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