IBM to acquire software vendor Silverpop to enhance leadership in marketing automation

Enterprise IT vendor IBM is set to acquire software vendor Silverpop to enhance its leadership in marketing automation.

IBM did not disclose financial details of the acquisition of the privately held company based in Atlanta, GA.

Silverpop empowers marketers with cloud-based capabilities that deliver personalized customer engagements in highly scalable environments.

IBM said its enterprise marketing portfolio and Silverpop’s marketing automation and real-time personalization technology will offer advanced customer engagement solution to enterprises.

Craig Hayman, GM, Industry Cloud Solutions, IBM

Craig Hayman, GM, Industry Cloud Solutions, IBM, said: “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.”

The enterprise IT vendor has shared several use cases. For instance, a mobile service provider can discover if a customer is an early technology adopter and serve up permission-based marketing offers via mobile messages for the hottest new smartphone just before the customer’s contract expires.

Silverpop provides customer insights and an intuitive engagement engine that will help reduce the complexity of omnichannel marketing, making it easier to personalize the customer experience no matter where the customer sits on their brand journey.

The acquisition of Silverpop extends IBM’s client base to power the marketing capabilities of 8,000 organizations in more than 50 countries. Leading companies — such as Mazda, Stonyfield Farm and Advanced Micro Devices — use Silverpop to engage customers in both business-to-business (B2B) and business-to-consumer (B2C) scenarios.

IBM’s 100-plus Software-as-a-Service offerings and Silverpop will empower marketing, ecommerce and service professionals to directly design, execute and measure personalized interactions to acquire new customers, drive sales and build brand loyalty. This also accelerates time to value and reduces total cost of ownership with a fully cloud-based solution.

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