The journey to a digital experience platform
Any marketing channel or project needs to demonstrate that it’s moving the needle on your business objectives. A website is no different. Today, sites are evolving into digital experience platforms (DXP) that deliver clear ROI by quantifiably supporting bottom-line goals.
A fully realized DXP augments sales and marketing performance with added tools and capabilities. These can include support for lead generation campaigns, features to improve search and organic rankings, and integration with account-based marketing initiatives. In short, a DXP helps you generate leads, drive revenue, and reduce workloads.
Depending on your current site, your budget, and your current objectives, it may seem daunting to make the leap from where you are now to a full digital experience platform. Don’t feel like you have to make the leap all at once. There are four general stages for a company to go from zero to DXP:
- Initial website with a focus on design and presence.
- Transition to a content management system (CMS) with a focus on content strategy and workflow.
- Evolving or migrating CMS platforms based on business strategy, optimizing UX, content scale, and a roadmap for sales/marketing growth.
- Augmenting sales and marketing performance with new tools or capabilities to support lead-generation campaigns, improved search and organic rankings, and account-based marketing initiatives.
These are meant as general guideposts, not hard-and-fast rules. For example, you may have a website with no CMS, but your site design has a focus on UX. If you’re not sure what stage to consider yourself at, or what you may want to consider for your next website improvement, we’ve created an exclusive checklist, “The Pathway to a Digital Experience Platform,” available for download here.