IBM is buying Silverpop, an Atlanta-based marketing automation company, for a reported $250 to $300 million.
IBM is acquiring Silverpop, a privately held Atlanta-based company specializing in marketing automation. The move is aimed at enhancing IBM’s portfolio of services and targeting potential customers.
Financial terms of the deal have not been disclosed but reports suggest that it is a $250 to $300 million acquisition.
According to a statement from IBM, the combination of its own enterprise marketing portfolio with Silverpop’s real-time personalization technology will create a complete and advanced customer engagement solution for businesses of all sizes and scenarios.
"The acquisition of Silverpop turbocharges IBM’s ability to put the customer at the center of any organization," says Craig Hayman, cloud services general manager at 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," he adds.
IBM has been aggressively building out its marketing suite this year. Just last month the company invested $100 million to expand its data-driven capabilities and consulting strategy. The Silverpop acquisition, if approved by regulators, is expected to be complete by mid-year.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Melanie White is the Editor of ClickZ, where she has worked since July 2012. White has been with Incisive Media (ClickZ's parent company) since 2009 where she was Deputy Editor/ US Editor for one of the financial risk management titles, International Custody and Fund Administration (later Custody Risk).
In addition, White worked on FX Week where she was a Senior Reporter. She has also worked and contributed to a number of other titles, including The Accountant, International Accounting Bulletin, the New York Post, Independent Magazine (UK), as well as the broadcast title Sunday Live with Adam Boulton at Sky News.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT