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4/10/2014
12:58 PM
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IBM Silverpop Buy Will Boost Marketing

IBM deal for SaaS-based Silverpop will boost marketing automation, challenging Oracle's Responsys and Salesforce.com's ExactTarget.

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Selligent
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Selligent,
User Rank: Apprentice
4/15/2014 | 5:34:09 AM
It's all about spotting and acting on Intent
While Silverpop strengthens IBM's portfolio, positioning Unica for large B2C and Silverpop for SMBs would be logical if the market actually operated this way.  As differences between B2B and B2C customer engagement marketing increasingly diminish, as well as differences in the types of marketing programs large versus smaller brands invest in, IBM may find that it can better serve its customers with one robust platform of capabilities that focuses more on behavior-based interaction, segmentation and -driven personalization across channels.  Following in the footsteps of Salesforce and acquiring capabilities that are operated as separate business units hurts, not helps, the customer who needs a robust, multi-channel, integrated and truly scalable solution. 

The next stage in the evolution of marketing automation solutions will include robust scalable solutions that are able spot and understand intent of anonymous, as well as known, visitors and guide marketers on how to engage in a relevant, persistent and meaning conversation with customers and prospects.   It's not enough to just offer personalization-capable software.  Vendors must help their customers understand how and when to apply it and what metrics to use to measure its impact on revenue and loyalty.  At Selligent, that's what our customers tell us and what differentiates our solutions. 

Andre Lejeune, CEO, Selligent
D. Henschen
100%
0%
D. Henschen,
User Rank: Author
4/10/2014 | 1:17:46 PM
Unica too expensive?
IBM previously claimed to have cloudy marketing capabilities, but now it's being more honest and fessing up that Unica wasn't cutting it too well as "hybrid" cloud offering. Silverpop will step them up to the current state of the art, but on so many fronts I hear IBM acquisiitons tend to fall out of the thick of the competition. "We don't see them anymore" is the typical refrain. What's more, IBM seems to have more trouble than most acquirers keeping entreprenurial leaders. They get their earn-out bonuses and then bolt. Look how few original execs are still around from Cognos, Netezza and so on. What gives?
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