It has been quite a week! On Monday, the official closing of our agreement with IBM to combine our companies was announced. This timing allowed Silverpop to take part in the Smarter Commerce Global Summit in Tampa as IBM announced the launch of IBM ExperienceOne. This new integrated portfolio will make it possible to deliver incredibly deep and valuable customer engagements. I couldn’t be more thrilled for Silverpop to be part of this new offering, and can’t wait to show the world how we deliver on IBM’s vision of helping marketers deliver empowering digital experiences and converting prospects into loyal customers. And this is not new for us — Silverpop has been an IBM partner for a long time, and we have many successful mutual customers, so there is a path for this integration to follow.
Focusing on creating individual experiences, versus building audiences, is something that Silverpop has been passionate about for a long time. Customers and prospects don’t want to be messaged to, they want to interact with brands. They want to be educated and assisted and treated like real people — with individual interests and preferences. In the very near future, only companies that figure this out and deliver highly rewarding, personalized experiences are going to succeed. At a time when attention spans are shorter than ever, but the number of devices and channels seems to grow overnight, this isn’t always easy.
The good news is that marketing technology has made tremendous progress in recent years. Silverpop helps solve this challenge for marketers! Not only do we offer a flexible database that allows them to capture a tremendous amount of data about customers (including what can be inferred from their recent behaviors), but we unify all that information across multiple channels so that the customer’s entire experience with that brand feels consistent and personal. We then make it incredibly easy to automate programs that follow each contact throughout their entire customer journey, delivering information along that way that is relevant at that specific moment in time.
This shift in customer demands and expectations has presented challenges for marketers, but ExperienceOne has been developed to meet those challenges head on — for companies of any size. Silverpop is going to be a key member of this family, and together the whole will be much greater than the sum of its parts. It’s a great time to be a marketer!