Comparing CRM Software for Manufacturing

If you’re marketing for industrial, manufacturing, and construction, what does your strategy look like? If your manufacturing business is like most, you’re combining outbound and inbound sales, a dash of SEO, some content marketing services, social media, and a host of other things. But what if we asked you how well-integrated those things were and how well each worked together as part of a whole? If that question left you scratching your head, it’s probably time to upgrade to a CRM software with an assist from Cain & Company.

What is a CRM?

Before we get into the nuts and bolts of choosing a CRM, let’s first establish what it is and what it does. CRM stands for customer relationship management. Even though each CRM software differs in some key particulars, they share the ability to track activity among multiple platforms, including email, social media, and the web. That, in turn, lets you streamline your marketing efforts by improving your visibility into the customer lifecycle and the consumer behaviors that drive it.

Major CRM Companies

There are several major players in the CRM space, alongside a number of smaller and more specialized players that have chosen specialized industry-specific niches. In the latter category, you’ll find companies like Tave and Dubsado (targeted at creatives), while the former category includes companies like Salesforce, SharpSpring, Keap, Zoho, and HubSpot.

Choosing the Right CRM

With so many different options, making the right choice can be a challenge. It starts with asking the right questions.

• What do we seek to accomplish? A CRM is excellent for improving the efficiency of your sales team, but that’s not all it’s capable of. If you can identify gaps in your processes and workflow, you can better identify the kinds of tools best suited to plugging them.
• Which departments need this, and how many of us need access? As you’ll see below, a CRM is heavily data driven. Deciding who needs what data and how it will be used will drive some of your decisions when finding the right CRM for your team.
• How will this be deployed? Some CRMs are deployed on-premises, while others are either cloud-based or a hybrid of local- and cloud-based. The number of IT experts you have on staff will make a difference here.
• What else are we using? Whether you’ve only been in business for a few months or if you’re a legacy business with more kinds of software than you can count, it helps to know what kinds of custom CRM integrations you’d find useful.
• What will we budget per month? The pricing from most CRMs is on a sliding scale based on the number of users as well as the features you need. If your budget dictates a smaller start, don’t fret; your CRM will scale up with your business.

So, what does that look like in practice?

• Maximum visibility with minimal fuss—everything is client-centered, without the need for complex coding or a convoluted dashboard
• Powerful tools that help you deliver the right message at the right time, without second-guessing or wasting precious time poring over reports
• Social media integration that enables consistent communication without a brace of extra tools
• SEO tools that simplify and streamline for greater effect without specialized knowledge
• Easier content creation and management so you’re always ready to strike while the iron’s hot
• The ability to individualize your message so it resonates with the human on the other end

We’re aware that not all businesses come to Cain & Company with the same needs or concerns. But in its own way, that underscores one of the key strengths of any CRM: it allows you to be flexible enough to utilize the features you need through one system. For more information, or assistance getting a handle on your CRM needs, reach out to us today.