IBM Adds Silverpop to Its Collection of Service Marketing Acquisitions

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International Business Machines Corp. (NYSE:IBMannounced Thursday that it is buying the Atlanta-based marketing automation software provider Silverpop for an undisclosed sum.

The move, AdAge reports, is part of a larger trend among IT manufacturers to buy service marketers. In the past few years, Adobe,,  and Oracle have all made similar purchases. And this isn’t the first time IBM has invested in a marketing software company — the tech giant also recently acquired Unica and DemandTech, as well.

IBM’s vice president of enterprise, Kevin Bishop, said that the company hopes that Silverpop and its other marketing automation offerings will eventually be integrated into a SaaS (Software as a Service) suite, according to Gigaom. Bishop added that the company may have more to say regarding the potential suite in May.

“The acquisition of Silverpop turbocharges IBM’s ability to put the customer at the center of any organization,” said Craig Heyman, general manager of Industry Cloud Solutions, in a press release. “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.”

“By engineering a solution that uniquely delivers personalization through automation, our team has solved one of the most complex challenges facing marketers today,” said Bill Nussey, CEO of Silverpop. “Combined with the power of IBM’s portfolio and worldwide partner ecosystem we can advance our mission to help organizations build customer relationships one at a time at an even grander scale.”

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