How Does CRM-Powered CMS Help SaaS Companies?

We live in a world where efficiency is key and everything has been streamlined to increase productivity. So, wouldn't having a CMS powered with CRM be effective? Rather than juggling two different systems, you combine both in one. 

The CRM is not just a database; it is a cross-section that acts as the ledger of every user’s interactions, ideas, desires, and habits. You now combine this cross-section with your CMS, effectively creating a marketing ecosystem with all components living happily. That is CRM-powered CMS for you. 

What is CRM-Powered CMS and How Does it Work?

A CRM-powered CMS combines the functionalities of CRM and CMS. It helps SaaS organizations use customer information, habits, and other minute details that are usually stored in the company’s CRM to personalize and deliver a tailored content experience for better customer satisfaction.

There are quite a few CRM-Powered CMS’ present today. These include HubSpot’s CMS Hub, Salesforce’s CMS, and the Sitecore Experience platform. HubSpot and Salesforce’s CMS integrate seamlessly with the CRM platform, while the Sitecore Platform provides an integrated system. 

While each has its unique benefit, we believe that HubSpot’s CMS Hub provides the best overall user experience. 

Benefits of Using CRM-Powered CMS 

Digital marketing has changed a lot over the last few years. Gone are the days of mailing digital brochures and waiting for potential and existing consumers to reach out. Now, websites must be more dynamic in their approach, with relevant SaaS content making them stand out.

CRM-powered CMS can do just that and more. Let’s find out:

Tailor-made Content Experience

A CRM-powered CMS takes customer data and shows relevant existing content according to that data. For example, a customer visited your website and filled out a feedback form, mentioning that they are a fashion designer. This gets saved into CRM, and the CMS can access it, so when the customer revisits, they will be shown content and even offers tailored to their work field.

Enhanced Data-driven Customer Insights

Integrated CRM and CMS data help SaaS companies gain a more comprehensive insight into their customers’ needs. As a result, companies can make well-informed decisions on product, content, and marketing strategies. 

Improved Customer Conversion and Retention Rate

A CRM-powered CMS system can also help a customer find the required content while going through the sales funnel, increasing customer satisfaction. 

A seamless customer experience can not only increase the overall lead conversion rate but also improve retention rates and increase referrals and upselling opportunities.

Seamless Marketing Practices

A full-blown content marketing strategy takes a lot of effort and time. Additionally, that strategy may target one demographic, and you could miss out on others. SaaS marketers can automate this entire process with a CRM-powered CMS. 

Along with creating and delivering tailored content to all of your existing and potential customers, it also frees you up to concentrate on marketing initiatives.

Choosing & Implementing CRM-Powered CMS

Since a lot depends on the content companies offer to leads and existing clients, choosing and implementing the right CMS is very important. However, deciding on the perfect CMS system can be a tough ask for companies.

Here are some steps that make choosing and implementing content management systems a breeze:

Assess the Integration Capabilities of Your CRM and CMS

Most SaaS companies will already have existing CRM and CMS platforms in place. To integrate these two systems together, first, you need to assess their integration capabilities. As a result, a great way to judge a good CMS is through its ability to integrate with the CRM in use. 

Ensure Robust CRM Personalization Features

A CRM-powered CMS system can only work if your CRM can put your entire customer database pool into different segments. For this feature, you must ensure that your existing CRM platform has that robust personalization capability. For example, it should at least segment your customers depending on factors like - job title, industry, lifecycle stage, location, etc. 

Smart Content Rules

Integrating CRM with CMS doesn't only mean customized content for the customers. It also means a seamless and effective process for the sales and marketing team through something called smart content.

Through smart content, the CMS will use CRM data to display the most relevant CTA. Examples can include a ‘Chat with us’ button for aged customers or ‘Create New Account’ for new customers.

In Conclusion

Ultimately, you have to provide the customers with exactly what they need. Otherwise, you lose out in the SaaS landscape. It is quite evident that nothing works better than CRM-powered CMS to provide customized content for customers. 

However, CRM-powered CMS can fail to be effective if you don’t revisit, revise, and update your content. If you still don’t see improved content performance or stronger brand affinity, it might be time to shake things up.