Ektron announced a new ambitious product this week it is calling the Digital Experience Hub. It made the announcement at the Synergy 2011 partner and customer conference.

The product is an attempt to bring together sales and marketing functions including web content management, customer relationship management, email marketing management, marketing automation and analytics under a single digital umbrella.

Tom Wentworth, Chief Marketing Officer at Ektron makes it clear that it does not intend to offer all of these services, but simply provide a hub where all of these functions can live, regardless of the vendor.

"Marketers aren't looking for vendors to replace their existing technology investments," he said. "Instead, Ektron is making existing marketing investments work better, by connecting those investments with both content and context to drive positive business outcomes."

At least that's the goal. The idea is to take popular products such Webtrends and Salesforce.com and provide the integration out of the box with the goal of providing a customer experience management solution made up of different parts, which Ektron pulls together into a single experience.

It's an interesting idea in that it doesn't require companies to go to an all-Ektron solution, something most organizations would probably be reluctant to do, while providing a way to pull those tools together into a coherent customer-driven strategy.

For more information:
- see the Ektron press release

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