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The Real Power of B2B Companies – Website CRM Integration:

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As a vendor, your problem-solving skills must be remarkable. Now, take a pause and think whether this could be done by your B2B website because you cannot oversee every single lead personally. But, before that ensure that your site’s framework is flawless and contains all necessary elements.

Here are the significant features every eCommerce site should contain for business-to-business sales process.

  • Seamless navigation
  • Mobile responsiveness
  • Quick search & order
  • Easy customer registration
  • Multiple pricing structure
  • Flexible check out points
  • Request a quote
  • Email marketing
  • Support for sales personnel
  • One account for multiple users

You do not need to embed all these features in your B2B eCommerce website in the first place. It will be your business and sales model that will guide you what features you need now and after some time.

However, there is something you need to assure before launching your website.

What is it?

Regardless, you consider to go for all or the limited features, make sure that your eCommerce platform and team of developers are capable to support them.

Now, the question arises is how to deal with the intricate process of B2B sales that’s the most challenging aspects of any eCommerce website.

The answer is to bridge the gap between your sales-force and consumer-base.

For this, as a B2B online business owner, you need a smart technology solution incorporated in your website. This trend is prevailing in different market sectors and today, it is a mandatory thing for all industries to grow exponentially.  For example, payment gateways in eCommerce sites, field management software, content management system, and customer relationship management software for businesses to name a few.

Must Read: How to stop killer digital marketing mistakes that hurt your ROI.

Website-CRM Integration is a must-have for higher B2B clientele engagement and improved lead management.

Do you know website personalization works the best for the B2C businesses? For example, Starbucks, Amazon, and GoPro etc.

What about the B2B eCommerce companies such as IBM, General Electric, and Oracle, etc. These businesses involve longer sales cycles and needs empathic communication. All these big names of the corporate world have their customized CRM systems. Then, why not you? It is important for your survival and growth.

Customer satisfaction takes the lead. Therefore, your website must incorporate some smart technology to cater to your business needs and client experience. This specialized technology is website-CRM. It will not only help you tailor your messages through website but will also aid you get more insights into behavioral patterns of your target audience. This will function as a cornerstone of your digital face that people come across through the internet.

This is not about your website visitors, but the potential customers who are already in your sales funnel. The website-CRM integration will help you manage your relationships with them.

All startups are ambitious and look for:

  • Simplified workflows
  • Increased productivity
  • Enhanced customer service
  • Controlled operating costs
  • Improved Customer retention

The website-CRM integration empowers them to have the best execution of their aforementioned aims.

However, there is something you need to understand first. Yes, your target audience – customers. Once you understand your prospective consumer base, you can easily channel your expertise through a dynamic CRM to engage with the targets you hit and manage them painlessly.

Perks of Exciting Opportunities Emerging from Website-CRM Integration:

It helps in better client tracing, payment tracking and web lead management. The client access portal adds valuable substance to the user experience.

Enlisted below are some other key benefits that B2B companies can reap as soon as they incorporate an advanced, customized CRM to their eCommerce websites.

Incessant, Quick Lead Management:
A qualified lead gets into your CRM system as soon as it is qualified. Now, if you do not have this software developed and installed on your website, then it won’t register the request. In this case, the things to consider is ‘how much time will be consumed’ and ‘whether or not some important data gets lost in the due process’.

All these problems are best resolved once a CRM is integrated because in this way the website immediately submits the request of customer registration.

Afterwards, every interaction will be completely recorded in the system without missing any communication and personal details; mandatory for conversion.

This systematic registration of new users into the CRM decreases the required response and follow up time. In addition, an email marketing tool can be incorporated to generate automated, personalized emails to the target customers based on the available CRM data.

Track the Behavioral Pattern of Users:  

In order to track the browsing behavior of the website user, you need to, first, understand this phenomenon. The CRM-developed database of the registered users helps to better comprehend the user mindset. This will help you tailor your brand message and promotional campaigns, according to the immediate interests of the website visitors.

Website-CRM integration operated on two types of customer identification mechanisms.

Here you go!

  1. Visitor – Website – CRM
  2. CRM – Click – Website

The first mechanism is simple, easy and more in practice. In this method, a unique CRM identity ID is assigned to every potential lead once a site visitor fills your provided online request form. It could be a simple sign up or request a quote form, or call-to-action for downloading a manual or subscribing to a newsletter, etc. In this case, the user will be automatically registered in the CRM system.

On the other hand, the second mechanism is a bit complicated. In this method, a unique customer identifier is assigned to a designated link and once the website user clicks it, the site’s content management system will connect it to the CRM. In this way, you can easily track his browsing behavior the next time he opens your website because, now, your CMS has the unique ID for that particular visitor. In order to deal with such a tricky job, the business owners should get professional support from a right software development company at low budget. These mechanisms enable the data-driven customization, which help in creating a personalized call-to-action that is more productive than a non-personalized CTA.

This pertains to the personalized content management on an eCommerce website that help increase the user engagement.


The website-CRM integration is a remarkable enterprise solution for B2B companies to engage the web users, generate potential leads, mature the sales through personalized content and effectively manage the relationships with clients across all channels.

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