CRM

Many SMBs hesitate to embrace inclusive marketing for fear of getting it wrong.

However, meeting accessibility standards and reaching a wider audience is often simpler than it seems.

In this post, you’ll learn five steps to create an inclusive marketing strategy that gives you a competitive edge, builds brand loyalty and drives sales.

Key takeaways for inclusive marketing

• Inclusive marketing means creating campaigns that reflect a range of identities, abilities and experiences.

• While inclusive marketing can lead to stronger engagement and loyalty, it must become an ongoing process to feel authentic and resonate.

• Success stems from speaking to your customers, auditing your current marketing, ensuring accessible design and measuring group engagement.

• Pipedrive helps segment audiences, personalize outreach and track which inclusive efforts lead to purchases – try it free for 14 days.

What is inclusive marketing?

Inclusive marketing means creating campaigns that represent, respect and resonate with diverse audiences.

It ensures people of different backgrounds, abilities and identities feel genuinely seen in your brand’s messaging.

For example, Adobe’s When I See Black campaign highlighted the work of twelve Black artists.

The software giant spotlighted diverse creators during Black History Month, allowing them to showcase how they see themselves.

As a DEI (diversity, equity and inclusion) initiative, inclusive marketing influences how you communicate with customers.

Your brand then becomes accessible, authentic and relevant to all.

These practices help businesses build customer trust and reach a wider audience without increasing spend. It usually just takes time and a series of small, thoughtful changes.

Think of a small HR and employee management software company that refreshes its visuals to feature more types of business owners, such as:

This shift helps them connect with a broader audience who now see themselves reflected in the product story.

Here are several ways inclusive marketing can show up:

Diverse representation is crucial for more people to relate to your brand story and visuals and eventually buy.

Small and medium businesses (SMBs) that build stronger connections with all types of customers stand out from competitors that stick to “one-size-fits-all” messaging.

What are the data-backed benefits of inclusive marketing?

Brands that consistently embrace diversity and inclusion in their messaging see boosts in engagement, customer loyalty and purchasing behavior.

Here are three key benefits, each supported by solid data.

Drives purchase behavior

Inclusive campaigns persuade people to purchase. When people or companies see themselves reflected in your story, they’re more likely to take the next step towards a sale.

According to Numerator research, almost half of American consumers (47%) will likely buy from brands that highlight diversity.

Other DISQO findings back this up. Around 60% of customers say inclusive ads influence their buying decisions. Within LGBTQ+ groups, that number is even higher (77%).

For small companies, this translates into real sales opportunities.

Increases brand loyalty and trust

Inclusive marketing builds deeper, long-term trust as consumers often stick with brands they feel genuinely represent them.

Unstereotype Alliance research indicates that brands that use inclusivity in ads reduce the chance of abandonment after trial by 23% and enjoy 15% higher loyalty overall.

For small business-to-business (B2B) sales companies, that can be the difference between one-off sales and lasting customer relationships.

Gives you a competitive advantage

Accessibility isn’t just an ethical box to check. It’s a way to win over customers whom competitors often underrepresent.

According to the World Health Organization, around 16% of the global population lives with some form of disability.

Yet many companies still neglect people with disabilities in their sales and marketing materials.

Brands that prioritize inclusion stand out and capture market share. They even seem more meaningful (8.3%) and differentiated (12.1%) by respondents in the same Unstereotype Alliance study.

How to create an inclusive marketing strategy as an SMB

By planning your inclusive marketing strategy step by step, you’ll avoid guesswork and create compelling campaigns that feel more authentic.

SMBs are often closer to their customers and communities. You’re perfectly positioned to produce content that reflects the people you serve.

Here are five tips to get started.

1. Talk directly to your audience and get to know them

By understanding your customers across different identities, needs and experiences, you’ll create campaigns that resonate more deeply and avoid missing entire market segments.

When doing audience research, many SMBs build ideal customer profiles (ICPs) and buyer personas that cover job titles and budgets.

Here’s what an ICP looks like:

While useful, inclusive marketing requires going further. You need to find out if you’re:

• Considering customers who speak different languages

• Accounting for accessibility needs like screen reader compatibility

• Reflecting generational or cultural differences in how people prefer to engage

Primary research makes the difference here. Talking directly to your customers surfaces fresh, first-hand insights about barriers you may not see.

For example, a small payroll services firm may assume its clients are tech-savvy accountants.

After speaking to its customer base, it realizes many are small business owners with limited financial training and English as a second language.

By adding multilingual support and simplifying instructions, the firm makes its services more appealing to a broader set of clients and sees an uptick in satisfaction scores.

Here’s how to get to know your diverse audience:

• Run short interviews and focus groups with customers from different backgrounds to spot needs you might miss in a one-size-fits-all persona

• Layer in surveys that ask about inclusion preferences (e.g., “Do you prefer written, video or multilingual resources?”) instead of only business goals

• Observe real behavior across segments using analytics tools like Hotjar or Fullstory (e.g., check if new users with accessibility needs complete onboarding at the same rate as others)

• Build an “audience inclusion map” that highlights underserved groups of people (by factors like language, ability, socio-economic status or age) to see representation levels

When you know who you’re marketing to, inclusivity stops being a checkbox exercise and becomes a natural reflection of who you serve.

2. Audit your current marketing to spot improvement areas

A marketing audit helps you spot gaps, biases or barriers that may exclude audiences, so you can fix them and build stronger connections.

Many SMBs unintentionally lean on stock imagery or jargon-heavy copy because it’s the simplest option.

For example, of these two free stock images, one includes a far more diverse range of people:

With an audit, you’ll pinpoint these instances and update your marketing.

Say an accounting platform previously wished users “Happy holidays”, but only showed Christmas imagery.

After expanding to include content around Ramadan, Diwali and Lunar New Year, its marketing is now more welcoming and relevant to others.

Here’s how to audit your content effectively:

• Review your website and sales materials. Do your visuals reflect a range of subjects? Do they all look the same?

• Check accessibility basics. Are forms easy to navigate with a keyboard? Do images have alt text? Is the text readable against background colors?

• Look at language. Are you using overly technical terms? Gendered pronouns? Cultural references that visitors may not broadly relate to?

• Assess your channels. Does your email list or social media ad targeting skew heavily toward one segment? Are you leaving out underrepresented groups?

Once you’ve been through everything as a team, ask a diverse group of colleagues, partners or even customers to give feedback on whether you feel like an inclusive brand.

Turn auditing into a regular process to ensure your digital marketing efforts continue to reflect a wide array of buyers.

3. Rely on the key principles of inclusive marketing

Following the guiding principles of inclusive marketing helps every audience feel seen and valued in your campaigns.

Instead of appearing performative, your marketing will feel authentic and resonate more.

Too often, brands make one-off gestures (like a single campaign for Pride Month) instead of embedding inclusivity into everything they do.

However, 88% of LGBTQ+ consumers and 50% of the general public feel brands should support the community all year round.

For example, a cybersecurity firm might promote its platform as “built for every business”.

However, only integrating with US payment providers excludes international SMBs who would be great customers.

Imagine instead that the same firm builds integrations with regional providers and spotlights those companies in campaigns. The product becomes more inclusive while its marketing content reflects that real progress.

Here are some of the core principles of diverse marketing to bear in mind as you create:

Inclusivity becomes a competitive advantage when you ground your content in these principles.

Instead of chasing marketing trends, your brand will build trust, loyalty and long-term relationships with the people you serve.

4. Design with accessibility in mind

Accessible design ensures that your entire audience can understand and engage with your website, app and content – so they’re more likely to buy.

However, it’s also a legal requirement under the Americans with Disabilities Act (ADA).

The US Department of Justice is also increasingly requiring online businesses to adhere to the international Web Content Accessibility Guidelines (WCAG).

For example, high color contrast ensures you can clearly read text and visuals against their backgrounds:

This ADA and WCAG guideline makes visual cues easier to find for people with low vision or color blindness.

Say you roll out a clean, fast-loading site where:

• Users can navigate the whole thing with a keyboard

• Videos include transcripts

• Images have descriptive alt text

Suddenly, your marketing is welcoming, professional and usable by all types of buyers.

By considering those with visual, hearing, cognitive or mobility differences, you can stay compliant and expand your products and services to a larger audience.

Here’s how to build accessibility into your marketing:

• Check color contrast and font size so text is easy to read for those with low vision

• Add alt text to images and meaningful labels to buttons so screen readers can describe them clearly

• Provide multiple content formats (e.g., videos with captions, audio versions of blogs and plain-text PDFs)

• Keep navigation simple with clear headings and a logical flow

You can check your website’s accessibility for free using tools like Accessibility Checker:

By referring to WCAG and ADA standards, the tool pinpoints compliance risks and suggests tips to avoid legal penalties.

5. Test, learn from and improve your inclusive campaigns

To assess and improve your inclusive marketing efforts, you need to measure results and gather feedback from the people you’re trying to reach.

Many SMBs publish campaigns and only track metrics like customer conversion or engagement rates.

Instead, you need to get more granular. Ask, “Who did this resonate with?” or “Who did it leave out?”

For instance, you may launch an email campaign and see strong engagement from US buyers:

You may not realize that you’re unintentionally excluding overseas customers with imagery and messaging that feels “too American”.

Say you then start:

• Testing messaging across regions

• Adding customer interviews with global users

• Reviewing analytics through the lens of inclusivity

You’ll quickly uncover these instances, adjust your campaigns and grow adoption in markets you’ve overlooked.

Here’s how to test and improve your new marketing efforts:

• Measure engagement by segment and break down results by location, language or target audience group to see who’s engaging and who’s not

• Run A/B tests that include inclusive variations (e.g., different imagery, formats or languages)

• Regularly ask for and record direct feedback from diverse customers or community partners about whether your marketing feels relatable

• Document and act on learnings so inclusivity isn’t a one-off but part of continuous improvement

Inclusive marketing must be iterative to be successful.

The more you test and listen, the better you’ll get at creating campaigns that truly connect with everyone you serve.

B2B examples of inclusive marketing campaigns to inspire you

Plenty of B2B marketing teams are proving that inclusivity can drive engagement and loyalty in professional settings.

For instance, HR tech startup Equitable HR Guild launched a guide during Pride Month on how to include LGBTQIA+ employees throughout the employee lifecycle:

Instead of rainbow logos or a one-off celebration, the resource tied directly to the company’s brand values of equity and inclusion.

As it reflected the product’s core mission, the marketing team’s campaign came across as authentic and long-term, not just seasonal.

Here are five more inclusive marketing examples from larger B2B companies and what SMBs can still learn from them:

While these are big-name brands, the lesson for small businesses is clear: inclusivity doesn’t require a Fortune 500 budget.

Since audiences don’t already have fixed opinions of your brand, SMBs can move faster, experiment more creatively and build trust quickly.

When creating your strategy, consider who and what is important to your brand and use the insights to chart your own path.

How Pipedrive enhances your inclusive marketing strategy

Pipedrive’s customer relationship management (CRM) tools allow SMBs to segment audiences, tailor communication and track what truly resonates in inclusive campaigns.

Instead of an afterthought, you can build inclusivity into the foundation of your marketing to understand, reach and support diverse audiences.

Here’s how to do it.

Use labels and filters to segment your audience

Start by using labels to group your audience by meaningful factors like language, location or industry.

Click “Add label” to create your own:

This segmentation prevents you from blasting the same message to everyone and sending communications that feel relevant and respectful.

Add custom fields to capture personalization details

Through custom fields and tags, you can respectfully capture details such as language preferences, communication styles and accessibility adaptations to tailor your outreach better.

Here’s how to set up custom fields in Pipedrive:

Instead of forcing people into a one-size-fits-all funnel, you’ll adapt your marketing to unique needs.

Use workflow automation to take pressure off your team

Set up workflow automations to schedule activities that make inclusive customer experiences feel effortless.

For instance, if someone indicates they prefer Spanish-language resources, you can automatically send translated content to increase engagement.

Here’s where workflow automation lives in Pipedrive:

Track campaign success using reports

Reporting and insights show you which inclusive messages land best with different groups.

Create these manually or using natural language prompts like “Which segment had the highest open rates in our recent campaign?” through the AI report generator:

Quickly spot gaps (e.g., specific demographics not engaging as strongly) and adjust campaigns to close them.

As Pipedrive integrates with your email, social and accessibility-focused platforms, you’ll save time and keep all inclusivity efforts connected.

Use your CRM workflows to reach more people and prove that your business values who they are.

Inclusive marketing FAQs

Final thoughts

Inclusive marketing helps SMBs attract more customers, build stronger loyalty and stand out from competitors who overlook diverse audiences.

At the heart of a successful strategy is a systematic approach supported by the right technology. A robust CRM helps you segment audiences, personalize communication and measure what resonates.

Try Pipedrive free for 14 days to create more effective, trustworthy marketing that translates into tangible sales.

Influencer marketing isn’t just for consumer brands. More and more B2B companies are using the same tactics to build credibility and speed up sales without spending millions.

The only real difference is who the creators are. Instead of TikTok and Instagram stars, B2B campaigns rely on thought leaders and industry figures to drive interest and buying decisions.

This guide teaches you how to forge fruitful, cost-effective partnerships with those people to reach your ideal customers faster. You’ll learn the types of influencer relationships to build and how to set and achieve meaningful campaign goals.

Key takeaways

• B2B influencer marketing works by borrowing trust from industry experts, analysts and thought leaders rather than celebrity endorsements.

• The most effective influencer strategies tie campaign goals to measurable KPIs, from engagement rates and conversions to pipeline impact and new revenue.

• In B2B, micro- and nano-influencers typically offer stronger credibility and ROI than high-profile Instagram influencers.

• Pipedrive’s AI CRM helps you track influencer-driven leads, automate follow-ups and measure ROI, turning influencer campaigns into a repeatable sales channel. Sign up for a free 14-day trial today.

What is influencer marketing and why does it work?

Influencer marketing is when companies partner with people who hold influence over a specific audience to promote a product or build general brand awareness.

These partnerships take many forms, such as:

Influencer marketing drives engagement and conversions by borrowing customer trust.

As audiences already see influencers as credible, their recommendations feel authentic. That trust often translates into stronger engagement and higher conversion rates, especially for younger buyers.

Sprout Social reports that 64% of social media users are likelier to buy from a brand that works with an influencer they like. The figure rises to 76% for millennial and Gen Z audiences.

At the same time, 37% of buyers across all age groups go to social media first when searching for product reviews and recommendations. Gen Z even puts social before search.

These trends prove that brand-owned content (e.g., blog posts, product pages and company social updates) isn’t always the best way to influence buying decisions – at least not alone.
That’s where influencer marketing helps.

How influencer marketing works for B2B companies

In business-to-business (B2B) sales, influencer marketing works best when brands partner with people who already shape professional conversations.

Unlike B2C, where lifestyle creators dominate, B2B credibility comes from trusted experts and practitioners. These include:

Research shows business audiences find these figures far more persuasive than celebrities and social media personalities.

According to Forrester, B2B buyers rate peers, customers and analysts as the most trusted information sources, even ahead of vendors’ sales reps. In contrast, social media influencers rank lowest, with only 44% of respondents trusting them.

For example, a co-hosted event with industry partners can be just as persuasive for a B2B audience as product placement is for a B2C one.

Here’s B2B SaaS company Freemius promoting an upcoming webinar on LinkedIn:

The event’s panel features a pricing expert, a tech company co-founder and an IT entrepreneur. Each has a large follower count and credibility in their niche, helping Freemius reach and win the trust of decision-makers from its target audience profile.

The more those influencers engage with the event’s promotion and follow-up content, the wider Freemius’ social media reach stretches

That ripple effect is a big part of what makes B2B influencer marketing campaigns powerful and cost-effective. Trusted voices amplify your message and build confidence among potential buyers

How to build an influencer marketing strategy: step-by-step

A B2B influencer strategy takes a little more planning than a consumer campaign.

It involves longer sales cycles, bigger buying committees and relationship-driven purchasing decisions.

That doesn’t mean it’s out of reach for smaller companies or must be expensive. You just need a solid roadmap to stay organized.

Here’s how to forge high-quality influencer collaborations on any marketing budget, one step at a time.

1. Define your campaign goals and KPIs

Before you approach any influencers, decide what success looks like. The choice will guide who you work with, the channels you use and how you measure return on investment (ROI).

Most businesses use influencer marketing to grow sales and keep customers coming back. To get there, the goals often look different. Some focus on building awareness, others on reputation management and many on driving direct conversions.

Each of these goals benefits from different influencer marketing tactics:

• Brand awareness usually comes from sponsored posts, co-created content or social media collaborations that put your brand in front of new people.

• Brand reputation grows when respected voices in your field endorse you (i.e., the B2B equivalent of a celebrity shout-out).

• For conversions, tactics like discount codes, giveaways and influencer-led sales demos create trackable actions you can measure.

Tie each goal to a clear key performance indicator (KPI). Clicks and views tell you if awareness campaigns work, while sign-ups and sales show whether conversion tactics pay off.

Setting metrics early keeps your campaign focused and makes ROI easier to prove.

2. Choose your influencer marketing approach

The next step is deciding how to work with influencers.

Your goals will shape your tactics, but the right choice also depends on budget and audience fit.

Here are four common approaches B2B brands use:

The strongest campaigns layer these tactics across the sales funnel to reflect the typical customer journey from awareness to conversion.

For example, start with a podcast sponsorship to build awareness, add LinkedIn posts to nurture interest and finish with discount codes to encourage conversions.

3. Find and vet the right influencers

Look for people in your field who can spread your message.

Reach matters, but follower count alone won’t help you. What will boost visibility is an influencer whose audience overlaps with yours and whose style fits your brand.

Here’s what to check:

• Audience demographics. Do the influencer’s followers overlap with your buyer personas? Think about age, interests, location and buying habits.

• Engagement quality. Look for comments, shares and questions, not just likes. Meaningful interactions signal real trust.

• Subject relevance. Does the influencer regularly post about your industry or specialism? Do others in your field respond positively?

• Brand values. Do their tone and style align with your brand? Influencer content should feel like an extension of your marketing efforts, not something that jars your audience.

For example, Asana invited business consultant Terence Bryant to speak on leadership at its Asanathon 2024 event.

Bryant’s audience of executives overlapped with Asana’s targets. His focus on productivity kept the session relevant and his practical style aligned with the brand’s values. It was a perfect fit.

The opposite is also true: choose poorly and it can backfire.

For instance, ELF Cosmetics recently faced customer backlash for a mismatched influencer partnership. It chose a controversial comedian to promote its product in an ad.

The beauty brand was forced into making a public apology, proving that alignment matters as much as reach.

As for where to search for influencers, you’ve got a few reliable options:

• Search industry hashtags on social platforms

• Check your competitors’ brand collaborations for inspiration

• Browse speaker lists for conferences and webinars

• Listen to popular podcasts from your industry to find interesting guests

• Watch who your peers engage with on social media

Once you’ve identified some good fits, engage with their content a few days before reaching out. A thoughtful comment or share is the first step toward a genuine, long-term partnership.

Ensure your website and profiles are ready to impress, too. Sprout Social found that 93% of influencers look at the quality of a brand’s existing content before agreeing to work together.

4. Structure partnerships for mutual benefit

Successful partnerships work for both sides, so pitch mutual benefits to attract content creators and social media influencers.

Remember, the aim is to craft content that feels authentic to their audience while serving your campaign goals. Influencers need to be as happy with the fit as you are.

Here are three ways to create a stand-out influencer marketing pitch:

• Personalize outreach to make it feel purposeful and intentional. Show you’ve done your homework by citing specific social media posts or ideas you value.

• Set realistic expectations by clearly detailing your goals, preferred formats and timelines. Leave some room for creativity to keep the content authentic.

• Add value beyond money by offering access to your expertise, data or contacts. The best influencers are in it to further their careers, not just make a quick buck.

Pair specific content creation ideas with a broader vision for the future. Long-term plans show you’re committed to a fruitful relationship and aren’t just trying to use the influencer’s reach.

Famester reports that over 63% of brands used the same influencer for multiple campaigns in 2024, up from 57% in 2022.

Its researchers cite the benefits as “more authentic engagement, better ROI and a deeper understanding between the brand and the influencer”.

You can manage influencer relationships in Pipedrive’s CRM alongside leads and customers. Store engagement data and tag partners by reach, industry or collaboration history to keep track of all your influencer marketing efforts.

You can access all the relevant information in the contact detail view:

You could also set up a custom CRM pipeline to monitor new collaborations. Instead of the usual sales stages, you might have steps like “Identified > Outreach > Negotiation > Campaign live > Review”.

That way, anyone on the team can quickly see where each partnership stands and nurture the relationship if necessary.

5. Track campaign performance via business metrics

The value of influencer marketing comes from results you can measure. Don’t stop at likes or impressions – connect your campaigns to real sales outcomes.

Here’s what to measure and where to find it:

These KPIs help track progress, but return on investment is the ultimate measure.

ROI shows whether influencer marketing pays off compared to other channels, like traditional advertising or search engine optimization (SEO).

The basic formula for working out influencer marketing ROI is as follows:

For example, if your campaign generated $15,000 in extra sales and cost $5,000, the ROI would be 200%. Here’s the calculation in our template:

($15,000 – $5,000) ÷ $5,000 x 100 = 200% ROI

With the right tracking, you can prove value to stakeholders while identifying which influencer partnerships and activities deserve more budget.

3 influencer marketing trends to watch in 2025 and beyond

The influencer marketing industry is still evolving fast.

The more you know about what’s happening, the easier it is to outperform slower competitors. With that in mind, here are three key shifts shaping the space.

Trend 1: AI-driven influencer discovery and lead management

AI influencer marketing tools can surface the most relevant influencers, forecast campaign performance and suggest the best content formats.

In an Influencer Marketing Hub survey, 66.5% of marketers said AI had improved their campaign outcomes and 73% believe AI can automate much of the influencer marketing process.

Platforms like Favikon (pictured below), Brandwatch and Find Your Influence save your team from manual research, while helping you target the creators most likely to deliver ROI.

The best influencer marketing platforms offer free versions or trials, so you can see how they work before investing.

Once you find the right people, Pipedrive’s AI helps with the sales outreach and lead nurturing parts of effective influencer marketing.

See which leads come from influencer-driven traffic, automate follow-ups and use AI prompts to keep up with new deals in your pipeline.

Here’s an automation to showcase which leads come from influencer-driven traffic:

Using an AI CRM turns influencer marketing into a structured, measurable sales channel rather than a one-off experiment.

For example, you could use Pipedrive’s Pulse to enrich influencer profiles with public information and the AI email writer to draft personalized follow-ups faster.

Together, these features let you nurture influencers and the leads they help generate at scale – without losing the human touch that makes people want to work with you.

Easy win: Start a free Pipedrive trial to see how AI can help you nurture influencer-sourced leads and measure sales performance to learn what works.

Trend 2: The growth of micro- and nano-influencers

Micro- and nano-influencers are gaining popularity because of their high engagement rates and closer ties to their communities.

Macro-influencers still play a big role in the industry, though primarily for larger brands with huge marketing budgets.

Here’s the latest data on the influencer types brands favor, as reported by Famester:

These smaller-scale influencers often bring more credibility than celebrity endorsements, making them ideal for B2B brands looking to build authority in their specialism.

Easy win: Skip paying top-tier Instagram influencers for mass reach and instead partner with a handful of niche LinkedIn creators or podcast hosts who speak directly to decision-makers.

Trend 3: Influence beyond mainstream social platforms

While Instagram and TikTok remain essential in some spaces, LinkedIn thought leaders, podcasts, Slack communities and industry webinars influence professional buyers.

B2B companies are increasingly seeking influencers with authority in these channels. For example, here’s a prominent social media manager promoting Planable’s content management tool to over 10,000 followers on LinkedIn:

The inclusion of “[AD]” and “#ad” in this post means Planable compensated the user to promote its product to their followers.

These followers are professional people who trust the user’s recommendations and could be persuaded to sign up or explore the product further, much like the consumers who take recommendations from Instagram.

Easy win: Find an influencer marketing agency that specializes in B2B partnerships and can match your brand with experts who drive conversation in niche spaces. Influencer Marketing Hub’s agency directory is a great starting point.

B2B influencer marketing FAQs

Final thoughts

The strongest B2B influencer marketing campaigns involve choosing the right partners, aligning on goals and nurturing long-term relationships that feel authentic to both sides.

Treat these thoughtfully planned influencer collaborations as part of your wider digital marketing strategy. You’ll soon turn trusted voices into a consistent source of awareness, engagement and conversions – all tangible benefits you can measure in your CRM.

See how Pipedrive makes influencer marketing, lead management and performance tracking easier: sign up for a free 14-day trial today.

Launching and running a business can feel overwhelming.

Entrepreneurs often struggle with choosing the proper legal structure, testing product ideas and figuring out how to scale effectively.

Mastering the fundamentals of business management – like making informed decisions, managing resources wisely and seizing growth opportunities – turns that uncertainty into confidence.

This step-by-step guide outlines eight essential building blocks to running a business. Each step provides practical ways to reduce risk, seize opportunities and strengthen your own business.

Key takeaways for how to run a business

• Scaling works best when the timing is right, since moving too fast without market readiness can hurt even strong businesses.

• Pipedrive helps SMBs implement these lessons, turn data into smarter choices, automate tasks and support growth – sign up for a free 14-day trial.

8 steps to running a successful business for SMBs

Running a successful business requires testing ideas, building strong foundations and using effective growth strategies.

Some of the top reasons businesses fail are a lack of market need, losing out to competition and using a flawed business model.

Here are eight practical steps to overcome these challenges and build a sustainable business.

1. Test before launch

Testing before launch ensures you don’t waste resources on an idea that won’t sell. This strategy helps your business make smarter decisions and increase the chance of success.

The process involves gathering honest feedback from potential customers to confirm demand. After this, you can refine your product or service to meet customer needs.

Monzo, the UK banking app, tests new app features using A/B testing on a select group of customers.

Here’s an example of a test feature that allows customers to see their mortgage in the Monzo app:

Testing this feature allows Monzo to understand whether:

As a result, the business can adjust to improve functionality and make informed decisions about whether and when to launch the product feature to all customers.

If you’re starting a business from scratch, the premise is the same: testing provides valuable insight into customer needs, wants and behaviors, guiding you towards success.

Here are some of the ways to test your business idea:

• Create a simple prototype. Build a basic version of your product (a minimum viable product or MVP), focusing on the core features. Share it with early users to see if it solves their pain points and test your idea quickly.

• Run small pilot programs. Test your product with a limited group of customers to see if they will convert. Use sign-ups, pre-orders or a minor release to measure real demand. Track adoption rates and customer retention to decide if it’s worth scaling.

Testing early reduces risk, saves resources and helps you launch a product that customers want.

Even if your business is up and running, testing still matters. Customer needs and market conditions change over time, so regularly trialing new features, services or pricing models helps you stay relevant.

Small tests like piloting a new delivery option or surveying customers about updated features can reveal opportunities to improve and align your business with demand.

2. Build a strong business foundation

Building a strong foundation means operating your business clearly, working towards business goals and responding effectively to challenges.

Consider a B2B consultancy firm as an example.

In the early stages of business development, the​​ company defines its mission, vision and core values. It also creates a solid business plan and legal structure.

With these elements in place, the owner can confidently prioritize leads, set realistic sales targets and make decisions about hiring or expanding services without losing focus.

Key strategies include:

• Writing a business plan. Provide a clear progression roadmap and reduce the risk of costly missteps with a business plan. Break your objectives into achievable milestones, then review progress and adjust strategies as needed.

• Defining your mission, vision and core values. State your purpose and principles for consistent decision-making and team alignment. Align day-to-day operations with your mission and values to maintain focus. Revisit and refine them as your business evolves.

• Choosing the proper legal structure. Select the right legal framework (like LLC, sole proprietorship, partnership or corporation) to protect your personal assets and support business growth. Consult a law firm or financial advisor to find the best type of business structure for your goals.

New businesses need to build these foundational elements from the ground up. Putting them in place early helps support growth and sets the stage for long-term success.

Start by ensuring your company has the proper business licenses and permits from local or state authorities to avoid fines or legal issues. Requirements differ by industry, so always check the regulations before starting operations.

Pick a business name that reflects your brand, check availability and register it. Make sure it’s easy to remember, unique and legally compliant.

If you’re already running a business, audit your foundation and update it where needed. For instance, you may outgrow a sole proprietorship and form an LLC as the business scales.

This update not only protects your personal assets but also makes it easier to bring in partners or investors.

3. Find a support network

A strong support network helps you navigate challenges and access expertise from other small business owners. It provides guidance when making critical decisions and encouragement during challenging moments.

Look at ReBlood RX as an example. The company (which repurposes expired human blood into an oxygen-delivery product for patients) contacted the Economic Development Collaborative (EDC) to expand its network and secure funding.

The EDC connected ReBlood RX with organizations that could use its technology and directed them to resources for medical startups.

The company then secured a $100,000 grant from the California Office of the Small Business Advocate and a $100,000 investment from RPV Global, which fueled product development and grew the business.

Other government agencies, like the Small Business Administration (SBA), support small businesses with entrepreneurship activities, such as securing loans, funding and mentoring.

Take a look at some of the other ways to build a support network:

• Connect with experienced mentors. Seek guidance from successful entrepreneurs to avoid common pitfalls and gain practical insights. Use local business directories or social media to find experienced business owners and discuss challenges and opportunities.

• Join local business associations. Participate in business associations to expand your network and learn from others facing similar challenges. Attend events, webinars and discussions to gather tips and resources.

• Surround yourself with inspirational people. Engage with colleagues, advisors or peers who push you to improve and innovate. Ask for honest feedback to refine your strategies and use their perspectives to approach opportunities from a fresh angle.

Engaging a strong support network provides guidance, motivation and valuable connections that help your business overcome challenges and seize growth opportunities.

4. Know your market

Understanding your market helps you make smarter decisions about product design, marketing strategies and service delivery.

Use these insights to align with market trends and attract more customers.

Say that a B2B sales company interviews potential clients and researches competitors before launching its services.

The interviews and research show that:

By identifying these trends, the B2B company can provide solutions that directly address customer frustrations and stand out in the market – for example, offering modular service packages with transparent pricing and a streamlined onboarding process.

This approach meets customer expectations, builds trust and differentiates the firm from competitors.

Here are some tips for understanding your market:

A CRM is a valuable tool for collecting and analyzing customer data.

With Pipedrive, for example, users can track interactions across the sales cycle, segment leads by behavior and identify patterns that reveal what drives conversions.

Here’s an example of how to track customer interactions in Pipedrive:

These insights help businesses refine their messaging, prioritize high-value opportunities and build stronger customer relationships.

Survey platforms (like Jotform and NativeForms) also integrate with Pipedrive, meaning you can send surveys and record responses directly in the CRM.

Centralizing feedback helps you spot trends faster and make quick decisions to improve the customer experience.

5. Develop a marketing strategy

A clear marketing plan helps you effectively promote your business, build awareness, drive engagement and generate measurable results.

Canva is a good example of developing and executing a solid marketing strategy. The platform positions itself as an easy-to-use design tool and markets itself accordingly with a user-focused approach.

Look at the company’s social media content as an example:

The posts are visually appealing and educational, sharing quick design tips, templates and creative ideas that help users get started and see immediate results.

The platform also posts user-generated content with partners and influencers to build trust and reach a wider audience.

Here’s a video post from a Canva partner:

Canva’s user-focused content marketing strategy aligns with its overall ethos. The messaging shows the platform’s simplicity and creativity, delivering its brand promise and engaging users.

Read through these tips for building an effective marketing strategy:

• Create a strong brand identity. Design a brand that reflects your values and resonates with your target audience. Use consistent visuals, tone and messaging across all touchpoints to build recognition and trust.

• Leverage social proof and partnerships. Share user-generated content and testimonials or collaborate with influencers to build credibility. Highlight success stories to attract new users and reinforce customer loyalty.

A well-defined marketing strategy connects your business with the right audience and highlights your value – both necessary for business growth.

6. Build a reliable team

Employees aligned with company values help the business run smoothly, ensuring every action supports long-term growth.

Say that a small investment firm hires employees who value transparency. These employees provide consistent guidance, respond quickly to client questions and maintain trust across all interactions.

This behavior boosts client retention and strengthens the company’s reputation within the financial services industry.

Follow these steps to build a strong and reliable team:

• Foster open communication and feedback. Create regular channels for team members to share new ideas, concerns and suggestions. Hold meetings, one-on-ones and feedback sessions to identify challenges early and improve collaboration.

Investing in a reliable team lays the foundation for consistent performance, satisfied clients and business success.

For existing businesses, building a reliable team is just as much about evolving as it is about hiring.

Regularly review whether your current team structure supports your growth goals,and don’t be afraid to reskill or upskill employees to meet new demands.

When hiring, focus on filling skill gaps and consider how each new hire strengthens your culture and capabilities.

7. Plan for growth

Running a business with growth in mind helps you plan effectively for the future.

It helps you anticipate challenges, optimize resource allocation and build a foundation that supports long-term success.

Say that a SaaS company offering project management software prepares for higher demand by scaling servers, hiring extra support staff and creating onboarding resources.

As a result, the business boosts customer satisfaction, retains clients, strengthens its reputation in the market and keeps profits healthy as it expands.

Growth takes time and hard work. The income for the first year varies widely depending on effort, startup costs and demand – some new businesses break even quickly, others reinvest before seeing profit.

Here’s how to prepare your business for growth:

• Set quarterly and yearly growth targets. Define objectives for revenue, client acquisition and market expansion. Use these targets to plan and prepare for growth, such as budgeting for new tools or scheduling product launches to meet demand.

• Align staffing with long-term business needs. Forecast how rising demand will affect team capacity. Prepare to hire new employees, provide training for existing staff or expand office space to ensure your team can handle growth.

Preparing for growth helps your business scale smoothly, meet customer expectations and maintain profitability while navigating new opportunities.

8. Use technology to optimize performance

Technology helps SMBs centralize and streamline business operations by managing workflows, optimizing processes and tracking performance in real-time.

Take a look at Lowlander Beer as an example. The business struggled without a central source of truth, making it hard to track performance, manage sales reps and follow up with leads.

Using Pipedrive’s sales CRM, they’ve centralized sales activity. The Insights dashboard provides clear weekly and quarterly reports, while automations ensure every lead gets attention.

Here’s an example of how the Insights dashboard appears in Pipedrive:

Lowlander also uses custom workflows to capture website inquiries as deals, categorize accounts by potential and direct reps’ focus to the most valuable opportunities.

Since working with Pipedrive, the company has achieved a:

The best software for running a small business depends on your business needs. However, most small businesses benefit from using a CRM to centralize sales, lead generation and marketing activity.

A CRM can help new businesses build efficient systems, while established businesses can use CRM data to identify what’s already working and scale those successes.

Here’s how to use technology to drive business success:

• Centralize customer and sales data. Use a CRM to store client interactions, pipeline details and performance metrics in one place. It will break down data silos and help sales reps focus on the highest-potential opportunities.

• Integrate systems. Connect systems to streamline workflows and reduce manual data entry. Ensure that marketing campaigns, customer communications and financial reporting feed into a single source of truth for more thoughtful decision-making.

• Use AI-powered recommendations. Apply AI technology to analyze sales data and highlight the most effective actions. For example, Pipedrive’s AI-powered Sales Assistant suggests the best next steps, such as which leads to prioritize or how to shorten the sales cycle.

Centralizing data, automating tasks and using AI insights help SMBs streamline operations and focus on closing more deals.

Final thoughts

Whether launching a new company or improving an existing one, these eight steps can guide you toward building a successful business.

The process may feel complex, but the right tools simplify each stage. With technology, you can work smarter and scale faster – from testing ideas to managing growth.

Pipedrive’s CRM helps you put these principles into action. Centralize customer data, track leads and automate key tasks so you can focus on high-value opportunities.

Sign up for a free 14-day trial to prioritize high-value opportunities and streamline your sales process.

Cost per lead (CPL) shows how efficiently marketing spend converts into opportunities. For SMBs working with limited resources, it’s a simple way to see which campaigns deliver real value.

The key to keeping costs under control is refining your targeting so you attract high-quality leads that are more likely to convert.

In this article, you’ll learn how to calculate cost per lead, overcome the common challenges associated with this metric and practical ways to lower your expenses while filling your pipeline with leads that actually convert.

Key takeaways for cost per lead

What is cost per lead, and how do you calculate it?

Cost per lead (CPL) shows how much it costs to acquire a qualified lead. Businesses use this metric to assess the efficiency of their lead generation efforts.

A good cost per lead varies from business to business. Typically speaking, a low CPL indicates that your marketing campaigns reach the right audience at the right time.

If your CPL rises from $20 to $60, your marketing budget feels the effects immediately.

A higher CPL could signal:

Here’s how to calculate cost per lead:

Let’s use an example to demonstrate how the cost-per-lead formula works: a SaaS company spends $2,000 on a LinkedIn ad campaign to promote a free trial. Over the campaign, they capture 100 leads through web forms.

Here’s how the calculation works:

In this example, your CPL is $20 per lead, meaning every lead you capture costs $20 to acquire.

You can now compare this against your average customer lifetime value to judge if the campaign was worthwhile.

What can SMBs achieve by tracking and optimizing CPL?

CPL shows SMBs how efficiently you turn marketing spend into real opportunities.

By tracking and optimizing CPL, you can better allocate sales budgets, improve campaign targeting and fill your sales pipeline with leads that deliver a strong return on investment (ROI).

Here are the main benefits of tracking and optimizing CPL, explained in more detail.

Better budget allocation

CPL tells you exactly how much it costs to attract a sales prospect, making reducing campaigns that don’t deliver results easier.

For instance, a company running a pay-per-click (PPC) marketing campaign on LinkedIn and Google Ads. LinkedIn generates leads at $20 CPL, while Google Ads is $60 CPL.

Measuring CPL means you can redirect more spending to LinkedIn, generating three times the number of leads for the same investment.

Using a customer relationship management (CRM) system like Pipedrive helps you manage campaign performance to optimize spending.

Here’s an example of a campaign performance report in Pipedrive:

With these insights, you can see if leads are converting into deals and adjust the campaign to maximize your budget.

Building sustainable growth

Measuring CPL ensures that your business can grow without overspending.

For growing companies, sustainable growth relies on maintaining affordable customer acquisition costs (CAC).

Imagine a financial service business is scaling fast. Last quarter, its CPL was $25, and the sales team converted 15% of leads into customers.

This quarter, the CPL has risen to $40 while the conversion rate remains at 15%. The business is still bringing in leads, but each new customer costs significantly more to acquire, cutting into profitability.

By monitoring CPL, companies can spot these trends early and adjust campaigns before margins erode,creating healthy profit margins and allowing your business to scale successfully.

Effectively measure marketing activity

CPL helps SMBs quickly identify which digital marketing channels deliver the best value.

As a result, they can invest in what works and reduce their expenditures on what doesn’t.

For example, if one channel consistently generates cheaper, high-quality leads, SMBs can reallocate budgets to maximize return.

Let’s say your business runs lead generation campaigns on Facebook and Google Ads:

In this case, Facebook delivers more cost-effective leads. By reallocating more of your budget to Facebook, you can lower your overall CPL and fill your sales pipeline with higher-value opportunities.

Measuring CPL also helps SMBs measure marketing effectiveness in line with industry performance. By comparing your performance with the average cost per lead by industry, you can see if your campaigns are effective or overspending.

For example, if your company’s CPL is $50 while the industry average is $30, it signals that your targeting or messaging may need adjustment.

This insight helps you make smarter decisions about which channels to invest in, reallocating budget to the campaigns that generate the highest-quality leads at the lowest cost.

Setting effective goals

Using CPL as a key performance indicator (KPI) makes goal-setting more concrete.

SMBs can set targets for lowering cost per acquisition (CPA) over time, benchmark different campaigns against one another and tie marketing spend directly to sales outcomes.

For example, say that your average CPL is $30 at the start of the year. You set a goal to bring it down to $25 within six months by testing new ad creatives and optimizing landing pages.

By the end of the period, you lower your average CPL to $24 while maintaining the same conversion rate. This improvement shows that your marketing is more cost-efficient and provides a clear win to share with your team.

5 common CPL challenges and how to overcome them

SMBs face challenges (like poor targeting and limited budgets) that increase costs and reduce marketing efficiency.

Identifying these obstacles can help you lower CPL, improve lead quality and maximize ROI.

Here are five common CPL challenges SMBs encounter and ways to overcome each.

1. High CPL from poor ad targeting

Poor targeting drives up CPL because marketing spend reaches people who are unlikely to convert.

By narrowing their audience and refining campaigns, SMBs can attract more qualified leads for less money.

Imagine that you target a broad audience on LinkedIn, aiming your campaign at “all professionals”. You spend $2,000 and generate 50 leads – a CPL of $40 – but only a few convert.

You refine your targeting to your ideal audience (like marketing managers in mid-sized tech companies). As a result, you’re more likely to attract qualified leads who are ready to engage.

Doing so lowers your CPL and increases the chances that these leads become paying customers.

Here are some ways to improve ad targeting:

• Use lookalike audiences. Targeting lookalike audiences ​​focuses your ads on consumers who share characteristics with your best customers, like job titles or customer demographics. Reach these users by uploading top-performing customer lists to ad platforms (the exact process varies depending on the system).

• Target specific locations, demographics or industries. Relevant customer segments help you reach people most likely to convert. Use insights from your CRM or past campaigns to identify the most valuable regions, job titles, industries or company sizes. Adjust your ad platform settings to focus on these high-value groups.

• Refine ads based on performance data. Monitoring performance metrics lets you see which marketing strategies work best. Click-through rates (CTR), cost per click (CPC) and conversion rates are a few examples. Regularly analyze this data to adjust your audience, messaging or ad placements for the best CPL.

Use these ad targeting strategies to allocate marketing spend on high-potential leads, reduce CPL and fill your sales pipeline with prospects more likely to convert.

2. Low conversion rates on landing pages

A poor landing page can prevent leads from converting and increase your CPL even with high traffic.

Improving the user experience helps you convert existing traffic into qualified leads without spending more on ads.

Say that a small SaaS company runs a campaign that drives 1,000 visitors to its trial signup page, but only 20 people fill in the form, resulting in a CPL of $50.

The landing page’s usability is why conversions are low and the CPL is high. The page has a high load time, the sign-up form is overly complex and the CTA is unclear.

The company shortens the form, adds a clear CTA (like “start your free trial today”) and removes slow-loading elements (such as videos).

Consumers can now navigate the page with ease. As a result, the company is more likely to boost conversions and reduce CPL.

Here are some other ways to optimize landing pages to lower CPL:

• Ensure landing pages align with ads. Consistency between ad messaging and landing page content builds trust and encourages conversions. Match headlines, visuals and offers so visitors immediately see the value promised in the ad.

• Test layouts, headlines and images. Small changes can significantly improve conversion rates and lower CPL. Run A/B tests on different combinations of headlines, images and form placements. Analyze which versions generate the most qualified leads.

• Optimize for mobile. Given that 91% of the US population has a mobile device, a poor mobile experience can significantly impact conversions. Ensure forms, buttons and layouts are mobile-friendly, load quickly and allow visitors to complete actions easily.

Optimizing landing pages turns more web traffic into qualified leads, builds a strong sales pipeline and lowers CPL.

3. Limited marketing budgets

SMBs often lack the budgets to test multiple channels, run large-scale campaigns or outbid larger competitors in ad auctions.

Focusing on proven strategies and maximizing existing assets helps these companies achieve strong results despite limited budgets.

A larger organization may have the budget to test 10 different ad platforms simultaneously, while an SMB might struggle. Instead, the smaller company could focus on one or two proven channels to maximize ROI and keep CPL under control.

Here are some ways to maximize smaller budgets:

• Repurpose content. Reusing existing content across different channels reduces production costs and extends reach. For example, turn a sales webinar into blog posts, social media clips and an email series to engage audiences without creating content from scratch.

• Focus on high-performing channels. Concentrating the budget on the platforms that deliver the most qualified leads prevents wasted spend. Use reporting tools in your CRM to track lead sources (like web forms or social media) and reallocate budget to those channels.

Pipedrive’s CRM lets SMBs see where leads come from. Use the lead source field to understand whether users convert from web forms, emails and so on.

Here’s how this appears in Pipedrive:

These insights help you identify the top-performing channels, allowing you to easily reallocate budgets to lower your CPL and get the best return.

4. Poor lead quality

Spending time and money on poor-quality leads that don’t convert increases your CPL.

Defining and prioritizing quality leads helps you focus budgets on prospects with real potential.

Say that an SMB runs ads that bring in 100 leads. However, only two convert.

The company was targeting consumers outside of its ideal customer profile. The CPL is high in this situation because most of those leads were never a good fit.

The same budget generates fewer but more valuable customers by scoring leads and targeting high-quality prospects.

Instead of paying for 100 unqualified contacts, the business attracts 20 decision-makers far more likely to engage and buy. This shift reduces wasted spend, improves sales efficiency and builds a healthier pipeline.

Here are some ways to improve lead quality:

• Define a “qualified lead”. A clear definition helps marketing and sales teams focus on the right prospects. Use factors like industry, company size and decision-making authority to distinguish valuable leads from unqualified ones.

• Align messaging with your ideal customer expectations. Consistent, targeted messaging attracts prospects that fit your customer profile. Match ad copy and landing page content to your best customers’ pain points and goals so only the most relevant leads engage.

• Use lead scoring. Lead scoring helps you rank prospects based on their conversion likelihood, saving time and reducing wasted spend. In Pipedrive, for example, you can set filters to surface leads that meet your ideal criteria. Then, you can automatically focus sales efforts on the best opportunities.

Prioritizing lead quality helps you lower your CPL by spending time and money on prospects who are more likely to convert.

5. Lack of tracking and analytics

Analytics lets you see which channels produce high-quality leads and which drain your budget, helping lower CPL and improve ROI.

Without proper tracking, SMBs don’t know which campaigns drive affordable leads.

For example, if a company runs campaigns across Facebook, Google Ads and LinkedIn but doesn’t sufficiently track results, it may spend money on a channel that produces low-quality leads.

By monitoring conversions, SMBs can reallocate budgets to channels that generate the most qualified potential customers.

Here are some ways to improve tracking and analytics:

• Use free analytics tools. Platforms like Google Analytics show how much each channel costs per lead and how visitors interact with your site. Regularly reviewing these insights helps identify high-CPL channels that need adjustment.

• Review data weekly to catch rising CPL early. Monitoring metrics regularly ensures you spot underperforming campaigns before they drain your budget. Use these insights to tweak targeting, messaging or ad spend for better results.

• Set up conversion tracking. Conversion tracking lets you see which ads and campaigns drive leads and sales. Use tools like Google Ads, Facebook Ads or your CRM analytics to capture conversions and connect them to specific campaigns.

Pipedrive’s reporting dashboard gives SMBs a clear view of which campaigns, channels and reps generate the best ROI. You can see leads by source, track conversion rates and identify high-performing campaigns at a glance.

Here’s an example of a sales dashboard in Pipedrive:

With these insights, SMBs can quickly cut budget from high-CPL sources and reallocate it to channels that deliver more qualified leads. As a result, businesses ensure that ad spend drives real business results

Simple but effective tips for reducing CPL

Reducing CPL helps SMBs get more value and ROI from sales and marketing budgets.

Some ways to achieve this are leveraging partnerships, following up with leads quickly and testing lower-cost ad placements.

Take a look at these activities in more detail.

Use partnerships to share marketing costs

Instead of carrying the full cost of lead generation, collaborate with non-competing businesses that target the same audience.

Teaming up with these businesses splits the price of campaigns, provides access to new prospects and reduces CPL without increasing your spend.

Take QuickBooks, Intuit and Amazon, for example. The companies partnered to let users integrate data into accounting systems.

QuickBooks and Intuit posted a joint update on Instagram about the partnership:

Amazon wrote and released a press release about the integration:

QuickBooks gains visibility with Amazon Business users, while Amazon builds credibility by aligning with a trusted accounting platform.

By co-marketing the integration, each company gets broader exposure without carrying the full marketing cost, making lead generation more efficient.

Here are some tips to build marketing partnerships:

• Identify potential brand partners. Look for non-competing businesses that share your target audience, similar customer pain points or complementary products. Find them on social media platforms like LinkedIn, industry forums and local business networks.

• Agree on scope and cost. Decide which marketing activities to co-run and split costs proportionally. For example, will you host joint webinars, create e-books or run social media campaigns?

Choosing the right partners and sharing marketing efforts lets SMBs expand their reach and capture high-quality leads while maintaining a low CPL.

Optimize follow-up speed

The faster you follow up with a lead, the more likely they are to enter the sales funnel and become a paying customer.

Quick follow-ups increase the conversion rate per lead, spreading your marketing spend over more paying customers and lowering your CPL.

For example, if a small industrial equipment manufacturer receives 50 leads from a targeted LinkedIn ad campaign, it must act quickly.

If the sales team waits several hours to follow up, leads might lose interest or move on to competitors. By contacting each lead quickly, the company has a better chance of converting more prospects without increasing ad spend.

Take a look at some of the ways to increase follow-up speed:

• Prioritize lead response times. Set internal guidelines so sales reps contact leads within a set window, like 15 minutes. Track timeframes in your CRM to ensure accountability and improve response speed over time.

• Use a CRM with automated notifications. Set rules so that new leads from web forms, AI chatbots or ad integration trigger instant alerts to salespeople. Immediate notifications ensure no lead sits idle and increase the chance of conversion.

Pipedrive’s sales CRM is well-equipped to automate follow-ups and reminders.

Leads from web forms, chatbots or marketplace integrations (with platforms like Facebook Ads or Google Ads) flow directly into the CRM. You can then create automated notifications so that sales reps can immediately reach out as soon as they enter the system.

You can also automate email sequences to ensure every lead receives prompt follow-ups. These automations let you reach out to leads when they show interest or engage with your content.

Watch the video below to learn how to set up an automated campaign in Pipedrive:

Combining instant notifications with automated emails, SMBs can maximize conversion rates, shorten the sales cycle and lower CPL.

Test lower-cost ad placements and formats

Testing ad placements and formats means running different ads across channels to see which ones perform best with your audience.

The process helps you learn what your audience responds to, how to increase sales and reduce CPL.

For example, a B2B manufacturing company might test two LinkedIn ads with different CTAs. One offers a free demo, and another provides a downloadable guide.

Testing these two CTAs helps the business identify which message generates the most qualified leads at a lower cost. As a result, the company can allocate more spend towards the most effective ad and lower the B2B cost per lead.

Here are some of the ways to put this into practice:

• Allocate a test budget. Set aside 10–20% of your ad budget to experiment with new placements, formats or creative variations. This spending allows you to gather sales data without risking your core campaigns.

• Run split tests. Trial different CTAs, headlines or visuals in the same campaign to see which version delivers more conversions at a lower CPL. These tests help you quickly identify what resonates with your audience.

• Compare channels. Place similar ads on LinkedIn, Google Display or industry-specific forums to determine which channel offers the best CPL. These comparisons help you prevent overspending on underperforming platforms.

Consistently testing and adjusting your ads lets you focus your budget on formats and channels that deliver the best results.

Final thoughts

Understanding CPL helps SMBs spend less time and money on ads that don’t convert and focus on channels that bring in high-quality leads.

To maximize your budget and reduce CPL, test different ad formats, optimize your follow-up sequences and work with partners to reduce ad spend.

With Pipedrive’s CRM, you can easily track lead sources, automate follow-ups and analyze campaign performance. Use these insights to reduce CPL while filling your pipeline with leads that convert.

Sign up for a free 14-day trial to turn marketing spend into qualified leads and customers.

Approval management software turns your review processes into smooth, predictable workflows.

With the right tool, you can easily see who needs to approve what (and by when), helping you reduce delays and complete projects faster.

In this guide, you’ll find the best approval management tools and see how they keep projects moving. You’ll also learn to integrate them with other apps to create seamless operations.

Key takeaways from approval management software

• Approval management software can be a simple tool for making approval steps or a complete system that handles the approval process.

• Its main advantage is replacing slow, manual approvals with automated routing to the right people, preventing delays and clarifying responsibilities.

• Basic tools are fine for simple approvals, but growing businesses need more advanced features, like setting up special rules and keeping a history of all approvals.

• You can connect approval tools with a CRM like Pipedrive to automatically start the next steps after approval. Start your 14-day free trial to see how it can speed up your sales and marketing work.

What is approval management software?

Approval management software stops the back-and-forth of getting permission at work by automatically moving requests through each step.

Waiting for approvals slows down projects, and you can miss sales opportunities.

Instead of chasing people through email, these tools create workflows that send requests to the right people. They’re like a digital assembly line for business decision-making.

When someone asks for approval, the software sends it to the right person and gives them a nudge if the due date is near. Once they approve it, the tool moves it to the next step or kicks off the next action.

Here are the key problems approval management software streamlines:

Small businesses use automated approval management software for everything from automated campaign reviews and budget requests to contracts and content marketing.

These 11 tools and platforms help small and medium-sized businesses (SMBs) speed up their operations.

1. Smart Docs: best for sales documents inside your CRM

Smart Docs is Pipedrive’s built-in document management and e-signature tool.

Sales teams can create branded proposals, quotes and contracts directly from their customer relationship management (CRM) system, without switching between different apps.

You can generate sales documents using deal data, send them for approval, track client engagement and collect legally binding e-signatures in one place.

How businesses use Smart Docs:

• Build professional business proposals, quotes and contracts with CRM data auto-filled

• Set up internal approval flows before sending documents to prospects

• Track when clients open, view and sign documents

• Collect secure e-signatures without third-party tools

• Keep all documents stored and linked to deals in Pipedrive

• Use fields and templates for invoices, orders and sales proposals, to save time on recurring agreements

• Generate revenue-focused insights by tracking document status across the pipeline

Smart Docs works for sales teams that want everything managed inside their CRM, from document creation to approval and signing. It eliminates the need for external approval workflow management tools and ensures your approvals stay connected to your sales process.

2. ApprovalMax: best for finance and procurement approvals

ApprovalMax handles money-related approvals, like paying bills or approving the company’s purchases.

It connects to your accounting software to ensure you approve everything before officially recording the money.

The tool sends requests to people based on aspects like cost or department. Approvers get an email notification and can approve things right away.

How businesses use ApprovalMax:

• Create approval steps that automatically go to the right people based on rules you set

• Set spending limits so the tool approves small purchases fast, but bigger ones need a manager to sign off

• Connect with accounting tools like Xero and QuickBooks so your approved payments automatically update

• Track the status of all requests to see what’s waiting and who is causing delays

• Create official reports that show the whole history of approvals for money check-ups

• Use the mobile app to approve urgent requests when you’re not at your computer

• Let a teammate approve things for you when you’re on holiday, while still keeping control

ApprovalMax works for businesses that process regular transactions and need clear audit trails for accounting compliance and reporting finances.

3. Kissflow: best for custom workflow automation

Kissflow lets you build any kind of approval process without needing to code.

Its drag-and-drop builder allows you to create approval steps for anything, from HR onboarding requests to marketing tasks.

With Kissflow, you design your forms and set up rules to send them to the right people. A dashboard shows how long each step takes.

How businesses use Kissflow:

• Build custom approval steps for HR task management, like holiday requests or new employee setups

• Create marketing approval flows for new ads or social media posts

• Set up IT request steps for new software or computer access

• Get real-time reports to see how long approvals are taking and find ways to be more efficient

• Connect with collaborative tools like Slack and Google Workspace to send updates to stakeholders

Kissflow suits businesses that need flexible approval workflows across multiple departments rather than focusing on one specific area. The workflow builder makes it easy to change processes as your business requirements change.

4. ProcessMaker: best for complex business process automation

ProcessMaker helps businesses with complex approval steps that need to follow strict rules.

It uses a visual designer to map out processes where requests might go down different paths depending on the situation.

The software helps handle complex rules, like approvals that change based on cost, location or regulations. It also manages situations where many people need to approve something simultaneously.

How businesses use ProcessMaker:

• Create approval steps that change depending on the request’s details

• Cover complex approvals where teams from legal, finance and operations all need to check a contract

• Build workflows that follow essential rules, like GDPR (for marketing privacy) or HIPAA (for healthcare organizations)

• Set up systems where different people have different levels of approval power

• Connect to other tools to get live information to help make approval decisions

• Automatically give an approval task to someone else if the main person is away or misses the deadline

ProcessMaker works for organizations with complicated approvals that need strong cybersecurity and governance features. The platform handles situations that many simpler sales workflow tools can’t manage.

5. Nintex: best for document-heavy workflow approvals

Nintex focuses on approval processes involving many documents, forms and content management reviews.

It integrates deeply with Microsoft Office and SharePoint to create workflows within your team’s tools.

The software tracks changes, manages version control and ensures review before you publish or sign documents.

How businesses use Nintex:

• Create document approval steps right inside Microsoft Word, Excel and SharePoint

• Set up reviews where different people need to check and approve content in a specific order

• Track document versions so everyone is always working on the latest one

• Send marketing work through design, legal and management for review

• Let managers approve or reject things directly from Microsoft Teams or Slack

• Keep a complete record of all approvals for your files

Nintex works well for businesses that create and review many documents. It also suits teams already using Microsoft tools that want automated approval workflows built into their existing document processes.

6. Zapier: best for connecting apps into a simple approval chain

Zapier automates approval workflows by connecting different business and sales tools.

It creates approval chains across applications instead of building workflows within one platform.

You can build a “Zap” (an automated workflow) in minutes without any code. For example, when someone submits a new entry in a form, Zapier can automatically send a custom approval email or Slack message.

How businesses use Zapier:

• Automatically start actions in other apps after an approval, like updating a database

• Create approval steps between apps that don’t usually connect

• Set up automatic data transfers so you don’t have to copy and paste information

• Save completed approvals in cloud storage like Google Drive

• Use Zapier’s own tools to build a simple dashboard for tracking your approvals

Zapier works for businesses using many apps that want to connect their approval processes without switching to a single platform. It bridges gaps between existing systems rather than replacing them.

7. Asana: best for marketers managing project-based approvals

Asana is a no-code project management tool that lets you handle approvals within your projects.

Teams can ask for sign-offs on their work from project managers, like designs or marketing ideas, without leaving the app.

The software treats approval requests like tasks with due dates and owners. You can use special tags to mark a task’s status (like “Needs Review” or “Approved”) and automatically pass it to the next person.

How businesses use Asana:

• Create approval tasks for creative work, marketing campaigns and project deliverables

• Review and approve content designs and videos using built-in markup tools

• Set up approval templates for recurring work like blog posts and campaign launches

• Assign backup approvers who take over when primary reviewers are busy

• Connect approvals to other tasks so work can’t continue until reviews finish

• Track how long different types of approvals take across projects

Asana works for teams where approvals happen as part of bigger projects. It keeps approval discussions connected to project work instead of happening in separate email threads.

8. DocuSign: best for document signing and contract approvals

DocuSign is a tool that helps you get electronic signatures on essential documents like sales contracts.

Teams can send forms for signing, see who has signed and save the final copies securely online.

It can handle situations where many people need to sign a document in a strict order. DocuSign also manages approvals that need to happen before the signing, like a manager’s review.

How businesses use DocuSign:

• Send sales contracts to customers and then automatically send them to a manager to sign

• Track the status of all documents and send automatic reminders to people who haven’t signed yet

• Store signed documents safely with a complete history of who signed and when

• Create templates for common agreements, like job contracts

• Add approval steps so that a manager or legal team can check a document before it goes out for a signature

• Connect signing to other work, so a new process starts as soon as someone signs a contract

DocuSign is a basic and reliable e-signature solution for businesses that need approvals. It replaces paper-based processes and provides the security and required legal standing for high-stakes agreements.

9. Adobe Workfront: best for marketing and workforce approvals

Adobe Workfront is an end-to-end work management app for managing complex projects and email campaigns.

It’s designed for medium and large marketing departments that need to coordinate tasks across many stakeholders, with built-in approval processes.

Workfront centralizes everything, including project planning, resource management and creative reviews.

How businesses use Workfront:

• Manage big marketing campaigns from start to finish, with different approval steps for writing, design and video

• Set up “approval gates” that stop a project from moving forward until someone has reviewed it

• Get feedback from many people on one design without getting confused by different versions

• Use the online proofing tools to check videos frame-by-frame or compare two designs side-by-side

Workfront suits agencies that manage high-volume creative management teams.

Fast-growing SMBs can also benefit from adopting Workfront as a scalable solution early on, reducing the risk of outgrowing simpler tools and facing a difficult migration later on.

10. Smartsheet: best for spreadsheet-based approval tracking

Smartsheet is a work tool that looks and feels like an Excel spreadsheet but has key features for project management.

Teams can track tasks, set deadlines and create approval workflows without learning an entirely new interface.

Many managers plan their work in spreadsheets. Smartsheet gives them that familiar setup but with powerful automations. You can make rules that automatically ask for approval when a project is near its due date.

How businesses use Smartsheet:

• Organise approval requests in a spreadsheet with columns for status, date and who asked.

• Build a project plan and create an approval flow to get the budget and timeline signed off on

• Set up email alerts that tell approvers when a new request is ready for them

• Use colours to show the status of approvals, so it’s easy to see what’s late

• Create charts and reports from your approval data

• Give people different levels of access, like “view only” or “can edit”

Smartsheet appeals to teams who already manage approvals through spreadsheets but want to reduce manual work. Operations and corporate finance teams often choose this over more complex workflow software.

11. Airtable: best for flexible database-driven approvals

Airtable is a low-code platform that combines​​ spreadsheets and an SMB database. You can build custom applications (called “bases”) for almost any type of task.

Airtable doesn’t require set processes. You create tables for your projects and team members, then design your approval rules using its automation features.

For example, updating a status from “Draft” to “In Review” can trigger a notification to a specific person for approval.

How businesses use Airtable:

• Set up approval databases with fields that matter for your business, such as budget amounts, request types or departments

• Switch between different views, like seeing all pending approvals on a calendar or moving requests through a kanban board

• Link invoice approvals to other information, like connecting budget requests to specific projects or team members

• Automate notifications when someone submits a new request or when approvals sit too long without action

• Use asset management functionality to attach files and documents so approvers have all the context they need

• Create summary views that show approval patterns across departments or time periods

Airtable suits teams that want control over how they organize and track approvals. It takes more setup than plug-and-play solutions but gives you more power to optimize the system.

Integrating approval management software with your existing systems

You get the most out of an approval system when it seamlessly connects with the tools and platforms you already use.

Integrating your approval platform builds bridges between departments, breaks down data siloes and saves you time on data entry.

For small businesses, this can mean sales approvals automatically update accounting records, or marketing sign-offs trigger tasks in a project management tool.

It also organizes approvals within projects, so teams can see where work is stuck and managers can spot delays before they impact project baselines.

Connecting your approval tool to accounting software is especially useful for finance-related sign-offs. At tax time, you’ll have a complete, unchangeable record of every approval.

Instead of manually copying information between systems, everything flows smoothly, so your small team can focus on growing the business rather than managing paperwork.

You can connect your tools in three main ways:

The goal is to create a seamless flow where an event in one system (like a sales deal moving to the next stage) triggers the correct approval process in another.

Start by connecting your CRM. Adding an approval tool to your CRM workflows helps you get things done faster. Instead of emailing a sales manager to approve a discount, the system can do it for you.

Here are two examples of automations you can make by connecting Pipedrive with your approval software:

• Streamline approval for finance. Moving a deal to the “Awaiting payment” stage in Pipedrive can trigger ApprovalMax to send a purchase order or invoice for manager approval.

• Speed up legal sign-offs. Once you agree to a deal, moving it to the “Contract sent” stage can trigger DocuSign to send the contract or sales order to the client. After they sign, DocuSign can tell Pipedrive the deal is “Won”.

Here’s what Pipedrive’s workflow automation builder looks like:

If you’d rather keep everything inside one system, Pipedrive’s own Smart Docs feature makes it possible.

You can create proposals, send them for internal approval, track client engagement and collect e-signatures directly in the CRM,removing the need for external tools altogether.

Final thoughts

Approval workflow software stops you from chasing people for answers on essential business decisions.

You can see where every request is stuck, so your small business team avoids time-consuming work and meets deadlines even when juggling multiple projects.

Pick a user-friendly tool that matches how your team works. If you live in spreadsheets, try Smartsheet. If you want everything connected, start with an automation platform like Zapier.

When you’re ready, start a 14-day free trial with Pipedrive to see how its workflow automation feature connects your approvals to your sales pipeline, ensuring your projects boost revenue.

Following up consistently is one of the hardest parts of sales. Without structure, leads slip through the cracks, sales cycles drag on and your team spends hours juggling manual reminders.

With Sequences in Pipedrive, you can turn follow-ups into repeatable, structured workflows.

Combine manual emails and tasks into clear steps, so your team always knows what to do next – and every prospect feels engaged personally, not spammed.

Key takeaways for Sequences

• Build repeatable workflows of emails and tasks that keep follow-ups consistent.

• Save time and keep your pipeline moving with structured, step-by-step playbooks.

• Align your team with a shared process for nurturing leads at scale.

• Pipedrive helps you nurture leads more effectively by combining Sequences with the rest of the Pulse toolkit – start your free 14-day trial to see it in action.

What are Sequences in Pipedrive?

Sequences is a feature inside Pipedrive’s Pulse toolkit that helps you build structured, repeatable workflows for lead nurturing.

Instead of chasing reminders or improvising every follow-up, you can design flows that mix manual and automatic emails with scheduled tasks – keeping your follow-ups consistent, but still human.

It’s the best of both worlds: scalable workflows that save time while preserving personal engagement.

Why use Sequences in your CRM?

When leads pile up, even strong opportunities can be lost without a clear system to manage lead nurturing.

Sequences solve this by turning follow-ups into repeatable playbooks your team can rely on:

• Stay consistent. Never forget a follow-up or let a deal go cold

• Keep it personal. Sending emails manually makes every message feel authentic, while automation is always there when you need it

• Boost efficiency. Spend less time organizing tasks and more time selling

• Scale smarter. Share repeatable workflows across your sales team

Sequences give structure without removing the human element, helping you build stronger relationships and win more deals.

And the best part? Sequences are very easy to set-up, you can build one in just a couple of clicks.

How does Pipedrive’s Sequences work?

Using a simple builder, you can create linear flows that include:

• Manual emails you draft and send at the right moment

• Follow-up tasks like calls or check-ins, assigned automatically

As deals progress, your team moves through each step with clarity and confidence. Sequences don’t replace personal outreach, but they organize it into a repeatable system.

How to start using Sequences in Pipedrive

Getting started is simple:

1. Go to Pulse > Sequences

2. Create a new Sequence from scratch or a template

3. Add deals when they reach key stages in your pipeline

From there, your team can work through tasks and emails with full visibility into progress and results.

Sequences is one of the core features of Pulse, Pipedrive’s new set of tools for smarter prospecting and deal management.

Together, these features give you everything you need to focus on the right opportunities and keep deals moving:

• Feed – a real-time workspace for managing all deal-related tasks

• Data enrichment – instantly complete missing company and contact details

• Custom scoring – prioritize deals based on the criteria that matter most

• Sequences – keep follow-ups structured, consistent and personal

By combining these tools, Pulse gives sales teams a clear, scalable system for smarter selling.

Drive consistent, personal follow-ups with Sequences in Pipedrive

With Sequences in Pipedrive, follow-ups don’t fall through the cracks. They become a repeatable system your whole team can trust.

Sequences combine structure with personalization to help you close more deals, shorten sales cycles and keep your pipeline moving.

Beauty salon software isn’t one-size-fits-all. However, using the right platform can transform your day-to-day operations, whether you need better client follow-up or smoother team scheduling.

The right choice can be the difference between missed opportunities and a consistently booked calendar.

In this post, you’ll learn how to select a software solution to streamline your day-to-day operations, make more money or create a better customer experience (CX).

1. Pipedrive: best for growing revenue and client management

Pipedrive is a visual CRM (customer relationship management) tool for beauty salons focused on driving revenue growth.

The platform helps you track client interactions, follow up at the right time and build loyalty through consistent communication.

Unlike generic salon software that only lists contacts, Pipedrive helps you see where each client is in their journey (e.g., when they’ve booked a first appointment or haven’t visited in months).

Custom pipelines help you track past conversations and segment clients for promos or referrals:

Let’s say the front desk team of your nail salon wants to re-engage VIP clients who haven’t booked in 90+ days.

With Pipedrive, you can build automated workflows (step-by-step processes that run based on specific triggers you set) that:

• Automatically tags these clients as “At-risk”

• Sends them a personalized check-in email

• Reminds your team to follow up if they don’t respond in three days

• Offers a loyalty discount to bring them back

This kind of automation means fewer missed opportunities and more repeat visits without extra work for busy salons without a full-time sales team.

Pipedrive’s key features for the beauty industry include:

• Custom client pipelines. Create stages like “First visit”, “No-show”, “Ready for upsell” or “Needs a touch-up” so your team always knows where each customer stands.

• Automated appointment reminders. Set up workflows to remind clients to rebook every 6–8 weeks (perfect for hair color, nails or skincare services).

• Client profiles and history tracking. Keep a record of services, product purchases, allergies and preferences so every visit feels personal.

• Email marketing campaigns. Send personalized check-ins, birthday offers or product promotions via Campaigns to build stronger client relationships.

• Team task assignments. Assign follow-up tasks to receptionists or stylists so no customer falls through the cracks.

• Reporting dashboard. Track re-booking patterns, conversion rates and upsell effectiveness to see which sales tactics work.

According to one small business owner’s review:

Pipedrive’s CRM system and sales reports are perfect for salons that want to stay organized, close more bookings and keep clients coming back.

2. Fresha: best for scheduling and online booking

Fresha’s beauty salon booking software handles everything from online appointments to payments without the complexity of bigger systems.

The calendar view makes it easy for customers to book online 24/7, while helping you manage no-shows and staff availability:

It’s handy for salons without a receptionist or solo stylists who want to stay focused on clients rather than admin.

Consider a busy hairstylist managing booking requests across multiple channels: DMs, text messages and phone calls.

With Fresha, you don’t even need a website to manage your schedule. Clients can book through social media, Google or SMS links with confirmation messages and reminders.

As bookings automatically sync to your calendar, you can free up hours of weekly admin and create a more professional online experience.

Fresha’s beauty salon appointment software includes key features like:

• Automated confirmations and reminders. Cut down booking gaps with email and SMS notifications before every appointment.

• Smart calendar management. Block time for lunch or days off, and easily adjust working hours for yourself or your staff.

• Built-in no-show protection. Require debit or credit cards on file to reduce last-minute cancellations and lost income.

• Client history and notes. Keep track of visit history, preferences and notes tied to each booking.

• Integrated payments and POS system. Accept payments and manage tips from one place.

According to one user review:

Fresha’s salon management software takes the chaos out of appointment scheduling for business owners, clients and stylists.

3. Vagaro: best for marketing automation

Vagaro is a beauty salon platform that helps you get discovered (without more admin work) and streamline your CX from first search to repeat visits.

For example, the AI-powered marketing tool helps you write effective reminder emails or promo texts in seconds.

At the same time, list your services in the Vagaro Marketplace and get new customers on autopilot:

You can also personalize your booking flow with custom forms and reward loyal clients with redeemable points.

Take a skin clinic that offers consultations, facial packages and product recommendations. New clients sign up through the Marketplace, complete custom intake forms beforehand and even receive automated reminders before their appointment.

The clinic also sends digital gift cards for frequent visits and uses livestreams to host Q&As that turn viewers into buyers.

It’s a more straightforward way to impress new customers from the first interaction and keep them returning.

Vagaro’s key features for beauty salons include:

• Marketplace listing. Get discovered by thousands of local people actively searching for salon service providers.

• Custom digital forms. Send intake, consultation or waiver forms ahead of time to streamline in-person visits.

• Automated rewards system. Create loyalty programs and automatically let clients earn points or perks based on spending, visits or referrals.

• Livestream classes and consultations. Host events, group classes or one-on-one appointments virtually.

• Branded booking page. Create a polished appointment booking experience that matches your salon’s visual identity.

According to one user review from a wellness business:

Vagaro’s suite of tools helps growth-focused salons look polished, get discovered and stay top-of-mind.

4. Square Appointments: best budget option for new salons

Square Appointments is a booking system for service-based businesses. It’s ideal for new beauty professionals who want something professional without the steep learning curve or price tag.

Individual beauty professionals need essential booking functionality rather than comprehensive salon management systems.

Square Appointments provides core features: client booking, payment processing and automated reminders. It also has a user-friendly setup, dashboards and customer-facing pages.

Here’s the straightforward checkout page of the beauty salon management software:

For example, you may be a newly licensed nail tech who’s just started renting a chair at a local salon.

Scheduling appointments over email is becoming messy, so you set up a free booking page that links directly from your Instagram bio.

Clients see your real-time availability, choose a service and get instant confirmation. The system automatically sends reminders, and you can take payments from your phone using Square’s card reader.

Square Appointments’ key features for new beauty professionals include:

• Free plan for individuals. Get booking and payment processing tools with no monthly fee.

• Online booking site. Customize an appointment page that fits your style.

• Automated reminders. Reduce no-shows with texts, emails and waitlists before salon appointments.

• Point-of-sale integration. Accept payments and tips via card reader or tap-to-pay.

• Basic client notes. Track service history or preferences for repeat clients.

• Google Calendar sync. Manage your personal and salon business schedules in one place.

According to one user review:

Square Appointments is the beauty, wellness and hair salon management software that helps you run lean but show up like a pro.

5. Mangomint: best for team and staff management

Mangomint is salon business management software that makes staff scheduling, permissions and payments easy and intuitive.

It’s especially popular with multi-location salons that want smooth operations behind the scenes and a luxury client experience up front.

Let’s say you manage a barbershop with eight stylists. Each has different schedules, specialties and commission rates. With Mangomint, staff view and manage their schedules.

You can also customize access and permission levels, so each team member sees only what they need to. Here, you can set each stylist’s service durations and prices:

Mangomint also automatically splits tips based on service time or team involvement while tracking hours and breaks for accurate payroll. It handles the details that keep your team happy and days running smoothly.

Mangomint’s key features for larger salons include:

• Smart employee management. Set up shifts, working hours, breaks and blackout dates across teams.

• Custom user permissions. Control what each team member can see or do in the system.

• Automated tip and commission handling. Ensure fair, consistent payouts with zero manual math.

• Integrated time tracking. Record clock-ins/outs and sync data with payroll processing.

• Stylist profile linking. Let clients book specific team members based on skills or reviews.

• Mobile app access. Staff can check their schedule or update availability from their phone.

According to one nail salon owner’s review:

Mangomint’s beauty salon scheduling software takes the stress out of managing your team so you can focus on running a premium business.

How to choose the best salon software for you

Before picking a tool, it’s essential to understand that not all salon software is built the same.

Choosing the right one depends on the functionalities you need to achieve your goals, budget and current team setup.

For example, some platforms help solo owners manage their bookings, while others work best for multi-location businesses or studios focused on automated marketing.

Before you commit to a salon software, consider these five essential questions:

Even the best software will sit unused if it doesn’t fit your goals or current workflows. Instead of opting for flashy technology, think of it like hiring a team member.

Pick a tool that fills the gap you need help with most. As your business grows, you can always add more features or integrations.

Beauty salon software FAQs

Final thoughts

The right beauty salon software depends on the job you need to do better, such as attracting new clients, managing your team or streamlining rebookings.

The system most salons overlook – but later recognize as essential – is a comprehensive CRM platform.

When your sales representatives are buried in prospecting calls instead of focusing on qualified opportunities, it may be time to outsource cold calling services.

Outsourcing gives your startup or SMB access to experienced callers while freeing your internal team to focus on high-value activities. It helps you scale sales faster – often more cost-effectively – than hiring additional in-house staff.

In this article, you’ll learn how to choose the right cold calling provider. You’ll be able to identify the right service for your business needs, the challenges to consider and how to integrate external cold calling into your sales process.

Key takeaways for how to outsource cold calling services

• Outsourcing cold calling services involves hiring an external company to generate leads for you through cold calls.

• Successful cold calling helps you scale your sales team faster and more affordably.

• External cold calling risks reducing your control over messaging and brand voice.

• Pipedrive helps you keep track of your external cold calling processes – try it free for 14 days.

What does it mean to outsource cold calling services?

Outsourcing cold calling services involves hiring an external company to make sales phone calls on your behalf.

Essentially, your business engages agents to conduct sales prospect outreach while your in-house sales team focuses on closing deals.

The main difference between external and internal cold calling is the responsibilities. For external teams, you don’t need to manage cold callers directly. The cold calling company handles hiring, training and quality control for you.

Here’s how cold calling campaigns look in practice:

1. You provide your ideal customer profile, talking points and cold calling scripts

2. The outsourcing company assigns and trains a dedicated team

3. Callers kickstart the outreach process with your prospective leads

4. You get regular reports on outbound call volume, lead quality and customer conversion rates

5. Any qualified leads get passed down to your internal sales team

Your salespeople receive notes on each conversation so they can follow up with context from previous discussions. The handoff process can vary according to the calling services you’re paying for.

For example, lead generation services focus on finding the right prospects. Cold callers make the initial contact and qualify using basic criteria (e.g., budget and timeline). The outcome is a list of hot leads to pursue.

Appointment-setting services take this process a step further. They reach out to prospects and set appointments for your sales teams. As a result, you get a calendar with booked appointments.

Direct sales services try to finalize the deal over the phone. Callers have more authority to negotiate and handle objections. In other words, you get closed deals, not leads.

Cold calling vs. telemarketing: what’s the difference?

The main distinction here is the sales focus.

Cold calling typically focuses on B2B selling, so it’s more consultative and relationship-driven. That’s why you need a professional sales team to reach out to prospects.

Telemarketing is broader and covers both B2B and B2C. It includes robocalls, automated messages and mass outreach, so it’s often more scripted, volume-driven and transactional.

Companies could outsource B2C cold calling services for consumer campaigns. For instance, an insurance company might hire cold callers to contact consumers about auto coverage options.

On the other hand, businesses could use B2B telemarketing for lead generation. A payroll service, for instance, might use automated calls to reach HR departments about switching providers.

Pros and cons of outsourcing cold calling services

While cold calling outsourcing services sounds like an easy way of scaling your sales prospecting without the hiring process, it also has a few downsides.

Here’s a list of outsourcing pros and cons side by side to help you understand what can work for your small or medium-sized business (SMB):

If you’re unsure whether to hire an internal team or outsource services, here are some early signs you may need to outsource B2B cold calling services.

When should you outsource cold calling services?

Outsource cold calling when your prospecting efforts constantly underperform, whether this means you’re not generating enough leads or need more calling capacity fast.

According to the State of Cold Calling in 2025 from Cognism, generating leads through cold calls has become more complex in the last year. Cold calling success rates dropped from 4.82% in 2024 to just 2.3% in 2025 (almost half in just one year).

Your internal team may need to work twice as hard to achieve the same results, making outsourcing more valuable than ever.

Here are the specific warning signs that you should outsource cold calling:

• “Closers” spend time prospecting instead of closing deals. Your account managers spend hours in low-level activities (e.g., cold calls or filling contact lists) when they should be negotiating sales, sending quotes or having sales conversations with qualified leads.

• Prospecting numbers consistently fall short. Your SDRs (sales development representatives) struggle to meet the minimum target. You may miss your sales goals because the top of your sales funnel is slow, and internal sales training and coaching aren’t fast enough.

• Need for more calling capacity immediately. You may be launching new products or entering new markets. Hiring and training SDRs takes time, so you need experienced callers to capture sales opportunities within weeks.

On the other hand, outsourcing cold calling might not be right for every company. Here are some of the reasons this service may not be beneficial to you:

• Need for product knowledge in the first call. Your prospects expect technical explanations, sales demos or compliance management know-how. External callers often lack deep product expertise to move buyers forward – a common issue with enterprise software or medical and pharmaceutical systems.

• The internal team has untapped capacity. You have experienced SDRs that understand your market and hit their targets, but don’t work at full capacity. In this case, you can increase their sales quotas or territories. They’re already successful, so you don’t need external effort.

• Small niche or market targeting. Your addressable market is small, with prospects who probably know each other. Customer relationships and reputation matter more than volume, so use internal callers who fully understand your brand and product.

The decision to outsource a cold calling team or hire one internally depends on your business’s specific needs.

You may need an internal team if you’re one of many small B2B companies with a complex product. If you’re scaling your business quickly or need to disrupt new markets, outsourcing may be more beneficial in the beginning.

How to choose the best cold calling service provider

Choosing the right cold calling provider can be a challenge. Besides asking the right questions and keeping an eye on contract terms, you must look out for red flags before committing.

Here’s how to navigate any potential issues before they happen.

Essential questions to ask potential providers

To separate professional providers from amateur operations, ask questions on performance metrics, training processes and ongoing reporting.

Start by testing if they track meaningful data. Many providers make vague claims about “great results” without backing them up with specific metrics.

This answer shows they track key sales KPIs. The connection rates are how often prospects pick up the phone and converse with the caller. They’re giving you specific measures in each step.

The B2B cold calling agency Martal Group does a great job of providing some of its metrics and results upfront:

Next, you can address the outsourcing risk of callers who don’t understand your product.

Good providers invest serious time in learning about your business. They’ll want to talk to your team and understand your company.

A good example is the LevelUp Leads agency’s process:

LevelUp Leads wants to ensure it understands your ideal customer profile. It gives you a sample list to confirm that the contacts match your criteria and builds a strategy around that.

Finally, you want to ensure ongoing transparency and control.

Professional providers focus on transparency. They want to improve consistently so they can better their relationship with you instead of operating in black boxes.

Here’s an example of what comprehensive reporting looks like from Belkins, another B2B cold calling agency:

The reports show detailed call tracking and easy-to-understand performance dashboards.

Asking these three basic questions will help you evaluate cold calling providers properly – here’s a handy checklist for quick reference:

Providers who answer with specific examples and data-driven evidence typically deliver better results than those who give vague promises.

Pricing models and contract considerations

Every provider has different pricing models and contract considerations. Here are the most common models you’ll encounter:

• Per-hour pricing – you pay for the calling time, which works when doing market research or testing messaging

• Per-lead pricing – providers get paid when they deliver prospects meeting your criteria, which brings you more high-quality leads

• Monthly retainer – services come bundled into fixed monthly fees that provide predictable costs for ongoing campaigns

Ask for the provider’s minimum commitments, such as X number of connections or Y leads a month.

Cold calling campaigns can take weeks or even months to start producing meaningful results. Minimum commitments keep you engaged long enough to see real performance.

Ask your provider if they have any free trial periods. Smart providers offer these to reduce your risk and prove their worth.

Red flags to watch for during vetting

The biggest warning sign is a provider who promises everything without proof to back it up. Professional cold calling services should highlight results through evidence.

Here are three red flags to watch out for:

1. Promising unrealistic results. Be cautious of companies that guarantee dubious performance numbers (e.g., 20% conversion rates). Providers should know that results depend on your market, competition and internal follow-up processes.

2. Refusal to provide case studies or references. Legitimate providers should be able to give examples of their work. If they can’t share results because of confidentiality, it may mean they haven’t been in the business long enough to build a track record.

3. Claiming that they can serve any industry. Cold calling providers understand industry-specific sales cycles and decision-making processes. A provider claiming equal expertise in all sectors may lack specific in-depth knowledge in one.

Red flags often appear together. For example, a provider with unrealistic promises usually can’t give you proof. It may even target every possible client to compensate for the lack of results. Watch out for these early signs.

How to make outsourced cold calling work for your business

The key to making outsourcing work for your business is to treat your external team as an extension of your internal team.

While finding the right cold calling provider is a critical step, you must still actively manage the actual cold calling process. Here are some challenges and action steps you can take:

The above challenges are predictable and preventable. Companies that address them have better results than those that treat outsourcing as a “set it and forget it” process.

How to integrate outsourced calling with Pipedrive

Pipedrive’s sales-focused customer relationship management (CRM) software can help you track and manage your outsourced cold calling efforts from first contact to close.

Here’s how to integrate Pipedrive into your outsourcing processes.

Set permissions for controlled access

You can grant the cold calling company access to your CRM by setting permissions in Pipedrive that allow them to add deals and their information. Your internal team can then check the deals and follow up.

Go to Manage users > Permission sets to find your existing settings and data.

Click on “+ Permission set” and then on “New Deals set”.

Check which actions you want users under this set to perform. For example, you can allow cold callers to “Add deals”, then turn everything else off.

When cold callers want to pass a lead to your team, they’ll simply need to log in to Pipedrive, create a deal and enter the necessary information. They can include contact information (e.g., name, company, email, etc.), notes and attachments.

In the Manage users > Users and access tab, Pipedrive highlights the potential revenue you could win by reviving deals currently assigned to deactivated users.

Watch this space to spot potential sales opportunities alongside your cold calling outsourcing efforts.

Track attribution with source fields

To better track where your deals are coming from, specifically if they’re coming from the cold calling company, set them as an option in the Source field.

To do this, go to Company Settings > Data fields.

In the options, just type “cold calling efforts”, “cold calling strategy” or “cold calling company”.

If you added users from the cold calling company from the previous step, they’ll be able to select the correct source field when creating the deal.

Monitor performance through reporting

Pipedrive’s reporting feature lets you easily track conversion rates and revenue by lead source.

Go to Insights > + Report > Lead to create a lead report.

Choose between two types of reports: performance (for leads you created or converted) and conversion (the rate at which leads convert to deals).

To check the lead source, select performance and click on “Continue”.

In the report, you can choose what graphic you’d like to see your lead information in. Pick from bar charts, pie charts and more.

Filter by specific lead data rules or segment using custom fields. Click on the section where it says “Segment by” and select “Source channel ID”.

You’ll be able to see how many leads are from your outsourced cold calling services.

Integrate other tools to streamline workflows

In addition to using cold calling services, you can integrate Pipedrive with other cold outreach tools for visibility across all outreach channels.

Check Pipedrive’s Marketplace for cold outreach tools you may already be using. Just type in a keyword or the app name you want to integrate.

You can find an assortment of tools such as:

The above tools are just a fraction of the available integrations. Pipedrive’s Marketplace has hundreds of app connections covering every sales and marketing aspect.

How Pipedrive helps

AppAgent, a mobile app and game marketing agency, shows the power of integrating Pipedrive with other tools.

In 2020, with the pandemic looming, AppAgent lacked tools for contact information, a clear sales pipeline and reporting. Pipedrive’s sales-focused CRM solved all of these issues.

Still, the real growth accelerator came from integrations. AppAgent integrated Pipedrive with Gravity Forms to capture website leads, Dealbot for Slack to update the team on leads and Surfe to keep LinkedIn data current.

With this unified system, the team doubled easily from 15 to 30 employees.

Creating a tech stack that matches your specific workflows is key to sales success. Start with your biggest pain point and find an integration that solves it, then continually expand your ecosystem as your needs grow.

Final thoughts

Outsourcing cold calling services can help you scale your small business faster. By letting professional cold callers handle lead generation, your “closers” can focus on converting potential customers.

Choose providers who track specific metrics and offer transparent reporting. To ensure success, set up quality control systems, clear handoff processes and proper CRM integration.

Ready to optimize sales outreach for your target market? Start your free Pipedrive trial to see how proper CRM integration amplifies your outsourced call efforts.

Think back to your last big purchase.

It probably wasn’t the product’s spec list that made you commit. It was more likely how the seller and their message made you feel.

That’s the aim of emotional marketing: to instill positive feelings that lead people to engage with brands and buy confidently.

In this guide, you’ll learn how emotional marketing works for SMBs and how to implement it. You’ll also see emotional marketing strategies in action and find practical ways of using Pipedrive to bolster your efforts.

Key takeaways

• Emotional marketing uses human emotions to influence purchasing decisions.

• Campaigns built on emotional triggers and storytelling are more memorable than purely rational campaigns.

• Consistency across every channel makes your emotional message resonate.

• Pipedrive helps you capture emotional triggers, segment audiences and personalize follow-ups. Try it for free for 14 days to see how it turns emotional marketing into measurable engagement and growth.

What is emotional marketing?

Emotional marketing is when brands design messaging and customer experiences to trigger human emotions.

The aim is to influence buyers’ purchasing decisions, build stronger connections and boost sales.

Where feature-based marketing says what a product does, emotional marketing leads with why it matters. Here are a few simple examples showing how the two tactics compare:

The product feature content is accurate, but won’t spark any emotional responses. Whereas the emotional content makes potential customers feel something positive:

• The excitement of having more family time at home

• The relaxation of carefree travel

• The confidence that sales relationships will grow stronger

These positive emotions add to the products’ appeal, making deals easier to close.

Other ways to build emotional connections include sending hand-written thank-you notes after sales and using local or cultural references people can relate to in creative marketing content.

Why emotional marketing works: key psychological principles

People don’t buy on logic alone.

Research in neuromarketing shows that 95% of purchase decisions are subconscious. Emotions guide the customer’s behavior before rational thought even kicks in.

Emotional marketing statistics aside, the tactic works because it’s simple. It taps into the brain’s instinctive decision-making system and doesn’t depend on conscious reasoning.

Here are the main psychological sales principles that explain emotional marketing’s power:

Emotional marketing campaigns outperform purely rational ones because all these psychographic principles work together.

They’re a powerful tool for businesses because emotional appeal builds stronger brand loyalty. Marigold marketing strategist Simon Jeffs explained this in a DMA article:

Emotional marketing also strengthens pricing power, which is your ability to charge more than a competitor for the same product without losing customers.

Google and Ipsos found that emotional YouTube ads were 40% more likely to make people say a brand is worth paying more for. It’s one more way that emotional marketing grows profitability.

How to build an emotional marketing strategy as an SMB

Building emotion into your marketing strategy for the first time is daunting, especially if you’re used to selling based on specs and prices.

Here’s a simple framework to guide you through the process, from getting to know your audience better to measuring and enjoying campaign results.

1. Understand your audience’s emotional triggers

Start by learning what really matters to your target audience.

Talk to customers directly. Read their reviews. Watch their social media comments. These unfiltered conversations help reveal the emotions behind purchasing decisions.

Let’s say you run a software company and see customers using phrases like “it saved me from the stress of…” or “it gives me more time to…”.

Those words point to emotional triggers. People buy or renew because they’re relieved about their work being easier, or grateful to have time for other tasks.

For example, in this Slack review, the user comments on how the tool “saves me from chasing updates”.

They follow by saying “I love the Jenkins integration…”, again signaling an emotional connection to the product and how it helps them.

Once you understand these kinds of emotions, you can create messaging that reflects them.

Not sure what to look out for? Other classic buying emotions include:

• Confidence – feeling capable or supported

• Security – feeling safe or protected

• Pride – feeling accomplished or recognized

• Belonging – feeling part of a group

• Excitement – looking forward to new experiences

• Control – having more power over a situation

• Joy – finding happiness in a product or outcome

• Curiosity – being interested in trying or learning something

Build your own list as you research, then you can narrow your focus as you learn which emotions are most common.

2. Pick 1–2 core emotions to focus on

Choose the one or two emotions that show up most often or connect directly to why people choose your brand over others.

If the majority of your customer comments tie back to relief (“less stress, easier workflow”) and control (“more time, more choice”), let those emotions shape your brand voice.

If people talk mainly about belonging (“the community”), tie emotional marketing efforts to that feeling. Then, you’re ready to invite more people to come and experience it.

Take Headspace. The company uses language (e.g., “stress less”) and imagery (e.g., smiling faces, real and illustrated) on its website to convey feelings of calm and relief – two of its wellness app’s key selling points.

When you choose a focus like this, your messaging feels clearer and more consistent.

Instead of lots of scattered claims, you repeat the same emotional notes your audience already cares about, reaffirming your appeal.

3. Use content to build stories around those emotions

Make those core customer emotions the backbone of your marketing content.

Weave them into your homepage, product copy and social media posts. Borrow customers’ exact language in emotional ads. Highlight emotional outcomes in sales demos and explainers.

Before long, you’ll have a more powerful brand image that people want to align themselves with.

European healthcare brand Philips is great at emotional branding. It ties lots of specific emotions to everyday items across B2B and B2C ranges:

• Grooming tools that help you “stay sharp” (pride)

• Toothbrushes that “have your whole mouth covered” (security)

• Baby products that are “with your baby every step of the way” (confidence)

• Alarm clocks that help you “take charge of your sleep” (control)

Effective emotional marketing contributes to Philips’ thoughtful, caring brand identity, which is central to its ability to attract and retain customers.

Start small by reframing one product feature as a feeling. If it saves time, call out the relief. If it builds trust, highlight the confidence. If it reduces risk, stress the security.

Once you’re in the emotional messaging mindset, applying the approach across the whole customer journey gets easier.

That consistency is key to delighting your audience.

4. Deliver consistency across touchpoints

Ensure your chosen emotions show up everywhere people interact with your brand.

Consistency strengthens recall, so consistent customer experiences keep you in buyers’ minds.

That means using the same tone, imagery and emotional cues at every step of the customer journey, online and in person.

For example, if your web copy is playful, let salespeople use similar language in follow-up calls. A serious tone with lots of jargon would send mixed signals, diluting the emotional connection.

Other touchpoints to weave into your emotional branding strategy include:

Start by mapping out every customer touchpoint. Review each one to see if the tone, visuals and emotional cues add up.

Are your brand awareness efforts addressing the same pain points as your blog content?

Does your emotional advertising reflect common support queries?

Once you spot gaps, close them with clear guidelines and training. Share examples of the tone, words and visuals that fit your brand so every team member knows how to apply them.

5. Measure engagement, not just clicks

Track marketing performance metrics (quantitative) and signals reflecting how people feel (qualitative) to see whether your message connects or falls flat.

After all, emotional marketing’s aim is always to spark a response.

Digitally, check website, email and social analytics tools for engagement metrics like:

In-person customer engagement is more nuanced but still measurable. Look for signs like longer sales conversations and more sales referrals.

Your sales CRM is the best place to get in-person engagement data.

Use Pipedrive to track deal progress, identifying where buyers are most likely to lose interest. Notes allow you to log in-depth behavioral insights on contacts and deals.

The feature looks like this:

Ask leads and customers directly, too. Run quick customer surveys to see how people felt during their most recent interaction. Check whether the tone matched what they expected.

Pipedrive’s feedback integrations let you pull survey results straight into your CRM system for easy access across the company.

Remember: the goal is to spot patterns, not just gather data.

For example, if your playful social content gets lots of shares but leads go cold at their first sales demo, it’s a sign to bring the same energy into your live presentations. Those thoughtful tweaks are how you’ll shorten the sales cycle.

Emotional marketing examples from B2B companies

Being “creative, bold, imaginative and memorable”. That’s how former LinkedIn executive creative director Kevin Frank suggested B2B brands build strong emotional connections with audiences.

Some companies already thrive from thinking this way. Here are five great examples.

1. Canva: design made easy through empowerment

Canva’s case studies show how businesses of all sizes use its accessible design tools to create standout sales pitches, product launches and rebrands.

Through these success stories, Canva shows customers what’s possible. It sparks pride and self-belief – emotions to drive confident purchase decisions.

The message here is that design tools don’t just make work easier (features). They help people feel capable and creative (emotions).

SMB takeaway: Promote customer wins ahead of product features to build confidence and emotional connection.

2. Xerox: blending past, present and future themes

Xerox revamped its well-known 1977 Super Bowl ad, adding humor, nostalgia and a fresh “wow” factor to engage both longtime fans and new audiences.

The ad nods to Xerox’s legacy but also highlights its continued focus on innovation. What’s more, the content’s warm, playful tone makes the technology feel human and relatable.

SMB takeaway: Use nostalgia and storytelling tactics to make technical products feel approachable and memorable.

3. SurveyMonkey: empathy through customer voice

SurveyMonkey’s empathic ads tell relatable stories of turnaround and second chances.

Its campaign centers on being heard and equipping people to create change. The tone is hopeful, human and uplifting. It makes research software feel less about data and more about outcomes.

SMB takeaway: Empathy – showing you understand struggles – is a powerful emotional trigger for brand loyalty.

4. WeWork: belonging and community at work

WeWork’s story-driven campaigns about entrepreneurs finding inspiration and support in shared spaces make its service feel relatable.

The videos highlight real founders, portraying co-working as a source of belonging and empowerment rather than just a professional service.

SMB takeaway: Promote community and shared values where natural. Emotional marketing works best when customers feel part of something bigger.

5. Fiverr: humor and relatability for freelancers

Fiverr’s TV and video content dramatizes dream projects coming to life through freelance support.

The campaigns evoke excitement and energy to position Fiverr as the tool that makes bold ideas possible.

SMB takeaway: Tie your service to ambition. Show how you help customers unlock confidence to achieve their goals.

How to use Pipedrive as part of your emotional marketing strategy

Emotional marketing requires real customer insights.

You need to know how people feel. What excites and persuades them. What they expect from interactions. How they view your brand.

Enter Pipedrive. Easy to use out of the box without cutting corners on data quality or depth, it’s a powerful tool for understanding and organizing people on an emotional level.

Here are four practical ways Pipedrive can support your emotional marketing efforts:

• Track emotional triggers in sales conversations. Use notes and custom fields to log the phrases customers use in emails and calls. Find emotional patterns across deals and contacts, and let them guide your marketing strategy.

• Segment your audience by emotion, not just demographics. Use data to segment customers based on emotional cues. Then tailor messaging to each group. For example, a “risk-averse” segment might need more reassurance to convert.

• Automate emotional follow-ups. Use workflow automation to send responses that fit customers’ feelings across the buyer journey. Intrigue a curious lead with more product info, or tap into a new customer’s excitement with a personalized thank-you message.

• Measure engagement beyond clicks. Track email replies, forwards and longer-term interactions to check your emotional message resonates. These signals show where genuine emotional connections form and where efforts go to waste.

Here’s how that looks – a clean contacts dashboard where you can capture emotional triggers, segment audiences and track interactions in one place:

These features and many others help Pipedrive users turn customer data into insights they can act on.

The CRM is a reliable tool for making emotional marketing practical, not just theoretical.

Final thoughts

Emotional marketing works because it reflects how people really make decisions.

Features and facts help, but feelings like joy, trust, pride and belonging really drive action and loyalty.

The opportunity for SMBs is simple: build campaigns that connect emotionally, stay consistent across all channels and measure responses that go deeper than clicks.

Pipedrive makes capturing those insights effortless, so you can act on them sooner and get ahead of feature-focused competitors. Sign up for a free 14-day trial to see it in action.

For sales-focused teams in growing SMBs, CRM metrics can mean the difference between chasing numbers and hitting targets. CRM metrics give you the clarity to focus on what drives business growth.

In this guide, you’ll learn which CRM metrics matter most for small and mid-sized businesses, why they’re essential and how to track them using a CRM system.

Use these insights to streamline your sales process, improve retention and close deals faster.

Key takeaways from CRM metrics

• CRM metrics are measurable data points that show how well your sales, marketing and customer success efforts are performing.

• They help small and mid-sized businesses turn daily activity into actionable insights that drive revenue, retention and smarter decision-making.

• Sales-focused teams should prioritize customer lifetime value (CLV), lead conversion rate and pipeline velocity to improve forecasting, close more deals and increase efficiency.

• Pipedrive makes it easy to track, visualize and act on your CRM metrics with real-time dashboards and automated reports – try it free for 14 days.

What are CRM metrics?

CRM metrics are indicators that show how well your customer relationship management efforts are performing.

Metrics include measurements such as lead conversion rate, customer lifetime value (CLV) or churn rate.

They’re a type of key performance indicator (KPI) – values companies track to see whether they’re achieving their strategic goals.

For example, tracking lead response time shows how quickly your sales team follows up with potential customers. It may indicate how accurate the customer information stored in your CRM is.

Other CRM metrics might include revenue forecasts, deal conversions or win rates or new deals in the pipeline. Here’s how this looks in a Pipedrive dashboard:

Clean CRM data and consistent tracking are critical, especially for small businesses. When resources are limited, accurate CRM adoption metrics can guide smarter decisions, highlight what to prioritize and show where to improve.

Why CRM metrics matter for SMBs

Small and mid-sized businesses can grow faster using CRM data to make informed choices.

A 2023 study on how CRM systems impact SME performance found that CRM adoption led to a 25–40% increase in customer retention and a 15–30% rise in sales among SMEs.

For companies with limited time, budget and people, tracking the right CRM metrics turns day-to-day activity into measurable business growth.

Here’s why it’s important to track metrics in your CRM:

• Better decision-making. CRM metrics give leaders real-time visibility into sales performance, customer engagement and marketing campaigns. That’s why 87% of respondents use CRM software to track sales, according to Pipedrive’s State of Sales and Marketing report.

• Early detection of bottlenecks. When you track the sales cycle or lead response time, you can quickly spot where deals get stuck or opportunities are lost, helping your team respond before it affects revenue.

• Smarter resource optimization. CRM metrics show which workflows and channels deliver results. Knowing where to focus your time and budget increases your return on investment.

• Alignment between marketing and sales. Research shows 74% of CRM users say their system gives better access to customer data, helping both teams stay aligned and informed. Sharing key performance indicators like conversion rate helps both teams work toward shared business goals.

• Stronger customer retention. Metrics like churn rate, NPS and renewal rate highlight how well you’re meeting customer needs. These indicators show you how to improve the customer experience and extend the customer lifespan.

Essential metrics for every SMB to track

There are lots of CRM metrics to choose from. fFor small and mid-sized businesses, focusing on a few high-impact metrics creates clarity and control.

Let’s start with some of the most important ones to track.

Customer lifetime value (CLV)

Customer Lifetime Value (CLV) shows how much revenue a customer is expected to generate over the course of their relationship with your business. It’s a forward-looking metric that helps you focus on long-term profitability, not just short-term wins.

Why it matters: When you understand CLV, you can make better decisions about:

• How much to spend on customer acquisition

• Where to invest in retention

• Which sales strategies deliver the most value over time

Tracking CLV in your CRM system helps you segment customers, forecast total revenue more accurately and identify your most valuable relationships.

Customer acquisition cost (CAC)

Customer Acquisition Cost (CAC) measures how much you spend to acquire a new customer. It includes spending on marketing efforts, sales team activity and tools like CRM software or social media ads.

Why it matters: CAC shows how efficiently you turn potential customers into actual buyers. If it’s high compared to Customer Lifetime Value (CLV), you’re likely overspending to close deals.

Compare CAC across different campaigns or channels to see which ones drive the most efficient growth. Over time, optimize your sales funnel to lower costs and boost return on investment.

Customer retention rate

Customer retention rate shows how many customers you keep over a specific period. A high retention rate often means you’re meeting customer needs and delivering a strong customer experience.

Why it matters: Retention rate is especially important for subscription-based businesses or those with long sales cycles. As mentioned above, keeping existing customers is more cost-effective than acquiring new ones.

Churn rate

Churn rate measures how many customers stop doing business with you during a specific time frame. It’s a key indicator of customer dissatisfaction or misalignment between your offer and customer expectations.

Why it matters: High churn, or customer attrition, usually signals issues with your product, service or customer support.

Some ways to boost retention include:

• Improving onboarding to set clear expectations early

• Using follow-ups and check-ins to strengthen relationships

• Offering loyalty rewards or exclusive benefits for long-term customers

Acting quickly on customer feedback to resolve recurring pain points

Net Promoter Score (NPS)

Net Promoter Score (NPS) measures how likely your customers are to recommend your business to others. It’s a simple yet powerful way to track loyalty and predict future growth.

Customers are asked one question: “How likely are you to recommend us on a scale of 0 to 10?”

Responses are grouped into Promoters (9–10), Passives (7–8) and Detractors (0–6).

Why it matters: Your Net Promoter Score (NPS) gives you a clear snapshot of customer loyalty. The higher your NPS, the more likely your customers are to refer others, renew contracts and stay engaged over time.

NPS surveys are best used after key customer interactions, like onboarding or support requests. Act on what you learn to improve customer engagement.

Lead generation and qualification metrics

Leads are the starting point of every sales pipeline, but their real value comes from knowing which ones will most likely become customers.

By tracking lead generation and lead qualification metrics, small and mid-sized businesses can see how many leads they attract and how well those leads fit their ideal customer profile.

Leads

The leads metric tracks the total number of leads captured during a specific period and gives you a clear picture of how many prospects are entering your funnel.

Leads can come from various sources:

• Website forms and landing pages

• Social media campaigns and ads

• Email signups or newsletters

• Referrals from existing customers

• Events, trade shows or webinars

• Outbound prospecting and cold outreach

Why it matters: Tracking this metric helps measure the effectiveness of your lead generation activities and spot trends across your marketing channels.

It’s important to track both the quantity and source of leads. If lead volume is high but your conversion rate is low, that’s a signal to review your targeting, messaging or qualification process.

Lead conversion rate

Lead conversion rate shows what percentage of your leads turn into qualified opportunities or paying customers.

It’s a key CRM metric that reveals how effectively your sales process turns interest into revenue.

Why it matters: Lead conversion rate shows how well your outreach and qualification efforts are working – and where leads drop off. It’s a key indicator of alignment between sales and marketing.

With Pipedrive, you can build a lead conversion report using Insights.

The report shows how many leads convert within a specific period, highlights which sources bring in the highest-quality leads and helps you optimize marketing campaigns for better results.

Lead response time

Lead response time measures how quickly your team follows up with a new lead after it enters your CRM system.

The faster the follow-up, the higher the chance of conversion.

Why it matters: Use this metric to monitor how well your sales team handles inbound interest. Fast response times signal a well-organized team and strong sales workflows. Slow follow-ups might point to process bottlenecks or resource gaps.

How to measure lead response time:

• Record the exact time a new lead enters your CRM (e.g., through a form submission, email or call)

• Record the time of the first sales interaction logged in the CRM (e.g., email sent, call made or meeting scheduled)

• Subtract the lead creation time from the first interaction time to calculate the response time for each lead

• Average the response times across all leads in a specific period to monitor performance

Marketing ROI

Marketing return on investment (ROI) tells you how much revenue your marketing campaigns generate compared to your spending.

It’s one of the most important CRM performance metrics for evaluating performance across your marketing strategies.

Why it matters: Marketing ROI reveals which channels drive revenue and where to adjust spend for maximum impact.

Track ROI by channel, like email, paid search or social media, to see where your budget has the most impact.

By measuring ROI in your CRM platform, you connect the full journey from campaign to closed deal. That gives you better insight into how marketing affects sales outcomes.

Customer engagement rate

Customer engagement rate measures how actively your leads or prospects interact with your content, messages or campaigns.

It reflects interest and intent before a sales conversation even begins.

Engagement can include actions like:

• Email opens

• Link clicks

• Content downloads

• Ad interactions

Why it matters: A high engagement rate means your messaging resonates. A low rate may signal the need to revise your targeting or offer.

This metric helps your sales team prioritize leads based on behavior across the customer journey, not just demographics.

Deal & pipeline management metrics

Once leads are qualified, your focus shifts to managing deals through the sales pipeline.

These CRM metrics help you understand how efficiently your team moves opportunities forward, identifies bottlenecks and closes deals.

Sales pipeline value

Sales pipeline value is the expected value of all open deals in your CRM system.

It tells you how much revenue you could bring in if every deal in progress were to close successfully.

Why it matters: Sales pipeline value helps you:

It also shows whether your team has enough pipeline to meet business goals.

For example, if you have 20 open deals worth $10,000 each, your total pipeline value is $200,000. If your average close rate is 25%, you can reasonably forecast $50,000 in expected revenue.

You can segment your pipeline by stage, product or sales rep to see where the highest-value deals are concentrated and where progress may be stalling.

Segmenting helps you focus on the most promising opportunities and uncover critical bottlenecks.

Pipeline velocity

Pipeline velocity measures how quickly deals move through your sales pipeline to become closed revenue.

It gives you a snapshot of sales efficiency over a specific period.

Why it matters: Pipeline velocity is useful for forecasting and identifying whether your pipeline is growing fast enough to meet your revenue goals. A slowdown may indicate delays in the sales process or a lack of qualified leads.

Use this metric to compare performance across teams, product lines or time frames. Faster velocity typically means better follow-ups, clearer messaging and more effective sales workflows.

Sales cycle length

Sales cycle length tracks the average time to close a deal, from first contact to final signature.

This core sales metric reflects how smoothly your sales process runs.

Why it matters: Shorter sales cycles often mean faster decision-making, higher urgency or better-fit leads. Longer cycles can result from complex deals, too many handoffs or follow-up delays.

Common reasons for a long sales cycle:

• Too many stages in the sales funnel

• Lack of clear qualification criteria

• Delays in lead response time

• Missed follow-ups or manual workflows

Industry benchmarks show how sales cycle length varies by sector.

A recent study found that SaaS and technology companies average about 67 days, manufacturing companies average 124 days and professional services close deals in around 51 days.

Knowing your industry’s typical cycle helps put your own metrics into perspective and sets realistic expectations for forecasting.

Close rate

Close rate measures the number of deals your team wins compared to the number pursued.

It’s a simple, direct way to assess how effective your sales team is at turning opportunities into revenue.

Why it matters: A high close rate usually means strong qualification, good timing and a sales process aligned with customer needs. A low rate might indicate poor fit, weak follow-ups or misaligned messaging.

With Pipedrive, you can track the close rate automatically through a deal conversion report.

Conversion reporting is split into two types of reports:

• Funnel conversion reports. Show how deals progress between stages in your sales pipeline, highlighting where drop-offs occur.

• Win/loss conversion reports. Reveal overall win and loss rates across different groups, such as deal owner, organization or specific time periods.

Combining these insights allows you to forecast more accurately and build a sales strategy that consistently delivers results.

Net new revenue

Net new revenue tracks how much new income your business generates within a specific period, excluding renewals or upsells from existing customers.

It reflects your ability to bring in new business and expand your customer base.

Why it matters: This metric is especially useful for understanding the direct impact of your sales and marketing strategies on business growth. It helps leadership evaluate how well the sales team is acquiring new customers and whether lead generation efforts are paying off.

You can break net new revenue down to see where growth is strongest:

• By product – Identify which offerings attract the most new customers

• By region – Spot geographic areas where your sales strategies are most effective

• By campaign – Measure the ROI of specific marketing initiatives

To measure net new revenue accurately, ensure your CRM data is clean and clearly distinguishes between new and existing customers.

Customer success and retention metrics

Winning a deal is just the beginning. Long-term business growth comes from keeping customers happy, engaged and loyal.

These CRM metrics help you measure customer satisfaction, identify risks and strengthen retention strategies.

Customer satisfaction score (CSAT)

Customer Satisfaction Score (CSAT) tells you how satisfied customers feel after a specific interaction.

It’s typically measured by asking customers to rate their experience on a scale from 1 to 5.

Interactions typically include:

• Support tickets or help desk requests

• Onboarding sessions or training calls

• Product purchases or feature activations

• Live chat, email or phone support conversations

Why it matters: A high CSAT score suggests that your customer support and service processes are effective. Low scores may indicate gaps in communication, long resolution times or unmet expectations.

Customer Effort Score (CES)

Customer Effort Score (CES) measures how easy it is for customers to complete a task, like resolving a problem, placing an order or getting support.

This metric is based on a single question: “How easy was it to complete your request?”

CES is often measured on a scale from 1 (very difficult) to 7 (very easy). The lower the score, the more friction the customer experienced during the interaction.

Why it matters: Customer Effort Score (CES) highlights friction in your customer experience. When processes feel difficult, churn risk increases, often before it shows up in other feedback.

You can use CES data to optimize your workflows, support tools and CRM automations. When customers don’t need to chase answers or repeat themselves, retention and loyalty improve.

Track CES regularly to reduce churn and build a more seamless customer experience.

First contact resolution rate

First contact resolution (FCR) rate measures how often customer issues are resolved during the first interaction without requiring follow-ups or escalations.

It’s a strong indicator of efficiency and overall customer experience.

A high FCR rate shows that your support team has the tools, knowledge and authority to solve problems quickly. A low rate may suggest process gaps, unclear documentation or handoff delays.

Why it matters: Tracking FCR in your CRM helps identify patterns, such as:

• Which issue types are more difficult to resolve on the first try

• Which reps may need additional training or resources

• How different channels (chat, phone, email) compare in resolution speed

• Whether certain workflows or handoffs cause unnecessary delays

It also contributes to higher CSAT and reduced customer churn.

Average resolution time

Average resolution time tracks how long it takes to fully resolve a customer issue from the moment it’s reported.

It reflects your team’s efficiency and the complexity of the problems being handled.

How to track it:

• Record the time the issue is first logged in your CRM system

• Record the time the issue is marked as resolved

• Subtract the start time from the resolution time to calculate the duration for each case

• Average these times across all tickets in a specific period to monitor overall performance

For example, if five tickets were resolved in 2 hours, 4 hours, 6 hours, 8 hours and 10 hours, the average resolution time would be 6 hours.

Why it matters: Shorter resolution times generally lead to higher customer satisfaction, while long wait times can frustrate customers and increase churn risk.

Segmenting this metric by ticket type, channel or customer tier helps you see where delays occur and how to address them.

Renewal rate

Renewal rate measures how many customers choose to continue their subscription or contract during a given time period.

It’s a key metric for recurring revenue businesses that depend on long-term customer relationships.

Why it matters: Renewal rate shows how much long-term value customers see in your product. A strong rate signals satisfaction, loyalty and effective account management, making it a critical metric for sustaining and forecasting recurring revenue.

How to measure and track CRM metrics with Pipedrive

Tracking CRM metrics only works if your data is accurate, consistent and accessible.

Without the right tools, sales and marketing teams may waste time chasing leads, miss key follow-ups or overlook customer churn signals.

That’s where a CRM system comes in.

A strong CRM platform like Pipedrive centralizes customer interactions, automates routine workflows and delivers real-time visibility into your sales pipeline. It helps you track the metrics that matter without relying on manual updates or scattered spreadsheets.

Pipedrive is a CRM system designed for sales-focused teams, helping small and mid-sized businesses track deals, measure performance and improve conversion rates.

It includes built-in reporting, customizable dashboards and sales automation features that simplify tracking metrics like lead response time, pipeline velocity and customer retention rate.

Let’s look at ways to use Pipedrive to track core CRM metrics.

Visualise your pipeline with real-time dashboards

Pipedrive’s sales dashboards and reports make it easy to track key sales metrics, such as close rate, sales cycle length, pipeline value and deal conversion rate.

You can view metrics by team, rep, deal stage or time period to spot trends and compare performance.

To create a sales dashboard, go to the Insights tab, click the “+ Create” button and select “Dashboard” to create a new one.

Add reports by dragging them from the left panel or opening a report and clicking “Add to dashboard”.

Arrange and resize your reports using the move and resize icons to design your layout.

With dashboards, you can turn your CRM data into clear, visual insights your team can act on.

Measure lead performance across all sources

Pipedrive helps you track lead performance across every channel, clarifying what’s working and what needs attention.

The best way to do this is through Insights reports, which let you build custom views of your lead data.

Use it to monitor:

• Lead volume by source – See how many leads come from web forms, social media, outbound outreach or paid campaigns

• Conversion rate by channel – Compare how well different lead sources turn into qualified deals

• Lead response time – Track how quickly your team follows up with new leads to reduce drop-offs

• Lead status and progress – Filter leads by stage, rep or territory to identify gaps in the sales funnel

• Campaign effectiveness – Connect lead data to marketing efforts to calculate ROI and improve targeting

By centralizing lead tracking, Pipedrive helps you capture valuable insights from every prospect interaction without switching between tools.

Monitor customer retention and engagement trends

Pipedrive keeps a full history of customer interactions, making it easier to track retention and engagement over time.

Activities lets you log every call, meeting and email as an activity to keep records organized and ensure no follow-ups are missed.

Goals allows you to set measurable targets for activities or outcomes (like number of calls made or deals closed) to track performance at scale.

Contact timelines let you view a chronological history of all interactions with a customer, giving you context for renewals, upsells and engagement trends

These tools work together to give you visibility into metrics like churn, renewal and upsell rates.

For example, renewal reminders ensure contract dates don’t slip through the cracks, while deal histories make it easier to spot upsell opportunities.

CRM metrics FAQs

Final thoughts

From customer acquisition cost to churn rate, the right metrics reveal where to focus and how to grow.

Metrics only work if the data behind them is accurate, timely and easy to access, so building a clear CRM strategy is essential.

That’s where a CRM system like Pipedrive gives you an edge. With real-time dashboards, automation and built-in reporting, you can monitor what matters and act on it with confidence.

Want to track your CRM metrics more effectively? Try Pipedrive free for 14 days and see how visibility leads to better business performance.

Turning customer frustration into positive experiences is one of the best ways to build rapport. That makes conflict resolution a superpower for sales and support teams.

However, there’s no single best way to handle an angry customer. The right approach depends on context, timing and your ability to recognize the first signs of frustration.

In this guide, you’ll learn how to spot those signs early and diffuse tension while maintaining trust. We’ll also explore practical steps to make every customer feel heard, so fewer issues can escalate.

Key takeaways for dealing with angry customers

• Customer anger usually has clear triggers such as product failures, poor communication or feeling undervalued. Spotting these early helps you resolve issues before they become real problems.

• Handling matters in the moment. Active listening, empathy statements and calm response scripts show respect and reduce tension, often turning negative interactions into loyalty opportunities.

• The best solution is prevention. Transparent communication, clear expectations and proactive feedback loops minimize friction and stop minor frustrations from becoming full-blown anger.

• Pipedrive helps you stay ahead by centralizing customer interactions, capturing feedback and automating follow-ups. Fewer issues slip through the cracks, giving your team more time for customers. Start your free 14-day trial.

Recognizing customer anger triggers early

Understanding customer frustration starts with recognizing the triggers that push people from slightly annoyed to genuinely angry.

If you know what creates customer anger, you can prevent it or fix it sooner. Backed by insights from the latest CCMC National Customer Rage Survey, here are the major root causes to avoid:

• Product or service failures. Faulty items, downtime and broken features stop buyers from getting value from their purchases, and they’re all way too common. Three out of four US customers said they’d had product or service problems in the previous 12 months.

• Poor communication. Long wait times and unhelpful support desks make bad product experiences worse. In fact, 63% of customers said their most serious service problems made them angry, and 43% shouted to show their displeasure.

• Feeling undervalued. Frustrated customers need more than refunds and discounts to regain trust after negative experiences. Research shows 69% expect to be appreciated, comforted and taken seriously. Many prefer sincere apologies to freebies.

Customer complaints have also worsened over the years. In 1976, only 32% of people surveyed said they’d had product or service issues, but that number has since more than doubled.

Resilient businesses protect customer loyalty by spotting triggers early. Warning signs like tense body language and clipped wording in emails let sales and customer service representatives step in with a fix or switch their approach.

Let’s say an upset customer sends a sarcastic support ticket without fully explaining their issue. The help desk agent diffuses tension and gathers context by asking polite, open-ended questions. They also use the customer’s name to make the interaction more authentic.

Handling a bad experience early like this shows you care about your customer’s concerns right from the start. It demonstrates customer centricity.

How to treat angry customers in the moment

Handling angry customers is delicate, as one misstep can damage the relationship.

Patient, thoughtful responses prevent issues from forming. They also help you get difficult customers back on your side to rebuild trust.

Here are three simple ways to show unhappy customers they matter.

1. Practice active listening skills

Active listening is a powerful customer service skill. It means giving customers your full attention while they explain an issue.

Let them speak without interruption, even when they raise their voice or repeat themselves.

This response helps in two ways:

• Your attentive silence shows that you care about the customer’s issue and will help them find a solution. It’s a sign of respect.

• It eases frustration, making the conversation calmer and more productive. Studies show ordinary episodes of anger usually last 30 minutes or less, so the longer someone speaks, the less angry they’re likely to be.

Once the customer finishes speaking, summarize what you heard to confirm you understood.

You might say something like:

Recapping proves you listened carefully. It also gives you time to process the customer’s complaint and choose an appropriate response.

2. Learn empathy statements (and avoid assigning blame)

Empathic service means acknowledging customers’ feelings without needlessly admitting fault or making promises you can’t keep.

Validating a customer’s experience turns the conversation into a collaboration rather than a battle.

For example, you could follow up on your earlier recap by saying:

Here are some other empathic statements to use or adapt:

• “I get why that would be annoying.”

• “That sounds really inconvenient.”

• “I’d feel the same in that situation.”

• “Thanks for helping me understand what you’re going through.”

Avoid generic apologies, as they can sound dismissive and may escalate frustration.

For example, “I’m sorry you feel that way” implies the customer’s emotions are the problem, not the issue itself. It’s better to say, “I’m sorry that’s happened” – it acknowledges error without assigning blame.

3. Take a deep breath and use these practical scripts

It can be difficult to handle an angry customer when emotions run high, and it’s hard to think clearly.

Thankfully, customer service reps don’t need to think on their feet when they have ready-made scripts and response templates.

The following lines give staff a framework for staying calm and solution-focused in difficult customer interactions without sounding too robotic. Just tweak any mentions of specific resolutions that align with what you can offer.

Each of these scripts does three vital things to protect customer relations: it validates the buyer’s frustration, avoids blame or defensiveness and moves quickly towards a solution. That’s how the best customer service teams turn anger into advocacy.

How to prevent customer anger through great experiences

The most efficient way to handle irate customers is to avoid their anger before it starts.

Fixing friction points in the buyer journey creates improvements that satisfy many customers simultaneously. It means your support team doesn’t spend time saving individual relationships.

Here are four simple customer satisfaction strategies that work.

1. Set clear expectations at every touchpoint

Be upfront about product details such as pricing, timelines, limitations and usage policies.

By learning what to expect from early sales conversations and content, customers are less likely to feel misled or disappointed.

Like many software providers, Trello offers clear pricing information for all its packages:

That transparency helps prospects compare plans, budget effectively and avoid future surprises. It gives them less reason to become angry customers.

You can still recover trust if you miss a smaller promise, such as a specific delivery date. Just don’t let it become a habit. Be ready to apologize and explain, ideally before the customer complains.

2. Provide transparent updates throughout

Update customers throughout sales and support journeys, even if your news isn’t positive.

Proactive communication shows respect for their time. Silence has the opposite effect, leaving customers feeling overlooked.

Share user-specific updates by messaging or calling people directly. This more personal approach should soften the blow of any disruption.

You can save time by automating the process for issues impacting larger groups. For example, GitHub shows the real-time performance status of every product function on a dedicated website:

This automated transparency is common among tech companies. It reduces unnecessary support calls while reassuring users that the company is on top of any issues – great for customer retention.

You can also automate customer updates with Pipedrive. Trigger follow-up emails, status alerts or satisfaction surveys to send at key moments in the customer journey, without adding to your team’s workload.

This strategy ensures no customers get forgotten, even in busy periods.

Whether you automate communications or not, let call center data guide the information you provide.

If rude customers often shout at reps for delivery news, build a more transparent shipping process. If most ask about upcoming features, publicize your product roadmap.

ConnectWise’s public product roadmap, for instance, gives users clear visibility into what’s coming next:

There are also options to view past releases and share feedback. This simple tactic reduces uncertainty and empowers users to help shape the product.

3. Actively collect customer feedback

Invite feedback at key customer journey moments rather than waiting for complaints.

Surveys, quick check-ins, informal sales conversations and in-depth interviews reveal common pain points before they evolve into anger.

Pipedrive’s CSAT and NPS integrations make capturing and presenting customer feedback in your customer relationship management (CRM) system easy.

Here’s how NPS data sourced via Nicereply strengthens Pipedrive’s deal view:

Centralizing sentiment data helps sales and support teams spot issues early, so they can use their customer service skills to protect relationships.

For example, Danish car dealer Andersen & Martini connected Nicereply to its CRM to capture CSAT scores after each dealership visit. Sales reps and managers could see real-time feedback and follow up the same day, often turning negative experiences into completed sales.

4. Lean on self-service customer support tools

Make it easy for customers to solve their own issues. It makes them less likely to become frustrated and may not need to contact support.

In an Emplifi survey, 39% of US consumers agreed that brands must offer self-serve customer care options. Many young B2B buyers want similar independence – Gartner found that 44% of millennials prefer rep-free buying experiences.

However, not everyone gets their information in the same way. Spread yours across channels so people can use the most convenient.

As well as the status dashboards we touched on earlier, valuable self-service tools include:

QuickBooks helps customers find their own answers while still personalizing support. Its knowledge base recommends relevant content based on the product a user signs into:

Registration isn’t required, however. Leads can still browse the same articles, forum discussions and video tutorials by searching or choosing a product.

They learn how QuickBooks works without signing up, making the product more tangible.

Customer service team checklist: essential skills, tools and support

Even the best processes won’t stop every angry customer. What matters is that your support team has the skills and resources to handle difficult customer interactions day after day.

Use this simple checklist to keep your customer service reps at the top of their game:

Use this checklist to build a supportive service climate, where staff feel recognized, trained and safe to ask for help.

Investing in your team like this isn’t just good HR practice – it’s a proven way to reduce escalation and keep more customers happy.

Final thoughts

You can’t always control customer anger. Some people will express dissatisfaction or leave negative reviews regardless of service quality. That’s why believing “the customer is always right” is unhelpful.

You can, however, reduce frustration, catch warning signs early and respond quickly and fairly.

Minimize friction with thoughtful CX and show your team how to deal with angry clients confidently. You’ll soon find that even tough interactions can strengthen relationships when managed well.

Pipedrive helps by centralizing interactions and automating follow-ups. With fewer problems slipping through, your team gets more time for customers. Start your free 14-day trial today.

Every good sales strategy starts with solid market research. It’s how you learn what customers want and where competitors fall short. Yet many time-pushed small businesses skip or rush it, just to be left guessing.

A clear market research template adds structure to data collection, helping you source valuable buyer and industry insights faster and with fewer resources.

This guide’s simple templates and tips make it easy to gather the correct data and turn it into profitable decisions on pricing, product management, user experience and more.

Why use market research templates?

Templates keep your market research methodology consistent. They’re simple step-by-step processes that make data easier to organize, trust, compare and act on.

That’s true whether you’re brainstorming for product development, analyzing competitors or sizing up a new market. More specifically, standardizing data collection with templates helps you to:

• Compare insights over time and track changes in market trends and customer needs

• Spot patterns and differences across different target markets or customer segments

• Share findings in clear, easy-to-read formats that decision-makers can act on fast

Suppose you produce an annual market research report to profile your target audience. To keep services and content relevant, the aim is to see how your ideal customers change over time.

You could conduct the market research without or with a template:

Market research gives you the whole picture. For example, this graph shows that Feature C has become more valuable to your audience, while Feature A has lost its appeal.

You could promote Feature C in marketing content to keep momentum or develop Feature A to make it more valuable again. Without the template’s consistency, you’d struggle to spot those trends or decide what to do next.

Ultimately, market research templates help you build results in stronger customer relations, meaning more sales and retention. That matters when you consider that just 57% of salespeople hit their targets in 2024, down from 61% the previous year.

Our free market research template toolkit: what’s included

These four templates make market research faster and easier to act on. Use them individually or as a complete set to streamline your entire process.

1. Customer survey template: collect structured feedback at scale

Use this template to run quick market research surveys at scale. It helps you gather structured responses and spot trends in customer sentiment and decision-making.

Example use cases include tracking customer satisfaction, testing new product messaging, building detailed buyer personas and more.

2. Interview or small focus group template: dig deeper into user behavior

Use this question-based template to guide one-on-one interviews or small group sessions (ideally fewer than five people). Voice of the customer research helps you explore customer motivations in real time while leaving space for unplanned follow-ups.

Use this template to research while onboarding new customers, collecting UI feedback, validating assumptions about your ideal customer and more.

3. Competitive analysis template: assess features or messaging in your sector

Use this analysis template to determine what makes you stand out. It will inform marketing content late in the customer journey, when buyers compare you to other options.

Take this CRM comparison page. It centralizes everything we know about how Pipedrive compares against other CRM tools, so visitors can choose software with the qualities they need.

A competitive analysis template helps sharpen brand positioning, benchmark products, plan pricing strategies, perform a SWOT analysis and more.

4. Market research report template: present research findings to stakeholders

Summarize what you learn about customers in one place to make the findings easier to act on.

Add background information, research methods, data graphs and next steps to this market research analysis template to build a complete picture.

This template is handy while debriefing research teams, informing sales and marketing initiatives, updating managers and guiding rebranding.

Our report template also works as a market research template for a business plan, which is ideal for preparing a pitch deck or funding proposal. Use it to document your company’s background information, target demographic, estimated market share and pricing strategy.

5 tips for using market research templates to drive better decisions

A good template makes research feel less overwhelming. The following tips will help you get meaningful metrics and insights even faster and avoid wasting time on data you don’t need.

1. Tailor templates to your audience and goal

Think of a template as a starting point, not a finished product. Make it suit your project by deciding what you want to learn and tweaking the questions or sections to match.

For instance, a pricing strategy survey might skip brand perception questions to focus on buyer motivations and dealbreakers. Likewise, a SaaS startup might include onboarding processes in its competitor analysis, while a fashion retailer would leave that out since it’s irrelevant.

2. Keep research lean and focused

Only ask for the information you need. A leaner market research strategy or template means faster results and more precise conclusions.

Research suggests it can also boost response rates. SurveyMonkey found that completion rates drop from 85% for surveys with five questions or fewer to under 20% for surveys with more than 30 questions.

To make things even easier for participants, you could use a CRM like Pipedrive to pre-fill known details from contact records, like company and location.

Preparing survey forms like this would give recipients even less to do and make the experience feel more considerate and personal.

3. Reuse templates to spot trends over time

Consistency matters when you’re measuring change. Use the same survey or research format each time so it’s easier to find patterns, whether you’re tracking customer satisfaction or competitive positioning.

For example, if customers score your service from 1-10 every quarter for two years, you’d have eight data points to plot on a graph. That’s enough to see any statistically significant spikes and lulls easily.

4. Combine qualitative and quantitative methods

Conduct market research in different ways to capture the what and the why behind buyer behavior and sentiment.

For example, you can combine a product feedback survey (quantitative) with one-on-one calls (qualitative) to understand the stories behind the scores.

If the survey shows users struggle to navigate key features initially but soon adapt, use the calls to learn how they adjusted. Then, build what you learn into your onboarding process.

5. Share your findings in ways that influence decisions

Turn your findings into clear recommendations that link to business goals – like improving a product or shifting messaging.

A strong market research report helps you communicate what you learned and what to do next in a way that everyone understands. For example, if feedback shows users find some UI language confusing, you could update the terminology to match how your audience talks.

Once you’ve collected your insights, use a CRM to keep them front-of-mind for sales and support teams. Attach survey responses to contact records in Pipedrive using the Notes tab:

You could also upload questionnaire or survey results to the Documents tab. Adding extra context allows reps to tailor interactions in real time.

Final thoughts

Market research doesn’t need to be slow or expensive. With the right templates, you can collect reliable insights repeatedly, giving your team the confidence to make smarter, more impactful decisions.

Start with our downloadable toolkit. You can use the templates as they are or tweak them to fit your product type, audience, goals and brand voice.

You’ll save time, reduce guesswork and focus on what matters most: understanding your customers and growing your business.

Even with the best acquisition strategy, high churn will eat away at your revenue. Retention marketing helps keep the buyers you’ve worked hard to win so that your growth stays on track.

In this article, you’ll learn practical retention marketing strategies that make your customers feel valued and encourage repeat business. You’ll get seven tactics you can use in any SMB scenario, with examples, tools and tips for monitoring your results.

Key takeaways from retention marketing

• Retention marketing focuses on turning first-time buyers into long-term customers and increasing their value to your business.

• Personalized experiences and data-driven follow-ups strengthen relationships and improve repeat purchase behavior.

• Tracking engagement and renewal pipelines helps identify at-risk customers and reveals which campaigns drive results.

• Pipedrive makes it easy to manage retention marketing campaigns and monitor performance in one place – try it free for 14 days.

What is retention marketing?

Retention marketing is an umbrella term for strategies that keep customers engaged and prevent churn. The end goal is that buyers stick around longer and customer lifetime value (CLV) increases.

Traditionally, the customer success team owns buyer retention – the business goal of successfully keeping existing customers. Marketing supports this goal through campaigns that build loyalty and encourage repeat use, such as:

Today, more companies recognize that retention depends on the entire customer journey, not just the touchpoints that happen after purchase. That’s why sales teams now play a bigger role alongside marketing and customer success.

Customer retention marketing is a shared responsibility, and the best results come when these teams work together instead of in silos.

Why SMBS should prioritize retention marketing

For small and medium-sized businesses (SMBs) with fewer resources than enterprise firms, getting more value from existing customers goes beyond cost savings.

Here are the key benefits showing why retention marketing is essential for SMBs:

To get these benefits without adding too much complexity, SMBs should choose retention marketing tactics that are easy to implement and measure.

7 customer retention marketing strategies (and how to track them)

These tactics help you increase customer retention by building on each other to create a complete, connected customer experience.

1. Onboarding campaigns that stick

A clear onboarding campaign using emails and in-product SaaS tutorials guides new users through the steps that matter most. The first days after a purchase are critical, as this is when customers are most motivated and excited to use your product.

Leading customers to an early win reduces frustration and creates a better user experience.

Here’s an example from novel writing software Novelpad, showing new users how to add their first scene step-by-step:

Along with tool tips and a checklist, an introductory offer encourages new users to work through the steps.

When customers feel progress right away, they’re more likely to build habits and keep coming back.

Track onboarding in Pipedrive with Salespanel

Custify is a tool that tracks customer behavior inside your product, including the steps and actions they’ve taken. By connecting it to Pipedrive, you can see this activity directly in your CRM.

In Pipedrive, create a pipeline stage called “Onboarding” to keep track of new customers who are still getting started.

For each contact in the onboarding stage, create an activity for a customer success manager to check in on their progress.

From the Custify data, customer success teams can see if a contact is stuck in the onboarding process. They can reach out with a personalized email or a call to offer their help.

2. Automated renewal and upsell reminders

Contacting customers before their contracts end helps prevent accounts from lapsing. It reminds customers of the value they get and gives them a chance to renew or upgrade.

Here’s an email Vimeo sends customers with gift subscriptions that are about to expire:

The email prompts recipients to continue their subscription by mentioning:

• Something they’ll miss out on (new episodes).

• A benefit (watch anytime, anywhere.

How to track renewals in Pipedrive

Create a separate pipeline for subscription or service renewals in the CRM’s pipeline view.

Using the workflow automation feature, create an automatic trigger to move the deal to the renewal pipeline when the status changes to “won”.

Create an activity for a sales rep to contact the customer about their renewal and close the deal. For example, if they have a yearly subscription, set the due date for 11 months’ time.

3. Personalized check-ins for at-risk customers

If a user stops logging into your product as often or their purchase frequency drops, they might be at risk of leaving. Noticing these signals early lets your team intervene before the customer churns.

Reach out with tips, support or a promotion to encourage the customer to keep using your product. Here’s how Typeform does it:

The email encourages users to do something simple: check out the template gallery. The templates inspire users to create their own forms and surveys, bringing them back to the platform.

Identify at-risk customers in Pipedrive

In addition to providing product usage data, the Pipedrive-Custify integration assigns health scores using signals like the last login or the number of support tickets.

You receive alerts directly in Pipedrive when a health score drops, identifying at-risk customers so you can take action in real time.

4. Milestone and loyalty campaigns

Celebrating customer milestones, like anniversaries or usage achievements, helps strengthen the emotional connection with your brand as part of an emotional selling strategy. Sending a timely message or offer delights the customer, encouraging long-term loyalty.

Here’s an anniversary email from Semrush:

The email shows genuine customer appreciation and includes a gift to keep the recipient using the platform.

Track milestone and loyalty campaigns in Pipedrive

Use Pipedrive’s workflow automation to trigger tasks or emails when a milestone approaches. Create an activity with a subject like “Send anniversary message” and set the date to a week before their anniversary (to give the customer success manager or sales rep enough notice).

5. Segmented email marketing campaigns for repeat purchases

Sending follow-up emails based on purchase history makes your outreach feel more relevant and timely. Instead of an email shot with a generic promotion, you guide each customer base to their next step or give tailored product recommendations.

For example, you could:

This approach increases the chance of repeat sales and strengthens the customer relationship.

Netflix often uses this strategy.

It sends customer-centric emails with personalized subject lines when it adds a TV series or movie it thinks you’ll like based on your watch history.

Send segmented emails in Pipedrive

With Campaigns by Pipedrive, you can easily segment your email lists based on activities and products. For each segment, create drip sequences related to the product they bought.

You can track your sequences with Campaigns’ built-in analytics. The campaign conversions report shows the percentage of recipients who opened your emails and clicked through.

6. Feedback loops and Net Promoter Score (NPS) follow-ups

A structured approach to collecting customer feedback, also known as voice of the customer (VoC), helps you spot dissatisfied customers so you can take action before they churn.

NPS is a common VoC metric for determining customer loyalty. The score asks buyers how likely they are to recommend your product or service on a scale from zero to 10.

Low scores indicate people who may be at risk of churning. High scores show brand advocates who can help spread positive word-of-mouth about their customer experience.

You can collect NPS with a simple SMS, push notifications or email like this one from Squarespace:

Some email platforms include NPS templates, or you can set yours up using a platform like SurveyMonkey.

Following up on NPS feedback shows customers that you care about customer satisfaction and can help address issues that could lead to churn.

Keep track of NPS in Pipedrive

Add a custom NPS field for your contacts in Pipedrive by going to “Personal preferences > Data fields > + Custom field”.

When you receive NPS responses from a customer, add the score to the field. Sort contacts according to their score so you can easily see which customers gave a low rating.

Set up an activity for a customer success manager or customer support to reach out. They can learn the reason for the customer’s score and what they can do to resolve it.

7. Win-back campaigns for lapsed customers

Re-engaging past customers who have gone quiet is often more cost-effective than acquiring new ones. These customers already know you, so an update about new products or an offer can spark their interest again.

Audible uses this customer retention strategy with regular sales promotions.

If a customer enjoyed the service but not enough to pay full price, the right offer could be enough to bring them back.

Run win-back campaigns in Pipedrive

If you set up a renewal pipeline as described in step two, you can create an activity to periodically check which renewal deals didn’t move forward.

Add these to a dedicated win-back segment in Campaigns and send re-engagement emails or assign follow-up tasks to a sales rep.

Track performance by monitoring how many inactive customers return after receiving your win-back sequence.

How to measure your retention marketing success

For SMBs, the key to measuring customer retention is to focus on just one or two metrics. Here are some options and scenarios that they suit best.

Start with churn and retention rate for a big-picture view. Add CLV when you’re budgeting, or engagement metrics if you need leading risk indicators. The goal is to pick only the ones that help you make decisions, not overwhelm yourself with data.

In Pipedrive, you can create an Insights Revenue Forecast report and filter it to show only renewal deals (if you’ve tagged them or moved them to a renewal pipeline).

The report makes it easier to spot whether your retention strategies are paying off in real time.

Final thoughts

Retention marketing works when you act on real-time customer data to guide interactions and build long-term relationships. Start with simple campaigns for your current customers, track how they respond and use that insight to optimize your client retention marketing strategies.

Pipedrive helps you measure your retention marketing efforts and manage customer relationships in one place. Try it free for 14 days to start attracting repeat customers for your business.