NEWS: IBM acquires Silverpop

IBM has acquired Silverpop, the deal is expected to close in the second quarter of 2014. The acquisition of the marketing automation vendor is designed to create ‘a complete and advanced customer engagement solution for businesses’ and adds to IBM’s portfolio of more than 100 SaaS offerings.

Craig Hayman, GM, industry cloud solutions, at IBM, said: “The acquisition of Silverpop turbocharges IBM’s ability to put the customer at the center of any organisation.”

Editor-in-chief at B2B Marketing, Joel Harrison, speculates what the acquisition means for the industry in his blog.