Silverpop, a digital marketing technology provider, has announced several additions to its Engage platform. Enhanced dynamic content and lead scoring capabilities give customers additional opportunities to increase engagement and drive more revenue through more personalized campaigns influenced by buyer behavior.
"Today, it is not enough to just carefully segment your list and deliver the most appropriate message to each group," said Bill Nussey, Silverpop's CEO, in a statement. "To develop more rewarding customer relationships, leading to increased conversions and higher revenue, today's marketers have to be willing to let their buyers be their guide. It is now crucial for marketers to not just pay attention to the actions their contacts are taking, or sometimes not taking, but to allow those behaviors to drive their campaigns."
The behavior-based features Silverpop offers marketers includes the following new additions:
- Dynamic Content Based on Behavior: Dynamic Content helps marketers automatically tailor email to each contact based on information collected in Silverpop's behavioral database. With Silverpop's latest product release, the types of information that can be considered include the contact's recent behaviors, such as attending a webinar, downloading a whitepaper, making a purchase. or abandoning a process. These behaviors are in addition to traditional dynamic content criteria, such as gender, location, age, trial expiration date, and preference center choices.
- Behavior-Based Lead Scoring Models: Now Silverpop customers can improve the relevancy of their lead scoring models even more through new time-based scoring options that consider the recency of a prospect's behavior and whether it was repeated i to better understand current intent. New lead scoring enhancements also make it possible to develop scoring rules based on a contact taking any action of a certain type, such as downloading a whitepaper, attending webinar, or clicking on a link on the corporate Web site. This provides marketers with a general overview of engagement levels rather than drilling down into interest into one specific asset.
"We are very excited to add these features to our Engage platform, which is designed to help marketers deliver exactly what each individual buyer is looking for at the moment they want it most, via our unique combination of sophisticated email tools and robust marketing automation functionality," Nussey added. "Incorporating behavioral elements into some of our most impactful features helps to solidify Silverpop's position as the only digital marketing technology provider that puts buyer behavior front and center, giving our customers unmatched ability to more deeply connect and convert."