Introducing Knotch CRM Integration: Connect offline outcomes to the content that drives them

Knotch’s mission has always been to help its clients use their content to drive real growth. By measuring content engagement, audience sentiment, and multi-session customer journeys, we’ve given marketers a critical view into how their content is performing across different phases of the customer journey, as well as the tools to increase content’s value.

Today we’re announcing a new tool for our clients: Knotch’s new CRM Integration. This enables brands to track content’s performance beyond the online conversion. It connects offline milestones – like Closed Won, Sales Qualified Lead (SQL) Created, Renewals, or any CRM-captured event – directly to the digital journeys that influenced them. That means for the first time, teams can unify online engagement with their offline business outcomes inside Knotch One.

Going far beyond the functionality of attribution tools, this isn’t just a way to track content performance, but an end-to-end solution for optimizing the customer journey.

Why we built this, and why it matters now

Many customer journeys often don’t end with a website conversion. Whether it’s going from inquiring about a mortgage to the mortgage closing, or an online lead being closed by sales, understanding how content guides these actions matters more than ever.

Yet most analytics still evaluate performance only on in-session, on-site behaviors. That gap leaves marketers with a lack of actionable insights into content’s full power.

With Knotch’s CRM Integration, that guesswork disappears. You can finally answer questions like: Which content accelerates our pipeline? Which pages influence deals? Which topics drive revenue, rather than just clicks?

How it works

Our new API Conversions allow CRM or external platform events to be passed into Knotch One through a lightweight API call. Inside Knotch, these events behave just like any other conversion – only now, they originate outside your site. From there, the platform automatically stitches those offline events to the visitor journeys you’re already tracking.

Here’s what you can do with it:

1. Create API conversion events directly in Knotch One

A new Event Builder experience lets you define CRM event types, before or after you send them via API. Just ensure that the event name is an exact match, and Knotch takes care of the rest.

2. Filter any page or tag by offline outcomes

Want to know which content sessions occurred before a Closed Won opportunity? Or which tags correlate most strongly with SQL creation? Now you can filter Pages, Tags, and Conversions dashboards by any combination of Site Conversions and API Conversions.

This gives you in-depth content leaderboards that reflect actual business impact, not just web actions.

3. Build funnels that include CRM milestones

For the first time, funnel reporting can include steps like SQL → Opportunity → Closed Won. And because these steps are tied to Knotch-tracked journeys, you can see precisely:

• Where prospects dropped off
• Which content accelerated their movement
• Which sources drove high-value customers

4. Measure value, literally

Clients can optionally pass a currency value with any CRM event. Knotch stores it today and will surface value-based metrics in upcoming releases, allowing you to quantify ROI per content asset, category, or topic.

The impact: Full-funnel content intelligence

With CRM Integration, Knotch becomes a true bridge between upper-funnel content consumption and lower-funnel revenue outcomes.

You can now:

• Prove content’s influence on pipeline and revenue
• Compare online vs. offline conversions in the same interface
• Identify high-value pages that drive deal progression
• Optimize for outcomes that matter, not vanity metrics

With CRM Integration, Knotch One is transformed into a unified full-funnel intelligence engine.

What’s coming next

This launch is just the first phase of Knotch’s CRM integration. Soon, we’ll be rolling out:

• Value display in dashboards
• AND/OR logic for combining conversion types
• Extended ID stitching for easier integrations
• API Conversion support in Page & Tag Pathways

These enhancements will further expand how marketers can connect CRM events to customer journeys and content performance.

A new era of content attribution

As AI-driven discovery accelerates and customer journeys become more fragmented, marketers need a clearer picture of how content influences decisions across every platform, rather than just on their websites. Knotch CRM Integration finally closes that loop.

It’s attribution built for today’s buying journeys – journeys that are scattered, multi-session, cross-platform, and a hybrid of online and offline. And it all lives in the analytics platform you already use to understand your audience and optimize content.

If you’d like help enabling this for your CRM or want to walk through the Events API, the Knotch team is ready to get you connected.

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Published on January 28, 2026

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