CRM (Customer Relationship Management)
What is a CRM?
A CRM is a system that helps organizations manage relationships and interactions with their customers and prospects. It stores and organizes contact details, communication history, lead status, and deal information, giving sales and marketing teams a complete view of the customer lifecycle. In digital experience management, CRM data is the heartbeat of personalization and customer insight. It connects marketing campaigns, sales follow-ups, and service interactions, ensuring every customer receives relevant, timely, and consistent communication.
What are the key benefits of CRM integration?
- Unified customer view – Combine behavioral data, transactions, and communication history in one record.
- Better lead nurturing – Track and score leads automatically based on engagement.
- Personalized marketing – Deliver content and campaigns tailored to CRM data like role, region, or lifecycle stage.
- Sales–marketing alignment – Sync contacts, opportunities, and campaigns across teams.
- Data accuracy and governance – Ensure all teams work from a single, trusted data source.
According to our study on consolidation in 2024, about one-third of marketing teams use three or more disconnected systems such as CRM, ERP, and email tools. Integrating these systems through a unified content management system with digital marketing significantly reduces complexity and operational overhead.
How does CRM integration work, and why does it matter?
A CRM acts as the system of record for customer data, while a Digital Experience Platform (DXP) like Xperience by Kentico provides the content, personalization, and automation layers.
When connected:
- Kentico tracks on-site behavior and updates the CRM contact profile.
- CRM data (e.g., customer status, region, or industry) feeds back into Kentico’s segmentation engine.
- Automated workflows trigger personalized campaigns or notifications.
- Sales teams see marketing interactions directly in the CRM for faster follow-up.
This two-way synchronization eliminates manual data entry, aligns marketing and sales activity, and supports a seamless, personalized customer journey.
How does Xperience by Kentico support CRM integration?
Xperience by Kentico connects easily with leading CRM systems such as HubSpot, Salesforce, and Microsoft Dynamics 365, as well as custom solutions via REST or GraphQL APIs.
Key capabilities include:
- Two-way synchronization of leads, contacts, and opportunities.
- Automated workflows that update CRM records based on user actions.
- Unified dashboards showing CRM insights inside Kentico.
- Secure data exchange with encrypted connections and compliance controls (GDPR, CCPA).
- CRM-triggered marketing automation for dynamic personalization and campaign activation.
This integrated approach helps marketing and sales teams operate from a single version of the truth, reducing tool sprawl and improving campaign precision.
How do companies benefit from CRM integration?
Organizations across industries use CRM integrations to create connected customer experiences, streamline marketing and sales alignment, and drive measurable results.
For example, for AllSeater, Kentico’s Content Hub and CRM integration streamlined lead management and event workflows. Marketing teams gained faster access to lead data and improved follow-up consistency, all without heavy IT support.
“The fact that I can store all my media, update forms, and manage data and more in one place gives me great peace of mind.”
How does CRM integration fit into a digital experience strategy?
CRM integration is the backbone of a connected digital strategy. It ensures that every channel, from websites to emails and commerce platforms, is powered by the same, unified customer data. Within Xperience by Kentico, this connection drives personalized journeys, automates nurturing, and keeps sales and marketing teams in perfect sync.
What’s the difference between CRM and CDP?
A CRM manages known customer and lead information for sales and marketing follow-up. A Customer Data Platform (CDP) unifies data from multiple systems (including anonymous users) to create complete behavioral profiles for personalization. Xperience by Kentico complements both: integrating with CRMs for relationship management and with CDPs for deeper data intelligence and segmentation.
Did you know?
A 2024 Salesforce survey found that 91% of high-performing marketers say a unified CRM-marketing data strategy is critical to business growth, yet fewer than half have achieved it. Kentico bridges that gap by providing a single, integrated platform where CRM data powers every customer interaction.
Frequently Asked Questions.
Kentico includes native contact management but typically integrates with enterprise CRMs such as Salesforce, HubSpot, or Dynamics 365 for advanced sales and service functions.
