10-second breakdown:
IBM’s Silverpop Engage is a marketing automation platform that offers multichannel behavioral marketing solutions that can be used to create personalized digital experiences. Recommended for companies looking to nurture leads and grow their existing customer base.
Following each touch point with a visitor or a lead, the platform enables marketers to deliver personalized content experiences, individualized emails and a relevant mobile experience, in a single, connected system.
Silverpop is used in small (0-50 employees), medium (51-1,000 employees) and enterprise companies (1,000+ employees).
The good:
Silverpop excels in behavioral marketing, capturing information at every single user interaction, which you can later use to personalize your messages. This is in itself a huge advantage for both marketers and sales people.
The platform integrates with Microsoft Dynamics CRM, Salesforce, Netsuite and SugarCRM, so that your leads can be nurtured and managed seamlessly between marketing and sales, until they become customers.
The bad:
The UI is outdated and not that user-friendly. In fact, the entire user experience is challenging, partly because the software is highly advanced, and partly because it’s not very intuitive. Or fast, for that matter.
The automation function doesn’t offer the customization and flexibility levels I expected.
How it works:
The platform focuses on acquiring and analyzing user data, to create and deliver automated personalized experiences that drive conversion and revenues, for both B2B and B2C.
Main features include campaign management, email integration, multichannel marketing, workflows, social media management, marketing automation, lead management and performance reporting.
Silverpop’s landing pages feature enables you to create and manage personalized pages where you can host relevant offers and content assets. Gated by a smart form that collects visitor information to convert them into prospects, these pages can host personalized content based on user behavior.
Using the drag-and-drop form builder, you can create custom forms with standard and custom validation controls, custom form confirmation, and localization for modifying forms in most languages. You can make your forms smart by enabling them to show different content to different touch points that a specific user goes through, enabling you to collect lead information gradually and reduce the drop-off rates on your forms and landing pages. Users can also sign in using their social accounts.
Silverpop enables you to define custom web-tracking event behaviors, used to monitor how contacts interact with you online using calculators, live chats and social buttons, which will help you move leads through the conversion funnel efficiently.
As a visitor will browse your website, Silverpop will learn more about what type of content they prefer, what their interests are and it will also take into account their declared preferences.
The system will store this data, in order to provide marketers with a contextual view of their prospects.
With Silverpop’s marketing automation feature, you can create workflows or marketing programs with complex, multiple touch points. The platform offers a drag-and-drop builder which you can use to arrange your workflow rules and build a logical campaign.
Audiences can be routed within these workflows based on their behaviors, as registered by the contact database.
Each workflow or program can be scheduled for sending at a particular point in time, based on a user’s prior behavior.
You can display dynamic content in your emails and perform automated A/B testing to see which subject line deliver the best results.
A safety feature allows you to view all your email campaign settings before you hit send.
Whenever a user performs a certain action, you can set up a lead nurturing route that forwards that lead to the sales team, for further conversion. Contacts can be scored based on demographics, company information, previous behavior, budget or authority. Multiple scoring models are available, to help you segment users as best as possible.
Detailed metrics are available for each step of the workflow and each individual marketing program. In your reporting dashboard you can also see which lead sources and marketing campaigns are the most successful.
An interesting and recent integration with GoChime allows you to extend your behavioral marketing to Facebook audiences. The customer data you have stored and segmented in databases, queries, and contacts lists on Silverpop can be synced with Facebook, enabling you to use the same behavioral triggers that power your automated email strategy and mirror them with Facebook ads or reach out to those customers who haven’t responded to your email communications.
Silverpop also provides an SMS marketing app which you can use to send and track mobile marketing campaigns from within the platform. With the Silverpop Engage SMS app, you can send targeted push notification campaigns to iOS and Android devices, leveraging each customer’s unique profile.
You can use any of the tracked cross-channel behaviors to trigger SMS messages and even automate your campaign to deliver the right information based on specific keywords.
Mobile and tablet previews are available, allowing you to visualize rendering and real-time editing on different devices.
This is a great feature for expanding your audience, keeping prospects informed or engaging in conversations. You can use this mobile engagement data to perform cross-channel analysis and segmentation on your prospects, which will enable you to send personalized messages that drive conversions.
The platform also offers a survey feature, which can be another great source for user information.
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