The arms race in marketing automation continues apace as IBM snapped up Atlanta-based Silverpop Thursday for an undisclosed sum.
With the deal, IBM joins Salesforce, Oracle and Adobe which have all made numerous acquisitions over the past two years as they build out tech infrastructure to service marketers.
IBM has recently acquired a number of marketing-software companies, including Unica and DemandTech, and it will bring Silverpop into its enterprise-marketing-management group. The addition of a true marketing-automation platform should heat up IBM's competition with the other big players.
IBM Snaps Up Silverpop Amid Marketing Automation Arms Race
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