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Intro to Web CMS for Marketing & Business

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My webinar on key concepts that marketers, designers, editors, and other business stakeholders need to know about web content & experience management technology.

Find answers to important questions like: what benefits should we expect from modern WCM tools? What capabilities do we need to exploit them? How can we differentiate vendors based on our particular business needs?

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Intro to Web CMS for Marketing & Business

  1. 1. Introduction to WCM for Marketing & Business Leaders
 " Irina Guseva! Senior Analyst! @irina_guseva!
  2. 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. 3. What Independence Means To Us Copyright © 2013 Real Story Group www.realstorygroup.com
  4. 4. Digital Workplace & Marketing Tech Vendor Map Copyright © 2013 Real Story Group www.realstorygroup.com
  5. 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. 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. 7. Web CMS Still All About Content Copyright © 2013 Real Story Group www.realstorygroup.com
  8. 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. 9. Workflows and UI Have Changed Source: Adobe Copyright © 2013 Real Story Group www.realstorygroup.com
  10. 10. Copyright © 2013 Real Story Group Product E Product D Product C Product B Product A Scenarios Play Important Role www.realstorygroup.com
  11. 11. What Web CMSs Do (And Don’t Do) Copyright © 2013 Real Story Group www.realstorygroup.com
  12. 12. Reporting & Dashboard Example Source: Sitecore Copyright © 2013 Real Story Group www.realstorygroup.com
  13. 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. 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. 15. Personalization & Targeting Are Hard Source: SDL Copyright © 2013 Real Story Group www.realstorygroup.com
  16. 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. 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

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