SiriusView: Web Content Management

SiriusDecisions’ recently published SiriusView: Web Content Management evaluates and scores 10 vendors serving the Web content management (WCM) needs of today’s B2B marketing professionals. In this post, we provide a snapshot of when you should consider each vendor.

• Adobe: Adobe Experience Manager. Large enterprises with globally dispersed marketing organizations that have multiple Web properties and desire a single vendor that provides a broad array of features in its integrated marketing solution, as well as native integration with extended capabilities (e.g. digital asset management, Web analytics, testing and targeting), should include Adobe Experience Manager on their short list of vendors. A strong relationship between marketing and IT is important, as implementation will require technical expertise. Enterprises with more basic goals and limited budget and resources should consider lower-priced WCM systems with fewer capabilities.
• CrownPeak: Web Content Management. Enterprises looking for a WCM system focused on a user experience that integrates well with multiple data and content sources should consider CrownPeak. CrownPeak’s software-as-a-service (SaaS) WCM system can allow a marketing organization to be up and running quickly with limited to no impact on the IT department. CrownPeak is focused on WCM and takes a best-of-breed integration approach to adjacent technologies; therefore organizations seeking capabilities beyond WCM (e.g. marketing automation, e-commerce) from a single vendor should consider other solutions.
• Drupal.org. Large and small enterprises that are extremely cost-conscious should consider Drupal on their short lists of vendors. Drupal is a do-it-yourself solution and, while essentially free, will consume human capital, support resources and time. It is not focused on B2B and will not help guide users to align content to the buyer’s journey. Additionally, this WCM system requires technical know-how for implementation and deployment. Alternatively, the solution may be attractive to companies that outsource their WCM systems to an agency.
• Ektron: Digital Experience Hub. B2B marketing organizations in small and medium-sized businesses SMBs that focus on pricing and ease of use fall into Ektron’s target market. Ektron offers flexibility for organizations that tackle WCM from both the technical (e.g. developers working in a .NET environment) and non-technical side (i.e. marketers creating and update content). Enterprises looking for more comprehensive solutions based upon requirements that go beyond standard WCM functionality should consider WCM vendors that focus on the broader category of Web experience management rather than pure WCMS.
• Kentico: CMS. SMBs looking for an affordable WCM system with the flexibility to move from an on-premise deployment to SaaS-based solution within a .NET environment can benefit from Kentico’s solution. Marketing organizations looking for many options and out-of-the-box functionality should include Kentico on their short lists. B2B enterprises looking for more guidance, training and best practices around aligning content to the buyer’s journey may want to consider competing vendors with a stronger B2B focus.
• Microsoft: Sharepoint. Large, global enterprises operating in a Microsoft environment with high demand for internal content collaboration can benefit from SharePoint. In many instances, SharePoint may already be deployed and in use in other parts for the enterprise and can adequately serve the basic WCM needs of a marketing organization. Enterprises that need a more complex WCM strategy, including dynamic content delivery, campaign management, persona mapping and e-commerce, should consider other vendors.WCM vendors
• OpenText: Web Experience Management. Enterprises that have significant interdepartmental demand for enterprise information management – beyond a marketing WCM system – and a need for robust content management functionality can benefit from OpenText’s full suite of experience and information management solutions. Additionally, existing customers using other OpenText solutions can benefit from its Web Experience Management product through easier integration and common user interface. B2B marketers that are heavily engaged in identifying personas and dynamically delivering content may find that competing vendors are stronger in these areas.
• Sitecore: Customer Engagement Platform. Enterprises looking for a WCM system with e-commerce and email capabilities can benefit from Sitecore’s natively integrated Customer Engagement Platform, and enterprises that are heavily embedded in .NET-based technologies and the Microsoft technology ecosystem should include Sitecore on their short list for WCM systems. Enterprises that are heavily invested in Java-based Web properties may wish to consider other vendors to minimize time spent on integration. For any enterprise, significant changes in Web architecture (page templates, navigation) will require extensive IT support.
• Upland Software: Clickability. Marketing organizations with extensive responsibilities in lead qualification and sales support functions can benefit from Clickability’s dynamic content delivery and visitor profiling capabilities. Clickability integrates with many other systems (e.g. MAP, marketing resource management, sales force automation) and offers relatively quick deployment through its software-as-a-service platform and Web site delivery infrastructure. Risk-averse enterprises should take Clickability’s acquisition history into consideration.
• WordPress.org. Large and small enterprises that are extremely cost-conscious should consider WordPress on their short list of vendors. WordPress does not offer out-of-the-box dynamic content delivery and other advanced features present in competing WCM systems. Instead, these features are available as add-on modules that users must implement, requiring effort and skills that may not be available internally. WordPress is a do-it-yourself solution and, while essentially free, it will consume human capital, support and time. It is not focused on B2B and will not help guide users align content to the buyer’s journey without the addition of available modules.