IBM (1)At its annual Smarter Commerce Global Summit event, IBM (NYSE: IBM) today announced it has completed the acquisition of Silverpop, a privately held software company based in Atlanta, Ga.  Financial terms of the deal were not disclosed.

Silverpop empowers marketers with cloud-based capabilities that deliver personalized customer engagements that scale for any sized business.  Silverpop’s automated platform reduces the complexity of omnichannel marketing and makes it easier to personalize each customer interaction in real time. By providing deep customer insights and an intuitive engagement engine, Silverpop enables exceptional experiences for customers across the entire brand journey.

Silverpop extends IBM’s leadership in marketing automation in both business-to-business (B2B) and business-to-consumer (B2C) scenarios. With this acquisition, more than 8,000 organizations around the world now use IBM’s Enterprise Marketing Management tools. Silverpop also adds to IBM’s portfolio of more than 100 Software-as-a-Service (SaaS) offerings that can be quickly deployed with little technical knowledge to accelerate time to value.

Silverpop makes personalization easier by automating the customer experience based on insights drawn from permission-based data streams — such as social, web, email and mobile activity. Silverpop’s powerful engagement and lead management platform enables marketers to use these profiles to deliver unique, highly personalized experiences for each customer in real time.