Guest Blog

Website and CRM Integration – How to achieve better customer and prospect data insights.

Mandy Allen

Mandy Allen is Business Relationship Manager at CRM Insights.
CRM Insights are Customer Relationship Management (CRM) Consultants who help organisations get the most out of their CRM investment.
Accompanied by their in-house software development , it ensures that every CRM implementation they deliver is tailored to the individual business needs of each client.

In today’s competitive business landscape, having a good customer relationship management (CRM) system is essential. A CRM system helps businesses keep track of their interactions with customers, manage their sales and marketing efforts, and improve their overall customer experience.

One way to enhance the capabilities of a CRM system is by integrating it with a company’s website.

This can provide numerous benefits, including:

  • Improved data accuracy:

By integrating a website with a CRM system, businesses can automatically capture data from website interactions and feed it into their CRM system. This helps to ensure that the data in the CRM system is accurate and up-to-date, which is crucial for effective decision-making and customer management.

  • Enhanced customer experience:

By integrating a website with a CRM system, businesses can provide personalised and relevant experiences for their customers. For example, a customer who frequently visits a company’s website can be presented with personalised product recommendations based on their previous interactions with the company.

  • Improved sales and marketing:

By integrating a website with a CRM system, businesses can gain valuable insights into their customers’ behaviour and preferences. It can enable them to target their sales and marketing efforts more effectively, and improve their overall conversion rates.

Overall, integrating a website with a CRM system can provide numerous benefits for businesses. It can help improve the accuracy of their data, enhance the customer experience, and improve their sales and marketing efforts. If you’re considering integrating your website with your CRM system, it’s definitely worth exploring the potential benefits and opportunities that it can provide

One thing to consider, when planning out any Website and CRM Integration strategy for your business it requires a process mapping exercise to ensure alignment of where you want to your business to be.

It goes without saying, that if your website is the shop window of your business then it also pays to manage the visitor data that your website drives.

Web Insights is one of several solutions that offers just that.  Web Insights offers a seamless integration with CRM , enabling you to understand what activity you get from your leads, prospects and customers.

Let me share a recent example with you.

Over a year ago we offered a free online webinar around marketing automation.

  • A marketing campaign was created in our CRM to monitor the source of the leads.
  • The event was promoted on LinkedIn.
  • Post event , as all attendees were now within our marketing funnel, they were kept in touch with, drip feeding them with relevant information.
  • Over a year later, we noticed that a particular prospect has been on our website – and knew the page they had visited
  • A call to the prospect was made.
  • Sure enough the prospect needed a solution.
  • Given what pages they had visited we also had a good idea of their pain points.
  • And yes they wanted to have a follow up conversation.
  • So despite having several contact points for over a year, they had not called us but we were still able to monitor their interests via the website.

It is a prime example of how website and CRM integration can be beneficial to your business.

Marketing for any business is always ongoing and it’s important to understand the source of your leads.   In the above instance ours it was through registration of a marketing automation webinar that was the trigger.

Webinars are also a great way of driving awareness and capturing interest.  They can create ‘warm leads’ into your sales funnel.

With other elements of marketing automation, all email marketing campaigns can also be tracked within the CRM.

With each email click through and open registering against a customer or prospect record in the CRM, it is easy to monitor and track the interests of those prospects or existing customers.

Other marketing channels /tools such as events, forms or surveys as a few examples, can all have integrations from your website to the CRM, making the customer and prospect data even more effective.