IBM Bottles Up Silverpop Acquisition
IBM announced the close of its acquisition of market automation software supplier Silverpop at its IBM Smarter Software Summit in Tampa, Fla.TAMPA, Fla. -- Acquisitions have played a key role in IBM’s ascension to become a prominent player in the cloud-driven big data analytics space, and Big Blue completed a major acquisition by closing its deal to buy marketing automation firm Silverpop. Indeed, at its annual Smarter Commerce Global Summit event here, IBM announced it has completed the acquisition of Silverpop, a privately held software company based in Atlanta. Financial terms of the deal were not disclosed. Silverpop empowers marketers with cloud-based capabilities that deliver personalized customer engagements that 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, IBM said. By providing deep customer insights and an intuitive engagement engine, Silverpop enables exceptional experiences for customers across the entire brand journey. Silverpop extends IBM’s position in marketing automation in both business-to-business (B2B) and business-to-consumer (B2C) scenarios. With this acquisition, more than 8,000 organizations around the world now use IBM’s Enterprise Marketing Management tools. Silverpop also adds to IBM’s portfolio of more than 100 software-as-a-service (SaaS) offerings that can be quickly deployed with little technical knowledge to accelerate time to value.
“Silverpop’s powerful marketing automation capabilities will be infused across IBM’s enterprise marketing portfolio to help organizations exceed expectations throughout the customer journey,” said Kevin Bishop, vice president of Customer Engagement Solutions at IBM, in a statement. “This will allow IBM to make it easier for clients of any size to acquire, retain and maximize the lifetime value of their customers.”