December 29, 2014 | Written by: Mark Weber
Categorized: Customer Analytics | Marketing
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Over the past several weeks I’ve started working with Silverpop, a recent acquisition earlier this year in IBM ExperienceOne, to learn about the Silverpop Partner Network and use cases for integration. Silverpop is a cloud-based digital marketing provider that offers email marketing and lead management solutions. By providing deep, behavior-based customer insights and an intuitive engagement engine, Silverpop reduces the complexity of omnichannel marketing and enables exceptional experiences for customers across the entire buyer journey.
Customers and prospects are interacting with brands through many touchpoints well beyond website and emails, including mobile apps, social media, loyalty, SMS texts, check-ins, CRM/call center and offline transactions. Contacts often start interacting with a company via their website, social media page, e-commerce or mobile app. Capturing and tying together behaviors across these interaction channels allows marketers to personalize and orchestrate the customer lifecycle and path to purchase resulting in improved customer engagement and higher rates of accessing offers leading to increased conversions. You can see examples in a recorded demo, key customer interaction use cases and this solution demo from the Silverpop Amplify 2014 conference, which spans the customer journey of interactions across email, website, loyalty program, ecommerce, and retail store visits.
Silverpop Engage uses customer data and individual behaviors, collected from a variety of sources, to inform and drive personalized interactions in real time. Business logic and rules can be configured to drive automated interactions based on rules that determine what types of content a contact sees, what triggers the engagement, and the customized content that should be used. Rules can be set up for customized content via email, within mobile apps or on brand websites that changes based on how a contact has interacted with the brand across the various channels and can trigger an interaction via SMS texts, emails, print mailings and other interaction channels. Individual behaviors can be scored and interactions triggered based on the scoring having passed a certain threshold or dropped below it. Content selected for the interaction can be personalized based on customer profile and demographics data (industry, job role, etc), date or stage of the customer relationship (renewals, due dates, expirations, new customer, prospect, active customer, etc) as well as overall campaign level content.
Partner solutions integrated with Silverpop span CRM, customer analytics, e-commerce, event management, data management, content management, social engagement, and advertising solutions.
The Silverpop Universal Behavior framework provides the ability for third party applications to submit behaviors or events to the Silverpop platform. Partner solutions can integrate to help drive real-time interactions using data from their apps and external systems, with rules to filter, route, update, and sync customer data for dynamic content, relational table content, behavioral content, and real-time content. Users are then able to access external behaviors from within Silverpop features such as behavioral queries, entrance criteria for programs and scoring. Partner solutions can leverage Silverpop to build workflows between their own products and Silverpop.