Why a CMS Helps You Create Better B2B Commerce Experiences

If you’re managing an ecommerce site for business partners, for example, selling chips to retailers, or selling large quantities of chemicals to business partners, you’ve already made progress in a key area — getting your commerce site up and running.

Now, how can you take that commerce site and supercharge it into a visual, branded, and beautiful experience? You can start with what is core to every site: content. Without content, your commerce site is just a webpage facilitating transactions. With content, you can create B2C-like experiences for your B2B customers. That is why I am so excited to announce that Salesforce has launched a brand new content management system (CMS), which allows our customers to take data and create it into content that can be syndicated to any channel.

So, what is a CMS? A CMS lets you create and edit digital content. Today, most systems go beyond the basics, with support for indexing, search, and SEO. The purpose of a CMS is simple: To create and revise digital content for internal or external publication. See this blog for more details on what a content management system is.

Why are B2B commerce leaders excited?

1. Managing your site is easier with a content management system

A CMS makes creating, managing, and publishing content simpler. Does your publishing workflow look like this: a business user creates content and sends it to IT or an outside agency. And then the waiting begins. Days or weeks later, the new content appears. Not so with a content management system. 

Let’s say you want to share information about promotions with targeted customers. Or create a banner on your site to highlight the sales success a customer had with your new product. You create the content — just type what you want to communicate. You can even add an image. Then publish it to your website or app or any other channel instantly. You can tag the content to personalize who sees it. For example, you could share a piece of content with customers in a specific state or country.

2. You can keep content consistent across different channels such as your site and marketing emails

Customers care about having a connected experience across channels. 69% of customers expect connected experiences, and 64% of customers have used multiple devices to start and complete transactions according to the State of the Connected Customer report. If you want to use the same header for a marketing email, page on your website, or any other channel, a CMS allows you to seamlessly push that header to each type of content. This leads to that consistent experience your customers expect, and helps you increase brand awareness.

For companies looking for an easier way to manage content on their websites and meet customer expectations for consistency, a CMS is a must. Learn more about Salesforce CMS here.