There’s one constant in marketing: Understanding your customer is crucial to success. For years, marketers have looked outward to get a sense of their customers by tracking behavior across third-party sources. However, that’s all getting harder with app-tracking transparency and the depreciation of third-party cookies.
Enterprise brands’ reliance on third-party data often increases as their business becomes more complex. They depend more on data vendors and less on the goldmine of first-party insights they already own—specifically, how customers are interacting with their website.
Customers are constantly telling marketers what they need based on how they engage with a brand’s website. But for brands to deliver value, they first need to be able to gain access, find insights and then act on the information customers are giving them.
It’s time to look inward and, if marketers do, the opportunity is huge. In fact, according to Think With Google and Boston Consulting Group, brands using first-party data in key marketing functions achieved a 2.9X revenue lift and also reduced their costs.
The challenge for enterprise brands
For many large businesses, accessing this critical website data isn’t a simple task. This is especially true for custom, enterprise-grade websites that require large teams of developers just to retrieve the data. And even then, you need to ingest that data into a separate CRM and then connect to engagement software. It’s disjointed, expensive and leaves critical customer insights on the table.
No-code web-building tools like Duda, WordPress and Webflow are making the custom site-building process simpler and more attainable. But without the ability to capture that data and connect it to your CRM, brands will still miss out on the opportunity to maximize the value of their key first-party data. However, with a new integration between Webflow and HubSpot, web design and CRM are coming together to make understanding customer behavior on your website easier than ever.
“Previously, this level of web design and data capture was typically locked behind lines of code and required large teams to implement and manage,” said Shane Murphy-Reuter, CMO at Webflow. “With new tools available to companies, businesses can build enterprise-grade websites and access enterprise-grade data without teams of developers. This will help unlock previously untapped customer insights that are happening right on their websites, at a time businesses need this level of customer intel most.”
Website data success story
BridgeRev, a revenue operations company, was facing challenges lining up data between its website and CRM, leading to missed opportunities—a nightmare phrase for every marketer. The company introduced the Webflow app for HubSpot to centralize its first-party website data into a source of truth.
“By allowing us to map the fields in a Webflow form to an existing HubSpot form right there in the page editor UI, we were able to eliminate this gap in our data process,” said Erin Wiggers, head of technology at BridgeRev. “The peace of mind you get knowing that you’re capturing the right data and storing it in the right place is invaluable.”
With the Webflow app for HubSpot, BridgeRev has been able to reduce manual work while reinvigorating its customer connections. The integration has reduced manual data handling by 75% and lead processing time by 50%, while increasing lead conversion rates by 40%. In addition, the company’s personalized marketing campaigns have seen a 30% increase in customer engagement.
For brands looking to understand how they can maximize the value of their customer data in the face of a third-party landscape that’s changing rapidly, look no further than your website. The value you can unlock by connecting your systems can give you new insights into what your customers are telling you through website interactions to drive enhanced engagement.
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Karen Ng is the SVP of product and partnerships at HubSpot. She’s responsible for the smart CRM Platform, Developer and Ecosystem product teams, as well as HubSpot’s product partnerships and business development groups.
