Download - Intro to Web CMS for Marketing & Business

Introduction to WCM for Marketing & Business Leaders

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Irina Guseva!Senior Analyst!@irina_guseva!

Copyright © 2013 Real Story Group www.realstorygroup.com

Real Story Group: What We Do

Analyze weaknesses and strengths of the tools....and vendors

Advise on successful technology selection


What Independence Means To Us


Digital Workplace & Marketing Tech Vendor Map


RSG Research Areas

We are a buyer's advocate for enterprises looking to invest in content technologies. We provide in-depth research analyzing weaknesses and strengths of technology and vendors.

Enterprise Mobile Platforms


Pla

tform

s

Pro

duct

s

Web Content & Experience Management Marketplace

Upper-Range Platforms

Mid-Range Platforms/

Mid-Range Products

Simpler Products

Legacy Platforms


Web CMS Still All About Content


Portals

Digital RightsManagement

Imaging

Product DataManagement

Learning Management

Web ContentManagement

Email Management

Digital AssetManagement

Business ProcessManagement

DocumentManagement

Collaboration

< SCM >

RecordsManagement

Storage & Archiving

KnowledgeManagement

Source ControlManagement Enterprise Search

Workflow Unites It All


Workflows and UI Have Changed

Source: Adobe


Prod

uct A

Prod

uct B

Prod

uct C

Prod

uct D

Prod

uct E

Scenarios Play Important Role


What Web CMSs Do (And Don’t Do)


Reporting & Dashboard Example

Source: Sitecore


What’s your CXM recipe?

Customer Experience

Management

WCM Mobile

DAM

Etc.

CRM

Call Centers & Kiosks

Analytics & Optimization

Profiling & Personalization

Social Intelligence

eCommerce

Digital Marketing


MA and CMS: Much Overlap?

MA CMS Lead Management

Campaign Management: Email Mobile Social

Landing Page Management Profile Management

Segmentation

Personalization

Marketing

Engagement

Nurturing

Forms Management

Targeted Content Delivery

Analytics Lead Scoring MVT, A/B Testing

Template Management Data Management


Personalization & Targeting Are Hard

Source: SDL


Can Your CMS Do Marketing?

Sitecore Ratings. Source: RSG Web Content & Experience Management Stream

Cons: •  Scalability •  Reporting •  Functional Breadth •  Email Campaigns •  List / Data Management •  Vendor Experience

Pros: •  Integration with Publishing •  Advanced Personalization •  Single Supplier •  Pervasive across website

Conclusion: WCXM tools better at outbound than inbound


Let’s Stay in Touch…

Part 2: Intro to Web CMS for IT Leaders - 1-1:30

PM ET, Tony Byrne

Contact me: @irina_guseva

[email protected]