Digital marketing provider Silverpop has enhanced its Social Sign-In feature, built through a partnership with Janrain, a provider of social identity and user management solutions. Silverpop customers will now be among the first to collect email addresses when an individual registers for an offer using existing LinkedIn credentials.
"Social Sign-In benefits both buyers and marketers, making registration processes simpler, thus decreasing the possibility of form abandonment while also getting the marketer closer to the social behaviors of each contact," said Bryan Brown, director of product strategy at Silverpop, in a statement. "For B2B marketers, while the information collected from social networks like Facebook and Twitter is certainly valuable, the likelihood of attaining a contact's business email address is low. With LinkedIn accounts, individuals are more likely to include their business-related information. Having this capability is a giant leap for B2B marketers in general, and Silverpop customers in particular, as they can take advantage of this enhancement right out of the gate due to our existing strategic partnership with Janrain."
"The increase in form completions and conversion rates has an obvious benefit to marketers, but so does the ability to connect users to their social profiles, providing additional, highly valuable insight about their site visitors," said Tore Steen, vice president of business development at Janrain, in the statement. "Through Janrain technology Silverpop customers now can collect verified emails and other permission-based profile data only available from LinkedIn for use in their email and marketing campaigns."