Regardless of the nature of the business, Content Management Systems (CMS) are central to any CMO’s Marketing Technology stack. Today, a CMS is expected to run in sync with every online Marketing campaign planned. Web CMS Managers are constantly harried by the growing demands to perpetually deliver contextual content and personalization to a highly diversified segment of audience. But, we all know that it is a difficult task to sync your web CMS back-end with the front-end Marketing campaigns.
Yes, a lot can be achieved through messenger pop-ups, personalization forms, landing pages, emails and websites for each visitor. But, CMOs had long hoped that all these would be centrally available under one, single top-of-the-shelf Content Management System. Salesforce has fulfilled the dream.
Last week, Salesforce announced the launch of its hybrid Content Management System for Omnichannel commerce customers. Salesforce’s hybrid CMS will help content creators draft content and syndicate across Salesforce platforms and other systems. The CMS’s primary target is Salesforce’s already existing customer base who can now manage content on their websites, mobile apps and e-commerce sites using a homegrown solution.
Salesforce CMS ties in everything that is needed to deliver highly personalized and contextual Content Experience, into one hybrid platform. With the new product for CMOs, Salesforce is planning to make a dent into current marketplace led by players such as Adobe Magento, Contentful, ContentStack, Episerver, Oracle, SAP, BigCommerce, Kentico, Sitecore, Shopify, and Insite.
But, Salesforce CMS is different — it’s created within Salesforce’s own ecosystem of Marketing, Sales and Commerce Cloud.
Here are some of the pain-points of every CMO that hybrid Salesforce CMS promises to heal.
Personalization – The Missing Piece in Content Marketing
Do you remember what Mary Meeker’s 2019 report had advised all CMOs?
Use Data Plumbing tools.
Consumers are constantly bombarded with tons of information about brands and products. These are shared through multiple channels – but, WEBSITE is the go-to shopping destination for most. Whether you are targeting the B2B customers or next-door millennial family, there was a missing piece in the personalization game. Salesforce seems to have filled that with their Omni-commerce CMS.
There are so many things that go into creating, promoting and advertising good content. But, a good Content Manager is the one who can out-think the audience with powerful messaging. With direct access to Salesforce CDP and CRM, users can design unique content for each web audience groups. In short, today Salesforce CMS connects Customer data to deliver the most contextual content personalization ever.
Low Code, Chop-Chop!!!
We like the idea of bringing a CMS on top of an app. CMOs no longer have to wait for lengthy web development and testing cycles to measure the site’s performance, especially when you are in the business of publishing fast-paced, dynamic content. Low-coding cycles eventually translate into shorter A/B testing process and quicker automation*.
Do We Need to Hire a CMS Theme Designer?
No, if you are investing in Salesforce CMS for your new website!!!
Maybe, yes, if you are still working with legacy CMS, such as WordPress and Magento, or others.
With hybrid CMS, Salesforce has allowed editors (who often come from a non-technical background) to turn into personalization junkies in no time. Salesforce CMS borrows the stuff that have worked well for generic CMS users– for example, the atypical “what-you-see-is-what-you-get” (WYSIWYG) tools. The hybrid Salesforce CMS offers Experience Builder and Commerce Page Designer as its editing feature. Editors can simply ride to the top of personalization commerce without looking deep into technical components of the CMS. It is not only developer-friendly, but also editor-friendly.
We will see CMOs spending their budget to creatively refine websites, rather than relying on third-party design studio to get the job for them. Adi Kuruganti, GM, Salesforce Community Cloud and SVP, Products B2B Commerce states,
With Salesforce CMS, any user can create, manage, and deliver content. You can choose a content type or create custom types, and quickly draft the content in the app, no technical chops required. Multi-language and translation support help you scale, and permissions help you collaborate while maintaining brand standards. Content creators can also develop content collections, which are like playlists of content that can be added to different experiences.
Dreamforce Will Explain All Unanswered Calls
We are yet to find out if the existing Salesforce customers can access hybrid CMS features on their existing technology platforms. Here are some of the curious angles we would explore in the coming weeks as we head into the Dreamforce – Salesforce’s biggest annual MarTech event.
Let’s find out together how Salesforce could be using Einstein AI to recommend content changes and TABLEAU Visualization dashboards for BI-based CMS goals.
It would be fun….
Look out for our special Salesforce’s Dreamforce 2019 coverage.
(To participate, write to us at email@example.com)
*(Salesforce team has confirmed about allowing third-party plug-ins — a big part of the hybrid delineation on Salesforce hybrid CMS. )