5 Best CRM Software for Small Business in 2019

HubSpot: No. 1 CRM Solution


This article has been updated with the most recent 2019 customer relationship management (CRM) software solutions to provide you an overview of the latest tools and systems for small businesses.


Customer Relationship Management or CRM software is a system that enables businesses to build strong customer relationships and manage all relevant customer information and data. CRM includes tools and applications to collect, process and analyze data coming from various interaction channels such as website visits, phone calls, emails, social media and others. CRM software organizes and tries to make sense of all these disparate data in order to extract useful information that can show sales opportunities, and be used to create sales funnels as well as carry out sales and marketing campaigns.

CRM software is designed to let businesses know everything about their customers, both existing ones and prospects. A business can be responsive only if it knows what a customer wants, and a CRM system can help in finding out customer preferences and behavior through their purchasing history and buying trends. CRM helps businesses put focus on the customers to drive engagements and interactions, strengthen customer loyalty, convert prospects to actual customers, improve products and services attuned to customer tastes, and give the best customer experience. All these are intended to bolster business growth and profitability.

What are the 5 best CRM software for small business in 2019?

What are the benefits of CRM software?

Any business can gain the benefits of CRM software. There are plenty of vendors today that offer various features that will suit your needs – regardless of your business size or industry. This software has been available for years, but recent technological advancements have made them more accessible to all sizes of businesses, including SMBs. By eliminating the complex hardware setup process and extensive training, today’s CRM systems are more scalable, affordable, compact, and less bulky. Today’s CRM products are packed with features that give you the following benefits:

  1. Increase sales. A CRM software gives you insights that you can use to increase your sales. Determine your loyal customers and engage them with rewards, promos, and discounts. It also lets you nurture quality leads and spot potential prospects. Additionally, you can follow up with your repeat customers, re-engage dormant ones, and seize upsell opportunities.
  2. Make data-driven decisions. Making decisions is not only driven by data, but it is also empowered with a quick response time. You can improve your business workflows and operations overall with access to comprehensive insights on real-time. This can help you enhance your current strategies and resolve ineffective ones. If there’s a potential issue, you will be prepared with the software’s forecasting based on trends and patterns.
  3. Improve productivity. The processes across your organization are streamlined and automated to avoid mistakes and repeating work. It supports admin tasks so your staff is freed to do more important work like focusing on serving customers and responding to their concerns quickly. Since most of CRM solutions are integrated, you can align projects, events, products, and contracts to accelerate the turnaround of your deliverables.
  4. Utilize mobile solutions. Using CRM solutions with mobile apps enable your field and remote teams to stay connected any time, anywhere. Right from their mobile device, they can access customer, product and purchases information when on the go. This accelerates approval teams and enhances efficiency.
  5. Strengthen data security. The CRM software provides a centralized hub for your sensitive customer and business information. Since it lives on one platform, you only have one tool to secure using your resources, capital infrastructure and budget instead of dealing with multiple, disconnected systems. It gives you control of access permissions to make sure only the right people have access to certain information.

Overview of the CRM industry

CRM first started in the early 70s when annual surveys were used to gauge customer satisfaction. It has evolved over the decades and in recent years has become a thriving sector experiencing continued growth. The expansion of the CRM software industry has been pushed mainly by cloud technology facilitating the adoption of the software as a cost-effective SaaS platform. Since 2010, the CRM market has been on a continued upswing, growing at an average of 27% year over year. The latest forecast saw the CRM market reaching $80 billion in 2025.

To give you an idea of how CRM has become an indispensable tool in today’s business, here are some CRM statistics culled from various sources:

  • ROI on CRM is approximately $5 to every $1 invested (Baseline)
  • 79% of leads fail to convert without CRM (Pardot)
  • 30% of all leads fail as a result of bad data sources (Cyber Sphere)
  • 26% is the recorded adoption rate for CRM (Salesforce)
  • 65% boost in sales quotas is realized by businesses with CRM (Innopple Technologies)
  • 41% revenue increase is attained with CRM (Trackvia)
  • 60% of the time, CRM is used for email marketing by small businesses (
  • 47% of the time, leads nurtured in a CRM system are converted (Annuitas Group)
  • 300% improvement in conversion rates with CRM in place (Cloudswave)
  • 40% improvement in average purchase value with CRM (Cloudswave)
  • 23% reduction in lead cost with CRM (Cloudswave)
  • 47% improvement in customer service with CRM (Capterra)
  • 26% improvement in retention via Social CRM (Nucleus Research)
  • 74% of businesses using CRM report better customer relationships (Software Advice)

CRM Most Demanded Features Credits:

Top 5 CRM Software for Small Business

1. HubSpot CRM

HubSpot CRM is an undisputed leader in the niche, available both as a standalone product, or in synergy with other HubSpot products. What makes its fully-featured CRM kit even more popular in the SMB arena is that you get to use it absolutely free of charge.

This award is given to the best product in our CRM Software category. It highlights its superior quality and underlines the fact that it's a leader on the market.
HubSpot CRM won our Best CRM Software Award for 2018

The smart and easy tool carries all the necessary features you’d expect from a CRM, but without the often confusing complexity many other CRM platforms have. On top of that, HubSpot CRM is free, and recently became a certified and recommended partner of Google. With a customizable interface, HubSpot CRM is suitable for all industries, and caters to the needs of small and complex sales teams.

How will HubSpot CRM help enhance your business? Using it, you will be able to create detailed company/contact profiles, assign and track all of your deals, control the performance of employees for each task, and organize all corporate activity on a single dashboard everyone can see and contribute to. Optimized for mobile usage, HubSpot CRM makes data accessible on all devices, browsers, and operating systems, which makes it perfect for collaborative environments and remote teams.

If you’d like to try out the software on your own you can easily get HubSpot CRM for free here.

What is unique about HubSpot CRM?

  1. You can afford it, regardless of your budget. HubSpot offers its fully featured CRM kit for free, which means that any business out there could consider trying it out. What is even better is that HubSpot CRM integrates with popular business systems and applications, and blends easily in any software setting.
  2. An intuitive interface. HubSpot CRM is hosted in cloud, and you don’t have to worry about expensive and complex installations. Its main working dashboard resembles closely the working environment of traditional email providers, and hence requires no training to jump on the bandwagon. You can automate customer relationships since day one, and import leads with a single click.
  3. Bringing all sales locations under the same roof. HubSpot CRM makes it possible to monitor and control multiple sales processes from the same dashboard, regardless of where they’re taking place (websites, social media profiles, blogs, online shops, phone calls, etc.).
  4. Excellent lead importing solution. Due to its powerful automation features, HubSpot CRM helps business close more deals in less time, and does so by gathering all meaningful leads in the same location. It is well-known for straightforward data enrichment, and the fact that you don’t need to be an experienced marketer to target the right audience – with HubSpot, you can import your email leads with a single click.
  5. No restrictions. Despite of being free to use, HubSpot CRM imposes no restrictions to as how many users or contacts you can involve. In fact, you get to manage as many as 1,000,000 contacts, and make data accessible to all team members.
  6. Flexibility. HubSpot CRM is also a very flexible and configurable system, and therefore able to meet the needs of individuals, B2B and B2C businesses, those operating in retail, accounting, real estate, construction, or any other industry.

2. Salesforce Essentials

Salesforce Essentials is built from start to finish with small businesses in mind. Salesforce, a SaaS giant, offers feature-rich CRM solutions that are catered towards medium-sized businesses and larger enterprises. To offer its users a CRM platform that matches the needs, budget, and resources of SMBs, Salesforce developed Salesforce Essentials for teams with up to 10 users.

Users don’t need to have an IT team to set up the software as it can be used right out of the box. It has a guided setup and in-app tutorials that you can use to navigate around the software with ease. It also offers Trailhead, a gamified learning platform, for gaining knowledge about Salesforce, CRM, service support, and sales, among other topics. You can immediately start using the software with a quick, 360-degree view of your customers with data pulled from various sources like your email, calendar, and support channels.

Salesforce Essentials has a built-in artificial intelligence called Einstein to help you work more intelligently and automate your sales activities. The software streamlines tracking calls and emails and following up on leads. Its intuitive mobile apps enable you stay connected as you can access your data even when on the go. Furthermore, it has a strategic partnership with Google where Salesforce Essentials users can use G Suite at no cost for 3 months to enhance communications, optimize workloads, and save time.

The feature set of Salesforce Essentials is leaner compared to other Salesforce solutions. It’s because bloated features that bring complexity to your workflows are removed to give you only the features you need most. If you want to explore the software firsthand, you can sign up for Salesforce Essentials free trial here for 14 days.

What is unique about Salesforce Essentials?

  1. Free G Suite. Access G Suite for 3 months at no cost. The partnership gives you a connected solution between Salesforce and Gmail, Google Docs, Google Hangouts, Google Drive, and Google Calendar and eliminates data entry.
  2. Simple setup assistant. Setting up the software is streamlined with numerous resources such as in-app tutorials and guided setup. It also has Trailhead which offers an interactive learning path for understanding Salesforce and its key features better.
  3. Automated processes. Salesforce Essentials’ Einstein Activity Capture tracks calls, emails, and meetings and syncs relevant information into your inbox automatically.
  4. Intuitive mobile apps. Access data on the go and stay connected with your team using feature-rich iOS and Android devices.
  5. Pre-built business apps. Salesforce’s AppExchange offers an extensive list of apps for SMBs like customer surveys and e-signatures.
  6. Connected sales and service. Built on the Salesforce platform, Salesforce’s Sales and Service Cloud Essentials centralize your customer information for selling more and providing better customer experience.
  7. Scalability. Salesforce Essentials is highly scalable so you don’t have to move your data to another platform when your business grows.

3. Freshsales

Freshsales is the fourth addition in the Freshdesk software lineup, and a quality CRM designed provides your company the necessary tools for reliable lead capture and qualifying as well as event tracking. It is currently one of the more widely-used CRM apps, recognized by sales teams as the single contact management hub that helps them control thousands of leads.

Having a simple and easy-to-navigate interface coupled with robust features enable the streamlining of various aspects in the sales process. No need to utilize various programs to get the job done. Freshsales has collated all functions of legacy CRM systems, but found its own way to optimize sales, prioritize pipeline opportunities, and even reveal rich insights, making it a powerful system for high-velocity sales teams.

The core of its performance is depicting where leads are coming from. Along with lead capture capability, Freshsales can distribute, nurture, score, divide, and verify leads through multiple channels of communication. You also get an advanced suite of features such as auto-dialers, call recording, call routing and affiliate management. Its revenue analytics feature is top-notch, allowing all relevant source and metrics to be pulled out and collated into accurate reports. Freshsales also applies a variety of filters when summarizing your data, making it possible to group, organize and customize results.

One of the biggest advantages of this system is its flexible and affordable price. Freshsales is free to use for small teams while mid-sized businesses and corporations can shift to paid packages in the most convenient manner. In addition, there are no recurrent costs and hidden fees – you get what you pay for. There is also a free trial available. You can sign up for Freshsales free trial here.

What is unique about Freshsales?

  1. Superior analytics and reporting. It has powerful features for receiving information and managing data. Together with default reports (pipeline, territory, email reports, and much more), you can build custom reports for every contact, deal, or opportunity, while all reports can be generated at any point in time
  2. Robust sales management. Being foremost a sales CRM, it offers visibility on all stages of the sales process. It can sort and track deals, filter close dates, distinguish bestsellers, make sudden changes for all actions, customize follow ups, analyze wins and losses, identify trends, or spot performance bottlenecks.
  3. All-in-one CRM and call center. It allows you to direct calls to it, and provides features such as ID recognition, auto-dialer, call routing and assigning, and much more. It can save all conversations, and track performance of concerned agents.
  4. Categorizes leads intuitively. Leads are not just collected, they are sorted in context for better qualifying of prospects or identifying trends and patterns as revealed by consolidated lead metrics.
  5. Tracks events. It displays a timeline for each client, where you can see their engagement information, interests, and preferences.
  6. Tracks emails. Sales reps and agents are able to see who has opened their emails, and who has ignored them, letting them know who are interested in a product and should, therefore, be prioritized for nurturing.
  7. Free plan. Small teams can avail of a basic free plan, and can easily migrate to a paid plan anytime they want.

4. Pipedrive

Pipedrive is known as “the sales CRM for small teams with big ambitions.” According to Inc magazine, it is now one of America’s fastest-growing private companies and the fastest-growing CRM provider, serving over 50,000 small businesses worldwide. It is designed to get your sales organized, enable you to control your sales activities, as well as help you plan ahead so you can focus on actions that matter.

You can manage and track everything about your deals, allowing you to work smarter and successfully move forward. With the platform, you get an activity-based selling methodology, intuitive and simple to use interfaces, and complete freedom to customize the software to serve you particular needs.

It is widely used by freelance and small businesses and flexible across industries. It is particularly efficient in sales-focused environments, where it helps manage deals by putting the spotlight on the right customers, and configuring a unique lead collection that leaves no highly-potential customer out. It features excellent reporting tools and analytics where you can isolate or consolidate metrics to unearth patterns and share the insight with the team.

If you want to try out this solution first, the vendor offers a great free trial plan. You can easily sign up for Pipedrive free trial here.

What is unique about Pipedrive?

  1. Provides full overview of sales pipeline. It is designed to help companies monitor deals in different sales stages, so that they can focus on the right customers, and become more productive.
  2. Focuses on the right activities and deals. It shows your deals from various sales stages, keeping you aware of your sales teams’ progress and allowing you to determine which deals need to be prioritized.
  3. Customizes everything. You can create custom products, which can be linked to deals, clients, or specific contacts; automatically create contacts in your pipeline with a fully customizable web form; and customize fields and pipeline stages where you can switch off features you don’t need.
  4. Easy to plan events and schedule meetings. It makes sure you never miss any important appointment with its handy Activity Scheduler where you can also sync data, forward documents, and assign tasks to agents.
  5. Flexible lead processes. It lets you capture leads from various sources and sort them in different ways that are meaningful to you. Its Web Forms tool is especially useful in collecting leads from your website and driving them down the funnel.
  6. Comes with top notch statistics. Allows generation of all types of standard and customizable reports. You can use it to compare won to lost deals, evaluate agents’ performance, or measure the effect of any activity.
  7. Fully mobile optimized and well integrated. It is a ‘one-size-fits-all’ system that can be incorporated in any software architecture and accessed from any device.

5. Insightly

Insightly is known for its big-picture visibility while allowing you to drill down to details. Its capabilities are anchored on four main objectives – build relationships, accelerate sales, deliver projects, and meet enterprise-grade requirements. It does all these through a host of features such as comprehensive contact management, opportunity management, workflow automation, tasks and events management, and advanced data management.

With Insightly, you can access everything you know need to know about a lead or customer from a single page where you can view a contact’s communications history, key relationships, tasks and events, social profiles, sales opportunities and project involvement. You get a complete contact management picture even when you’re on the go with a free mobile CRM app. Furthermore, you can also model complex multi-step business processes with workflow automation, and even execute custom business logic to sync external systems from SAP, Oracle and others.

The software can also integrate with several apps for an extensible platform. It can be a CRM for Google where you can connect records to emails, sheets, docs and slides, or a CRM for Microsoft and link emails to contacts and opportunities. You can also combine Insightly with Mailchimp for email and marketing activities; with Quickbooks for accounting functions; and with Xero for invoicing and payments directly from your CRM.

What is unique about Insightly?

  1. Overall picture of your business. It provides both macro and micro views of your activities, tracks projects, tasks, and milestones, and compares progress to help you depict valuable opportunities.
  2. Relationship graph engine. It automatically captures the links between contacts, organizations and the business relationships they share, whenever Gmail or Microsoft emails are saved to Insightly.
  3. Generates opportunity reports. Alongside standard reports, it produces opportunity reports based on your business activities.
  4. 360-degree view of the customer. Customer data is organized and consolidated giving you a holistic profile of the types of people who buy from you.
  5. Extensible. It comes with conventional HTTP REST API. You can edit the system’s data directly on your device, and connect it to all third-party apps you’re using.

Honorable Mentions

  1. Zoho CRM. Zoho CRM is an award-winning web-based CRM solution designed to attract, retain, and satisfy customers to grow your business. The core of Zoho CRM’s functionality is lead and contact management, but also sales pipeline management and purchase control.
  2. Nimble. Nimble is an insightful and simple customer relationship manager that aims to help professionals and businesses build better work relationships in a multi-channel and noisy world. It has a smart and quick way to monitor, engage, and nurture business contacts—providing much-needed context to conversations.
  3. Nutshell. This is an intuitive CRM platform designed to help your sales team to boost their performance by helping them to successfully adopt the use of CRM and related technologies in the performance of their tasks and in meeting sales targets. Nutshell integrates with the software small businesses already use, including Google G Suite/Gmail and Microsoft Office/Outlook.
  4. Copper. Copper, previously known as ProsperWorks, is a professional online CRM platform for Google Apps users, designed with usability in the first plan. The platform takes little to no time to improve interaction with your customers, and thus enhances the effects of your digital activity.
  5. FyNCRM. Feature-rich CRM application FyNCRM was created primarily for SuiteCRM and SugarCRM Community Edition. It is designed to enable sales and support teams have quick and immediate access to CRM data anytime and anywhere. With FyNCRM, users can easily look, create, and edit SuiteCRM modules, including Accounts, Contacts, Opportunities, Cases, Leads, Calls and Meetings without any difficulty or issue.
  6. YeriForce CRM. A completely free to use open-source CRM, YetiForce CRM provides users with a great degree of flexibility and customization to suit one’s  specific requirements. It features a modular approach for tailoring the platform to your needs, allowing you to capture leads, contact clients through email, seize opportunities, set permission settings, generate detailed graphs, and more. Being an open-source platform, you can benefit from its active community that strives to continuously bring new features and software improvements.

Spanish version of this article “Guía de las Mejores Soluciones de Software CRM Gratis para Considerar en 2018” is also available.

Should you invest in a mobile CRM?

At the moment we’re experiencing a growing shift to mobile CRM solutions with more and more businesses deciding to choose a CRM capable of supporting a wide range of mobile devices. Studies confirm that adopting such tools contributes to increase in sales productivity by 14.6% on average.

Category: B2B News

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