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Introduction to WCM for Marketing &
Business Leaders

"

Irina Guseva!
Senior Analyst!
@irina_guseva!
Real Story Group: What We Do

Analyze
weaknesses and
strengths of the
tools....and
vendors
Advise on successful
technology selection

Copyright © 2013 Real Story Group

www.realstorygroup.com
What Independence Means To Us

Copyright © 2013 Real Story Group

www.realstorygroup.com
Digital Workplace & Marketing Tech Vendor Map

Copyright © 2013 Real Story Group

www.realstorygroup.com
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.

Copyright © 2013 Real Story Group

Enterprise Mobile Platforms

www.realstorygroup.com
Web Content & Experience Management
Marketplace
Mid-Range
Platforms/

Mid-Range
Products

Simpler
Products

Platforms

Upper-Range
Platforms

Products

Legacy
Platforms

Copyright © 2013 Real Story Group

www.realstorygroup.com
Web CMS Still All About Content

Copyright © 2013 Real Story Group

www.realstorygroup.com
Workflow Unites It All

Storage & Archiving

Business Process
Management

Digital Rights
Management
Portals
Imaging
Learning
Management

Document
Management

Product Data
Management
Knowledge
Management

Digital Asset
Management

< SCM >

Source Control
Management

Copyright © 2013 Real Story Group

Collaboration
Email Management
Web Content
Management

Records
Management
Enterprise Search

www.realstorygroup.com
Workflows and UI Have Changed

Source: Adobe
Copyright © 2013 Real Story Group

www.realstorygroup.com
Copyright © 2013 Real Story Group

Product E

Product D

Product C

Product B

Product A

Scenarios Play Important Role

www.realstorygroup.com
What Web CMSs Do (And Don’t Do)

Copyright © 2013 Real Story Group

www.realstorygroup.com
Reporting & Dashboard Example

Source: Sitecore
Copyright © 2013 Real Story Group

www.realstorygroup.com
What’s your CXM recipe?

WCM
Mobile
Digital Marketing

eCommerce

Social
Intelligence

DAM

Customer
Experience
Management

Profiling &
Personalization

CRM

Analytics &
Optimization

Copyright © 2013 Real Story Group

Etc.

Call Centers &
Kiosks

www.realstorygroup.com
MA and CMS: Much Overlap?

Landing Page
Management

Profile Management
Analytics

Lead Scoring

MVT, A/B Testing

Lead Management

MA
Data Management
Campaign Management:
Email
Mobile
Social

Copyright © 2013 Real Story Group

Marketing
Nurturing
Engagement

Segmentation

CMS

Template Management
Forms Management
Personalization

Targeted Content Delivery

www.realstorygroup.com
Personalization & Targeting Are Hard

Source: SDL
Copyright © 2013 Real Story Group

www.realstorygroup.com
Can Your CMS Do Marketing?
Pros:
•  Integration with Publishing
•  Advanced Personalization
•  Single Supplier
•  Pervasive across website

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

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

Conclusion: WCXM tools better at outbound than inbound
Copyright © 2013 Real Story Group

www.realstorygroup.com
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
irina@realstorygroup.com

Copyright © 2013 Real Story Group

www.realstorygroup.com

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Intro to Web CMS for Marketing & Business

  • 1. Introduction to WCM for Marketing & Business Leaders
 " Irina Guseva! Senior Analyst! @irina_guseva!
  • 2. Real Story Group: What We Do Analyze weaknesses and strengths of the tools....and vendors Advise on successful technology selection Copyright © 2013 Real Story Group www.realstorygroup.com
  • 3. What Independence Means To Us Copyright © 2013 Real Story Group www.realstorygroup.com
  • 4. Digital Workplace & Marketing Tech Vendor Map Copyright © 2013 Real Story Group www.realstorygroup.com
  • 5. 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. Copyright © 2013 Real Story Group Enterprise Mobile Platforms www.realstorygroup.com
  • 6. Web Content & Experience Management Marketplace Mid-Range Platforms/ Mid-Range Products Simpler Products Platforms Upper-Range Platforms Products Legacy Platforms Copyright © 2013 Real Story Group www.realstorygroup.com
  • 7. Web CMS Still All About Content Copyright © 2013 Real Story Group www.realstorygroup.com
  • 8. Workflow Unites It All Storage & Archiving Business Process Management Digital Rights Management Portals Imaging Learning Management Document Management Product Data Management Knowledge Management Digital Asset Management < SCM > Source Control Management Copyright © 2013 Real Story Group Collaboration Email Management Web Content Management Records Management Enterprise Search www.realstorygroup.com
  • 9. Workflows and UI Have Changed Source: Adobe Copyright © 2013 Real Story Group www.realstorygroup.com
  • 10. Copyright © 2013 Real Story Group Product E Product D Product C Product B Product A Scenarios Play Important Role www.realstorygroup.com
  • 11. What Web CMSs Do (And Don’t Do) Copyright © 2013 Real Story Group www.realstorygroup.com
  • 12. Reporting & Dashboard Example Source: Sitecore Copyright © 2013 Real Story Group www.realstorygroup.com
  • 13. What’s your CXM recipe? WCM Mobile Digital Marketing eCommerce Social Intelligence DAM Customer Experience Management Profiling & Personalization CRM Analytics & Optimization Copyright © 2013 Real Story Group Etc. Call Centers & Kiosks www.realstorygroup.com
  • 14. MA and CMS: Much Overlap? Landing Page Management Profile Management Analytics Lead Scoring MVT, A/B Testing Lead Management MA Data Management Campaign Management: Email Mobile Social Copyright © 2013 Real Story Group Marketing Nurturing Engagement Segmentation CMS Template Management Forms Management Personalization Targeted Content Delivery www.realstorygroup.com
  • 15. Personalization & Targeting Are Hard Source: SDL Copyright © 2013 Real Story Group www.realstorygroup.com
  • 16. Can Your CMS Do Marketing? Pros: •  Integration with Publishing •  Advanced Personalization •  Single Supplier •  Pervasive across website Sitecore Ratings. Source: RSG Web Content & Experience Management Stream Cons: •  Scalability •  Reporting •  Functional Breadth •  Email Campaigns •  List / Data Management •  Vendor Experience Conclusion: WCXM tools better at outbound than inbound Copyright © 2013 Real Story Group www.realstorygroup.com
  • 17. 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 irina@realstorygroup.com Copyright © 2013 Real Story Group www.realstorygroup.com