Once Universal Behaviors are loaded into Silverpop, they become available within the system for queries, program triggers, rules within programs, dynamic content, personalization, scoring, and analysis – pretty much anything that could be done with standard Silverpop data. Silverpop has also created native integrations with Adobe and Episerver Web content management systems. These let those systems submit a visitor ID to Silverpop and receive Silverpop data to use in dynamic content and personalization. But it has partners who fill that gap. MORE >>

Summary: a new Aberdeen Group report argues that Web content management systems should add customer management features and will ultimately compete with traditional marketing automation products. ve been convinced for some time that Web content management systems (CMS) will become important platforms for marketing automation. Aberdeen Group’s report Next Generation Web Content Management makes a convincing case for a similar position. Marketers now have to embrace the customer centric shift and deliver relevant, timely content when and where the buyer wants to receive it. MORE >>

The platform fills the center of Adobe’s three-part corporate mission to “make, manage, and measure” digital content and experiences. The other two pieces were already in place: “make” is Adobe’s original content creation business, while “measure” is Omniture Web analytics. But Adobe also explicitly limits its scope to digital channels, and implicitly limits its concern to content creation, delivery, and evaluation. Otherwise, Adobe expects even digital content such as emails to be delivered by third party products. Good stuff but nothing earth-shaking. MORE >>

But I happened to write one in response to a question at the Focus online community last week. But enterprise marketers have additional needs related to scalability, content sharing and user rights management, which SMB systems are not designed to address. The content explosion implodes: marketers will rein in runaway content generation by adopting a more systematic approach to understanding the types of content needed for different customer personas at different stages in the buying cycle. So I figured I'd share it here as well. SMB systems will lead the way. MORE >>

was principal author for much of the document and drafted the survey questions, although I didn’t write the individual vendor profiles or administer the survey. For the combined group, the top two challenges cited were data quality and creating content; the next three were poor marketing processes, lack of staff, and selecting metrics. Research firm Gleanster released its free “Gleansight” report on marketing automation late last month. I’ll also share in the revenues, which come when vendors pay for the names of people who download the report.) Back to the data. MORE >>