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Benefits Of Integrating Your CRM With Your Content Management System

Joe Genovese
August 26, 2020

CRM and CMS: it sounds like alphabet soup, but what it really is is a powerful combination of organizational systems that are greater than the sum of their parts. 

If your enterprise website runs on a content management system (CMS) and you have a different platform for your customer relationship management, then integrating the two could be one of the best things you can do. 

For the novice’s in the room, CRM software stores all the information about your prospective and current customers so you can manage lead nurture activities and track interactions and touchpoints. So that means combining that valuable data with your CMS offers benefits for your customers, lead, marketing team, and sales department. 

Check out the benefits of integrating your CRM with your CMS.

One View to Rule Them All

It’s always nice to have one centralized place for information rather than jumping around different applications. That’s probably part of the reason your organization invested in a CMS and CRM in the first place. No more going back through emails to remember a personal detail or sales or asking a customer how long they’ve been using your services when they’ve already given that information to another customer service representative.

Integration of your CMS and CRM can give you the whole picture, and you can be confident you have accurate and up-to-date information for each interaction. Siloed information from marketing, sales, and customer service channels can lead to frustrating customer experiences. And it makes your organization look like they don’t care about the individual. 

Better customer profiles allow you to more effectively manage and target marketing campaigns and other activities. At the same time, website integration enables you to track the effectiveness of these campaigns online through conversion rates and customer response.

A Window into Your Customer Profiles

Integrating your CRM and CMS offers a new level of lead scoring. Let’s say a prospect downloads a whitepaper about a certain aspect of your services. That helps segment the lead so you can offer them more of the content they’re interested in. Know the right time to provide the right content for a successful conversion. You can define your own touchpoints for ultimate control. 

An integration provides more reliable and consistent information, providing better visibility of your customer’s behavior and buying habits. The more information you gather, the easier it is to determine what they might purchase or their lifetime value. 

Smiling handsome waiter holding tablet and woman pointing on it in coffee shop

A Boost to Your Sales Department

Integrating your CMS and CRM offers you a powerful lead acquisition and management tool. Every time a lead takes a predetermined action on your enterprise website, it’s recorded. Every form they fill out, every page they visit, your sales team has up-to-date information about their leads. Not only does this mean that you can shape their customer journey through your organization’s site, but team members can use the data to inform any conversations they have with the lead. 

Providing your team with better data to work ultimately aims to improve conversion rates. Reduce your sales cycle by knowing exactly what your leads are interested in before you ever speak to them. 

No More Data Entry

This may be last, but it’s certainly not the least benefit. If your CRM and CMS aren’t talking to each other, then how do you expect to have the most accurate and updated data in either system?

barista taking order on cell phone and using tabletYou shouldn’t be wasting your precious time and efforts on data entry to duplicate information from one system to another. If you’re still manually entering information or performing a number of imports and exports, you leave your company open to human error, which might result in losing a client or lead.

Or maybe your business isn’t transferring the information at all? That sounds like an even worse position to be in. The soiled data means you aren’t able to provide a personalized digital experience at every client touchpoint. 

Make your marketing, sales, and customer service teams more productive and efficient by giving them a complete picture of each and every client and lead.

If your website is backed by a CMS like Sitefinity, then you may find a connector directly to your CRM. But not all integrations are so simple. Whether you need a custom integration or to fine-tune the one you have, it’s time to turn to a custom developer like InGen. Our developers have the right experience and expertise to guide you through your integration. 

Simplify your world through a proven, time-tested process that optimizes your software, leading to clarity and measurable improvements in team efficiencies and business growth. Get a free site assessment today to get actionable insights.

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