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Silverpop Marries Best Of BtoB & BtoC Marketing With Launch Of New Platform

Catering to the BtoB and BtoC marketing arenas, Silverpop recently announced the launch of a new digital marketing platform designed to combine email-marketing tools with its top-ranked marketing automation and lead management applications.

“For some time now, I felt that the solutions supporting BtoC and BtoB marketers should come together into a single, scalable platform that makes the unique tools of each marketing discipline available to all, and our clients have overwhelmingly agreed,” said Bill Nussey, CEO of Silverpop.

New Research Shows BtoB Marketers Still Lack ROI Measurement Capabilities

BtoB marketers are making progress with automating their sales and marketing processes, but a new research study shows there is still substantial room for improvement in managing leads and sharing data across sales force and marketing automation systems.

Recent research from the Sales Lead Management Association (SLMA) found that 64.9% of BtoB marketers cannot track ROI, while 58% do not qualify inquiries prior to lead distribution.

Even High-Performing Marketers Struggle with Content, Alignment

By Amy Bills, Director of Field Marketing, Bulldog Solutions

Continued struggles in sales and marketing alignment, challenges with marketing automation implementation and the ongoing need for compelling content plague even high-performing marketers, who find they have significant steps to take to shore up the foundations of their demand-generation programs.


These are the key findings from the Executive Benchmark Assessment (EBA), a survey created by Frost & Sullivan, the Growth Partnership Company, and demand generation agency Bulldog Solutions to measure the efficacy of BtoB marketers and provide benchmark data.

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