Email service provider Silverpop has acquired Vtrenz, a company which provides automated lead generation services.
Vtrenz analyses customer behaviour and uses this information to determine the most appropriate response, whether it be a phone call or email.
Silverpop CEO Bill Nussey cited a JupiterResearch study which Silverpop commissioned last year - it found that a third of email marketers have problems due to a lack of actionable customer data, while a similar amount have difficulty in analysing customer responses.
Nussey believes the acquisition of Vtrenz will help solve these problems:
"The Vtrenz acquisition brings a tremendous level of experience and technical insight that will further accelerate the availability of cutting edge features into Silverpop’s email marketing product line."
"Silverpop’s worldwide sales organisation will provide Vtrenz the largest and broadest sales force in the demand management industry."
The terms of the acquisition were not disclosed.