IBM on Thursday announced its acquisition of Atlanta-based Internet marketing firm, Silverpop, to boost its business services portfolio.
The take-over deal, which is still to get a regulatory approval, is expected to be close by mid-year. The company is yet to disclose the financial details of the deal.
Announcing the deal, Silverpop CEO Bill Nussey, posted a message on Silverpop’s website saying that he is excited about the deal with IBM.
“Silverpop’s industry-leading cloud-based marketing platform coupled with IBM’s own marketing products and global footprint promises to re-invent the future of how organizations and their customers interact and engage,” Nussey wrote.
“I look forward to building on the vision we launched here at Silverpop years ago and working with IBM to usher in the next generation of marketing.”
IBM’s cloud services general manager Craig Hayman said in a statement “The acquisition of Silverpop turbocharges IBM’s ability to put the customer at the center of any organization.”
“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.”
The marketing automation company, Silverpop, helps marketers interact with customers via e-mail, social networks, mobile and websites.
The marketing firm first assembles customers’ profiles from social media sites, Web usage, email and other digital signals and then crafts personalized offers and promotions based on these profiles. It targets both businesses as well as consumer markets.
IBM said it is planning to combine Silverpop’s personal marketing technology and customer engagement software with its enterprise marketing portfolio to offer advanced customer engagement solution to enterprises.
