Newsletters
News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
This ad will display for the next 20 seconds. Click for more information, or
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
Applications
Real-time info services with Neustar
Average Rating:
Rate this article:  
Silverpop: IBM Marketing Portfolio Gets Personal
Silverpop: IBM Marketing Portfolio Gets Personal

By Jennifer LeClaire
April 10, 2014 2:34PM

    Bookmark and Share
With Silverpop in its war chest, IBM offers a more complete customer segmentation solution for companies ranging from start-ups to global enterprises. Silverpop has award-winning, cloud-based real-time personalization technology. The company's technology will become one of more than 100 Software-as-a-Service offerings in IBM's portfolio.
 


In a move to help marketers deliver more personalized experiences to customers, IBM has acquired Silverpop. A privately held software company based in Atlanta, Silverpop gives marketers cloud-based tools that automate personalized customer engagements in scalable environments.

With the Silverpop acquisition, IBM also picks up 8,000 customers, including the likes of Mazda, Stonyfield Farm and AMD. Financial terms of the deal were not disclosed.

Big Blue is convinced that the acquisition will forward its position in marketing automation circles by virtue of Silverpop's real-time personalization technology. In fact, Silverpop sports award-winning real-time personalization technology. With Silverpop in its war chest, IBM offers a more complete customer segmentation solution for companies ranging from start-ups to global enterprises.

"The acquisition of Silverpop turbocharges IBM's ability to put the customer at the center of any organization," said Craig Hayman, general manager of Industry Cloud Solutions at IBM. "Now, nearly any marketing, commerce or customer service professional from any business will have the ability to deliver the kinds of personalized customer experiences that make a measurable impact on the brand experience and the bottom line."

Spanning the Purchase Funnel

Here's one example of the potential power Silverpop brings to IBM's table: A mobile-service provider can use the technology to discover if one of its prospects is an early technology adopter. If that's the case, the mobile service company could serve up permission-based marketing offers via mobile messages for the latest and greatest new smartphone just before the customer's contract expires.

But Silverpop also has an analytics component. The company can provide what IBM called "deep customer insights" and an "intuitive engagement engine." These technologies work to cut the complexity of omnichannel marketing. The promise is easier personalization of the customer experience regardless of what phase of the purchase funnel the customer is in.

We caught up with Charles King, principal analyst at Pund-IT, to get his take on the acquisition. He told us Silverpop should be a very good addition to IBM's Smarter Commerce portfolio.

"The company's solutions for gathering consumer information and using that data to craft personalized sales messages and campaigns helps its clients literally put their customers first," King said. "That should make Silverpop a valuable asset for both IBM and the 140-plus company partners leveraging those solutions."

The Big Picture

One of the compelling aspects of Silverpop's technology, which becomes one of more than 100 Software-as-a-Service offerings in IBM's portfolio, is its reported relatively inexpensive, cost-effective deployment that doesn't demand much technical knowledge.

In other words, marketing, e-commerce and service professionals don't have to wait on IT to design, execute and measure personalized interactions that drive customer acquisition efforts, drive sales and build brand loyalty.

Bill Nussey, CEO of Silverpop, is confident that his team has solved one of the most complex challenges facing marketers today. Of course, he also realizes that IBM's portfolio and global partner ecosystem will help the companies advance the mission to "build customer relationships one at a time on an even grander scale."
 

Tell Us What You Think
Comment:

Name:



Get Powerful App Acceleration with Cisco. In a world where time is money, you need to accelerate the speed at which data moves through your data center. Cisco UCS Invicta delivers powerful, easy-to-manage application acceleration for data-intensive workloads. So you can make decisions faster and outpace the competition. Learn More.


 Applications
1.   Internet.org App to Debut in Zambia
2.   Alibaba Mulling Stake in Snapchat
3.   Hangouts Now More Biz Friendly
4.   Oracle Releases a Slew of Upgrades
5.   Microsoft Spreads Cortana Abroad


advertisement
Alibaba Mulling Stake in Snapchat
May be latest to reach $10B valuation.
Average Rating:
China Puts Microsoft Under the Lens
Official anti-monopoly probe launched.
Average Rating:
Salesforce App Personalizes the Sale
New CRM and sales automation tools.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Ruling Against Microsoft Raises E-Mail Privacy Concern
Microsoft has been ordered to hand over e-mails to law enforcers in the United States as part of a criminal investigation, even though the e-mail is stored at a data center in Dublin,Ireland.
 
Twitter Buys Password Manager Startup Mitro
Following on the heels of another acquisition earlier this week, Twitter is adding to its fold a password-manager security startup called Mitro, which in turn is releasing its code as open source.
 
Government Requests for Customer Data Skyrocket
Requests for customer data from the government jumped 50 percent in the first half of 2014, according to Twitter, which received more than 2,000 requests for user info from gov't agencies.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | CRM Systems | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech
Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.