Silverpop - Vtrenz, a Silverpop Company
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Vtrenz, a Silverpop Company

by: bgramer (@IBMforMarketing)
21 May 2007

It's been two weeks since the announcement that Silverpop, a leading email service provider, acquired Vtrenz. We are very excited about the merger and know it will be a win-win for all parties involved including our existing customers and partners, employees and future customers.  Vtrenz’ intuitive, yet sophisticated, lead management platform coupled with the stability and scalability of the Silverpop infrastructure will make Vtrenz an even more rock solid choice in demand generation technology.   

This announcement has garnered quite a bit of media attention and analysts have already weighed in on the announcement and what it means to the email and demand generation industries.  Shar Van Boskirk, a Forrester analyst had this to say in her marketing blog, “Overall, I think this is a good move for Silverpop and an even better one for Vtrenz. Vtrenz gets access to enterprise customers, and Silverpop's well-established resources: R&D, client base, professional services team.  And they break into the mainstream email marketing space.  A coup I think for a niche player from Fargo, ND which to date has been company to a solid, but very small collective of B2B electronic lead management tools.”

We want to emphasize the fact that the Vtrenz product is not going away. And it will not be combined with Silverpop’s Marketer to become one tool. The two products have many of the same capabilities, but they serve very different markets.  Bill Nussey, CEO of Silverpop sums it up very well in his blog referencing the acquisition, “Think about the differences between purchasing a music album or MP3 player versus purchasing a house or a business product like a copier. One purchase is simple and even impulsive. The other is highly involved and requires many steps. The more you think about these differences, the more you can see the benefit that a specialized product like Vtrenz can bring to the world of online marketing.”  In other words, high involvement sales cycles necessitate the use of a marketing automation platform.  The simple, low-involvement sales processes need email marketing.

We are excited about what this merger means to the future of marketing automation.  Backed by one of the most successful email service providers in the industry, Vtrenz will continue to do what it does best - develop user-friendly, yet sophisticated demand generation solutions. 

To view the press release in full, go here.




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