Selecting a CMS - 9 Fears that Shouldn't Hold You Back


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  • two companies that are behind the webinar today - Station X and Marqui.Marqui is actually the software brand of Station X. Station X is a marketing services company, and we pride ourselves on operating at the intersection of art and science.If you want to understand who Station X is - we’re a hybrid between a creative agency and a web shop. It’s our belief that since the world is going digital, effective campaigns are those born from integrating traditional and digital media. We also know that compelling campaigns are the result of art and creativity, along with the science – so, execution and measurement.Station X offers a range of services, including brand development, digital strategy and social media, and Marqui is the software that enables a lot of what Station X does. Marqui is a next generation CMS – CMS is a content management system, for those that may not know. Marqui allows marketers to manage and measure content across their website, email, social media and mobile, and it really works to weave all those channels together. Marqui is cloud-based, so you won’t need help from your IT team, it’s a solution that lets marketers take control of managing their own content.
  • ‘Devil you know’ mentaility
  • Include real world example – of that pesky rattling noise in your car
  • With traditional CMS, you need the total infrastructure setup on-premise
  • opportunity costSpeed is essential for marketers and their campaigns
  • Marqui vs. a traditional CMS
  • Having a new CMS before the redesign can actually benefit you – for example, website redesign often dovetails with brand messaging refresh – so, you can use your new CMS to test different versions of that messaging before settling on the final
  • It’s important to find a vendor that is willing to own the complexity of that integration. Fear Uncertainty and doubt
  • Use DIY home projects as an example – ie. The first time framing.
  • With an on-premise CMS, you’re looking at 50-100K in up-front costs before you even begin (including server setup, hosting), and it takes quite a bit of time to recover those costs and start seeing a return. With SaaS, your break-even point will be much quicker, as will your return.
  • The ‘Feature Fest’ – software companies are notorious for trying to out-feature each other, with a ‘shopping list’ of capabilities. Often, vendors try to ‘wow’ potential customers with a bunch of bells and whistles that 80% of people won’t actually use. For example, some traditional CMS vendors will share strategies for web page caching optimization, but as a marketer, you’ll probably care much more about identifying how people arrived at your website.Focus instead on usable, functional features of the product, a features that really does a good job of what you need most (i.e simple content editing). Lamborghini example.
  • Selecting a CMS - 9 Fears that Shouldn't Hold You Back

    1. 1. Selecting a CMS: 9Fears That Shouldn’tHold You Back
    2. 2. • Click the button with the arrows to minimize your GoToWebinar controls.• Type your questions for us into the box at the bottom and press Send.
    3. 3. IntroductionIntegrated marketing agency at the Next Generation CMS software,intersection of art and science. combining web content management, email marketing and multi-channelIntegrated offering including: campaign management. • brand development • digital strategy All delivered in the cloud. • website redesign Over 200 customers in industries • social media including software and technology, • advertising and higher education, healthcare and sports communications and entertainment. • analytics and optimization
    4. 4. 1. Introduction2. 9 Fears that Prevent Marketers from Making a CMS Selection, and How to Overcome Them3. Kick-Starting the Process for Your Organization4. Q+A
    5. 5. 9 Common Fears and How to Overcome Them
    6. 6. 1. “I‟m Afraid of Failure” “Our current situation isn’t ideal, but we’re used to it. We can’t afford to jeopardize that right now by making a change.”.
    7. 7. How to Overcome• Time to face the brutal truth - if you already see the flaws in your system, you’re only delaying the inevitable• The sooner you make the decision, the sooner you can start reaping the benefits of it• The ultimate failure for a marketer lies not in choosing the “wrong” CMS but being unable to bring real results for your business
    8. 8. 2. “I‟m Afraid That Implementing a New CMS Will Involve Much More Than Software” “Adopting a new CMS opens up a whole “can of worms”. We’ll need to have servers set up, application hosting, and testing- our organization isn’t ready for that.” .
    9. 9. How to OvercomeTraditional CMS
    10. 10. How to OvercomeWeb Services Users Next-Gen CMS Web Hosting Upgrades, Backups, Monitoring CRM Web Visitors
    11. 11. 3. “I‟m Concerned That „Out-Sourcing‟ Is Too Expensive” “It’s cheaper to keep in-house. Our IT team can take care of web content management.” .
    12. 12. How to Overcome• Commonly-held misconception is that in-house= cheap• What is sacrificed when you keep web content management in-house? • Quality/professionalism of website • Speed-to-market (IT/webmaster bottleneck)• 100% cloud-based and supported solution frees marketing /IT teams for other critical projects, projects that are central to their jobs
    13. 13. How to Overcome 3 Year Cost of Ownership Typical On-Premise Cloud CMS CMS Application License $ 49,000.00 $ 47,375.00 Application / Webserver /Firewall - Hardware and stack $ 20,800.00 $ - licenses Server Configuration & $ 125,000.00 $ - Maintenance Labour Training $ 3,400.00 $ - Business User Support $ 21,600.00 $ - Total $ 219,800.00 $ 47,375.00
    14. 14. 4. “We‟re Not Ready to Redesign our Website!”• Many factors impact an organization’s readiness for a full website redesign: • Organizational/structure change • New senior leadership in marketing • Rebrand process • Budget restrictions and cutbacks • Competitive positioning .
    15. 15. How to Overcome• Choose a CMS that is flexible, allowing you to update templates to your site as you go• Having a new CMS before the redesign can actually benefit you. For example, you can use your new CMS to test different versions of your brand messaging• With a Cloud CMS, you can migrate your existing content and be up and running in just a few weeks
    16. 16. 5. “I‟m Scared that Integrating with Our Current Systems Will Be too Complex” “My team has been using the same CRM system for years, and it’s working well. If we switch to a new CMS, what will happen? Do we need to implement a new CRM system?.
    17. 17. How to Overcome• Do you have in-house development resources to manage and maintain the integration?• Look for a CMS with out-of-the-box bidirectional integrations for popular systems • CRM systems • Google Analytics • Google Website Optimizer • Social media integration• Don’t believe traditional (on-premise) vendor FUD: Cloud CMS are just as easy to integrate via Web Services API
    18. 18. 6. “I‟m Nervous That a New CMS Will Take Forever to Implement” “ We have a pretty aggressive marketing plan for the year, and we can’t afford to lose time in a lengthy deployment.”
    19. 19. How to Overcome• Setting up an on-premise CMS can be complex, and for the first time, a learning curve is inevitable• With a cloud CMS, you don’t have to worry about this setup process; experienced and trained professionals take care of it for you. We could have it done today for you!
    20. 20. 7. “Choosing a CMS Requires a Large Financial Investment” “Implementing a new CMS is a significant financial investment – what if we make the wrong choice?”.
    21. 21. How to Overcome 10 Cloud vs. On-Premise CMS SaaS CMS 8 On-premise CMS 6 4 2VALUE 0 0 2 4 6 8 10 12 -2 -4 -6 -8 -10 TIME
    22. 22. 8. “I‟m Concerned About Making the Wrong Choice” “ “Alot of CMS’ out there have many impressive features – I’m scared that I will make the wrong choice.” .
    23. 23. How to Overcome• Forget the “Feature Fest” - focus instead on selecting a CMS that excels in those functions you need most• Remember the “80/20” rule – concentrate on the 20% of functionality that you will be using 80% of the time. For example, many marketers need to quickly publish and track web content and email campaigns.
    24. 24. 9. “I‟m Uneasy About Having to Use a Brand New Tool” “It’s already taken some time for my team to get used to finding their way around our current CMS. Now I have to ask them to start all over again?” .
    25. 25. How to Overcome• There’s a difference between technical and user support – look for a CMS that has user support and training built into the cost. Both of these will help marketers do their jobs better• Ask vendors to show you how the CMS will make your day- to-day tasks easier• Ask how long training takes / costs – probably proportional to product complexity• Is help documentation context sensitive and available online?
    26. 26. Marketers often express a similar string of concerns and apprehensionsaround choosing a CMS:• Fear of change, commitment and the possibility of making the wrong selection• Fear of a lengthy, complex deployment and the financial/infrastructure burdens that occur as a result (i.e the open “can of worms” argument)• Yet, making the choice is essential to your web marketing success! Arm yourself with knowledge before you make your selection – this is an essential way to mitigate these risks• Do research, and ask vendors to provide resources that will guide you towards finding the “best fit” CMS for your business
    27. 27. Kick-Starting the Process for Your OrganizationHow to Begin1. Determine Who Will Be Part of Your “Decision Team” • Could be cross-departmental • Keep as small as possible, ensuring that relevant stakeholders are included2. Identify Your Objectives • Will you be doing a redesign? • What pain points is this new CMS aiming to solve? • Be as clear and detailed as you can, as it will save much time later in the selection process3. Audit Your Current Process • Consult internal sources to determine what your current process is. Some questions to ask: • How efficient is our current workflow and approval process? • How long does it currently take to make updates? • Are there secure pages and need for user permissions?
    28. 28. Kick-Starting the Process for Your Organization4. Gather Info on Potential Vendors • Some touchstones : o Level of usability o Is there a staging environment? o How much training do we need? o Deployment timeframe and cost5. Prioritize Your Selection Criteria • Decide what will be the most important factors in your decision, and rank them in order of importance (i.e cost, time to implement, usability, etc)6. Decide! • Build a “matrix” of the shortlisted CMS, and their essential features/benefits • With your decision team, make your selection
    29. 29. Want to see Marqui inaction?Join us for a live productdemo.Click the link in the GoToWebinar chatwindow to register.
    30. 30. Q&ARichard Sharp, VP MarketingMarquiRichard.Sharp@marqui.comTammi Couto, Business Development ExecutiveMarquiTammi.Couto@marqui.comDM us on Twitter or