The IBM Marketing Cloud is a software suite that embraces many key tools for digital marketing, chiefly automation and email management. Originally formed as an independent company called Silverpop in 1999, the organization was brought under IBM's umbrella by an acquisition in 2014. Still headquartered in Atlanta, the company also known as IBM Digital Marketing has been an industry leader for many years.
Thanks to its early start in the marketing automation field, today IBM Marketing Cloud provides services to 15,500 marketers managing 4,400 brands for over 1,500 different customers. (These totals reflect partner and agency activity in addition to the company's own in-house work.) The Marketing Cloud is only growing thanks to its notable and celebrated software offerings. It has won high praise and awards from respected industry bodies and journalists. Examples include the Frost & Sullivan Market Share Leadership Award (for Marketing Automation Tools) and the Gartner Magic Quadrant.
At its beginning, Silverpop was primarily concerned with building tools for B2C email marketing. It acquired Vtrenz in 2007 and entered the digital marketing service automation. Integrating Vtrenz's software into the company's core offerings took several years, but it paid great dividends by offering Silverpop's existing customers a stronger, more flexible product instead of a choice between differing product platforms.
That original bias towards serving B2C customers remains in the current IBM Marketing Cloud user base, though the company also provides plenty of software tools to B2B users looking for marketing automation help. While there are still a few faithful customers on the SMB scale, today the company's offerings are primarily geared towards the middle of the market and enterprise-scale operations. The ideal customer is primarily an organization large enough to have its own in-house marketing department comprising several team members. IBM Marketing Cloud's software is positioned as a "leg up" offering to organizations that are outgrowing the capabilities of standalone marketing email providers and small-business marketing automation packages. Signing on with the Marketing Cloud is a smart step for marketers who are ready to start setting up more sophisticated marketing campaigns that respond automatically to consumer behavior.
The lion's share of IBM Marketing Cloud customers represent organizations in the fields of Retail, High Tech, Publishing, Hospitality, and Financial Services.