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IBM strengthens marketing portfolio with Silverpop purchase

11th Apr 2014
Editor MyCustomer
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IBM has announced the acquisition of Silverpop, an email campaign and data insights provider based in Atlanta, US. The deal adds to the technology stalwart’s already burgeoning marketing suite, and continues the theme of major tech providers’ battling it out for Marketing Cloud supremacy via high-profile buy-outs.

Silverpop provides a SaaS-based, personalised email marketing campaigns to over 8,000 customers in more than 50 countries, including Mazda and Advanced Micro Devices. The solution offers engagement with customers through social and mobile and can be scaled depending on the level of personalisation the campaigns require.

“The acquisition of Silverpop turbocharges IBM’s ability to put the customer at the center of any organisation,” says Craig Hayman, GM, industry cloud solutions, IBM. “Now, nearly any marketing, commerce or customer service professional from any business will have the ability to deliver the kinds of personalised customer experiences that make a measurable impact on the brand experience and the bottom line.”

IBM now has over 100 SaaS-based solutions for marketers to tap into, with the Silverpop purchase adding to recent acquisitions of Unica, Coremetrics and Xtify, which are all being plugged as aiding the drive towards personalisation and customer experience. Oracle have already made big moves in the space, purchasing Responsys for $1.5bn at the end of last year, while Salesforce also acquired ExactTarget for $2.5bn in 2013.

“This announcement further validates the rapidly growing market and substantiates the industry as a whole,” says Atri Chatterjee, CMO of marketing automation provider, Act-On. “We are seeing an increasingly growing demand for marketing automation as companies are doing more online multi-channel marketing and moving beyond email.

“Corporate Darwinism is at work here in a fast evolving market. The companies that remain standing are the hyper-growth ones with leading edge technology, or the behemoths that are scrambling to enter the market. This is a time of opportunity for marketing automation vendors to innovate and grow. The use of marketing automation has only scratched the surface, and we are in the beginning stages of a long and prosperous road."

Silverpop with have data integrated from IBM’s Ready for Smarter Commerce marketing partner network, to further assist the solution’s personalisation and customisation capabilities.

The deal is awaiting regulatory clearance with the solution set to be integrated into IBM’s marketing suite in Q2 of this year.

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