Silverpop, a digital marketing technology provider, reported that in 2012 new business grew 40% and it signed 380 new customers, with one-third of those choosing the company’s marketing automation offerings.
Of the 380 customers added last year, more than 100 selected technology from Silverpop in Q4. The recent additions include APS Payroll, CSX Transportation, MATRIXX Software, Evernote, University of London and U.S. Space and Rocket Center.
Additionally, Silverpop executives reported that existing customers increased their level of sophistication. The use of web identity tracking functionality — the first stage of behavioral marketing — nearly tripled compared to 2011, while customers taking advantage of campaign automation tools doubled and those implementing scoring technology increased by 60%. The number of Silverpop customers integrating Engage with a CRM system, such as Salesforce.com, increased by 73 % over the previous year.
“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 Bill Nussey, CEO of Silverpop. “During a time of tremendous change and consolidation within our industry, which could cause distraction for some, we are strong and steady.”
New customers said technology from Silverpop is helping them hone their marketing efforts. “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 VP, 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.”