What Is B2B CRM? Your Complete Guide

Every business is unique in industry, customer and size and one customer relationship management (CRM) does not fit all. One of the many differences are the types of customers companies work with, including business-to-business (B2B). A B2B CRM not only helps you to organise and store large amounts of customer data, but also enhances interactions across various stages of the customer journey.

In this guide, we'll learn what a B2B CRM is, its key features and why it's critical for any B2B company.

What we'll cover:

• What is B2B CRM?
• Why is a B2B CRM system important?
• What is the difference between B2B CRM and B2C CRM?
• What are the benefits of using B2B CRM?
• What are the features of a B2B CRM?
• What is the role of B2B CRM in the sales process?
• Get started with B2B CRM?

Let’s define our terms. Customer relationship management (CRM) is a system for managing all of your company's interactions with current and potential customers in one place — from marketing, commerce, IT, sales, and service. B2B CRM, which stands for business-to-business customer relationship management, refers to systems, technologies, strategies and processes that help businesses manage their relationships with existing and potential business customers.

There are many types of CRMs, however, these two stand out based on who your customer is: a B2B CRM, which helps manage business-to-business relationships and a B2C CRM, which helps businesses reach individual consumers.

Ultimately, the purpose of CRM is to help you nurture leads at each phase of the sales funnel and gently ease their progression from one stage of the funnel to the next. It helps you to work out where each of your prospects is located in the pipeline and whether this needs to be adapted for prospects with different characteristics. A well-integrated CRM solution will also enable you to monitor the outcomes of B2B marketing efforts and determine where the best-qualified leads come from.

(back to top)

A B2B CRM system is important for several reasons, particularly in managing complex interactions and relationships with other businesses. Here are some key reasons why B2B CRM is important:

A B2B CRM system is crucial for businesses as it streamlines the management of complex interactions and relationships with other businesses. By centralising client information, a B2B CRM system enhances communication, ensures consistency in customer engagement and improves service delivery. It enables businesses to analyse data effectively, leading to better understanding of client needs and behaviours, which in turn can inform strategic decisions and foster long-term relationships.

Additionally, B2B CRM systems help in automating marketing, sales and customer service processes, thereby increasing efficiency and reducing the likelihood of errors, which is vital in maintaining professional relationships in a competitive market environment.

As a business grows, managing data, users, features and relationships manually becomes difficult. Your B2B CRM can scale with the business, accommodating an increasing amount of data and users and more complex business structures without losing performance.

(back to top)

Each CRM system has specific features and functionalities tailored to meet the needs of either business clients or individuals. Here’s a quick comparison of B2B CRM and B2C CRM systems:

• B2B CRM: B2B CRM systems are designed to manage bigger budget sales, track long-term sales cycles and facilitate relationships with multiple stakeholders within a business.
• B2C CRM: B2C sales cycles are typically shorter and more transactional. The focus is on volume, so these CRMs are optimised for quick purchases and are more focused on processing high volumes of transactions efficiently.

• B2B CRM: B2B CRM systems provide tools for managing detailed profiles of multiple contacts within each client organisation, tracking interactions and customising communication.
• B2C CRM: B2C CRMs often emphasise customer service tools and integration with social media to manage broader customer engagement.

• B2B CRM: B2B CRM systems support difficult decisions by enabling account-based marketing strategies and providing detailed analytics to understand and influence the collective decision-making process.
• B2C CRM: B2C CRM systems are geared towards capturing and analysing consumer behaviour quickly and using that data for direct marketing and promotional strategies.

• B2B CRM: There is a higher need for customisation and integration for B2B CRMs to accommodate the specific processes, sales strategies and customer service practices of different businesses.
• B2C CRM: While customisation and integration are important, B2C CRMs focus more on integration with ecommerce platforms, social networks and mobile apps to enhance the consumer experience.

• B2B CRM: Marketing automation in B2B CRM systems often involves nurturing leads through complex funnels using multiple touchpoints and prolonged engagement strategies.
• B2C CRM: In B2C, marketing automation is used more for immediate impact, such as triggering promotional offers based on consumer behaviour or sending mass email campaigns to large customer segments.

• B2B CRM: The analytics in B2B CRM systems tend to focus on performance metrics over longer periods and return on investment (ROI) of various engagement strategies across different business accounts.
• B2C CRM: B2C CRM analytics are geared toward real-time data usage, quick turnaround insights and understanding market trends to adapt to consumer demands.

(back to top)

Using a B2B CRM system offers several key benefits that can significantly enhance the performance and competitiveness of any business:

• Better team collaboration: A CRM system centralises all customer interactions and data, allowing multiple departments to access and work from the same up to date information. This synchronisation improves teamwork across sales, marketing and customer service teams, leading to more cohesive and informed interactions with clients.
• Efficiency and productivity: By automating routine tasks such as data entry, follow-up scheduling, and report generation, B2B CRMs free up large teams to focus on more value-added activities. This speeds up workflows and reduces the likelihood of human error, enhancing overall productivity.
• Data-driven decisions: With a CRM, businesses can collect and analyse large amounts of data from their sales and marketing efforts. This data-driven approach enables more informed decision-making, helping companies tailor their strategies based on actual customer behaviour and market trends.
• Better visibility into the sales pipeline: B2B CRM systems provide a clear and detailed view of the sales pipeline, allowing businesses to track the progress of deals at every stage. This visibility helps point out potential roadblocks and adjust strategies, ensuring a smoother sales process and faster time-to-close.
• Make more sales: Enhanced productivity and efficiency, combined with features like lead scoring and AI-powered insights, empower sales teams to convert leads more effectively. AI can also help teams understand what the next best step is for each customer based on real-time data. This systematic approach helps in nurturing leads better and closing more deals.
• Better forecasting: B2B CRMs help forecast future sales by analysing past sales data and market conditions. This predictive capability allows businesses to plan more accurately for future needs, manage inventory better and allocate resources more effectively.

(back to top)

A B2B CRM system is equipped with a range of features designed to optimise business processes, enhance customer relationships, and drive sales efficiency. Here’s a closer look at some of the key features of a B2B CRM system:

• Contact management: This foundational feature allows businesses to store and manage all customer information in one place. It includes details such as contact names, positions, company information, communication history and relevant data.
• Lead scoring: Lead scoring helps sales teams prioritise and manage leads more effectively by assigning scores based on their potential to convert into customers. Factors such as engagement level, demographic details and behaviour patterns are used to score leads. This prioritisation helps focus efforts on leads more likely to generate revenue.
• Artificial intelligence (AI): AI capabilities within a B2B CRM can significantly enhance processes. By analysing data patterns and customer interactions, an AI CRM can suggest the next best steps to take with a particular customer, predict customer needs and even automate responses. For example, with the Salesforce Platform you can deploy a trusted AI agent that can take action across your business.
• Workflow and process automation: Often referred to as B2B marketing automation, this feature automates repetitive tasks such as email marketing, lead nurturing, and follow-ups. Automation ensures that no part of the process is overlooked and frees up team members for more strategic tasks. It also helps in maintaining consistency in customer communication and engagement.
• Customised dashboards and analytics: Customisable dashboards provide a visual representation of data and analytics, making it easier to track performance metrics and gain insights. These dashboards can be tailored to show information relevant to specific roles within the business, such as sales forecasts, customer behaviour trends or campaign metrics.
• Integration: A powerful B2B CRM system offers seamless integration with other business tools and platforms, such as ERP systems, email marketing software, social media platforms and customer service applications. Integration ensures that all systems are synchronised, reducing data silos and enhancing the overall efficiency of business operations.

(back to top)

The functions of a B2B CRM system have a role to play in every stage of the sales process. In fact, the role of CRM comes in right at the beginning, before the customer even has contact with sales.

Once your CRM has been implemented, it should be mapped to your business’s individual sales pipeline. Mapping these stages within your CRM software divides the cycle up into distinct phases that enable easier tracking and measurement.

This allows you to track every potential customer through every stage of the funnel, helping improve the way you address their needs while also highlighting the areas where they may be slipping out of the funnel. Here’s how your B2B CRM supports the stages of a typical B2B sales funnel:

Everything starts with generating leads. A B2B CRM system has marketing capabilities that can generate targeted campaigns based on segments it creates with your customer data. Inbound marketing leads arrive from CRM-driven email responses, website visits and social media interactions. This data includes contact information, customer preferences and behaviour patterns. The CRM organises this data in a structured way, making it easily accessible for analysis and action.

Time to qualify your leads. B2B CRMs automatically capture leads and information from website forms, social media platforms and email systems. Your AI CRM then assigns scores to leads based on the sales team’s predefined criteria that indicate potential conversions like interaction frequency, content downloads and email responses. Lead scoring helps prioritise leads so sales teams can focus their efforts on those most likely to convert.

Next, your CRM streamlines the process of scheduling sales calls by integrating calendar functionalities, allowing sales teams to view their schedules in real time, avoid double-booking and set reminders for upcoming calls.

With AI, your CRM can automatically suggest optimal times for calls based on the team’s availability and the client's engagement patterns. Additionally, the system can send automated email or SMS reminders to both the sales teams and the client, reducing the likelihood of missed calls. Once you’ve connected, generative AI can take meeting notes and write follow-up emails.

The goal of this stage is to keep the conversation going. With your B2B CRM, leads receive relevant information, gradually building trust and credibility. Automated workflows can trigger timely follow-ups, educational content and invitations to webinars or demos that help deepen the understanding of your product or service.

Powered by AI, the B2B CRM can automate parts of the quoting process, such as pulling in standard pricing, terms and conditions or calculating discounts based on the client's purchase history or volume. It can even generate first drafts of contracts. And, by storing all communication and documentation within one dashboard, it allows for easy collaboration among teams, ensuring that the quote is comprehensive and competitive.

This stage is about addressing any stakeholder concerns. Your CRM can suggest optimal times for follow-ups or adjustments to the proposal based on the client's responses and engagement levels. By centralising all relevant data and communications, the team can make more informed and strategic decisions, leading to more closed deals.

If all goes well, the process will end with a sale. Afterwards, your B2B CRM can trigger a series of predefined actions tailored to new customer integration, such as sending welcome emails, scheduling onboarding sessions and initiating regular follow-up communications. This systematised approach helps maintain the momentum of the initial sale and provides the customer with all the necessary resources and support.

(back to top)

Salesforce has been helping B2B-focused businesses succeed with CRM for decades. Organisations of all sizes, from small and medium businesses to large enterprises, have succeeded with Salesforce CRM. Start your free trial today.

(back to top)

Caylin White is an Editorial Lead and Growth Manager for Small Business at Salesforce. She has written content for over 15 years for many SaaS industries, like WordPress and BuzzSumo. She specialises in SEO but is sure to add a human-centric angle to every piece.