SilverpopTM, the only digital marketing technology provider that unifies marketing automation, email, mobile and social, today announces several significant additions to its Engage platform. Enhanced dynamic content and lead scoring capabilities give customers additional opportunities to increase engagement and drive more revenue through more personalized campaigns influenced by buyer behavior.
"Today, it is not enough to just carefully segment your list and deliver the most appropriate message to each group," said Bill Nussey, Silverpop's CEO. "To develop more rewarding customer relationships, leading to increased conversions and higher revenue, today's marketers have to be willing to let their buyers be their guide. It is now crucial for marketers to not just pay attention to the actions their contacts are taking, or sometimes not taking, but to allow those behaviors to drive their campaigns."
The behavior-based features Silverpop offers marketers includes the following new additions:
Dynamic Content Based on Behavior: Dynamic Content helps marketers automatically tailor emails to each contact based on information collected in Silverpop's behavioral database. With Silverpop's latest product release, the types of information that can be considered include the contact's recent behaviors, such as attending a webinar, downloading a whitepaper, making a purchase or abandoning a process. These behaviors are in addition to traditional dynamic content criteria such as gender, location, age, trial expiration date, and preference center choices.
Behavior-Based Lead Scoring Models: Silverpop has long led the way in lead scoring with its visual scoring, explicit vs. implicit attribution, and multiple model support. Now Silverpop customers can improve the relevancy of their lead scoring models even more through new time-based scoring options that consider the recency of a prospect's behavior and whether it was repeated in order to better understand current intent. New lead scoring enhancements also make it possible to develop scoring rules based on a contact taking any action of a certain type, such as downloading any whitepaper, attending any webinar or clicking on any link on the corporate website. This provides marketers with a general overview of engagement levels rather than drilling down into interest into one specific asset.
"When prospective customers interact with companies they expect more-more personal, more relevant and more timely communications," said Lori Wizdo, principal analyst with Forrester Research, Inc. in her September 17th, 2012 blog post entitled "Buyer Behavior Helps B2B Marketers Guide the Buyer's Journey." "Marketers need to constantly and automatically evolve their programs based on how their buyers react to their marketing messages. Behavioral marketing is no longer an option-it's tablestakes."
Silverpop's rapidly growing customer base is already fully embracing its behavioral marketing automation functionality, with 75 percent of Silverpop's top 50 customers now using advanced features such as Programs, Dynamic Content, and Relational Tables. Customers that are taking advantage of Silverpop's offerings include organizations engaging with individual buyers throughout a complex sales cycle and companies automating their efforts to provide more personally relevant communications.
"We are very excited to add these features to our Engage platform, which is designed to help marketers deliver exactly what each individual buyer is looking for at the moment they want it most, via our unique combination of sophisticated email tools and robust marketing automation functionality" Nussey added. "Incorporating behavioral elements into some of our most impactful features, helps to solidify Silverpop's position as the only digital marketing technology provider that puts buyer behavior front and center, giving our customers unmatched ability to more deeply connect and convert."
Silverpop (silverpop.com) 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.