Email service provider Silverpop said it has debuted a new suite that fits the needs of both B2C and B2B marketers at once. The platform, tabbed Engage 8, is in part an outgrowth of research conducted
by the Atlanta-based ESP showing that marketers in both arenas share the same concerns.
A survey of some 1,800 marketers showed both need help with up-selling, cross-selling and better
analytics. Silverpop then determined that certain CRM and marketing automation functionality could be used by both types of marketers.
Silerpop said Engage 8 "moves marketers from a
'list-centric' to a 'behavioral-centric' marketing approach, making it easier to develop campaigns that respond to individual interests and needs."
Engage 8 allows a B2B marketer to employ some
share-to-social options in messages as well as use Silverpop's send time optimization program that looks to deliver messages to the right people at the right time.
Kristie Cobb Hacke, vice
president of development and membership at the Georgia Aquarium, which does both B2B and B2C outreach, said Engage 8 will allow for "one database" where "we know who's opening what, what they're doing
and then long-range, it's going to help us more effectively communicate to those individuals that are both consumers individually and business consumers."
The Aquarium has about 600,000 people on
its B2C list and about 600-700 on its B2B.