Wednesday's Tweet Jam featured a who's who of product marketing directors, analysts and digital marketers who came together to discuss the merits, challenges and opportunities of marketing automation platforms and the ways they can impact and influence web experiences. With 123 participants Tweeting over 783 Tweets, this may have been one of our most popular #CXMChats to date. Let's a take a look at what went down. 

Top 3 Marketing Functions

Marketing automation platforms (MAP) do a lot. From marketing analytics to lead nurturing, campaign management to social media integration, landing page performance, segmentation and multivariate testing, among others. Still, when it comes down to it, our panelists acknowledged that most companies only recognize MAP for its email marketing capabilities. But they were unforgiving, noting that any one who thinks MAP is only good for email marketing, is doing it wrong.

Q1. Marketing Automation Platforms (MAP) are by nature broad. What are your top 3 marketing automation functions?


Storified by CMSWire.com· Wed, Feb 27 2013 17:11:41

A1: So many to choose from: Marketing analytics, campaign management & prediction/ scoring. Bonus function: social integration. #CXMChatJason Miller
Q1Good question - I most value the insights that comes from things like lead management, lead nurturing, and ROI/analytics #CXMChatCoreMedia
#CXMchat Q1: top 3 functions: landing pages, campaigns, smart marketers behind the toolsIrina Guseva
Q1 With campaign management tools being a close 4th #CXMChatCoreMedia
Q1:From a WEM perspective, top MA functions: generate demand, nurture, & convert only qualified leads thru meaningful conversations.#CXMChatFrank Del Pinto
A1 Top 3: Lead Scoring, Lead nurturing, & form building. Bonus 3: activity tracking, email delivery, campaign reporting. #cxmchatAaron Dun
Q1 #segmentation (Ok they don't all have this well…) #scoring #sfdc syncing but real value is not in functions #CXMChatRoland Benedetti
Q1 Essential MAP features provide actionable insight into the motivations of prospects across the entire buying cycle #CXMChatCoreMedia
Q1 - MAP is the “Experience CRM.” Where the customer interactions are stored. The channels for this are web, email, and forms. #cxmchatDavid Hillis
A1 not a feature per se, but I think MAP is best at providing overarching structure to the digital marketing mission #cxmchatScott Brinker
Q1: Automated PPC/SEM bidding & cross-publisher optimization #CXMChatSunil Menon
Q1 @Onehippo focus is on Realtime Relevance across all channels (Persona driven), predicting behavior & great UI (focus marketeers) #cxmchatTjeerdbrenninkmeijer
Q1 MAPs that are well implemented succeed by providing a unified view of the customer experience across touchpoints, online and off #CXMChatCoreMedia
Top MA functions? Really depends on the goals and objectives of the companies using them. #CXMChatCathy McKnight
Agreed. RT @fdelpinto: Q1: top MA functions: generate demand, nurture, & convert only qualified leads thru meaningful conversations #cxmchate-SpiritNA
Q1 top3: profiling, segmenting/understanding and engagement #CXMChat Experience is where its all about, need to understand customer #cxmchatMartijn van Berkum
RT @njitram: Q1 top3: profiling, segmenting/understanding and engagement #CXMChat Experience is where its all about, need to understand customer #cxmchatFrans Verstraten
Q1: Another top Marketing Automation function is sophisticated multivariate testing & targeting #CXMChatSunil Menon
Q1 - top 3 - 1. lead scoring, 2.email marketing and 3. the people running the tools! #cxmchattrobbins
Q1. #cxmchat the point of marketing automation is to know what each customer needs, and to provide itdeb louison lavoy
A1 - big benefit in improving customer interactions across channels and ability to measure results #cxmchatDave Birckhead
Q1 I agree with everyone stressing the importance of the team behind the tools - this is the fire behind the engine #CXMChatCoreMedia
Q1 - leading nurturing combined w/ creative content; customer behavior analytics; potential for integrating MA processes w/ others #cxmchatJulie Hunt
A1. MAP features - Email + list management, lead management multichannel publishing - it's all shifting #cxmchatGavin Heaton
Q1 - However, MAP is still pretty much just as a really smart Email tool - broad, but not deep. #cxmchatDavid Hillis
RT @davidhillis: Q1 - However, MAP is still pretty much just as a really smart Email tool #cxmchat - Yes - when poorly implementedCoreMedia
@davidhillis I would disagree, depends on the product and the maturity of your implementation. #CXMChatJason Miller
I second that RT @JasonMillerCA: @davidhillis I would disagree, depends on the product and the maturity of your implementation. #CXMChatAaron Dun
-1 :) RT @davidhillis: Q1 - However, MAP is still pretty much just as a really smart Email tool - broad, but not deep. #cxmchatTom Wentworth
95% email -- RT @JasonMillerCA: @davidhillis I would disagree, depends on the product and the maturity of your implementation. #cxmchatDavid Hillis
A1: All great responses, plus - Being able to walk into your CMO's office and prove the ROI of your marketing. #CXMChat #cxmchatJason Miller
Q1: Aberdeen research shows email, landing pages, and analytics/reporting top three-functions #cxmchatTrip Kucera
Q1 geesh, the functionality is varied for MAP isn't it. but it does seem email marketing is #1 use #cxmchatBarb Mosher Zinck
@bmosherzinck Q1: it is so much not only about email marketing #cxmchatRoland Benedetti
Q1 - least favorite potential direction for MA > regressing into email machine #cxmchatJulie Hunt
Email only, horribly under-utilized! RT @juliebhunt: Q1 - least favorite potential direction for MA > regressing into email machine #cxmchatAaron Dun
Q1 Top 3: Progressive Profiling, Customer Content Matching & Lead Scoring #cxmchatJonathan Agger
Q1: Segment discovery, rules-based and adaptive personalization are also important Marketing Automation functions #CXMChatSunil Menon
Q1 @forrester estimates that only about 5% of marketers use a full-featured marketing automation solution #CXMChatCoreMedia
A1 - One of the huge benefits is that good MAP will impose marketing process maturity across your silos if it's not already there #cxmchatGavin Heaton
Q1: For many companies, MAP is a Ferarri that only sees the side streets; but Best-in-Class more likely to use nurturing/scoring #cxmchatTrip Kucera
Q1 MAPs that fail focus too much on automation and standardization – to the exclusion of genuine, one-to-one relationships #CXMChatCoreMedia
Q1. Nuture campaigns, database segmentation, prospect analytics #CXMChatBryan House
Q1: The most important thing for B2B is too help find that needle in the haystack -- a customer with a biz problem you can solve #cxmchate-SpiritNA
Integrating ALL communications channels is key, then matching the targets expressed preferences. #cxmchatJonathan Agger
Q1 Automation is good but tricky – it can improve efficiency, but too much can alienate you from the people you are trying to reach #CXMChatCoreMedia
Email is the king. Crucial for MAP. #Hippocms is integrating with email suites @bmosherzinck Q1 shouldn't email marketing be #1 #cxmchatTjeerdbrenninkmeijer
Soon commodity -1 RT @tbrenninkmeijer: Email is the king. Crucial for MAP. @bmosherzinck Q1 shouldn't email marketing be #1 #cxmchatRoland Benedetti
A1 just as an aside, "features" are tricky because you can check the box with very different implementations #cxmchatScott Brinker
Q1 lots of different answers, from B2B lead nurturing to email marketing. No holistic customer journey mapping for MAP? #CXMChat #cxmchatMartijn van Berkum
Agree @davidhills MAP requires some solid digital marketing skills. There's still work that needs to be done on enablement #cxmchatGavin Heaton
If you are using a marketing automation platform primarily for email marketing, you're doing it wrong. #cxmchatJason Miller

We Don't Need No Stinkin' Silos

We assumed that where there was a marketing automation platform, there'd be silos. Not every one agreed with us. Any issues with data were not because they were siloed, but because they were centralized, which made it hard to know who owned the data. As well, centralized data often creates inconsistencies making it hard to improve customer experience across platforms and channels. However, some admitted if silos existed, it was due to poor organizational strategy or oversight within the platform.

Q2. Marketing Automation creates a data silo, how is this causing pain for your today?


Storified by CMSWire.com· Wed, Feb 27 2013 17:30:37

A2 Data should be the thing that releases you from the marketing silos - need to think #cxp and follow the customer #cxmchatGavin Heaton
Q2 Not just a question of data silo, also process silo, analytics silo... #cxmchatJulie Hunt
A2: I wouldn’t say it creates a silo, it centralizes your data. You can still access data through multiple platforms, CRM etc. #CXMChatJason Miller
Q2. biggest issue is where does the definitive customer data reside - MAP, CRM, Finance, somewhere else. which owns the customer #CXMChatBryan House
CRM RT @bryanhouse: Q2. biggest issue is where does the definitive customer data reside - Who owns the customer #CXMChatTom Wentworth
@bryanhouse I agree. The big challenge is customer data and how to integrate it across systems. Makes a challenge more challenging. #cxmchatDave Birckhead
@bryanhouse it can in certain cases, but it's better to integrate with a CRM and sync data in real time. We use Salesforce. #cxmchatJason Miller
Q2 The biggest challenging is aggregating and synchronizing the MAP data with other marketing systems #CXMChatCoreMedia
@CoreMedia_News Not just mktg systems: CRM, sales systems, etc. - needs thorough look at impact of MA on biz process across org #cxmchatJulie Hunt
Q2: 2 pain points emerge: 1.Lack of unified reporting between both systems & 2.website as primary vehicle for all content marketing #CXMChatFrank Del Pinto
Q2 I personally know marketers who have been brought to tears by the challenges of manually consolidating data across platforms #CXMChatCoreMedia
Q2 - MAP does not really create a data silo. Everything flows into the CRM. #cxmchatDavid Hillis
-1, you don't want all in the CRM RT @davidhillis: Q2 - MAP does not really create a data silo. Everything flows into the CRM. #cxmchatRoland Benedetti
Q2 MAP can creates inconsistent experiences across channels, synonym of bad #UX and bad #CXM. #CXMchatRoland Benedetti
A2. MAPs are purpose built platforms for campaign mgmt/measurement, it should be the "campaign system of record" #cxmchatAaron Dun
RT @ajdun: A2. it should be the "campaign system of record" #cxmchat That's a nice way of looking at it.CoreMedia
Q2 Not only MAP is creating silos, every system, including WEM, is creating silos. Marketing need silo synchronization #cxmchatMartijn van Berkum
Q2: if done successfuly should break the data silo problem - but requires an organizational to make that happen - strategy is King! #cxmchattrobbins
A2: Why does MAP have to create data silos if it's well integrated into CMS and CRM? #cxmchate-SpiritNA
A2 in my view, MAP should be the "traffic manager" for customer data coming from many sources -- ideally an anti-silo effect #cxmchatScott Brinker
@chiefmartec If used this way, MAP presents an opportunity to fix what is often already broken rather than create another silo. #cxmchatDave Birckhead
Q2 - In terms of web experience, the main silo is the profile / segmentation data. Knowing the website visitor in real-time. #cxmchatDavid Hillis
@davidhillis thats only for known customers, what about the not-yet identified customers #cxmchatMartijn van Berkum
@njitram That is where the Segementation comes in. Visitor is not resolved, but has an interest graph - contextual targeting on web #cxmchatDavid Hillis
A2. No reason to plug campaign reporting functions into other system. Better to plug the resulting data into your BI tool if needed #CXMchatAaron Dun
Q2: Multichannel customer analytics is an extremely painful process today because of the data silos #CXMChatSunil Menon
Q2 The breadth of some MAP can be a challenge – there is often considerable amount of overlap with CRM, WCM, and even ERP #CXMChatCoreMedia
Q2 The explosion of consumer touchpoints and the increasing emphasis on real time analysis has made it hard for MAPs to keep up #CXMChatCoreMedia
As we get smarter with data it can help us cross channels and silos to better engage customers with realtime offers etc #cxmchatGavin Heaton
Q2: Btw CMS and MAP, most data flow tends to be one-direction (CMS->MAP); marketers need to think about it like a system. #cxmchatTrip Kucera
Q2: data silos - need for a system of record, solid integrations w/ CRM, CMS, etc. otherwise, pointless. #cxmchatIrina Guseva
A2 as an aside, if you have a lot of data silos, it's more fashionable to call that "big data" ;-) #cxmchatScott Brinker
Big Data Farm! RT @chiefmartec: A2 as an aside, if you have a lot of data silos, it's more fashionable to call that "big data" ;-) #cxmchatAaron Dun
Marketers struggle with channel attribution around conversions because of the data silos #CXMChatSunil Menon
Q2: The more platforms to which you need to "sync" data, the more exponentially complex it gets. #cxmchat #cxmchatRyan D. Lunka
Q2. is BI the missing component in WEM? WEM creates #bigdata problems that marketers aren't typically ready to handle #CXMChatBryan House
@bryanhouse Just don't call it BI... needs to be operational. Built into the app. #cxmchatTrip Kucera
@tripkucera what do you mean by operational? biggest source of pain is when multiple systems own different pieces of customer data #CXMChatBryan House
@bryanhouse RE: BI -- that it's built into existing marketing systems, not trad. BI as we know it. #cxmchatTrip Kucera
Q2 The silo problem is compounded when a MAP is focused too much on a single channel – such as email marketing #CXMChatCoreMedia
Q2: Ultimately trying to derive customer insights around conversion & channel attribution requires bringing all this data together #CXMChatSunil Menon
And understanding it! RT @sunilmenon: Q2: Insights around conversion & channel attribution requires bringing all this data together #CXMChatJenny Ryan
Q2: A practical reality is that you need a mechanism to bridge those silos and a place to 'normalize' them for activation. #cxmchatJonathan Agger
YES RT @jagger8: Q2: A practical reality is that you need a mechanism to bridge those silos and a place to 'normalize' #cxmchat”Tom Wentworth
Q2: This is a hard process & there is very little automation available today esp. if you want to make real-time analysis #CXMChatSunil Menon
Q2. I think the question is we have one set of data for WEM and one for MA - why can't we have one overall? #cxmchatBarb Mosher Zinck
u can-takes soem work. RT @bmosherzinck: Q2. <>- why can't we have one overall? #cxmchatAaron Dun
MA platform should not be about tech, but about setting processes to get results then implementing MA to support those processes. #CXMChatCathy McKnight
Q2 CXM is all about best of breed & integration. The pain starts when people believe the all in one suite marketing story #cxmchatTjeerdbrenninkmeijer
@twentworth12 @marketo Yes, now we are getting to the good stuff. Contextual computing. #cxmchatJason Miller
Q2: There is a case for Process Management WITH BI in the equation. #cxmchatJonathan Agger
Integration and aligning other systems backend systems is critical to leveraging power of MA. #CXMChatCathy McKnight
Once we have access to the data, then we have the opportunity to create "right time" engagement not just real time interaction #cxmchatGavin Heaton
Q2 When the MAP/CXM/WEM industry will mature, standards will follow like CIMS / WEMI. Integrations to work together will be key! #cxmchatTjeerdbrenninkmeijer
@tbrenninkmeijer why is that? If one system is fine-tuned to collect al the data and analyze in one place, how is that not great? #cxmchatKimberly McCabe
which system? RT @kimberlymccabe: @tbrenninkmeijer If one system is fine-tuned to collect al the data and analyze in one place <>#cxmchatAaron Dun
According to @TheExpertsBench, only 33% of companies who use both CRM and marketing automation said the two integrated well #CXMChatCoreMedia
Dont pollute your CRM data please. There is a life after lead generation. Some data is welcome in the CRM, not all. Q2 #cxmchatRoland Benedetti
We're seeing specialist data aggregators emerge to provide a data integration and reporting layer across the silos #cxmchatGavin Heaton
Q2 relevant & agile integration of data, systems, processes requires over-arching strategy with focus on Customer #cxmchatJulie Hunt
@juliebhunt: A Prospect is just a Customer you haven't... thoroughly profiled ;-) #cxmchatJonathan Agger
A2: MAP is the lead singer, WEM is on lead guitar, CMR on bass and drums. #TweetJam #CXMChatJason Miller
One consolidated data set with broad/widespread access for team/user/dept to find the nuggets that are gold for them. #CXMChatCathy McKnight
A2 as marketers wring their hands over the challenges of data integration challenges, somewhere an IT analyst is smiling #cxmchatScott Brinker

Customer Experiences Do Not Begin or End with Landing Pages

While there are many similarities and redundancies between MAP and WEM platforms, the panelists seem to think that if you look deeper, there are more differences between the two. Which is not to say that it can't be better than it is today. However, in order to leverage the strengths of each platform, organizations need to work smarter and better understand what they can offer. Yet it wasn't entirely clear which comes first, MAP or WEM, although it was suggested that you need not choose just one, but instead build a 3-legged stool by adding CRM to the infrastructure.

Q3. MAP & WEM overlap in several areas. Are we stuck with this or is there a better way?


Storified by CMSWire.com· Thu, Feb 28 2013 06:42:39

A3. A thousand times NO. Make your content platform more strategic, and let MAP do what it does best! #cxmchatAaron Dun
Q3 You can't have as many trackers as online marketing gadgets on your web pages - Consolidation can not be avoided #CXMchatRoland Benedetti
Q3 I would suggest a more holistic approach that integrates essential MAP data into a cross-platform experience management platform #CXMChatCoreMedia
A3 the focus shouldn't be on the features, but on supporting the digital transformation of the brand #cxmchatGavin Heaton
A3: Landing pages & forms are only a small part of MAP while it’s the bulk of a CMS platform. Value of MA goes far beyond. #CXMChatJason Miller
i think it varies. RT @JasonMillerCA: A3: Landing pages & forms are only a small part of MAP while it’s the bulk of a CMS platform. #cxmchatapoorv durga
Q3 - Need is tighter integration. Forms should be tightly integrated to CMS. Activity tracking / profiles inform CMS in real-time. #cxmchatDavid Hillis
Q3 MAP and WEM will not go away; leave-and-layer technology is needed to create a bridge across all these technogloies #cxmchatMartijn van Berkum
Q3 Customer experiences do not begin and end with a landing page – and having overlapping tools for this makes no sense #CXMChatCoreMedia
Exactly! So many companies forget. RT @CoreMedia_News: Q3 Customer experiences do not begin and end with a landing page. #CXMChatJenny Ryan
Q3: Both systems are imperative. There needs to be fluid & bi-directional touch points, so both systems can deliver optimized CX. #CXMChatFrank Del Pinto
Q3: Someone will build a solution to the problem, because they'll attack the problem from outside the context of one platform. #cxmchatRyan D. Lunka
best is yet to come :-) RT @cmswire: Q3. Are we destined to be stuck with this or is there a better way? #cxmchatdeb louison lavoy
A3. Make strategic decision on where to host landing pages/forms based on how easy your WCM is to use and your org structure #cxmchatAaron Dun
Q3: While there may be overlap in certain areas, it is best to leverage best-of-breed for each systems strengths #CXMChatSunil Menon
A3 the architecture of "the new marketing" is a work in progress -- invest in talent and continuous improvement #cxmchatScott Brinker
Q3 Companies are looking to deploy dynamic, profile-driven publishing across all pages and properties – not just landing pages #CXMChatCoreMedia
Q3 Integration between MAP and WEM needs to be smart. Don't dump profile data from one to the other, synchronize smart #cxmchatMartijn van Berkum
Thinking it through it key RT @njitram: Q3 Integration between MAP and WEM needs to be smart. #cxmchate-SpiritNA
Q3 - Of course, there's always a better way! Need better bi-directional data flow in the meantime to support inbound nurturing #cxmchatTrip Kucera
Q3: Focus needs to be on tighter integration between the 2 systems & clean hand-offs in the end-to-end workflow #CXMChatSunil Menon
Next gen MAP and WEP are emerging to support the Chief Digital Officer #cxmchatGavin Heaton
CDO = digital native CMO RT @servantofchaos: Next gen MAP and WEP are emerging to support the Chief Digital Officer #cxmchatTom Wentworth
@twentworth12 the CDO definitely needs digital in their blood #cxmchatGavin Heaton
Q3: STANDARDS!!!! We needs an industry-based organization to help develop standards, or guidelines or at least, Best Practices. #cxmchatJonathan Agger
Q3 standards take a long time though. RT @jagger8: Q3: STANDARDS!!!! #cxmchatBarb Mosher Zinck
problem w/ standards is they are 10 yrs in making, by time they are approved & relevant, puck has moved - see CMIS #sharepoint #CXMChatBryan House
Q3 True, but we owe i to the market to co-develop best practices to start RT @bmosherzinck Q3 standards take a long time though. #cxmchatJonathan Agger
Q3: MAP & WEM overlap - this is normal, figure out which system does what better. CMS - landing pages? CRM - segmentation? #cxmchatIrina Guseva
A3. If you can’t update a landing page in real time in your WCM, then get a new WCM (!) or use MAP landing pages #cxmchatAaron Dun
Q3: What is the right approach? Should MAP be central or WEM platforms? Does it matter? #cxmchatBarb Mosher Zinck
both can be equal. RT @bmosherzinck: Q3: What is the right approach? Should MAP be central or WEM platforms? Does it matter? #cxmchatapoorv durga
@apoorv It shouldn't matter and can vary based on business need - the key is integratng the workflow and data #CXMChatSunil Menon
IMHO right approach depends on ur org +tech. RT @bmosherzinck: What is the right approach? Should MAP b central or WEM platforms? #cxmchatAaron Dun
WEM should be the center RT @bmosherzinck: Q3: What is the right approach? Should MAP be central or WEM platforms? Does it matter? #cxmchate-SpiritNA
Q3 - Web CMS vendors should not be too proud. Let the MAP do what is does best and get out of the way. Integrate don't replicate. #cxmchatDavid Hillis
Q3 better way is through more open APIs, more loosely coupled connections between systems. free your data to drive insight #CXMChatBryan House
It goes beyond just providing a API. Mapping is needed (like F.E. standards like DITA / WEMI/CMIS are important) @bryanhouse #CXMChatTjeerdbrenninkmeijer
@tbrenninkmeijer it's created a huge opportunity for quick moving vendors #cxmchatGavin Heaton
A3 by the way, when we talk about "landing pages," I'd humbly suggest that's an area ripe for tremendous innovation #cxmchatScott Brinker
RT @chiefmartec: I'd humbly suggest that's an area ripe for tremendous innovation #cxmchat That's an understatementCoreMedia
absolutely. RT @chiefmartec: A3 by the way, when …"landing pages," I'd humbly suggest that's an area ripe for tremendous innovation #cxmchatapoorv durga
Q3 I would love to have a single, configurable interface that can access data from multiple systems and adapt to different roles #CXMChatCoreMedia
Q3 From a customer journey perspective there are much more silos then MAP and WEM, industry need to solve integrations together #cxmchatMartijn van Berkum
Q3: For e.g. use profile & segmentation info from the MAP or CRM bc that’s where your customer data typically lives #CXMChatSunil Menon
Q3: The problem with depending on standards is that they are a slow, political mess. Innovation is much faster. #cxmchatRyan D. Lunka
A3 better APIs in vendor platforms will definitely help -- standardization may be a ways off, but ultimately would be great #cxmchatScott Brinker
The new innovation cycle means deliver often and regular with stable software. #cxmchattrobbins
Q3: The entire workflow has to be inter-connected to make it a closed loop process while sharing data between the systems #CXMChatSunil Menon
Q3 MAP are pushing WEM vendors to do better form and landing page which is a good thing but it for sure will end up in the WEM. #cxmchatRoland Benedetti
Co-developing both best practices and standards would transform marketing. Would be great to see vendors take the lead on that #cxmchatGavin Heaton
A3: After a WEM form fill out MAP allows you to build work flows, nurture, score, & better manage the leads. (and much more) #CXMChatJason Miller
Consolidation or integration of Best of Breed. Ongoing debate - don't think there is one right answer. Use what you have best. #CXMChatCathy McKnight
Q3- If I have to back one horse, agree with @eSpiritNA WEM should be the center RT #cxmchatJonathan Agger
@jagger8 but what about the customer journey, if they are on a channel not controlled by the WEM? #cxmchatMartijn van Berkum
center of what? how about 3 legged stool: CM, MAP, CRM: RT @jagger8: Q3- agree with @eSpiritNA WEM should be the center #cxmchatAaron Dun
Q3 Answers to better interoperability can come from better understanding current & potential custs, target mkts,better segmentation #cxmchatJulie Hunt
Q3 - What is the bounce rate on a landing page? In what other biz would a 95% fail rate be good marketing? Use the Website! #cxmchatDavid Hillis
Q3 If you don't prove an API in 2013, you can better leave the MAP & WEM space. But the API's is the start. #cxmchatTjeerdbrenninkmeijer

MAP + WEM = Synchronization

Used together, there are many ways MAP can improve WEM. Of course, as is usually the case, it comes down to people, processes and technology. Beyond that, MAP can provide better opportunities for personalization through APIs and can convert data into meaningful actions and outcomes.

The panelists outlined several helpful things MAP data should be able to do, but without the right strategy in place, most companies will struggle to make the connections happen. Everything was going fine, until David Hillis bummed us all out by reminding that it really doesn't matter, because in the end it all ends up in... <gasp> excel.

Q4. WEM requires intelligence, which requires data. How can we use MAP data for better WEM?


Storified by CMSWire.com· Wed, Feb 27 2013 17:57:19

Q4 Ideally, MAP data can help fill knowledge gaps by tracking behavior across multiple sales and marketing channels #CXMChatCoreMedia
Insert people back into the process and stop trying to automate everything. We market to people, not to machines. #CXMChatCathy McKnight
@cathymcknight: . > +1 but nothing as bad as a CMS vendor trying to make a MAP from scratch. #CXMChatRoland Benedetti
Nicely said! @cathymcknight Insert people back into the process... We market to people, not to machines. #cxmchatJonathan Agger
@cathymcknight Yes and that's why it is important to focus on integrating the marketing workflow (not just the systems) #CXMChatSunil Menon
Q4: Invest, understand worship the customer journey #cxmchattrobbins
MAP data should be accessible via API to drive personalization & targeting delivered by WEM - MAP should be the engine #CXMChatBryan House
Q4 MAP can also help convert raw data into actionable insight through smart lead scoring, analysis, and revenue modeling #CXMChatCoreMedia
@CoreMedia_News: not to mention accuracy of analytics solutions in general… #CXMChatRoland Benedetti
A4: MAP data in WEM is the right way to go, making the most of both systems. The trick is to make the MAP data easily usable. #cxmchatalan baer
Some things never change! RT @abbaer: A4: The trick is to make the MAP data easily usable. #cxmchate-SpiritNA
Q4: MAP data, ERP data, commerce, web analytics & targeted social listening-make for a better WEM & also provides 3D customer view #CXMChatFrank Del Pinto
A4. The end conversion data should be used to instruct best performing content, user pathways #cxmchatAaron Dun
Q4. We need to have a way to share customer data across platforms to improve how we personalize web experiences. #cxmchatBarb Mosher Zinck
Q4: Leverage MAP for profile info & segmentation to drive personalization while WEM manages experiences across touchpoints #CXMChatSunil Menon
A4 The ability to customize content pieces, much more personalized experience. Contextual computing: The Future of Marketing #CXMChatJason Miller
Q4: MAP should drive convo with cust. via WEM and other channels. Moving towards dynamic, inbound/outbound nurturing #cxmchatTrip Kucera
A4 if you use MAP as the "traffic manager" for customer data, it needs to feed INTO as well as from WEM -- a +1 for better APIs #cxmchatScott Brinker
Q4: use MAP data for better WEM in segmentation and personalization of content; there's so much irrelevant pseudo-personalization #cxmchatIrina Guseva
@irina_guseva I like how @damsurvival referred to that <pseudo personalization> as automated delivery of garbage #cxmchatKimberly McCabe
Q4 I also think that MAP can help WEM by proving tighter, two-way synchronization between marketing and sales (CRM) #CXMChatCoreMedia
Q4 ultimately, using a unified open tracking database for all. We're going there for sure! #CXMchatRoland Benedetti
Q4 Should also be able to use MAP data to personalize customer service portals #cxmchatBarb Mosher Zinck
A4 brilliant data management and brilliant customer experiences are symbiotically bound together, but very different #cxmchatScott Brinker
We have created the veneer of personalization - but need to go beyond that to be authentic across channels #cxmchatGavin Heaton
Q4 Of course, all of this assumes that MAP data is accurate, up-to-date, and relevant – but this is an issue for any platform #CXMChatCoreMedia
WEM needs to use MAP data to build a "segment of one" - ultimate level of personalization. Can only be done with good data. #CXMchatDave Scalera
and LOTS of content! MT @DaveScalera: WEM needs to use MAP data for a "segment of one" - ultimate p18n. requires good data. #CXMchatAaron Dun
@ajdun Not just content > creative, relevant, useful content. Now we need content marketing / content mktg strategies in mix too #cxmchatJulie Hunt
Indeed - content (or the lack of it) is the dirty secret of MAP and WEM #cxmchatGavin Heaton
Agree. Content is king in the #SocialEra RT ‏@servantofchaosIndeed - content (or the lack of it) is the dirty secret of MAP & WEM #cxmchatDave Birckhead
@DaveBirckhead And context makes it all worthwhile ... that's where data kicks in. We're getting close to pretty cool marketing #cxmchatGavin Heaton
Content is surely the fuel of good marketing automation, why it can not stay a silo! #cxmchatRoland Benedetti
A4. Holy grail of “personalized website experience” is grand vision, but best make sure you have enough content to be meaningful! #cxmchatAaron Dun
Q4 - The use case is personalization. A) Segmentation data (tech buyer...); B) contextual data – Interested in Product X; C - WEM #cxmchatDavid Hillis
Have to recognize and converse with both prospects and customers. MA can only take those conversations so far. #CXMChatCathy McKnight
Q4: It’s also important to get additional contextual information like campaign codes or budget information for analytics #CXMChatSunil Menon
Q4: Open architecture for WEM and MAP will enable organizations to build the integrations that are appropriate for them. #cxmchatRyan D. Lunka
Q4 Fueling WEM processes w/ customer intelligence from MAP can ramp up Relevance / personalization in content delivery, #cxmchatJulie Hunt
Q4 Integration will play a big role, but think about what is relevant in personalization. Listen 2 marketing who listen 2 the cust. #cxmchatTjeerdbrenninkmeijer
Q4: MAP <-> WEM = Just-in-time marketing system #cxmchatTrip Kucera
Someday I hope Singularity rings true and the computers can market for me automatically http://en.wikipedia.org/wiki/Technological_singularity #CXMChatTom Wentworth
Q4 There are more silos containing relevant data, doesnt stop at MAP. We need more silo synchronization.See http://bit.ly/XGAPyO #cxmchatMartijn van Berkum
I'm excited to see a unified comms approach starting to appear - some vendors are well down the track #cxmchatGavin Heaton
A4 is it better to be a statistician or a content creator in the digital marketing orgs of the future #CXMChatBryan House
@bryanhouse Both!! A "content contextualizer" :) #CXMchatDave Scalera
Q4 - Who are we kidding. It all ends up in Excel - LOL #cxmchatDavid Hillis
You're making me cry RT @davidhillis: Q4 - Who are we kidding. It all ends up in Excel - LOL #cxmchatGavin Heaton
RT @davidhillis: Q4 - Who are we kidding. It all ends up in Excel - LOL #cxmchat Sad but true - in so many cases.CoreMedia
LOL - or Access for those of us who are masochists. RT @davidhillis: Q4 - Who are we kidding. It all ends up in Excel - LOL #cxmchatCathy McKnight
@davidhillis: Aren't u an eX-man? ;-) #cxmchatJonathan Agger
d'oh! i knew I should have paid more attention in stats #CXMChatBryan House
Just hire somebody :) RT @bryanhouse: d'oh! i knew I should have paid more attention in stats #CXMChatAaron Dun
Or google drive for us cloud / startup companies :) RT @davidhillis: Q4 - Who are we kidding. It all ends up in Excel - LOL #cxmchatTom Wentworth
A4 by the way, a small amount of high quality content can still drive many different segment-specific experiences #cxmchatScott Brinker

Challenges Underestimated

Once we put the harsh truth behind us, we focused on the challenges integrating MAP data with WEM. Panelists cited multi-channel interactions, relevance, having enough content, not to mention the overall clarity of the strategy as some of the biggest challenges.

Q5. What are the challenges to integrating MAP & WEM platforms?


Storified by CMSWire.com· Wed, Feb 27 2013 18:04:05

A5. It all starts with your strategy. Without a proper strategy, why are you integrating at all? #cxmchatAaron Dun
Cant agree more. RT @ajdun: A5. It all starts with your strategy. Without a proper strategy, why are you integrating at all? #cxmchatRoland Benedetti
Strategy is first! RT @ajdun: A5. It all starts with your strategy. Without a proper strategy, why are you integrating at all? #CXMChattrobbins
Q5 Time to Web is critical – can you respond quickly to consumer behavior without becoming an impersonal marketing machine #CXMChatCoreMedia
Q5: Basic integration is simple tracking. Level 2 is tighter forms integration. Level 3 is contextual targeting & personalization #cxmchatDavid Hillis
Q5 Look at what's relevant data. Mapping (for example on persona's). Creating a useful UI. Workflow? #cxmchatTjeerdbrenninkmeijer
Q5. open platforms are a challenge - it's a work in process, but every platform is built just different enough #cxmchatBarb Mosher Zinck
Q5: A major pain has got to be dealing with multiple channels. i.e. does a mobile lead stay on mobile? #cxmchate-SpiritNA
Q5 multi-channel customer interactions are a challenge for enterprises overall; also for any #CXP-oriented processes / systems #cxmchatJulie Hunt
Q5: MAP and WEM tend to fight for relevance, when they really need to get along. Cooperation over competition is the challenge. #cxmchatRyan D. Lunka
Many vendors are touching the power of the contextual web. Some still focus on traditional MAP. There's a divide #cxmchatGavin Heaton
Q5 having more data is great - but you have to know what to do with it as well - this requires good people and good content #CXMChatCoreMedia
Q5:Content sourced only for websites; CMO/CIO alignment;omni-channel consistency; cross-enterprise info processing;& capturing ROMI #CXMChatFrank Del Pinto
A5. segmentation strategy is big issue, how do you build in flexibility you'll need LT. too easy to design yourself into corner #CXMChatBryan House
A5: Just as @chiefmartec mentioned it earlier. Main challenge is ease of integration. But it will get bettter. #CXMChatJason Miller
By the way...when is #Adobe going to acquire a MAP? #cxmchatRyan D. Lunka
i asked, they didn't say, matter of time I bet RT @rlunka: By the way...when is #Adobe going to acquire a MAP? #cxmchatBarb Mosher Zinck
@rlunka Or perhaps the question should be when is an MAP going to acquire a WEM? #CXMChatCathy McKnight
Dont think they will, surely they could have by this point. RT @rlunka: By the way…when is #Adobe going to acquire a MAP? #cxmchatTom Wentworth
A5 technical integration is getting better every day -- the bigger challenge is clarity in the marketing operations vision #cxmchatScott Brinker
Q5: Even w/ right strategy, lack of standards to connect MAPs w/ WEM platforms makes it difficult integrations between systems #CXMChatSunil Menon
When selecting vendors we should map strategy against features. No good choosing features you're not culturally ready for #cxmchatGavin Heaton
Q5 It is more about what you want to achieve than how you do it. Figure this first or it won't deliver any value. #CXMchatRoland Benedetti
Q5 too much focus on technological and functional integration, not enough on the real benefit; integrated customer journey #cxmchatMartijn van Berkum
Clearly defined process to deliver on goals/objectives of Sales AND Marketing (and LoB's) then integration becomes less complicated #CXMChatCathy McKnight
Q5 Or: Too much focus on technological and functional integration, not enough focus on organizational issues of integration #cxmchatMartijn van Berkum
@njitram So it all goes back to strategy, not losing sight of the forest for the trees, etc. Q5 #CXMChatJenny Ryan
@njitram Great point! #CXMChatJason Miller
Q5: challenges to integrating MAP/WEM: vendors need to open up tools (APIs, stds); 'stead of packaging them into gigantic "suites" #cxmchatIrina Guseva
Q5: When designing & executing a campaign, it’s hard to understand the influence of each channel towards conversion & yield #CXMChatSunil Menon
Q5: what about content re-use or over-use? How do you stay on message consistently? #cxmchate-SpiritNA
A5. Base integration should be as easy as export HTML form and embed on web page, scale up from there #cxmchatAaron Dun
A5. Any integration that takes away ability to A/B test forms easily, swap out landing pages, or manage thank you pages will #fail #cxmchatAaron Dun
Q5 - Just as long as no one says i-Frame - all is good. #cxmchatDavid Hillis
Sometimes its the reality :( RT @davidhillis: Q5 - Just as long as no one says i-Frame - all is good. #cxmchatGavin Heaton
A5. data output from MAP to WEM is biggest pain point, how can MAP drive targeting decision engine? Middleware needed now #CXMChatBryan House
Q5 As always - the biggest challenge for marketing is measurement - we need to understand how effective are efforts are #CXMchatCoreMedia
As marketers get better at omni-channel they'll push vendors to change too #cxmchatGavin Heaton
Q5 Organizational challenge of integrating WEM and MAP is greatly underestimated #cxmchatMartijn van Berkum

Opportunities Abound

Looking ahead, we asked panelists to think of the opportunities that MAP and WEM present or those that have yet to be taken advantage of. Overall, MAP and WEM present possible solutions to tired marketing problems. From defining ROI to better personalization to improving the customer journey to more integrated workflows, there are a number or ways companies can extend the utility of their marketing automation and web experience platforms.

Q6. What's the most interesting opportunity around better integration of MAP & WEM?


Storified by CMSWire.com· Wed, Feb 27 2013 18:19:18

Q6 An integrated system can marry the data of MAP with the responsiveness of WEM to significantly increase customer loyalty #CXMChatCoreMedia
@CoreMedia_News if the two are integrated well, then that mystery is easily solved. ROI of content, ROI of social, we have arrived. #CXMChatJason Miller
A6. Using MAP data and content effectiveness data from WCM to measure content marketing program ROI. #cxmchatAaron Dun
Q6 Real personalization, better context.. #cxmchatBarb Mosher Zinck
Q6 MAP should be a resource for creating better informed marketers and enabling them to deliver better experiences #CXMChatCoreMedia
Q6 MAP & WEM vendors working together. Creating open interfaces and new ways to retrieve data from silo's (like F.E. SOLR) #cxmchatTjeerdbrenninkmeijer
If the MAP and WEM tools can help breakdown the marketing silos, we may just serve our customers better #cxmchatGavin Heaton
Q6 - Portal / Extranets to capture customer preferences, self-service, and profile data to inform the MAP / visa versa. #cxmchatDavid Hillis
Q6: Predictive analytics & contextual segmentation should be available as insights & fuel real-time personalization #CXMChatSunil Menon
Q6: Adaptive WEM #cxmchatJonathan Agger
A6. WEM is where the excitement is - the experience is what matters. content strategy, data, analytics all drive best experiences #CXMChatBryan House
Q6 Common strategy built on customer perspective leading to always-on relevance #cxmchatJulie Hunt
Well said - RT @juliebhunt: Q6 Common strategy built on customer perspective leading to always-on relevance #cxmchatIan Truscott
Q6 Integrating MAP and WEM would solve the fragmented customer journey when a customer switches channels #cxmchatMartijn van Berkum
Q6: An integrated system that marries MAP and WEM together and easy integration based on web standards when needed #CXMChattrobbins
Q6:End goal is an integrated marketing platform that generates & sustains conversations that helps customers find what they need. #CXMChatFrank Del Pinto
Q6 Simplify Online Marketers job to have them focus on the real marketing work out, this is the opportunity, not the technology! #CXMchatRoland Benedetti
@rolandbenedetti why only online customers? Get customers calling callcenters and at Point of Sale involved too! #cxmchatMartijn van Berkum
Yes - but systems need to scale for the analytics RT @juliebhunt: RT @njitram: @rolandbenedetti why only online customers? #cxmchatSunil Menon
@sunilmenon Thats exactly what we vendors should solve #cxmchatMartijn van Berkum
Q6 Providing content that is immediate, relevant, predictive. #cxmchatKimberly McCabe
A6. WCM must be strategic application on level of MAP and CRM, today WCM is relegated to an IT app dev platform only #cxmchatAaron Dun
Q6 - I am pretty damn excited about the responsive email templates @Ingeniux is adding to our MAP this week. #cxmchatDavid Hillis
@davidhillis @Ingeniux ooh, need to see those! #cxmchat - I heard vendors were working on themBarb Mosher Zinck
Q6 Generate more value, take nurturing and demand generation to their max potential #CXMchatRoland Benedetti
Q6: Web personalization like flossing - folks know it's good for them, but few doing it (well, or at all). Lots of opp and upside #cxmchatTrip Kucera
A6 real-time, two-way exchange of customer data between MAP & WEM to power next-generation customer experiences -- will be sweet! #cxmchatScott Brinker
Q6 MAP can deliver rigor and ROI to inbound marketing efforts - WEM can help MAP deepen the customer experience #CXMChatCoreMedia
Q6: Building out an integrated workflow that can handle the closed loop process around multichannel campaigns #CXMChatSunil Menon
Q6: what's more important is to get back to basics. MAP is still too hard to use, too immature. then do "adaptive" whatnot. #cxmchatIrina Guseva
A6: Dynamic content. Personalizing the customer/ prospects experience based on behavior. Very cool stuff happening with DC. #CXMChatJason Miller
And actually not hard to deliver - RT @JasonMillerCA: A6: Dynamic content. Personalizing the customer experience #cxmchatDavid Hillis
A6. Strategic opportunity to recast role of WCM as content system of record, owned by MARKETERS. #cxmchatAaron Dun
A6 KISS principle - Delight your visitors to grow your business. all the rest is plumbing #CXMChatBryan House
Ding! RT @bryanhouse: A6 KISS principle - Delight your visitors to grow your business. all the rest is plumbing #cxmchatRyan D. Lunka
A6 true, but when the plumbing doesn't work well... well, you can visualize that metaphor #cxmchatScott Brinker
@chiefmartec: That's why I went to Art School AND Trade School- Creative Plumbing #cxmchatJonathan Agger
Q6 For the customer journey think about the bricks again and combine it with digital. What is stored in which system? #cxmchatTjeerdbrenninkmeijer
marketers own WCM, WEM, MAP, whether or not they acknowledge it -- because you're on the hook for the results #cxmchatScott Brinker
tell that to IT. RT @chiefmartec: marketers own WCM, WEM, MAP, whether or not they ack. it -- because ur on hook for the results #cxmchatAaron Dun
CMO & CIO need to align for this reason RT @ajdun: tell that to IT. RT @chiefmartec: marketers own WCM, WEM, MAP #cxmchatAcquireB2B
@chiefmartec Collaboration w/ Sales, products teams, cust support, etc. part of the marketing success story too: end silos in orgs #cxmchatJulie Hunt
A6 …or unicorns and rainbows. wait, is that the #acefrehley principle? #CXMChatBryan House
how about, the devil is in the details..as any marketer knows all too well. #cxmchate-SpiritNA
Q6 - Leveraging insight from the well known (MAP) profiles to drive the experience for unknown (relevance/personalization) #cxmchatIan Truscott

As you can see, there was much excitement and conversation that took place during this week's Tweet Jam. In fact, as we came up on the end of the hour, the conversation continued, almost oblivious to the time limit. We think that's a good sign for the future of marketing automation platforms. Thanks to all who joined us. See you next month!