With its acquisition this month of VTrenz, a provider of marketing campaign management technology, e-mail services provider Silverpop can better support marketing campaigns throughout a customer engagement and across selling channels, the company says. Terms of the acquisition were not disclosed.
VTrenz, based in Fargo, ND, delivers over the web marketing campaign management software designed to integrate with customer relationship management technology. It provides marketers with customer data for improving e-mail marketing campaigns throughout product and customer lifecycles, Silverpop CEO Bill Nussey says.
Shar VanBoskirk, an e-mail technology analyst at market research and advisory firm Forrester Research Inc., says the acquisition opens up VTrenz to Silverpop’s base of large companies while improving Silverpop’s ability to serve more complex marketing campaigns for higher-value products. “Silverpop now has a ready-made solution for marketers trying to use e-mail to sell high-consideration products” like cars, rather than books or pet supplies, she says.
Silverpop lists among its clients retailers Buy.com Inc., Fossil Inc., Golfsmith International Holdings Inc. and Bombay Co. Inc., which are ranked 38, 198, 240 and 277, respectively, in the Internet Retailer Top 500 Guide. Other clients include Cisco Systems Inc. and Texas Instruments Inc.
"The VTrenz acquisition brings a tremendous level of experience and technical insight that will further accelerate the availability of these cutting-edge features into Silverpop’s e-mail marketing product line," Nussey says.
VTrenz will continue to operate out of Fargo as a part of Atlanta-based Silverpop. Will Schnabel, formerly president and CEO of VTrenz, has been named vice president and general manager of the VTrenz operation.
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