The best marketing CMS is not a clear answer, and should be driven by your business needs, team structure and website complexity as mentioned in the best marketing CMS 2025 article.
WordPress used to be the defacto website CMS, and still is for many smaller organizations. However, for many B2B companies (particularly startups) Webflow has rapidly become a more popular option, especially for single web masters.
The below graph best demonstrates the amount of fragmentation in current marketing website CMS technology. In fact, there is a greater variety in website marketing CMS vendors than any other marketing vendors evaluated due the combination of open-source platforms, headless CMS vendors and market maturity.
Disclaimer: The below data highlights key marketing technology (Martech) from 50 B2B SaaS websites through Q1, 2025. Technology vendors are determined based on implementation on publicly available website pages, code libraries referenced and third-party website resource calls.
The specific marketing website CMS used was highly dependent on company size as well. Micro businesses (less than 10 employees) were most likely to use Wordpress, while small to medium organizations were more likely to use Webflow and enterprise-size organizations were more likely to use a headless CMS like Contentful.
From talking to customers who are actively optimizing their website for sales, the most common trend I see is moving away from Wordpress and Drupal to more modern, scalable solutions like Webflow and Contentful.
I would recommend Webflow for smaller companies (20 employees or less), due to Webflow's built-in hosting and stronger visual editing capability. If you expect to have more than one person managing your websites or making changes however, you'll start to run into scaling issues with Webflow's publication process. At this point you have 3 main potential directions to take when it comes to your marketing CMS:
Open-source CMS: Go with free CMS technologies such as WordPress, Gatsby, Drupal or ProcessWire (which I would recommend) and re-invest what would be technology licensing costs into design/development for your website. Wordpress works great for blogs but scales poorly for large content websites. Developers love Gatsby for being React-based but it has significant UI-limitations to updating content on the user-side compared to other modern CMS tools. I like ProcessWire because it is open-source, highly un-opinionated (customizable for many websites) and also offers reasonably-priced paid licenses for use-cases like form management and caching.
Headless CMS: If your website was previously managed by a product team, this is a common path to go to give marketing some control of the website with specific limitations (only publish blogs or other specific types of content). Contentful is a popular option but can quickly become very expensive due to API-based pricing and limited content types. Sanity is another headless CMS, as is Content Stack.
Paid CMS: Move to a paid CMS such as Craft CMS, SiteCore or Adobe Experience Manager. In my experience, Craft CMS is the most flexibility but difficult to setup, Sitecore scales best for multi-language sites and Adobe Experience Manager is best if you have already purchased other tools in Adobe's Marketing portfolio (such as Adobe Target for a/b testing).
In either situation, you want to consider total cost of ownership and scaling when it comes to CMS selection. Open source tools will be cheapest up front, but without customer support you'll need to have in-house expertise or pay consultants/contractors for support. Headless CMS tools can be great to scale out content faster, but can be limited in design and quickly become expensive for high-growth companies. I always recommend customers start with a prioritized feature list, compare technologies and determine how much they want to invest into their website including tools, staffing/resources and scale before making a decision.