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Personalize your content through a CRM-CMS integration

Since your website interacts with your customers, 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. Understanding which contents on your websites are generating most sessions, page views and interaction is the key to turning those page visits into leads.

HubSpot can be integrated easily with CMS systems like WordPress, Drupal and Joomla. This blog aims to shed a light on how a seamless integration with HubSpot CRM and CMS Hub works when the systems are built together.

CMS Hub

CMS Hub is built on top of HubSpot CRM. This gives you access to tools for lead capture, contact management and analytics in the same place as your content management system, no need for separate platforms.

All the interactions on your CMS Hub website is stored to the CRM for easy reporting. New leads from your website are also saved automatically in the CRM as contacts. This way content on your website can be personalized and contacts can be easily tracked from first interaction to purchase.

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.

HubSpot CMS Audit & Offer

 

Analytics on HubSpot CMS

With the HubSpot's Web Analytics tool, you can get a deeper insight on how your visitors are finding and interacting with your content. The default web analytics dashboard provides information on visitor activity such as sessions, device types and how visitors are engaging with your content. Web analytics applies to every single website page you are hosting through CMS Hub, including blog pages and landing pages. HubSpot’s own reporting tool has pretty much all the reports you would need, but the platform can be easily integrated with for exampleGoogle Search Console for even more data to analyze.

HubSpot also has a Traffic Analytics tool, which gives you information on where are your visitors coming from. This way you can see for example how effective your social media campaigns are, which source leads to most new contacts and how many visitors come through your site on organic search, and much more. Traffic analytics also applies to every webpage hosted through CMS Hub and updates on a daily basis. These analytics tools combined give you a complete set of data about the usage of all your websites – straight to your CRM system. This gives you the tools to make impactful improvements on the websites and really personalize the experience.

 

Personalization & Smart content

According to HubSpot, this was the mindset they had from the very beginning. Coupling the CMS tightly with the CRM and the other tools they offered would make for a great customer experience with personalized content through websites, email, blog and social media channels.

Now that you have your data stored to your CRM through your different websites, here’s how the relationship works the other way around.

HubSpot’s Smart Content lets you target content based on anything you know about your contacts. Basically, data points stored in the CRM about a specific contact can dynamically change the customer experience. 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.

 

Conclusions

CMS Hub and HubSpot CRM keep things simple, yet powerful. With the tools fully integrated on a single platform, you’ll spend less time trying to synchronize software tools and more time optimizing your customer experience, nurturing leads, and growing your business.

Implementing a healthy CRM-CMS relationship at the heart of your strategy will ultimately save you time, money, and lost leads. The sooner you do this, the sooner you’ll understand your audience and can leverage your insights to earn their trust. If you are interested in the possibilities of CRM-CMS integration, book a meeting with our team!  We are always happy to discuss the possibilities on how to make your business grow better. 

Eetu Huotari

I wrote my bachelors thesis on measuring the effects of circular economy business models in Finnish companies and now I'm studying M.Sc in Business Analytics at LUT University. This summer I have been focusing on HubSpot and the new CMS Hub.