How CMS Integration Helps Maximize Your B2B Marketing Automation

All B2B brands need exceptional websites. Yet only some brands have websites designed to take them to the next level. That’s because many businesses don’t make full use of the wide range of content management system implementation capabilities available today.

What is a content management system (or “CMS” for short)? It’s a platform that makes it easier to get a website up and running.

Popular CMS options — such as Hubspot, Shopify, or Magento — can be leveraged to do much more than generate business opportunities. When used in tandem with other software, systems, and processes, a CMS can play a pivotal role in attracting high-quality leads, following leads through a predetermined sales funnel, nurturing leads, converting leads, and re-engaging clients.

In other words, CMS integration has the power to move your website from being a static digital brochure to a dynamic element of your sales and marketing initiatives. As long as it’s intuitive and reliable, the CMS can become an invaluable tool for achieving your most ambitious goals.

For example, consider all the marketing content that you deploy on a regular basis: blogs, landing pages, newsletters, and gated pieces. A CMS makes it effortless for your team members to add, update, and review the content and any further insights about campaigns or content feedback. Those insights can then help drive real-time and future decisions to move all your metrics in a positive direction.

Whether your site is well established or brand new, a CMS will enable you to get far more traction and performance from all your content and design elements. Below are some of the methods we recommend to maximize your website’s potency by implementing a CMS integration.

1. Connect your CMS with your CRM.

You may already have a customer relationship management (CRM) system that collects lead and client information. As such, you can look for a CMS that will integrate with your current CRM to foster a constant stream of essential data from one management system to the other. That way, you’ll be poised to squeeze the most juice out of all the data you have at your fingertips.

With your CMS and CRM in sync, you’ll be able to better measure and monitor how well your website is working in your favor. Additionally, you’ll have the ability to more seamlessly nurture leads. If a lead is stalled or in a certain stage, for example, you can trigger your marketing automation. Ideally, your CMS should be pushing solid leads to your salespeople. If that’s not happening, you want to know right away so you can make design and messaging changes. A CMS linked with your CRM will ensure you’re not the last to know if your site isn’t living up to expectations.

2. Support your B2B marketing automation with your CMS.

We’re all about taking advantage of marketing automation. Our marketing team often sings the praises of being able to lean into automated marketing processes. Fortunately, many CMS providers now weave marketing automation into the mix. That’s something you don’t want to overlook when you’re choosing a CMS integration partner.

Are you new to automating marketing? Wondering how you can keep up with personalization? Today’s advanced CMS programs tend to have both AI and ML components. Consequently, they can send out engaging messages that sound natural and customized (think drip campaigns, for instance). Your recipients won’t feel like they’re getting canned responses. At the same time, your marketing and sales teams will be free to focus on other duties.

3. Keep existing content performing well with your CMS.

No matter how much content you have on your B2B website, you want it all to deliver. A CMS can track and measure all the content available so you can see when a blog post is dropping out of favor or a landing page is losing conversion steam. Having an in-the-moment heads-up allows you to jump in and increase the perceived value of all the owned resources you’re offering visitors.

Imagine being able to give an older whitepaper or pillar page a chance to become relevant again. When you know which copy to address, it takes much less time to freshen up dated guides or blog posts. Your CMS can point you in the right direction when it comes to optimizing web pages, videos, infographics, blogs, transcripts, exclusive reports, and all the marketing material that lives on your site.

Can it be challenging to change course and start adapting your advertising and sales efforts to fit CMS marketing guidelines? Yes, but it’s much simpler if you work with a partner that understands CMS integration and migration best practices and can serve as your guide.

At Intero Digital, we have years of experience in web design and development services, including CMS and CRM implementations. To take this discussion to the next level, get in touch. We’ll be happy to help you turn your B2B website into a high-producing asset.