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Often, your social media or web presence generates leads instead of, or in addition to, sales. If your sales process dictates that some or all sales are closed offline, you need a way to track leads from initiation to conversion. Customer relationship management (CRM) software helps you track prospects, qualified leads, and customers in an organized way. A simple database might allow different managers, salespeople, and support personnel to share a client’s concerns or track the client’s steps within the selling cycle.

The process of CRM and lead management may also include qualifying and nurturing leads, managing marketing campaigns, building relationships, and providing service, all while helping to maximize profits. Table 2-3 lists some lead-monitoring and CRM software options.

TABLE 2-3 Lead-Monitoring and CRM Software

Name	URL	What You Can Do	Cost
HubSpot	http://offers.hubspot.com/free-trial	All-in-one software; manage inbound leads, lead generation, and more.	Free 14-day trial; starts at $40 per month after free trial
Freshsales	www.freshworks.com/freshsales-crm/?source=fworks&medium=referral&campaign=fworks_product_nav	Lead scoring, phone, email, activity capture, and more.	Free 14-day trial; starts at $19 per month after free trial
SplendidCRM	www.splendidcrm.com/Store.aspx	Install open source CRM software.	Options range from free open source download to unlimited use for $960 per user

Although often thought of as the province of B2B companies offering high-ticket items with a long sales cycle, lead-tracking tools can help you segment existing and prospective customers, improve the percentage of leads that turn into clients, and build brand loyalty.