Websites used to be nice-to-have pages online that verified a business' existence and legitimacy.
Today, a website should serve as a 24/7 sales enablement tool that captures relevant information on an organization's target customers. In some cases, websites are responsible for 100% of a business' margins.
You understand marketing; you know the ins and outs of building workflows, landing pages, and create smart content for your buyers. Now with the HubSpot CMS, your business can take this to a whole new level.
Integrating your website and CRM
CRMs are powerful because they are customized to a business' sales process and growth goals, with your ideal customer in mind. As such, they become an internal sales engine that moves the needle.
A CRM allows you to manage your existing customer base, connect to sales and marketing operations, build a strategy, and in turn, see ROI.
By integrating CRM with CMS—on the same platform—you're setting yourself up for success in the data points that you're capturing so that you can market to your ideal buyer in a thoughtful, comprehensive way that's easy for you and your marketing team to manage.
This integration gives you an explicit view of your sales process, and the information you capture with your integrated tools will empower you to make data-driven decisions.
HubSpot CMS makes it easy for marketers to create and optimize website pages for different target audiences. The CMS allows for easy-to-build websites, but also leaves room for as much custom development as you might want.
Additionally, baked into the CMS are features like SEO recommendations, adaptive testing, contact attribution reporting, and more.
Think of a CRM + Website as two sides of the same coin, where the website is what customers see on the front end of the business as they do research, shop around, and make inquiries from that point. Then think of the CRM as the backend from which your team operates and manages customer information. This allows you to maximize sales efficacy.
At the point where the CRM enables you to capture key data points through your marketing efforts, you can build the website to then inform the data that you're collecting to make sure that any marketing initiative you embark on is backed by data and strategy. The result is a well-oiled sales machine.
For example, as soon as a person comes to your site, you can collect their information so that you can then market to them until they become a customer. You can also gain an understanding of what's important to that buyer based on the conversion path they took and how they engage with your website.
A CRM and CMS integration should:
give you better reporting and support the inbound methodology as you market to prospects and customers ✅
ensure a seamless customer experience from start to finish ✅
automate manual tasks in the sales process ✅
reduce the number of tools required in the sales process ✅
As you consider a new website and/or CRM, give some thought to what the function of these tools is, how that function could be maximized, and whether the technology can scale with the company goals.
Looking at your CRM and website as a joint effort enables you to think smarter and faster about sales and marketing efforts as you find new ways to streamline processes and boost your bottom line.