American multinational technology and consulting corporation
IBM has acquired Atlanta-based marketing automation and email marketing software provider Silverpop for an undisclosed amount. The move comes as IBM’s bid to strengthen the range of services it offers enterprises aiming to acquire new customers. The acquisition is subject to regulatory approval and will likely be completed by June 2014.
Silverpop specializes in fine tuning marketing communications based on Internet, social network and mobile device usage. The result is extremely targeted marketing that avoids spamming potential customers. The solution offers a range of tools that IBM will add to its cloud-based services.
“The breadth and depth of IBM’s enterprise marketing portfolio, combined with Silverpop’s award-winning marketing automation and real-time personalization technology, will create the most complete and advanced customer engagement solution for businesses of all sizes and all scenarios – from startups to multinational enterprises,” explained IBM’s blog.
“Silverpop provides deep 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,” explained Bill Nussey, Silverpop’s Chief Executive.
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