Silverpop Acquisition
Frequently Asked Questions:


The purpose of this document is to address particular questions and provide additional insight about IBM’s agreement to acquire Silverpop. To view the full press release, go to: Press Release.

1. What are you announcing today?

On April 10, 2014, IBM announced that it has signed a definitive agreement to acquire Silverpop, a privately held company headquartered in Atlanta, Georgia, with offices in Irvine, CA, London (UK),
and Munich (Germany). Silverpop is a cloud-based marketing automation provider.

2. When will this transaction be finalized?
This transaction is subject to customary closing conditions and regulatory clearance and is expected to close during Q2 2014.

3. Who is Silverpop?  What do they do?
Founded in 1999, Silverpop is a cloud-based marketing automation provider that offers email marketing and lead management. Their unified platform enables enterprises to automate personalized experiences, increase revenue, improve ROI, and deepen brand loyalty. Features include integration with CRM systems, lead scoring, real time behaviorally targeted campaigns, personalized content, and timed delivery of messages.   

4. Why is IBM planning to acquire Silverpop?
Silverpop accelerates IBM’s leadership in cloud-based marketing automation and customer engagement software with unique capabilities that enhance personalized customer engagement across channels on an unprecedented scale. They create a 360 customer view through a rich behavioral profile, dynamically linking data from fragmented sources – across and even outside the organization -- such as social, web, email, mobile and CRM systems.  This makes it easier to prioritize investments by quantifying the value of each customer.  Through Silverpop, delivering the right message, at the right time, through the channel the customer chooses is made easier, more effective, and assessable to brands of all sizes and industries.

Silverpop also expands IBM’s client base with a strong complementary footprint in the mid-market, B2B and emerging B2C industries, all through easy-to-use, highly scalable cloud services.

5. How will Silverpop fit within the IBM software portfolio?

The Silverpop products will become part of the Enterprise Marketing Management (EMM) portfolio within the IBM Software Group.  The Silverpop products complement the EMM portfolio with new B2B lead-to-revenue, right-time email marketing, behavioral marketing solutions, and B2C marketing automation – all in the cloud. 

6. How will Silverpop clients benefit?
Silverpop clients will benefit from the combined technologies and skills of both companies, giving them an enriched continuous customer engagement.  IBM provides these clients with the ability to bring higher levels of automation, integration & analysis by offering a range of complementary solutions.

In addition, clients can access skilled IBM services consultants to assist with engagements, and future projects.  Silverpop clients will benefit from IBM’s increased investment capacity, technologies, global reach, industry expertise and support.

7. How will the acquisition affect Silverpop partners?
IBM intends to extend and grow with the skilled partner community that has made the Silverpop technology successful. As IBM works hard to deliver portfolio enhancements based on Silverpop technology, Silverpop partners are encouraged to learn more about establishing a deeper relationship with IBM, visit

8. How will this affect Silverpop client’s current support and services contracts?
Until the acquisition closes, IBM and Silverpop remain two separate companies, therefore Silverpop clients will see no changes at this time in the way they access Support and Services. 

After the acquisition closes, the IBM and Silverpop Client Support, Services and Partners will continue to focus on clients’ ongoing success with the Silverpop products.  Over time, as any changes occur, information will be communicated to clients and partners with ample lead time to allow for planning and a smooth transition.

9. What is IBM’s acquisition strategy?
IBM considers multiple factors when considering potential acquisitions; chief among those is delivering superior client and shareholder value.  We identify companies that complement and enhance the IBM portfolio to better provide an end-to-end solution for our clients, while delivering shareholder value and returns consistent with our financial model.

This acquisition further demonstrates IBM investment and leadership in Smarter Commerce.