SmarterHQ provides “intelligent contextual marketing technology that powers triggered email and website campaigns that deliver the personalized experience customers demand, with minimal effort.” And it builds a unified customer database to make it happen. They just raised $13 million, bringing total financing to $33.6 million. Funding will be used to expand beyond retail to industries including financial services and travel. When vertical specialists extend into each others’ industries, is that convergence or diffusion? Whatever it is, it’s happening. A lot.