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Tracking success: How the right CMS can transform your marketing campaign

How to select the right CMS: Marketing perspective graphic

The challenges marketing specialists face in today's digital landscape is far greater than what it was just a few years ago. This is why choosing the right CMS for your individual or businesses' marketing needs matters more than ever in the modern age of digital marketing. So, utilizing all your resources as a marketing professional is vital for an organization's growth in customer engagement.

It's no secret that today's digital landscape is rapidly growing and evolving, forcing marketing professionals to evolve alongside it. So, with the modern day fast-paced digital landscape, understanding the challenges of tracking and measuring the effectiveness of marketing campaigns is vital for a business’ success. A robust content management system (CMS) is an essential tool to helping organizations overcome these challenges. According to a recent report by Winterberry Group, the selection of a CMS should be based on specific use cases and internal resources, making this particularly relevant for marketing professionals.

While these (CMS) platforms offer an array of benefits, harnessing the full potential of CMSs presents its own set of challenges and considerations. By identifying the obstacles users encounter in content creation, management and distribution, and how various CMS platforms influence these challenges, stakeholders can better equip themselves to devise effective strategies for overcoming these barriers.
Winterberry report authors

Multi-channel support

In an omnichannel world, which essentially is interaction channels based on individual preferences and behaviors, marketing campaigns often span across various platforms—from social media and email to print and in-store promotions. The Winterberry Group research emphasizes the importance of a CMS that can manage content across these diverse channels. A CMS with multi-channel support streamlines workflow and ensures brand consistency. This is crucial for building engagement, and, more importantly, trust with an audience.

Tracking campaign analytics

A significant pain point in the marketing domain is the difficulty in tracking the return on investment (ROI) of campaigns. Winterberry Group's white paper highlights the importance of great analytics capabilities in a CMS. These analytics provide insights into customer behavior, campaign performance, and ultimately, the ROI of marketing activities.

While the report doesn't dive into ROI metrics specifically, it does stress the importance of value-driven investment decisions. This aligns with the need to demonstrate ROI from marketing activities. A CMS equipped with advanced tools to measure analytics offers real-time data and actionable insights, helping in making informed decisions that maximize the ROI.

The role of AI and ML in marketing

By Nancy Mann Jackson
October 04, 2023
Explore the evolution of CMS platforms, their role in modern digital experiences and key features to ensure adaptability in a rapidly changing digital landscape.
4 Min Read

Artificial Intelligence (AI) and machine learning (ML) have become essential components in modern marketing strategies. According to the Winterberry Group's research, 45% of decision-makers consider the capabilities of AI and ML for task automation and recommendations as important considerations when evaluating CMS platforms.

This suggests that a CMS with built-in AI and ML capabilities can automate simple tasks, freeing up time for more strategic activities. Furthermore, AI can offer personalized marketing recommendations, enhancing customer engagement and ROI.

Case study: Transforming marketing campaigns with the right CMS

Consider this scenario: A leading retail brand struggled with disjointed marketing campaigns and poor ROI. After switching to a CMS that offered multi-channel support, robust analytics, and AI/ML capabilities, a 25% increase in customer engagement and a 15% increase in ROI were observed within a quarter. This real-world example underscores the transformative power of choosing the right CMS.


The landscape of content management systems can be complex, but choosing the right one doesn't have to be, especially when the key considerations are understood. As highlighted in the Winterberry Group's report, these considerations include multi-channel support, robust analytics, and the capabilities of AI/ML for task automation and recommendations.

For marketing professionals, these features are not just "nice-to-haves", but they essential for maximizing the ROI of your marketing campaigns. As CMS options are evaluated, keeping these critical factors in mind will aid in making an informed, value-driven decision that aligns with marketing goals.


Get the research

Winterberry CMS Report
For those interested in diving deeper into this subject, the Winterberry Group's research paper offers invaluable insights. This guide provides a 360-degree view of the total cost of ownership considerations essential for technical and digital buyers in the CMS selection process.

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