International Business Machines Corp. (NYSE:IBM) has announced it has completed the acquisition of Silverpop. Silverpop gives marketers cloud-based capabilities that deliver personalized customer engagements that can scale for any sized business. Silverpop’s automated platform reduces the complexity of omnichannel marketing and makes it easier to personalize each customer interaction in real time.
Through this acquisition, over 8,000 organizations around the world now use IBM’s Enterprise Marketing Management tools. Silverpop adds to IBM’s portfolio of over 100 software-as-a-service offerings.
“Silverpop’s powerful marketing automation capabilities will be infused across IBM’s enterprise marketing portfolio to help organizations exceed expectations throughout the customer journey,” stated Kevin Bishop, Vice President of Customer Engagement Solutions at IBM. “This will allow IBM to make it easier for clients of any size to acquire, retain and maximize the lifetime value of their customers.”
Silverpop makes personalization simpler by automating the customer experience based on insights from permission-based data streams like social, web, e-mail, and mobile activity. Silverpop’s platform enables marketers to use profiles to delivery personalized experiences for each customer in real time. For example, a retailer can determine that a customer who has repeatedly looked at a specific item on their website has just entered their local store and send an SMS message alerting the customer that the item is available (if opted in).