Silverpop Marketing Software Review—An Independent Marketing Software Assessment
By Chuck Schaeffer
Silverpop is a privately held digital marketing software publisher with core competencies in email marketing and marketing automation. Founded in 1999 and headquartered in Atlanta, the company is one of the older players in the digital marketing and marketing automation software industries.
Perhaps due to its head start, Silverpop counts over 1,600 customers, 4,400 brands and 15,500 marketers (including brands from its agency and partner relationships) as of July 2012. And the momentum continues. The company is riding a wave of accolades and industry recognition—and not from the typical ‘pay the fee and get your award players’—but from credible sources such as Frost & Sullivan and their 2011 Market Share Leadership Award for Marketing Automation Software.
The company’s origins began with email marketing, largely in the B2C industry. However, a strategic acquisition of Vtrenz in 2007 launched the company into what we now call the marketing automation software industry. Silverpop took a few years to rebuild the Vtrenz application into their underlying platform – a good investment as it avoided forcing customers to choose one product and platform or the other.
Unlike most email service providers which focus on B2C or marketing automation software publishers which favor B2B, Silverpop customers tend to tip the scales a bit more on the B2C side, but the allocation is steadily shifting and the company effectively caters to both markets. Silverpop also retains some SMB customers, however, the ideal target market is more aptly middle market and enterprise organizations with multiple person marketing departments. Similarly, Silverpop may be a stepping stone solution for companies that have outgrown standalone email service providers or overtly simple (and limited) marketing automation software. The marketing software often appeals to marketers who are advancing beyond batch and blast email distributions to more sophisticated and automated behavior-based digital marketing campaigns.
The vertical markets or industries which account for the highest percentage of Silverpop customers include Retail, Publishing, High Tech, Travel/Hospitality and Financial Services.
Silverpop Marketing Solutions
Silverpop actually offers two separate marketing automation systems—Engage and CoreMotives.
Silverpop Engage has been the historical flagship product and is a mature on-demand email marketing and marketing automation system. The application delivers traditional marketing automation features such as digital lead tracking, form-based lead acquisitions, lead scoring, email marketing, nurture marketing, lead transfer and marketing analytics.
Silverpop’s acquisition of CoreMotives in March 2012 is intended to capitalize on the rapidly growing Microsoft Dynamics CRM customer base. In fact, many CRM pundits suggest that Microsoft CRM is the most potent threat to Salesforce.com’s cloud CRM leadership position. Core Motives is a marketing software application purpose built for Microsoft CRM. The marketing software is tightly embedded within Dynamics CRM, runs in the Azure cloud and follows the CRM software constructs, UI and processes. CoreMotives was founded in 1999, and quickly acquired 800 customers in 34 countries by the time it was acquired by Silverpop.
Silverpop Engage also integrates with Microsoft Dynamics CRM and is generally targeted at Microsoft CRM customers with more sophisticated campaign requirements, higher email volumes, larger transaction volumes and larger lead/contact databases.
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