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CMS + Marketing Automation Platform: A one-two punch for cross-channel marketing success

Author: Rahul Khosla | Categories: CMS selection, Marketing Automation, Customer Experience, CRM

  94% customers disengage from brands when
they receive irrelevant messages (Source: Blue Research).

Engaging customers for a B2B marketer is a significant challenge as 60% customers feel indifferent towards marketing.

Brands must focus on relevance to deliver exceptional customer experiences – to deliver the right content to the right person at the right time.

As customers move across channels and devices seamlessly, to deliver great customer experience, B2B marketers need to deliver relevant content and experiences. To do this, they need an integrated Customer Experience Platform (CXP). Integration of technology - particularly between CMS and marketing automation--is the key to managing an effective and efficient, cross-channel marketing strategy and delivering exceptional customer experiences.

When I work with clients, I find that, all too often, firms don’t have the right approach to integrating their platforms to deliver total customer experiences.

Their marketing technology is siloed, and that leads to siloed data and channels. With these siloes, organizations struggle to deliver personalized customer experiences.

Personalized cross-channel marketing with CMS and MAP integration

With the integration of your content marketing system and marketing automation technology, you work towards the ultimate goal of achieving personalized, cross-channel marketing.

Imagine, for example, this simple scenario:

CMS, Marketing Automation
CMS, Marketing Automation

This scenario is just one of countless potential use cases for integration between these tools. But this example is predicated on collection and flow of relevant data between your CMS and marketing automation platform. It can’t be accomplished without this important link.

How do you deliver such contextual engaging experiences you ask? Delivering these contextual cross-channel experiences requires that your marketing technology works together. For B2B marketers, CMS and Marketing Automation are key components of the marketing tech eco-system. Delivering experiences driven by a single view of the customer across relevant channels drives engagement. Content Management Systems cater to websites (and mobile) along with social publishing, while marketing automation platforms target email channels, text and automating overall communications.

CMS and MAP Integration: The bedrock of your B2B Customer Experience Platform

When you approach integrating the two platforms, consider doing the following:

  • Create a single view of the customer: The CMS and MAP, when integrated, can capture cross-channel engagement in a single view of the customer.


  • Deliver relevant content wherever the customer is: The CMS and MAP can work together to deliver relevant content to the web, mobile, email, and social platforms seamlessly


  • Single content repository: Your CMS can be the single repository for all content. MAP can access content from the CMS to create emailers. This enables your Create Once and Publish Everywhere (COPE) strategy where you create content in one place and deliver across channels.


  • Single scoring model: A single unified scoring model ensures that cross-channel engagement of the customer is measured appropriately.


  • Capture holistic customer insights: Insights against the single view of the customer means that you no longer have to go to multiple platforms and work through the puzzle of gathering customer insights.

Integrating the technology is only part of the equations. By connecting the power of your CMS and Marketing Automation platform, you’re creating an ecosystem that puts each customer and their unique needs front and center, allowing your people, processes, and technology to align with the customer rather than organizational structures or business units. Your goal must be to align processes to move away from channel marketing, but towards aligning processes around the customer where campaigns are executed across channels seamlessly. This allows your team to focus on identifying and targeting specific customer segments and use cases, deploying content targeted at individuals rather than aimed at specific channels. Customer history and interaction data can be used to serve up the most relevant experience, content, message, and offer to each customer across channels. This enables a fundamentally better customer experience for each customer and across all relevant touchpoints.

The integration of these two key platforms can be accomplished through a relatively pain-free process. Depending on the technology your organization is using, some will offer API endpoints that can be extended to pass data between systems. Others have plugins or connectors that make the integration even more straightforward.

Delivering 1:1 value to every customer

Each time your customer interacts with your brand, it is an opportunity to engage the customer. By connecting your CMS and marketing automation system, you’re able not just to view and manage your assets in a more efficient way, but you’re able to use customer interaction data to actually drive their experience on a 1:1 scale.

“In exchange for personal information, purchase history, and the countless other data points driving the big data trend, customers expect timely, relevant, and valuable marketing, not just the broadcasted campaigns of the past.” (source: Matt Wesson, Pardot)

Every email they open, link they click, and web page they view can be tracked and used to trigger relevant messages and content on subsequent visits.

There are several benefits of integration:

  1. Agility
    Be able to better manage your entire customer lifecycle and make decisions that can be implemented quickly and easily across your customer journey and across multiple systems, platforms, and touchpoints. Connected data and reporting can help you make decisions, measure outcomes, and deploy solutions faster.


  2. Efficiency
    Using integrated systems results in the far more efficient use of infrastructure. It allows you to automate the manual process and more efficiently make updates to your entire customer journey from a single point, rather than making changes across multiple web pages, emails, or microsites.


  3. Revenue and accelerated growth
    Focusing on the customer and delivering relevant contextual experiences leads to a higher volume of high-quality


  4. Visibility
    Real-time visibility is important in making timely, informed decisions. Marketing teams with integrated systems have broad visibility into the actions and data that comprise each customer interaction. That data can be accessed instantly from a single source without the need for data extraction or data matching processes.

CMS, Marketing Automation