How to use CRM data to personalize your website

It’s highly likely that not all customers visiting your website are looking for the same thing.

As a business, it’s your job to understand what they’re looking for and cater to them accordingly. Personalizing the experience not only helps guide customers to the information they need but also enables you to nurture leads more effectively, speed up your sales cycle, and improve conversion rates.

The key to this? Classifying your audience correctly and showing them exactly what they want—because when you do that, conversions follow naturally.

But, personalizing these experiences is difficult when customer data is scattered across multiple systems, requiring manual transfers to keep everything up to date.

Let’s be real. Updating customer data across multiple systems manually is no easy job. Moreover is a productivity killer.

Ask anyone who’s done it.

For example, when a customer requests a demo through a form on your website, their information is stored in your CRM (like HubSpot). During the demo, the sales team qualifies the lead and updates details like industry or deal stage. Later, marketing wants to use this data for personalization, but there’s a problem—the CMS doesn’t have the latest customer details.

This means someone has to manually export and import data or set up a custom API integration—both of which take time and effort. In addition, it increases the risk of human error.

Mistakes in data entry or outdated information can impact decision-making, customer insights, and overall business performance. As data volumes grow, keeping everything updated across systems becomes even more challenging.

But what if you can automate the process and use your CRM or CDP data to deliver the right content without manual data transfers?

Managing customer data efficiently is crucial for personalization and engagement.

That’s why we decided to set up Prepr’s Zapier integration—a simple way to automate data syncing and eliminate manual work. Zapier is the most used no-code platform that allows you to connect almost any software solution with another.

This integration lets you send customer data from your CRM to Prepr, so you can use this data to create segments and personalize the experience—without the need for custom coding or complicated setups. With effortless workflow automation, it enables automated tagging, event tracking to keep profiles updated and drive personalization.

With Zapier, you can choose from a variety of listed apps to send data to Prepr automatically.

Here’s a quick look at some of the integrations:

Prepr’s Zapier integration makes it easy to automate data flow between your CRM and Prepr, keeping customer profiles up to date without lifting a finger.

Whenever your sales team updates key details in the CRM—like industry, deal stage, or lead status—Zapier automatically sends this information to Prepr. This means your customer data is always current, and there’s no need for manual updates, ensuring you’re working with the most up-to-date information.

Once Zapier sends your CRM data to Prepr, you can use this information to create a fully personalized experience on your website. For example, when a customer’s industry or deal stage is updated in your CRM, Prepr can automatically trigger tailored content.

Let’s say a prospect is tagged as “Saas Industry” in HubSpot. When they visit your website, Prepr can show them content that aligns with their business needs.

By automating these processes, you not only save time, but you also ensure that each customer gets the most relevant and engaging experience based on their journey with your brand.