Customers should remain wary of web content management vendors reinventing themselves as "Customer Experience Management (CXM)" suite providers, according to a new marketplace analysis released today by independent analyst firm The Real Story Group.

The Real Story Group's new advisory briefing, 2013 Market Trends and Analysis of Web Content & Experience Management Systems, categorizes 36 Web CMS vendors and charts the relative customer risks with each solution.

RSG found that Web CMS vendors in 2013 are trying to infuse their technology with tools for marketing automation, email marketing, predictive analytics, lead scoring, testing and optimization, and associated reporting -- all under the umbrella of practicing Customer Experience Management (CXM). However, The Real Story Group advises prospective buyers to perform careful due diligence against vendor claims of providing a comprehensive CXM platform.

"Much like the influx of web analytics, social, and community features into Web CMS technology that we saw in the last decade, customers are likely to be disappointed with these new add-ons,” notes RSG Senior Analyst, Irina Guseva. "Most enterprises will find superior digital marketing services beyond the WCM marketplace."

The advisory briefing also illustrates the risks and opportunities customers face with 36 individual Web CMS vendors using its noted "Reality Check" charts.

The Real Story Group’s 2013 Market Trends and Analysis of Web Content & Experience Management Systems is complimentary for Web CMS research subscribers, or it may be purchased separately for $895 at www.realstorygroup.com.