The primary objective of B2B-websites should be helping visitors to find the information they are looking for. On top of that, generating quality leads could be perceived as an equally important goal for companies that are making sales. HubSpot’s new CMS Hub is designed keeping these objectives at the highest priority.
HubSpot offers two different versions of CMS Hub. Designed for fast-growing companies, CMS Hub Professional is priced €280/month. To set up two brand domains, serverless functions, memberships and more, HubSpot offers the CMS Hub Enterprise for €830/month.
In this blog I aim to highlight 4 reasons why CMS Hub is the content management system to choose for companies that are serious about making sales.
- Search Engine Optimization
- Seamless Connection to CRM
- Customer Centric Content
- Lead Generation
A Few Words on Traditional CMS vs. CMS Hub
As the website should act as a regular source of leads, one should be paying attention on the content of the website. One of the reasons that traditional websites aren't paid the kind of attention they need is because they can be tricky to operate and maintain.
With a traditional CMS, you’re constantly worried about the security and performance of your website. Not only that, but it can also be difficult to scale as your business grows, especially since even making simple updates to the website means you need the site's developer to step in.
What's the solution? An user-friendly content management system that your marketing team can drive.
Recognising the difficulties business websites face with a traditional CMS, HubSpot’s CMS Hub was designed to target these pain points and help marketers take control of the business's website, with a focus on lead generation. The CMS Hub offers speed, security, and scalability for growing businesses. Unlike traditional CMSs that become more difficult to use over time, CMS Hub scales in line with business growth and takes the pain out of managing software, enabling users to focus on creating a remarkable website experience for their customers.
Search Engine Optimisation
No traffic, no leads. When your aim is to make sales, you want to get your company’s name out there. You want people to know about all the amazing products and services you offer. But even if you’re publishing content online, it won’t have an impact if nobody can find it.
More than 65% of search engine traffic goes to first five suggestions of the search engine results. Also 95% of the users stay on the first page of search engine results. This is why search engine optimisation is important.
When it comes to SEO, HubSpot has got you covered by taking care of the technical aspects required to give your website the necessary foundation to perform in today’s market. Some of these features include:
- Security monitoring and threat detection
- Content delivery network and custom CDN configuration
- Standard SSL certificate
- Easy to build out your sitemap for the Google Search Console
- Easy access to the Robot text file blocking and allowing crawler access
- On-page SEO recommendations
- Sitewide SEO recommendations
Seamless Connection to CRM
Since your website interacts with your stakeholders, it is only logical to say that your CRM should interact with your content management system. The new CMS Hub works seamlessly together with HubSpot CRM.
The idea behind a CRM-CMS integration is that all the activity on your website will be transferred straight to your CRM system for instant analysis, reporting and actionable insights. This is how your sales rep can be immediately notified when someone for example fills out a form on your website. Understanding which contents on your websites are generating most sessions, page views and interaction is the key to turning those page visits into leads.
Customer Centric Content
Personalisation is key when it comes to customer engagement, because it strengthens your relationship with individual customers.
As said before, CMS Hub connects your CMS platform with your CRM. This is how you can make use of the smart content features and personalisation which helps you tailor your visitors experience. With these features, as a marketer, you can ensure your content strategy, offers and outreach are personalised by a specific audience’s psychographic and demographic factors.
With CMS Hub, it is possible to personalize the whole customer journey, from the first visit to your website to every interaction afterwards.
You can personalize your content for example based on the visitors device type, where the prospect is in the buying process, or have content targeted based on how the visitor found your website. The possibilities are vast. The Smart Content can be used to tailor your website pages, landing pages, emails, CTAs and forms.
The more you personalise, the greater your customer engagement and the more leads you will generate. This is what combining HubSpot's CMS Hub and CRM enables you to do.
Lead Generation
Deploying conversion mechanisms to your website is the first step in shifting it from an online brochure to a key piece in the demand generation strategy. On many platforms this calls for third party plugins and integrations with external systems. But not with the HubSpot CMS Hub.
The lead capture technologies in CMS Hub are designed to instantly convert anonymous visitors in to known contacts in your CRM.
Forms are one of the key methods for generating website leads. CMS Hub includes a powerful customisable forms tool, including popup forms. It also lets you generate custom Calls to Action (CTAs), which will help your visitor to engage with you.
Live chat/messaging and the possibility to build chat bots are also included in the CMS Hub, providing another channel with which to engage your website visitor, provide help and generate demand.
Conclusions
So why switch to HubSpot CMS? Designed for lead generation, the CMS Hub website will give your sales rep a steady flow of leads to work on. This is marketing-sales aligning at its best. Marketing team creating an informative, personalised lead generating website, which interacts and provides data for the tools the sales are using. Book a meeting with our team to find out how the combination of expertise and technology can make your sales grow!
