With Dual Product Strategy, Silverpop Broadens Microsoft Dynamics CRM Presence

The demand for marketing automation in the CRM software space has showed no signs of slowing in the last year, and will likely remain an interesting area as evidenced by Bill Patterson' s unambiguous prediction of an "investment" of some kind by the Microsoft Dynamics CRM team likely in the next year.

Marketing automation software provider Silverpop is now firmly invested in the Microsoft Dynamics CRM market, one can safely say, with its CoreMotives acquisition now four months in the past and with new integration options recently announced for Dynamics CRM and the Silverpop Engage platform.

"The transition is going really well.  We've got a team of 500 people who understand marketing automation." says Rhett Thompson, co-founder of CoreMotives, regarding his team's integration into Silverpop.  And product managers for both CoreMotives and Engage say they have already begun finding ways to draw from each others' products while maintaining the differentiation.

For CoreMotives, with its longer history focused on the Dynamics CRM channel, joining Silverpop has had advantages that can only come from a larger organization, says Thompson.  From a sales and support perspective, European presence in Munich and London means that the 35% of CoreMotives customers in that region will get more support and nearby presence, as well as the ability to attend an EMEA user conference. Adding 24x7 technical support has been a benefit to CoreMotives users as well, Thompson says.

Silverpop's Engage platform has also given the CoreMotives team new access to marketing technology that they are starting to add to their solution.  One of the most attractive is send-time optimization.  "...