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IBM acquired cloud-based marketing service provider Silverpop to bolster its appeal among marketers

IBM acquired cloud-based marketing service provider Silverpop to bolster its appeal among marketers

IBM continued its courting of chief marketing officers Thursday, announcing that it has entered into an agreement to acquire Silverpop, a provider of cloud-based marketing software. IBM said the move will grow its marketing cloud software portfolio and extend its reach across enterprises.

Silverpop offers SaaS-based email and marketing automation services and has about 2,000 customers globally. The terms of the deal were not disclosed.

“The acquisition of Silverpop turbocharges IBM’s ability to put the customer at the center of any organization,” said Craig Hayman, general manager, 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 personalized customer experiences that make a measurable impact on the brand experience and the bottom line,” Hayman added.

IBM already offers a range of marketing SaaS solutions which it unveiled last year, largely analytics and mobile marketing applications, but the Silverpop acquisition will help bolster the company’s service offerings where it has previously lagged. The service picks up on trends that allow marketers to automate tasks based on customer behaviours.

Bill Nussey, chief executive officer of Silverpop explained that the breadth of IBM’s portfolio and worldwide partner ecosystem will help the company extend its reach within enterprises.

“Over the last few years, I’ve looked at many different ways to accelerate Silverpop’s incredible success. But from my very first meeting with IBM, it was clear that combining our companies was better than any opportunity I’d considered,” Nussey wrote in an open letter on the company’s website.

 

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