Christopher Wong is VP of strategy and product management for IBM Commerce Marketing Solutions. He will discuss IBM’s digital marketing strategy at the upcoming Industry Preview 2016 conference in January. The old adage of “If you build it, they will come” has been replaced with newer notions around “empathy mapping” and anticipating customer needs prior […]
A recent article by New York Times media columnist David Carr revealed a radical publishing technology catching on in news media companies everywhere: email newsletters. Carr wrote that email is a marketing tool many people tend to forget about. But, he argued, email is the most consistent and useful medium for advertising. Email and search drive […]
When IBM acquired email and marketing automation platform Silverpop, industry watchers wondered if this meant IBM, too, was building its own marketing cloud. What integration plans did IBM have for Silverpop? What technological gap, specifically, did the acquired company fill? Bill Nussey, Silverpop’s president and CEO, who has since joined IBM, spoke with AdExchanger at the […]
Salesforce.com has partnered with offline audience-targeting specialist Datalogix. Salesforce.com’s clients now have access to what Datalogix claims is an offline audience data set that represents $1 trillion in spend. Eric Kirby, Datalogix’s chief product officer, told AdExchanger the data provider’s offline reach enables Salesforce.com’s CRM clients to supplement their CRM databases with new prospects “by […]
IBM will acquire email and marketing automation vendor Silverpop, the companies said Thursday. Terms of the deal weren’t disclosed, but a story last month in the Atlanta Business Chronicle reported the value of a rumored acquisition at $270 million. IBM, like Adobe and Oracle, has remained steady on the acquisitions front. “They got massive marketing […]
Marketing automation platform Silverpop’s recent push into revenue analytics for B2B marketers culminated Tuesday in the launch of Marketing Automation for Ecommerce. The product addresses a multitude of B2C needs, at the core of which is the ability to tie email to revenue. The problem with attributing email to purchase activity is that a customer […]
The first Forrester Wave on lead-to-revenue management (L2RM) automation solutions released Tuesday singled out Oracle’s Eloqua and the still independent Marketo as marketplace leaders catering to large enterprises. As defined by Forrester, L2RM is essentially B2B marketing automation. Additionally, Act-On and Salesfusion were champions among solutions designed for small- and medium-sized businesses (SMBs). The report […]
For B2B marketers, a common challenge is understanding which marketing programs contributed most to overall revenue. Although marketers may have insights into overall campaign performance, the combination of a variety of channel programs and high volume of historical data makes taking predictive actions, as opposed to reactive ones, a little more complex. NetProspex, a provider […]
Silverpop CEO Bill Nussey says his company doesn’t “do” the advertising side, but that depends on your definition of advertising. “Advertising is media,” says Nussey. “We only deal with that peripherally. We bring a degree of automation to marketing overall, with an emphasis on the relationship side where the ROI is high.” The former Greylock […]
