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Everyone wants to grow their business, but not everyone has the time or patience to learn all the ins and outs of marketing, sales enablement, and making the most out of a CRM such as HubSpot. Join the Web Canopy Studio team, a HubSpot Diamond Partner Agency, as they chat about various topics all designed to help you grow your B2B business.
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Most people see all the different elements of their marketing as separate entities that float around independently of each other. Yeah, they might keep things organized in campaigns and utilize different tools here and there. But where this strategy fails miserably, and why SO MANY business owners and marketers massively miss the boat on scaling their lead generation, is because they are not looking at their website.. AND THEIR CRM… as one unit, as the central hub to everything they’re doing. All elements flow in and out of this unit together, okay… and in this episode, I’m walking through how and why this is the truth. My name is John Aikin, I’m the CEO of Web Canopy Studio, and THIS is the website conversion show.
Where most people go wrong with their website is that they think of it as just a piece of their marketing. They have their tools and channels they manage, and they see the website as just a PIECE of that.
However, when it comes to really building a scalable lead generation machine for your company, when you start to think of your website differently, you’re going to be in for a MASSIVE surprise. And in this video I’m going to walk you through EXACTLY what that means
It’s a common misconception to think of your website as just one of the pieces of your overall marketing plan. Most people have a set it and forget it mentality, where they build the website once and then they leave it alone.
I’m here to tell you, that this is a very old and outdated way to think of your website! It’s not just a single channel that also plays a role in your marketing. It is THE most important component of your entire marketing and sales operation.
Your website is NOT an isolated, standalone tool. It is a comprehensive and central component to everything you are doing.
But! it’s only half of the scenario. We all know that using a CRM to manage your operation is where it’s at. So how does your website play into that if the CRM is the single source of truth?
Just like your Website, your CRM, which is your customer relationship management tool is ALSO not a standalone tool that’s just for your sales team, or just for keeping track of your marketing contacts.
Let's take a quick look at this.
It makes sense that thinking of both of these components as separate entities right, your website brings people to it, they may fill out a form, and you’ll create a contact in the CRM. boom, done. But that’s NOT the proper way to think about this.
The biggest mindset change you can adopt that will help you reach TOTALLY new potential in your marketing is that the CRM and the Website are literally the EXACT same thing.
Start thinking like this: your Website is the front of house. It is client facing. Your CRM is the back of house. It is the powerhouse behind everything the world is experiencing with your brand.
And the two of them MUST talk to each other seamlessly, easily, and very consistently. So what does that mean?
So as you get into things with the buyer’s journey and the different phases people are moving through as they interact with your brand, it’s only natural that the NEEDS that they have at any given time change, right, they are never always the same.
If it’s their first time visiting you, they’ve never heard of you, you’re completely new to them, they are asking totally different questions in their head than, let’s say, they’ve known your company for the last 6 months, they are following you and are evaluating whether or not this is a fit for them.
So if that’s the case, it’s only natural that we deliver different experiences based on where people are at in their journey, and we allow that to happen in real time.
For example, let’s say you’re a mid sized software company and you’re running the marketing and sales operations.
As a new contact comes to your website and fills out a demo request form, we want to make sure that within less than a second a rep is assigned. And, that rep might need to be assigned regionally, so location is important. We want to make sure that rep’s calendar is immediately served on a thank you page. We want to create a deal in our pipeline, we want to automate that contact’s lead score, and we want to add them to a specific list. We also may want to make sure a workflow of follow up emails are delivered to get the prospect information prior to the meeting. We probably want to NOTIFY the rep that someone has booked. We want to update our forecasts for the month because we may know every 5 demos turns into 1 customer, so let’s get an accurate number on the dashboard. And, we may want to populate a report that shows what campaigns influenced that prospect’s journey to book a call. What pages they visited, what landing pages they interacted with, the blogs were the most engaging. What they shared about us on social media. Who ELSE from their company they might have sent our information to.
ALL of this can happen within seconds when the website and the CRM are tightly aligned. However, it’s not JUST the website populating the CRM that can be updating things, either.
The CRM changes can also update the website in many ways to improve that user’s experience. Imagine if just having the sales person simply updating their CRM deal stages or likelihood to close, or even property updates, would actually trigger a totally unique and custom experience for that prospect the next time they visited the site. We know that they have different questions on their first visit than let’s say their 8th visit, so what if the actual content on the website changed over time to talk about things and answer questions your customers naturally have as they learn more and more about engaging with you.
Even adding personalization would really wow that user. What if as that user came back to the site, a dialog box appeared and said “Hi Jason, you spent time going through THIS kind of content on your last visit. Here are some other questions people just like you had as they explored our site. We hope this helps, enjoy!”
That would be really phenomenal, right, if we could make this kind of two way street with your website. Now, this all might be an extreme scenario and it’s definitely not something I would recommend starting with because it can get really complicated really fast.
However, I think you can see where all of this is going. All of your marketing and sales processes should lead back to your website… WHY? Because it’s the front end of your CRM. Even having specific sections of your website highlighting sales specific issues is where you can spend a ton of time giving your sales team amazing, attractive resources that they can use on calls, but also send to prospects as a follow up.
When you think of your CRM and your website as the same tool, you’re going to be putting yourself exponentially ahead of the curve, and you’re creating the means for a high converting website to take shape and scale as time goes on.
Now, we’re not going to start with something this complex, however, I wanted to show you where this can go. The possibilities are endless when you see your CRM and your Website as your CENTRAL HUB for all things marketing and sales. That’s all I have for this video, thanks so much and we’ll see you next time.
Hey guys at the end of each episode I like to give a quick summary of the bullet points and the things I want you take away from this episode. Form today, a quick recap, those of us that think about our website as something completely separate from our CRM, we're doing it completely wrong. The CRM and your website are the exact same thing and we have to start thinking about the CRM as the backend and the website as the front end okay, and so once we start to get into that mindset as seeing them as the same unit, we are going to start using them to do a lot of amazing things and it's not something where they are completely separated, they're not together, they're completely isolated tools. that's not the way it is. You have to see them as the main source we are going to unlock so much potential inside of our lead generation inside of our nurturing and so on. That's it for today guy, if you have not done so yet please go check out the Website Conversion Assessment on our website it is webcanopystudio.com/assessment take the 30 questions and see how you fare. You'll get a checklist and free report as a result, I can't recommend it more, that's it, we'll see you next time, thank you.