Welcome to a self-deprecating session that seeks to shed some light on Magnoliaone of the best CMS in the world according to .
Chapter 29 will help you learn about the genesis and usefulness of a system based in Spain since 2013, and discover, as has happened to me, that there is life beyond eCommerce, product sheets and catwalks. payment.
We spoke with Angélica Sanz, Head of Marketing and Communication at Magnolia for Spain, Portugal and Latam.
Interview with Angelica Sanz (Magnolia)
03:14 Where are you from and what did you do before coming to Magnolia?
I am from Madrid, from a Valencian family. I studied ADE and specialized in finance Because I’ve always liked numbers. During the last year of my degree, Erasmus, I discovered marketing, which I liked even more than numbers. When I came back, I presented my final year project on new technologies and marketing, and started looking for a job in the sector.
04:17 How did you meet Magnolia?
It was a bit by chance, thanks to a blog. I started working in mass consumption, first in perfumes and then in toys. Just a year before I met Magnolia, I started a master’s degree in digital marketing. I had to do a thesis or a blog, and since I had never done one before, I decided to try it. And it was thanks to that blog, about the internet of things and digital marketing, that I entered the selection process. When I finished my master’s degree, I saw on LinkedIn that Magnolia had an offer to start marketing in Spain at a regional level. I sent them the blog, entered the process and here I am three years later.
05:38 What is Magnolia?
It’s a system a computer program that makes it possible for anyone to manage a web page based on clicks. They don’t need to know code. It’s a Content Management System (Content Management System) but it is not an eCommerce CMS. Magnolia’s direct competitors are Liferay, Adobe Experience Manager, Sitecore, Oracle… specialized CMS. The main difference that Magnolia has with these last three proposals is that all three are proprietary code and have a suite approach, they offer you a whole range of complementary functions to the CMS, which they manufacture themselves. We are open sourcejust like Liferay, and also we are niche. We focus on the CMS and making it very easy to integrate with other tools you need.
08:25 What other technical characteristics does Magnolia have?
In line with being integrable with everything, Magnolia is apified. That is, we have APIs so that anyone can program a small code and facilitate integration. Being open source, all customers can see the code and touch it, It is very flexible and adaptable to what you need.. And it’s also scalable. If you need to set up more machines or support more traffic, you can easily do so and it has automatic load balancing to ensure that the website will never go down.
09:33 Gossiping on your website we find Headless Content Management. What is Headless Content Management?
Traditionally, what you see on the screen is linked to the backend where you are entering the content. The way to do it now, where most CMS’s are going, is to separate these two things. You have in the backend the insertion of content and the management of rules, what each other sees; and in the front, which is what the user will see, you can insert any JavaScript framework.
10:27 And if that were not enough… A best-of-breed Digital Experience. What is this?
What we want is provide is the best digital experience around the CMS. Best-of-breed means you get the best system in each category. The best CMS, we, integrate it with the CRM, eCommerce, etc., that you consider that best suits your needs.
11:31 And what would you say Magnolia’s weaknesses are?
More than weaknesses… We are working to improve cloud offering, make it more mature and prevent our clients from having to outsource it. And also add more features of for customization rules.
12:25 What types of businesses fit as users of a CMS the size of Magnolia?
We target medium and large companies. All those that have a certain web complexity. Companies that need to have different websites with different domains and in different languages. In terms of sectors, it can be applied in all. It is true that there are some with very specialized CMS, such as in the media, which offer their own solutions that usually compensate more. In all other industries, as long as you have an environment where you need to integrate many systems and have different sites in many languages, Magnolia fits the bill. Among us we say that we are multi, multi multi. Multisite, multilanguage, multitenant.
14:08 Billionaires, the clients?… At what prices does Magnolia move?
We have a free edition, accessible on the web that does not have as many features as the paid license, which at a business level is the one that really pays off. To give you an idea, with a turnover of three million euros, paying for a Magnolia is already very profitable.
15:19 What is supposed to be so different about those projects that they need a system like Magnolia’s and not a ?
On the one hand, the multi-site It allows a very simple management of different sites from the same administration system. On the other hand, it has a highly developed role management, for editing permissions and you can make it as sophisticated as saying that a person only edits a section of one of the domains for certain actions and for others, they have to approve it. You no longer have to worry that someone is going to load an important part of the web, and if they do load it, we have version restore. You go to the administrator, look in the list of versions for the last one in which everything was fine and restore it.
17:03 How was Magnolia born?
It was born in 1997. It was founded in basel, Switzerland, by two friends in a garage. The product, as such, has existed since 2003. From then on it grew organically. We currently have eight offices: United States, United Kingdom, Spainwhere he arrived in 2013; Czech Republicwhere we have part of the development and support team; Vietnam and Singapore.
19:01 Where is most of the business?
Most of the business is in Germany, Switzerland, the Netherlands and the United States. Globally we are 150 people, 13 of them in Madrid, 50% business, 50% development. And to reach the whole world we have a network of partners and implementers, who install Magnolia on the client and adapt it to what each one needs.
20:29 I don’t see prices on the web…
They’re not here. Each project demands certain technical requirements and the prices are adapted to each case, depending on how many websites they want to manage, traffic, how many loads they need…
https:///cms-for-ecommerce/
9:08 PM This summer Magnolia came out for the first time in Gartner’s Magic Quadrant, among the top 18 CMS in the world. What did it mean for you?
We work hard to meet all the requirements and appear in the quadrant, and it represents a very important accolade. It reinforces the vision we have of where the CMS market has to go and on the other, the technology we have. In fact, we are noticing it. The amount that enter through the web is greater.
23:42 Is Magnolia interested in the world of eCommerce?
Our focus remains for eCommerce. If you have complex needs and need to integrate all the backend capabilities of an eCommerce with content management that gives you a contextualized experience. This is something that in Magnolia Amplifyan event that we organize on October 3 in Madrid, will tell intrendof the group Max Mara.
24:40 At the eCommerce level, your recommendation is to integrate with another.
That’s it. Take a specialized eCommerce tool to take advantage of the best of that system, and then, the best of Magnolia to manage the content.
25:35 How is this year’s Magnolia Amplify going to be?
The Magnolia Amplify is our annual event in which, on the one hand, we bring clients to tell us about their success story. What do they do and how do they do it to get their results. We always have opening and closing keynote speakers, and in addition, each year we choose a different theme. This year’s edition revolves around innovation. All the cases that we propose have different approaches to innovation in their digital marketing, and even at the company level: Air Europa, Prosegur, Intrend, AB Tasty, TUI and Applus, which has a very interesting case, because it is a very traditional company that has made a complete digital transformation.
27:10 whatwhat is going to count Air Europe?
He is going to tell how he is migrating all his marketing tools to structure them around Magnolia. eCommerce has it integrated and uses Magnolia for all interfaces, on desktop or in the app, since our CMS also serves for the management of mobile applications.
28:58 Still and it’s free. Who is it for?
We have oriented it to professionals from the marketing, web, eCommerce, digital transformation, cloud sectors. Any area of the company that is in contact with digital marketing and systems. We are looking for middle managers, directors, C-Level, so that the networking is of quality. This year we expect 300 people.
31:25 And you, as head of marketing and communication for Spain, Portugal and Latam, how do you allocate your time?
Right now, 80% of the hours are dedicated to Spain, 5% to Portugal and the rest to Latin America, with the focus on Mexico. And we do it, in this case, with online actions and with a network of local partners, who do have their offices there.
32:21 At the internal marketing level, in addition to Amplify and retargeting, what kind of actions do you implement to grow as a business?
We are very present at events, especially marketing and different verticals. For us, one of the most important ways to become better known is building trustand in B2B you do this by establishing good relationships during networking moments.
The last five with… Angélica Sanz (Magnolia)
iOS or Android? Android.
What is your favorite social network? Twitter.
What is your favorite eCommerce? an eCommerce of craft beers.
A hobby far from any screen? The sport. The last thing I’ve tried is crossfit and I really like it. In fact, I have signed up for the Spartan Race in May and I have to start training.
Who in the sector would you like us to interview? David Eguizabalwhich is behind soloartesanas and such cool things as , a car comparator.
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