As marketers, there is nothing more valuable for us to understand than the basic motivations behind the actions our customers and prospects take. But in the digital B2B environment, we are, unfortunately, unable to physically see our audiences to learn more about these core insights.

If we’re not gaining leverage using our physical presence in the boardroom, we have to figure out the best way to predict and extract the sentiments of consumers who are in the purchase decision process while sitting at their monitors.

It all starts with our websites. The successes of the mediums we use to communicate with our audiences are defined by their architecture and capability. The more user-friendly our website are, the more our prospects are inclined to further investigate what we offer. The user-friendliness of our visitor’s experience is unequivocally determined by the quality and structure of the medium we use in customer and prospect engagement.

The Source for Better Communication

A content management system (CMS) is the technology that is designed specifically to make websites accomplish what they are set out to do in terms of being a medium of interaction between customer and company. As a business evolves, website content organically increases: Search capabilities within our portals become more dynamic due to elements like development, workflow, scheduling, blogs, events, videos, and landing pages. The goal becomes to retain visitors by building an intelligently designed CMS that ensures an accurate repository of information which enables prospects to access the information they are looking for at the moment they are looking for it.

It follows that the more capable our CMS in terms of performance (in the way it behaves with visitors), the better are our chances of closing more deals.

Essential CMS Design Components

Architecture and capability is directly dependent on design; even though the end result is always to convert more prospects into customers, the way to get to this end is made of two additional components in CMS technology.

  1. The ease of use for administrators. The better your teams are able to manipulate the technology, the better can you harness its full potential.
  2. The ease of use for content creation. The easier your website content managers are able to understand the website’s structure, the more effective will they be at laying out content.
  3. The authentication of users to special content. The more secure your content is, the more likely it is not obtained are misused by the wrong people.

Combine these three components together, and you get a powerful and effective end-user experience.

Developed for Success

A powerful CMS brings value to your team when it has stable core functionality that can be expanded and customized. The right CMS can be a key source that connects all your marketing channels, internal processes and developmental stages.

How effective is your website at navigating audiences through your information? Is your website an effective tool for customer interaction and delivery of message? A CMS is critical for your success as it is the most important channel of communication with consumers.

How effective is your website? Perhaps it’s time to consider implementing a CMS for your website. For more information, please see

Tom Kasperson
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