Choosing the right B2B CRM: issues and features
Posted: Tue Dec 10, 2024 5:24 am
In an increasingly competitive market, choosing the right CRM (Customer Relationship Management) is essential for companies aiming for excellence in managing their customer relationships and sales . After all, this software not only simplifies the management of customer and prospect data, it is also a strategic tool that improves sales processes by automating tasks to free up time for sales teams. According to a Salesforce report dated 2023 , CRM software could even help improve sales by up to 29%! Needless to say, this is not insignificant.
But be careful, because if the advanced features offered by this type of platform allow for advanced customization that meets the specific needs of each company (contact management, sales report analysis, etc.), it is advisable to list the needs of the activity to ensure that you make the right choices in terms of criteria and formulas.
Also read our article: “ The 7 criteria for choosing a CRM ”
So, to help you see things more clearly and develop your B2B business, let's see how to choose your CRM software .
In this illustration, a team performs an analysis for the choice of their CRM.
The differences between B2B and B2C commerce
It is no surprise that the B2B market is clearly different from B2C, particularly in the way it approaches customers and manages business relationships . In the B2B sector, and although they are fewer in number, customers represent a significant revenue potential , in addition to bringing a certain recurrence in transactions. This explains why customer relationship management in this context requires a tailor-made approach, supported by effective CRM tools , such as Salesforce or HubSpot , which offer advanced features for tracking interactions, managing leads or even automating sales campaigns.
Continue reading with our article: “ HubSpot vs Salesforce: which CRM should you choose? ”
One client VS multiple clients
Unlike the B2C market, where the purchasing decision can rest with a single individual (which simplifies the sales process), B2B involves a more complex set of interlocutors. Indeed, in this context, the sale often involves several decision-makers within the client company , which requires a multi-level communication strategy. Salespeople must therefore identify and convince several key contacts, a challenge that requires a deep understanding of the client company's project and objectives. In short, instead of convincing a single customer, you have to convince several at once.
This is where using CRM software becomes invaluable, as it allows you to centralize information and coordinate sales efforts around key decision-makers. The data management and interaction tracking functionality also helps refine sales proposals and optimize negotiations.
The Need for a B2B Sales Team
B2B sales transcend the simple transactional exchange to become a fairly complex team project. In the ecosystem of the selling company, different actors thus play key roles:
The salesperson , who not only presents the offer and botim database negotiates prices, but also uses the CRM to manage customer and prospect information in order to optimize the sales process and the commercial relationship;
The SDR , or Sales Development Representative, responsible for qualifying leads via the CRM, but also for analyzing the needs and maturity of prospects for a more targeted approach;
The technical sales representative , who provides essential technical expertise, often supported by specific solutions that facilitate the presentation of the functionalities and advantages of products or services;
The ADV, or sales administrator , who ensures post-sales administrative management, in particular through a CRM which automates and simplifies these tasks.
Knowing your customers beyond the sale
Unlike the B2C market, where companies sell to consumers they do not know directly (and cannot know individually), B2B is characterized by more personal relationships with customers . In the context of a service contract, such as for IT maintenance for example, the company must have precise knowledge of its customers, if only to adapt its sales approach according to the elements in its possession. CRM tools play a major role here, since they allow salespeople to track and analyze customer data to strengthen these relationships.
Personalization: a major challenge
In the B2B sector, the offer is often tailor-made to meet the specific needs of client companies. However, this customization goes far beyond what is typically observed in B2C. Thanks to the use of sophisticated software, companies can develop unique products and services , in particular based on a careful analysis of the data collected via their CRM platform. Marketing campaigns are also highly targeted, with emails and content that must be particularly adapted to the objectives of prospects and customers.
Webinar
Choosing the right CRM: the essential step to digitalizing your customer experience
Watch the webinar!
Why should B2B CRM be different?
The worlds of B2B and B2C operate on fundamentally different playing fields. The nature of customer relationships, sales processes, and consequently, the requirements for management tools such as CRMs, diverge significantly. For the skeptics, let's take a closer look at the specifics of a B2B CRM.
Task automation for increased efficiency
When it comes to B2B commerce, CRM doesn’t just simplify the work of salespeople. On the contrary, it revolutionizes sales management by automating repetitive tasks . Thanks to its advanced features, lead qualification is done autonomously, through the exploitation of data. It is thus possible to automatically assign prospects to the most suitable members of the sales team.
It should also be noted that this automation extends to various aspects, such as:
Personalized email sequences;
Nurturing strategies to mature leads;
Targeted email reminders;
Call scheduling .
It goes without saying that using sophisticated CRM platforms, such as Salesforce or HubSpot, makes it possible to integrate these different processes.
Detailed interaction tracking: commercial memory
A B2B CRM acts as an exhaustive directory of exchanges with each customer , which allows for precise and personalized management. In a context where business relationships are often long and complex, it is crucial to maintain a complete history of interactions: transactions, exchanges, support requests, etc. This functionality is not simply a matter of convenience, it is at the heart of the business strategy and provides a solid foundation for the development of business relationships.
But be careful, because if the advanced features offered by this type of platform allow for advanced customization that meets the specific needs of each company (contact management, sales report analysis, etc.), it is advisable to list the needs of the activity to ensure that you make the right choices in terms of criteria and formulas.
Also read our article: “ The 7 criteria for choosing a CRM ”
So, to help you see things more clearly and develop your B2B business, let's see how to choose your CRM software .
In this illustration, a team performs an analysis for the choice of their CRM.
The differences between B2B and B2C commerce
It is no surprise that the B2B market is clearly different from B2C, particularly in the way it approaches customers and manages business relationships . In the B2B sector, and although they are fewer in number, customers represent a significant revenue potential , in addition to bringing a certain recurrence in transactions. This explains why customer relationship management in this context requires a tailor-made approach, supported by effective CRM tools , such as Salesforce or HubSpot , which offer advanced features for tracking interactions, managing leads or even automating sales campaigns.
Continue reading with our article: “ HubSpot vs Salesforce: which CRM should you choose? ”
One client VS multiple clients
Unlike the B2C market, where the purchasing decision can rest with a single individual (which simplifies the sales process), B2B involves a more complex set of interlocutors. Indeed, in this context, the sale often involves several decision-makers within the client company , which requires a multi-level communication strategy. Salespeople must therefore identify and convince several key contacts, a challenge that requires a deep understanding of the client company's project and objectives. In short, instead of convincing a single customer, you have to convince several at once.
This is where using CRM software becomes invaluable, as it allows you to centralize information and coordinate sales efforts around key decision-makers. The data management and interaction tracking functionality also helps refine sales proposals and optimize negotiations.
The Need for a B2B Sales Team
B2B sales transcend the simple transactional exchange to become a fairly complex team project. In the ecosystem of the selling company, different actors thus play key roles:
The salesperson , who not only presents the offer and botim database negotiates prices, but also uses the CRM to manage customer and prospect information in order to optimize the sales process and the commercial relationship;
The SDR , or Sales Development Representative, responsible for qualifying leads via the CRM, but also for analyzing the needs and maturity of prospects for a more targeted approach;
The technical sales representative , who provides essential technical expertise, often supported by specific solutions that facilitate the presentation of the functionalities and advantages of products or services;
The ADV, or sales administrator , who ensures post-sales administrative management, in particular through a CRM which automates and simplifies these tasks.
Knowing your customers beyond the sale
Unlike the B2C market, where companies sell to consumers they do not know directly (and cannot know individually), B2B is characterized by more personal relationships with customers . In the context of a service contract, such as for IT maintenance for example, the company must have precise knowledge of its customers, if only to adapt its sales approach according to the elements in its possession. CRM tools play a major role here, since they allow salespeople to track and analyze customer data to strengthen these relationships.
Personalization: a major challenge
In the B2B sector, the offer is often tailor-made to meet the specific needs of client companies. However, this customization goes far beyond what is typically observed in B2C. Thanks to the use of sophisticated software, companies can develop unique products and services , in particular based on a careful analysis of the data collected via their CRM platform. Marketing campaigns are also highly targeted, with emails and content that must be particularly adapted to the objectives of prospects and customers.
Webinar
Choosing the right CRM: the essential step to digitalizing your customer experience
Watch the webinar!
Why should B2B CRM be different?
The worlds of B2B and B2C operate on fundamentally different playing fields. The nature of customer relationships, sales processes, and consequently, the requirements for management tools such as CRMs, diverge significantly. For the skeptics, let's take a closer look at the specifics of a B2B CRM.
Task automation for increased efficiency
When it comes to B2B commerce, CRM doesn’t just simplify the work of salespeople. On the contrary, it revolutionizes sales management by automating repetitive tasks . Thanks to its advanced features, lead qualification is done autonomously, through the exploitation of data. It is thus possible to automatically assign prospects to the most suitable members of the sales team.
It should also be noted that this automation extends to various aspects, such as:
Personalized email sequences;
Nurturing strategies to mature leads;
Targeted email reminders;
Call scheduling .
It goes without saying that using sophisticated CRM platforms, such as Salesforce or HubSpot, makes it possible to integrate these different processes.
Detailed interaction tracking: commercial memory
A B2B CRM acts as an exhaustive directory of exchanges with each customer , which allows for precise and personalized management. In a context where business relationships are often long and complex, it is crucial to maintain a complete history of interactions: transactions, exchanges, support requests, etc. This functionality is not simply a matter of convenience, it is at the heart of the business strategy and provides a solid foundation for the development of business relationships.