Silverpop/VTrenz: Makes Sense All Around

Greetings from beautiful Stone Mountain, GA, where I am currently prepping for my presentation tomorrow at Silverpop's Digital Marketer Customer Conference.  I'm looking forward to hearing more about the Silverpop/VTrenz deal tomorrow, but here are my thoughts so far:

Overall, I think this is a good move for Silverpop and an even better one for VTrenz.

VTrenz gets access to enterprise customers, and Silverpop's well-established resources: R&D, client base, professional services team.  And they break into the mainstream email marketing space.  A coup I think for a niche player from Fargo,ND which to date has been company to a solid, but very small collective of B2B electronic lead management tools.

And Silverpop enters a new market: B2B and now has a ready-made solution for marketers trying to use email to sell high-consideration products (think cars or health insurance rather than books or pet supplies).

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Vtrenz: Good Move Or Not For Silverpop?

Earlier today, Silverpop announced their acquisition of marketing demand management start-up Vtrenz. My colleague Shar VanBoskirk and I had the opportunity preview this event with Bill Nussey and Will Schnabel. From a B2B marketing perspective, this combination holds promise because email and lead nurturing make good bedfellows. In B2B, email is a low cost way to continue prospect conversations and it gives marketing a direct channel for incubating buyers during longer B2B purchase cycles.

Because there's not a lot of overlap in technology or customer bases here, the prospects for a richer, more rounded offering are good. However, this combination is not unique: Eloqua also offers email, lead warming, and prospect analytic solutions. So -- other than giving Eloqua some stiffer competition -- will this merger matter in the greater email market?  Probably not, but I'll let Shar weigh in on that question.

To make this deal stand out, Silverpop needs to:

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