Silverpop Finishes 2012 a Marketing Automation Champion Company's 2012 New Business Growth 40 Percent Greater than Previous Year, with 60 Percent of New Customers Specifically Looking to Drive Revenue by Focusing on Buyer Behavior
ATLANTA, Jan. 24, 2013 /PRNewswire/ -- Silverpop™, the only digital marketing technology provider that unifies marketing automation, email, mobile and social, today announces year-end growth metrics indicating remarkable performance, particularly within the marketing automation space. Silverpop achieved impressive new business growth of 40 percent as compared to 2011 and added 380 new customers, a third of which turned to the company for its marketing automation offerings.
"In 2012, we experienced phenomenal performance across all segments with our unique focus on buyer behaviors driving tremendous demand for both our email marketing and our marketing automation offerings," said Silverpop's CEO Bill Nussey. "Our digital marketing platform was among the fastest growing in the industry, sales in EMEA far exceeded expectations and our existing business achieved record retention and growth. During a time of tremendous change and consolidation within our industry, which could cause distraction for some, we are strong and steady. Our investors are thrilled, our customers are implementing exceptional technology, and the marketplace is seeking out Silverpop's unique and innovative focus on behavioral marketing automation in record numbers."
Among Silverpop's 380 new customers added in 2012, more than 100 selected the company in Q4. These most recent additions included APS Payroll, CSX Transportation, MATRIXX Software, Evernote, University of London and U.S. Space and Rocket Center.
"Despite the complex nature of our business, simply put, we are marketing to business professionals who want our messages to be relevant to their specific needs," said Ryan Houfek, assistant vice president, Intermodal marketing, for CSX Transportation. "Silverpop provides us with the technology to customize and target our marketing efforts for maximum impact, feeding into the sales cycle."
Additionally, Silverpop's existing customers enhanced their marketing innovation in 2012—significantly increasing their level of sophistication. For example, use of Web identity tracking functionality—the first stage of behavioral marketing—nearly tripled (as compared to 2011), while customers taking advantage of campaign automation tools doubled and those implementing scoring technology increased by 60 percent. Also in 2012, the number of Silverpop customers integrating Engage with a CRM system, such as Salesforce.com, increased by 73 percent.
Silverpop's unique focus on behavioral marketing automation is supported by the following key areas of technology:
Marketing Database of Record: Silverpop Engage serves as a dynamic marketing database, often the single source of data across a marketing department. To help provide the most comprehensive profile of customers and prospects possible, it captures and stores demographic and psychographic data as well as online and offline behaviors.
Digital Identity: Engage uniquely collects valuable buyer information from all channels (web, email, mobile and social) and across multiple devices and platforms, such as Salesforce.com and Adobe Marketing Cloud. Creating this single identity leads to a consistent digital experience reflecting preferences declared and inferred based on behavior across channels.
Scoring: With customers managing more contacts and related data than ever, having a scoring model that helps quantify interest level, position within the buying cycle and path-to-purchase velocity is key. Armed with this information, Silverpop customers can better tailor their interactions, providing the most relevant and timely messages possible, bridging the evolution from segmentation to true 1:1 marketing.
Automation: To efficiently individualize digital interactions and deliver the optimal marketing experience, marketers must automate their interactions. Silverpop Engage allows customers to leverage massive amounts of collected data in order to deliver highly personalized interactions that deliver a better buying experience and drive revenue—leading to better results in less time, one customer at a time.
Silverpop also experienced tremendous partner growth in 2012. The company added more than 100 new partners to its SilverLining partner network, giving Silverpop customers expanded opportunities to extend the value of the Engage platform through complimentary partner offerings and world-class supporting services. Today, more than half of Silverpop customers are taking advantage of one or more partners to enhance their programs.
Industry analysts took note of Silverpop's unique approach to digital marketing last year. In a June 2012 report, Silverpop was named a Champion, and ranked ahead of all other vendors featured in Info-Tech Research Group's Lead Management Automation Platforms Vendor Landscape Report. Info-Tech also honored the company with the Value and Trendsetter awards.1 Additionally, in its recent report "SiriusView: Marketing Automation Platforms," Sirius Decisions highlighted a significant Silverpop differentiator as is its ability to post to social media sites (e.g. Twitter, Facebook, LinkedIn) and RSS feeds and to automatically add parameters to all URLs contained in emails if required (e.g. for a website analytics package). Using these capabilities, Sirius noted that Silverpop can provide for complex multichannel nurture streams and the application of conditional logic to any program step.2
To learn more about Silverpop Engage, click here to view a demo. For insight into Silverpop's predictions for 2013, download the white paper "6 Key Marketing Trends for 2013 – and Tips for Succeeding in the Year of the Customer."
Silverpop is the only digital marketing technology provider that unifies marketing automation, email, mobile, and social. Its customers achieve superior Return on Relationship by uniquely engaging each individual based on their behaviors and then automating personalized experiences that increase revenue, improve ROI, and deepen brand loyalty. Silverpop's commitment is to offer a platform that is complete, not complex-so that marketers from any size organization can easily achieve digital marketing success. The company offers a world-class services team, 24/7 customer support and a network of partners to ensure that every client gets the right mix of solutions for their specific digital marketing needs. Silverpop is trusted by more than 5,000 brands around the globe. Visit us at silverpop.com.
1) "Info-Tech Research Group's Lead Management Automation Platforms Vendor Landscape Report", Info-Tech Research Group, 2012
2) "SiriusView: Marketing Automation Platforms", Sirius Decisions, Dec. 2012
Manager of Corporate Communications-Silverpop