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IBM and marketing tech: How Big Blue plans to tackle Adobe, Salesforce, Oracle, and Sitecore - VentureBeat

IBM and marketing tech: How Big Blue plans to tackle Adobe, Salesforce, Oracle, and Sitecore - VentureBeat | The MarTech Digest | Scoop.it

Basic/ Digest...


The goal, for each, is to be able to support one-to-one marketing at global scale. That means embracing big data, big tech, and big cloud — not to mention big price. But these companies’ customers, which are global enterprises who have traditionally relied on mass media to communicate to anonymous blobs of customer segments, are moving from a one-to-many communication model to a one-to-one communication model. They want to know their customers’ names, their preferences, their needs, and their desires — and be known by their customers as a trusted, likable partner.

 

Big Blue is all finished picking up every single piece of its planned full-scope marketing experience suite. And conversely, it also doesn’t mean that IBM will buy everything it believes its customers need or want in marketing tech. Frankly, in a space that is exploding this fast, even a giant like IBM can’t afford the cost or the time.

 

Bishop has another plan: partnerships and integrations, via APIs. The solution is IBM’s Smarter Commerce Alliance, with more than 140 partners, and its Digital Data Exchange, with over 100 partners. Through these, and via APIs, IBM plans to allow its customers the freedom they want — and need — to experiment.

 

For Bishop, the end goal is not the technology alone, but the combination of software, service, and support that big enterprises like IBM are known for, and consider competitive advantages vis-a-vis smaller, more resource-constrained upstarts.

 

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CYDigital's insight:

Fully expect Silverpop's market penetration to pick up significantly. The battle for the Enterprise is an ongoing effort, but eventually (as they often do) IBM will pare things down and swim downstream. Wouldn't expect this for 2-3 years.

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IBM Announces Intent To Acquire Silverpop And We're Not Surprised - Forrester | #TheMarketingTechAlert

IBM Announces Intent To Acquire Silverpop And We're Not Surprised - Forrester | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Excerpt...


So, what does Silverpop bring to IBM’s Enterprise Marketing Management solution?

 

• A 100% SaaS solution that IBM can sell immediately, which is in keeping with IBM’s stated commitment to move to the cloud

• Email service capability that is stronger than that currently available in Unica - though questions remain about how Silverpop’s ownership and storage of data will work with much larger clients with existing data warehouses.

• The vision (with some technical execution) for customer profiles based on behavioral attributes, a topic that Silverpop pioneered, but has left open for others to claim a lead.

• A credible offering for B2B marketing automation. 

• Access to mid-market firms that IBM has not previously targeted - though we’re dubious about whether that is actually a competitive advantage for IBM at this juncture.

 

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CYDigital's insight:

I gave you the heads-up on this a few weeks ago, and it is now confirmed. And Forrester gives you the why. IT makes a significant amount of sense.

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Customer Experience Matrix: IBM May Buy Silverpop: B2B Marketing Automation and B2C Email Would Be Great Fit | #TheMarketingTechAlert

Customer Experience Matrix: IBM May Buy Silverpop: B2B Marketing Automation and B2C Email Would Be Great Fit | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Excerpt...


The InterWebs were buzzing this morning with an Atlanta Business Chronicle article reporting that IBM is negotiating to buy Silverpop. My only reaction was, What the heck took so long? The other enterprise-level B2C email vendors (ExactTarget, Responsys) have already been bought at wondrously high prices, and every B2B marketing automation vendor I talk to tells me that potential investors are approaching them constantly. So it was a totally safe bet that Silverpop was fielding many offers as well. With $50 million in funding, most of it provided years ago, it was an equally safe bet that Silverpop had some investors eager to cash out.

 

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CYDigital's insight:

I don't know if it is a nice fit, as IBM plays in a damn big sandbox.

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Silverpop’s Ecommerce Launch Underscores B2B-B2C Convergence - AdExchanger | #TheMarketingTechAlert

Silverpop’s Ecommerce Launch Underscores B2B-B2C Convergence - AdExchanger | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Intermediate/ Digest...


Marketing automation platform Silverpop’s recent push into revenue analytics for B2B marketers culminated Tuesday in the launch of Marketing Automation for Ecommerce.

 

While traditional ecommerce analytics measured how many people clicked and ultimately bought as a result of an email message, which is still valuable, Silverpop saw a need in its customer base to address larger customer lifecycle management questions such as recency, frequency and monetary value (RFM) to determine when to reengage a company's best customers that may have lapsed or to appropriate campaign efforts elsewhere.

 

The product addresses a multitude of B2C needs, at the core of which is the ability to tie email to revenue. While marketing automation used to largely exist within the realms of B2B, B2C companies are increasingly applying traditional B2B marketing activities like contact scoring.

 

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CYDigital's insight:

As B2B Ecommerce grows, watch the MAS vendors roll out functionality.

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Customer Experience Matrix: Silverpop Announces Universal Behaviors to Provide Better Cross Channel Customer Experience

Customer Experience Matrix: Silverpop Announces Universal Behaviors to Provide Better Cross Channel Customer Experience | The MarTech Digest | Scoop.it

Key excerpt...


Silverpop’s new features load customer behaviors from all sources into a central database, match identities to create a unified customer view, and make the resulting information available for real-time, automated interactions across all channels. The central database and cross-channel treatments are two of the three capabilities I’ve defined for a Customer Data Platform. Silverpop falls short on the third CDP function, which is integrated predictive modeling.  But it has partners who fill that gap.

Many CDPs have been quietly maturing for several years.  Silverpop's two-year gestation cycle is a good example.  I can't say precisely why so many are emerging more or less simultaneously, but suspect a combination of business conditions and ever-more-urgent marketer needs.  The long-term drivers are clear: more marketing channels make customer attention harder to attract, spread behavior across different media, and require coordinated contacts across channels. As a result, marketers need a unified customer database, unified campaigns, and way to deliver messages across whatever channels customers use now or in the future. This is what they get from a CDP.

It’s less surprising to see another CDP system than to see it coming from Silverpop.  After all, Silverpop’s twin heritages in B2C email and B2B marketing automation both use simple data models: flat lists for email and basic lead/contact/account tables for B2B marketing automation. Both types of systems traditionally merge customer data using only email address.  Neither build a company's primary marketing database or shares data with external systems. So its quite unexpected to see Silverpop ingest data from any source, cross-reference any set of individual identifiers, offer access to the data, and send messages for delivery by other systems.

CYDigital's insight:

We scooped this last week, and we completely agree with David Raab: did not expect to see Silverpop as the first one out of the chute to offer this. It's a game changer for them, and puts everyone else in the MAP space on the defensive. Impressive.


  • See the article at customerexperiencematrix.blogspot.com
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Silverpop Launches Universal Behaviors, Creating Real-Time Individualized Campaigns

Silverpop Launches Universal Behaviors, Creating Real-Time Individualized Campaigns | The MarTech Digest | Scoop.it

SilverpopTM, the only digital marketing technology provider that unifies marketing automation, email, mobile and social, today announced at its Amplify 2013 customer conference, the launch of Universal Behaviors. Now for the first time, marketers will have access to a live stream of real-time behaviors that they can easily understand and instantly integrate into highly relevant individualized campaigns.

 

“Marketers are being bombarded with a tremendous amount of data about their customers, which often seems like noise,” said Bryan Brown, director of product strategy for Silverpop. “To deliver highly relevant campaigns that convert, marketers have to not only hear everything, but act on what they learn. Now they can extract individual conversations and engage each person in real time. Universal Behaviors removes any remaining barriers to the vision of delivering true one-to-one communications to limitless numbers of customers via behavioral marketing automation.”

CYDigital's insight:

We normally do not scoop product or company announcements, but we are doing so today with two. This is one from Silverpop, which caught our eye inasmuch as we find it intriguing that they are offering a service that catches behavior from across a variety of different vendors. See the release for details.


  • See the article at www.silverpop.com
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MediaPost Publications - Silverpop Secures $25 Million, Promotes Automation To Social, Mobile 04/25/2013

MediaPost Publications - Silverpop Secures $25 Million, Promotes Automation To Social, Mobile 04/25/2013 | The MarTech Digest | Scoop.it

Excerpted...


To stay nimble, marketing automation firm Silverpop just secured a fresh $25 million in funding. Escalate Capital Partners and Silicon Valley Ban led this most recent financing round. Showing its ability to adapt, Nussey said Silverpop increased new business by 40% from 2011 to 2012. That amounted to 380 new customers, last year -- one-third of which came to Silverpop for its marketing automation offerings, according to Nussey.

 

Speaking to Silverpop’s future, a person close to the funding said: “Interestingly, the fund is venture debt, which … is often a bridge to an IPO, acquisition, etc. … Silverpop also opted for venture debt to avoid diluting equity.

CYDigital's insight:

OK: change is coming. The big hint is the venture debt to avoid management diluting it's ownership and options. The question is...IPO or acquisition (and if latter, who?).


  • See the article at www.mediapost.com
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