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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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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
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.
Enterprise Mobile Platforms
Copyright © 2013 Real Story Group www.realstorygroup.com
Pla
tform
s
Pro
duct
s
Web Content & Experience Management Marketplace
Upper-Range Platforms
Mid-Range Platforms/
Mid-Range Products
Simpler 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
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
Copyright © 2013 Real Story Group www.realstorygroup.com
Workflows and UI Have Changed
Source: Adobe
Copyright © 2013 Real Story Group www.realstorygroup.com
Prod
uct A
Prod
uct B
Prod
uct C
Prod
uct D
Prod
uct E
Scenarios Play Important Role
Copyright © 2013 Real Story Group 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?
Customer Experience
Management
WCM Mobile
DAM
Etc.
CRM
Call Centers & Kiosks
Analytics & Optimization
Profiling & Personalization
Social Intelligence
eCommerce
Digital Marketing
Copyright © 2013 Real Story Group www.realstorygroup.com
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
Copyright © 2013 Real Story Group www.realstorygroup.com
Personalization & Targeting Are Hard
Source: SDL
Copyright © 2013 Real Story Group www.realstorygroup.com
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
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
