navigate regardless of how tech-savvy you are. Users can find a daily agenda, the tasks they have due, a pipeline report, and activity report from their personal workspace in the platform. The workspace acts as a homebase for users to manage their day-to-day work and keep up with their team’s progress.
The contacts module of the software stores all contact information, with custom contact groups available for segmentation. Users can import and export existing contact data or add new contacts and companies through the tool. The software’s calendar view shows users upcoming events and tasks, and reports give users insights into their leads, pipeline, tasks, and activities.
Less Annoying CRM Standout Features and Integrations
Features include contact management, custom groups, task and event management, calendar view, custom fields, data import and export, 256-bit encryption, and a mobile-friendly interface.
Integrations include AgileForms, Blitz Sender, CallHippo, Canvass, Google Workspace, JustCall, Mailchimp, Microsoft 365, Nusii, and Reform.
Price: Paid plans start at $15/user/month
Free Trial: 30-day free trial available
Pros
- Video tutorials, phone, and email support are available
- No complex pricing tiers or long-term contracts
- Comprehensive contact management features
Cons
- Limited email automation features
- Limited reporting module
2. Copper - Best CRM for small business with Google Workspace integration
Recommended by Google for its native integration, Copper is a CRM software that connects directly with Gmail, Google Calendar, and Google Drive.
Why I picked Copper: Users can manage their contacts and access a history of their interactions with each contact based on data pulled from Gmail. Smart workflows help reduce manual workloads like updating contact profiles and deal statuses. The software has a visual drag-and-drop sales pipeline feature that allows users to sort and track deals based on value. Email automation features and customizable reporting templates are also available in the platform.
The software integrates directly with Gmail, Google Calendar, and Google Drive, so there’s no need for users to switch between apps throughout their day. Contact records are accessible directly from a user’s email, and include contact data, related documents, and conversation history. Tasks and reminders can be managed both via Gmail and Calendar for additional flexibility.
Copper Standout Features and Integrations
Features include sales process and funnel management, contact management, email templates, workflow automation, recurring tasks, auto-enrich records, reminders and alerts, multiple currencies, and customizable reports.
Integrations include DocuSign, DropBox, Google Workspace, Intercom, JustCall, LinkedIn, Mailchimp, Notion, PandaDoc, Parallax, QuickBooks, Shopify, and Zapier.
Price: Plans start at $29/user/month
Free Trial: 14-day free trial available
Pros
- Accessible directly through Gmail and Google Calendar
- Easy to learn, lightweight user interface and functionality
- Support team is helpful and proactive
Cons
- Non-Google Workspace users won’t get the full functionality
- Contact syncing sometimes creates duplicates
3. Keap - Best CRM for professional services businesses
Keap is a CRM for small businesses that’s suitable for companies in the consulting and professional services industries as well as marketing agencies.
Why I picked Keap: The platform’s lead management tool collects and organizes contact information from user’s landing pages, forms, and social media. Users can tag and categorize contacts for segmentation and personalization purposes. A drag-and-drop sales pipeline builder allows users to craft multiple versions of their funnel and track leads through the buyer’s journey. From the pipeline view, users can set automation triggers and assign out tasks.
Designed for small businesses specifically, the software can help smaller companies benefit from automation. For example, email and SMS follow-up messages can be set to send when someone fills out a lead form. Professional service providers can use this to send out quotes or package information.
Keap Standout Features and Integrations
Features include appointments, invoices, email and text message automation, quotes, landing pages, drag-and-drop sales pipelines, recurring payments, A/B testing, lead scoring, checkout forms, and analytics.
Integrations include AppointmentCore, Automate.io, FormLift, Gmail, Graphly, JotForm, Outlook, QuickBooks, TypeForm, Wistia, and WordPress.
Price: Plans start at $189/month for 2 users, and $29 per additional user
Free Trial: 14-day free trial available
Pros
- Many YouTube videos, including feature walk-throughs and small business tips
- Plans come with a dedicated customer success manager
- The software is easy to set up and start using
Cons
- Custom fields are not easily searchable in the contact database
- Going above the set number of contacts will increase the price
4. NetHunt CRM - Best sales CRM with LinkedIn and Gmail integrations
NetHunt CRM helps sales teams organize their customer base, store and nurture leads, create sales pipelines, manage email campaigns, and track team performance.
Why I picked NetHunt CRM: The sales CRM software’s LinkedIn extension allows users to find and capture new leads directly in the professional networking site. When browsing through contacts and companies on LinkedIn, users can see which people and businesses are already in the CRM database and add ones that aren’t yet included in their lists. The platform also integrates with Gmail, so users can access their contact list, build their sales pipeline, and automate tasks from their email inbox.
In addition to contact sourcing and management, the software has email automation features like list segmentation, bulk send, and drip campaigns. Users can track email performance and other sales activity with the reporting functionality. Pre-built reports are available in the software, tracking things like the sales pipeline; sales by owner, customer, or source; sales forecast; and lost reason.
NetHunt CRM Standout Features and Integrations
Features include social media communication, pipeline management, email automation, pre-built reports, task automation, automated data entry, and alerts.
Integrations include Facebook Messenger, Gmail, Google Workspace, Intercom, LinkedIn, Looker, Slack, Stream Telecom, and Telegram. Users can connect to additional apps with Zapier, Apiant, or Make.
Price: Plans start at $30/user/month
Free Trial: 14-day free trial available
Pros
- Unique LinkedIn integration facilitates lead sourcing
- Users get access to a dedicated customer success manager
- Video tutorials available via YouTube
Cons
- Learning curve to become familiar with full functionality
- Users can’t customize event names
5. Close CRM - Best CRM for outbound sales teams
Close CRM is a sales-centric platform that helps growing small businesses manage their prospecting, outreach, and sales pipeline.
Why I picked Close CRM: Users will land on an ‘inbox’ page that lists their tasks and reminders when they log into the software. The contact repository stores lead data, and users can migrate existing contact information from other sources like an existing CRM or spreadsheet. Multiple sales pipelines can be outlined with the drag-and-drop workflow builder, which has automated data entry features and pre-built reporting.
The software’s calling capabilities support outbound sales with a predictive dialer that makes multiple calls at a time and connects sales reps when someone picks up. Multiple users can join a customer call and unmute themselves to only one another, which facilitates coaching and on-the-job training for sales reps. Email, SMS, and video calls are all supported by the platform, too.
Close CRM Standout Features and Integrations
Features include contact data import, power dialer, predictive dialer, sequences, pipeline builder, lead scoring, tasks, reminders, commissions, in-call coaching, and reporting.
Integrations include ActionDesk, Alice, Enthu, Fathom Video, Geckoboard, Gmail, Google Calendar, Intersect, Leadinfo, SavvyCal, Segment, Wingman, and Zoom. Zapier is included with paid plans and hosts additional integrations.
Price: Plans start at $29/user/month
Free Trial: 14-day free trial available
Pros
- Comprehensive calling features for outbound sales
- Zapier integration is included with paid plans for additional integrations
- Quick setup, onboarding, and time to value
Cons
- Lacking in marketing and email automation
- Inbox lacks customization of what appears on to-do list
6. Thryv - Best complete small business management software
Thryv is a small business management software that has CRM functionality as well as sales and payments management and online reputation management features.
Why I picked Thryv: This software helps small businesses manage their customer relationships with a contact database, social media manager, and marketing campaign automation tools. A central inbox allows users to manage both email and SMS customer communications in one place. Users can also manage classes and events and allow customers to schedule appointments through the platform’s calendar.
For small businesses looking for software that goes beyond customer relationship management, this can be a helpful tool because it has additional features. The software facilitates online sales and payments with credit card processing, invoicing, estimates, and recurring payments. Users can also build branded video content in the platform, manage their Google Business Profile, and monitor their online reputation on customer review sites.
Thryv Standout Features and Integrations
Features include event and appointment calendars, document storage and sharing, social media management, website builder, email and SMS, sales and payments, video templates, Google Business Profile management, and online reputation management.
Integrations include Clover, Facebook Messenger, Gmail, Indeed, Instagram Messenger, Jotform, Mailchimp, MYOB, QuickBooks, Twilio, Typeform, and Zoom.
Price: Pricing available upon request
Free Trial: Free demo available
Pros
- Comprehensive feature set for overall small business management
- Large bank of how-to videos on company YouTube channel
- Well-suited to service-based small businesses
Cons
- Email automation features are basic
- Lacking in task management features
7. Salesflare - Best CRM for B2B small business sales teams
A sales CRM designed for small B2B businesses, Salesflare has contact management, pipeline management, and team collaboration features.
Why I picked Salesflare: Contact data is collected through email logs and social media profiles and stored in the software. Each contact profile has an individual document folder so users can quickly access relevant files. The platform’s visual sales pipeline shows users the tasks they need to complete and actions they need to take to move opportunities through the funnel. Users will receive tracking information on lead activity to keep them up-to-date with their engagement indicators.
For B2B small businesses, the LinkedIn sidebar and company email finder are particularly useful. The platform’s collaborative tools keep sales reps aligned and up-to-date on the activity with various customers and companies. Users can see their team members’ activity and follow conversations with clients and companies they’re working with. The software also integrates directly with users email, bringing relevant information directly into their inboxes.
Salesflare Standout Features and Integrations
Features include email address finder; email, link, and website tracking; visual sales pipeline; email and LinkedIn sidebar; and a mobile app.
Integrations include Gmail, iCloud, Office 365, Exchange and a REST API to build custom connectors. Zapier can be used to integrate the software with additional tools.
Price: Plans start at $35/user/month
Free Trial: 30-day free trial available
Pros
- Plenty of tutorials are available on the company’s YouTube channel
- Simple, straightforward user interface is easy to learn
- Collaborative features help create team transparency
Cons
- Customer support is not available by phone
- Lacks native calendar and scheduling features
8. Insightly CRM - Best scalable CRM solution for small business
One puzzle piece of a broader product suite, Insightly CRM can be used independently or in tandem with Insightly’s Marketing, Service, and AppConnect products.
Why I picked Insightly CRM: CRM software is a good starting point for small businesses, and users can then add on additional functionality as needed or opt for the all-in-one platform. With CRM software, businesses can capture and manage lead data, build their sales pipeline, manage customer communications, set up workflow automation, and track their performance. The software also has task management capabilities as well as tools to manage your product offer.
Overall, the CRM’s feature set is broad compared to more niche solutions, which makes it a scalable solution. Plus, users can opt to expand their toolkit by investing in the Marketing, Service, or AppConnect platforms. The Marketing software has segmentation, customer journey, and campaign-building features. The Service hub offers service-level agreements, ticket management, and analytics and reporting tools. AppConnect is a no-code integration designer that can be used to build connections to other work tools and products.
Insightly CRM Standout Features and Integrations
Features include lead management, sales pipeline builder, email automation, email templates, task management, Kanban view, customizable and pre-built reports, role-based permissions, workflow automation, and a mobile app.
Integrations include Gmail, Microsoft 365, PandaDoc, QuickBooks, and Xero. Additional integrations can be accessed when users purchase the AppConnect product.
Price: Plans start at $35/user/month (billed annually)
Free Trial: Free trial available
Pros
- The CRM platform is a solid foundation to start from
- A modular structure makes for a scalable, connected solution
- Easy to use with a large feature set
Cons
- Lacking tutorials and how-to videos
- Add-ons can become expensive for some small businesses
9. Pipeline CRM - Best sales CRM with personalized onboarding
Pipeline CRM is a customer relationship management software for salespeople with customization, automation, pipeline management, and reporting tools.
Why I picked Pipeline CRM: Lead management is at the core of the product’s functionality, and users can set priority lists, tag lead sources, and add notes to each contact to create context. Multiple custom pipelines can be created in the platform with real-time status updates, action items, and reports. Users can set and track sales goals in the platform and a leaderboard helps sales teams keep an eye on their performance. Sales forecasting and deal insights are available through the reporting tool.
The software is highly customizable in its look and feel, data views, and deal stages. Users can select color preferences, update the pipeline stages to match their unique sales funnel and create custom data views. Notably, users can pay an additional fee to receive personalized training and onboarding when they purchase a paid plan. Phone, chat, and email support are available to all users.
Pipeline CRM Standout Features and Integrations
Features include multiple custom pipelines, custom fields, and deal stages, personalized look and feel, calendar, lead prioritization, goal setting, leaderboard, and sales forecasting.
Integrations include ActiveDemand, Excel, Google Workspace, HelpScout, INInbox, Mailchimp, Meldium, Outlook, Paycove, QuickBooks, and 123 Form Builder. A Zapier account gives users access to additional integrations.
Price: Plans start at $29/user/month
Free Trial: 14-day free trial available
Pros
- Personalized onboarding and support available
- Quick setup and easy to learn
- Ability to create a personalized environment in the software
Cons
- Reports are somewhat limited in depth of information
- Support team is not available on weekends
10. ActiveCampaign for Sales - Best CRM for smart activity tracking and automation
ActiveCampaign offers a sales CRM with contact and lead management, pipelines, attribution, and email features.
Why I picked ActiveCampaign for Sales: With this software, sales teams can automate their contact management, attribution, and lead scoring. The attribution feature tracks customer journeys so users can understand what channels are bringing in the best leads and deals. Multiple lead scores can be created in the platform, and users can be notified when contacts reach a certain score. The customer journey tracking also allows for win probability calculations and timely notifications based on specific actions.
Multiple custom workflows can be built to represent unique sales pipelines and track customer journeys. Users can also leverage the split action automation tool for A/B testing on wait times, message content, site messaging, and other customer communication factors. The company also offers products for marketing, sales, and transactional purposes, making it a scalable, modular solution.
ActiveCampaign for Sales Standout Features and Integrations
Features include split action automation, multiple custom sales pipelines, customer journey tracking, automated lead scoring, win probability, one-to-one emails, and attribution.
Integrations include Akita, Dropbox, Facebook, Google Analytics, Shopify, SquareSpace, SurveyMonkey, Unbounce, Webflow, WooCommerce, WordPress, and Zapier, which unlocks additional integrations.
Price: Plans start from $19/month (billed annually)
Free Trial: Free trial available
Pros
- Large bank of video tutorials available on YouTube
- 24/7 customer support available
- Modular pricing structure cater to various needs
Cons
- Large feature set can be overwhelming and take time to learn
- Merging duplicate deals can be time-consuming
Other CRM Options For Small Business
If you didn’t find an option to meet your needs in the the best CRM for small business short list, here are a few more options worth looking into:
- SuiteDash - Best CRM for client portal software
- Kylas Sales CRM - Best CRM for field-based sales reps
- HubSpot Sales Hub - Best CRM for small business with a free plan
- Salesforce Sales Cloud - Best CRM for a large software ecosystem
- monday sales CRM - Best CRM for multiple software integrations
- Pipedrive - Best CRM for customizable reports and dashboards
- Zoho CRM - Best CRM for its customer service features
- ClickUp - Best CRM for cross-team collaboration
- Solid Performers CRM - Best CRM for live training
- Flowlu - Best CRM for project management
Frequently Asked Questions About CRM For Small Business
The list above is jam-packed with information, so you might (understandably) still have some questions. Here are answers to a few frequently asked questions about CRM software for your small business.
Should a small business use a CRM?
This choice will ultimately be yours to make, but a CRM can make a big difference in your team’s efficiency and productivity. The earlier you set up your CRM, the less your teams will accumulate a tedious manual workload over time.
Not only that, but most CRM solutions are built to scale with your company. Instead of facing a big migration down the road, you can start relying on software to manage your contacts, customer communications, documents, and data early on.
What are the benefits of a CRM for small business?
For small businesses, a CRM can be an integral tool you use to establish your brand’s reputation and build up a solid customer base. Your customer relationship management software keeps your marketers generating leads, your sales reps closing deals, and your customer service team supporting your clients and improving customer retention.
Here are a few more specific benefits of a CRM for your small businesses:
- Managing your contacts as you scale: A spreadsheet might do the trick in the early days, but you’re likely to outgrow it pretty quickly. The more lead and customer data you log, the greater the need to keep that information organized and secure.
- Tracking your performance and progress: Understanding what’s working — and what isn’t — is essential to growing your small business. A CRM will track the KPIs that matter most and help you understand the strengths and weaknesses of your customer journey.
- Creating a consistent brand experience: A CRM lets you manage all of your customer content (like emails, forms, sales and marketing collateral, and your help center) in one place. This makes it easier to create consistency in your branding and messaging, creating familiarity for your customer base.
What are the key features of a CRM for small business?
While some SaaS solutions are relatively standardized in the feature sets they offer, CRM platforms can be more varied. Some are better suited to sales teams while others have a focus on email marketing or customer support tools. Here is a list of key features to look for in small business CRM software:
- Contact management and segmentation: The ability to not just store your customer data but to group contacts using various data points for automated communications and follow-up.
- Workflow automation: Whether it’s building your sales pipeline or developing user flows, automating repetitive tasks in your business process will alleviate your manual workload.
- Reporting and analytics: Understanding your sales activities and customer interactions is essential for a small business striving to create an exceptional customer experience.
How much does it cost to use a CRM system?
Many factors will influence cost, including which platform you decide to go with. Some offer free plans, free trials, or free demos, which can give you a sense of the tool’s functionality and ease of use. While many pricing structures are based on a cost per user per month, others have flat-rate structures or usage-based pricing.
Want more information on CRM pricing? Check out this article about how much a CRM costs.
Automation is for Small Businesses, too!
Just because you’re a small business doesn’t mean you can’t keep up with the digital, data-driven future of business. Tools like CRM software can make a big difference in how you run your business, manage your deals, and keep clients happy.
Looking for more information about managing customer relationships? Here’s some additional reading material:
- What Is Customer Relationship Management?
- 10 Best CRM Software of 2023
- How The Marketing Sales Funnel Works (With Examples)
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