IBM Buys Silverpop as Cloud-Based Acquisitions Pool Dries Up

Marketo still lingers as a big fish

IBM has purchased Atlanta-based software provider Silverpop, and the arms race among tech giants is probably on its last legs when it comes to cloud-based marketing players. The Atlanta Business Journal reported two weeks ago that the companies were close to a deal worth $275 million, though the final price has not been confirmed.

In some respects, the Silverpop acquisition mirrors Oracle buying both Responsys for $1.5 billion in December and Eloqua at $871 million about a year ago.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in