We’ve spoken before about the different integrated systems that companies use, and how using them can lead to siloed data, in which the information stored within these different systems is not connected and integrated across the company’s different departments. A Marketing Automation Platform (MAP) can eliminate the gaps between these systems, but even when your data is interconnected, you need to be able to use this information to facilitate the features and functionality of your site, providing the best experience possible for all of your website’s visitors.
Strengths and Weaknesses
A MAP like HubSpot is great for maintaining contact and lead information, tracking conversion data, publishing to social media, and creating landing pages to drive conversions, but while it does provide some content creation capabilities, it does not have the full content management and eCommerce functionality of an enterprise Content Management System (CMS). On the other hand, while a CMS like EPiServer does provide robust content management and commerce tools, it does not provide marketing tools like lead scoring, email campaigns, or contact management.
Integrating the data between your CMS and MAP can streamline your company’s efforts, but that’s only the beginning of the benefits of eliminating data silos. What if you could connect these systems in a way that enables functionality that neither a CMS or MAP can provide on its own? Doing so will allow your company to utilize the enterprise commerce functionality and personalization features of the CMS and combine them with the marketing data from the MAP to make them even more powerful.
Benefits of Integration
By combining the analytics and intelligence from your MAP with the personalization options that a CMS provides, you can deliver content that is specifically targeted to your contacts, providing them with exactly the information they need and moving them through the conversion process. You can create a unique experience for each user based on what they have viewed on your site, what offers they have downloaded, and how their lead status is defined in the MAP. This granular, targeted experience offers more than either a CMS or MAP will be able to provide on their own.
Integrating your CMS and MAP also provides tools for marketers, who will be able to control landing pages, web-to-lead forms, email campaigns, and contacts lists, and seamlessly integrate all these tools into the website to provide the best experience for visitors and drive conversions.
A New Solution
Combining the data from these systems may seem overly complicated and difficult to implement, but we’re excited to let you know that Diagram will soon be providing a solution that will make this process simple and efficient, providing you with the tools you need to integrate your CMS and MAP and make them better than ever. In the coming weeks, we will be announcing a partnership and integration with HubSpot and EPiServer that will allow you to do everything mentioned above and more. Please stay tuned for more information, or if you want to know more now, please contact us to schedule a demonstration.
