Silverpop™, the only digital marketing technology provider that unifies marketing automation, email, mobile and social, today announces an important enhancement to its Social Sign-In feature, built through a partnership with Janrain, the leading provider of social identity and user management solutions. Silverpop customers will now be among the first to collect email addresses when an individual registers for an offer using existing LinkedIn credentials-an important development for B2B marketers, who are more interested in interacting with potential buyers via their professional vs. personal email addresses and want to target communications based on recipients' professional backgrounds.
"Social Sign-In benefits both buyers and marketers, making registration processes simpler, thus decreasing the possibility of form abandonment while also getting the marketer closer to the social behaviors of each contact" said Bryan Brown, director of product strategy at Silverpop. "For B2B marketers, while the information collected from social networks like Facebook and Twitter is certainly valuable, the likelihood of attaining a contact's business email address is low. With LinkedIn accounts, individuals are more likely to include their business-related information. Having this capability is a giant leap for B2B marketers in general, and Silverpop customers in particular, as they can take advantage of this enhancement right out of the gate due to our existing strategic partnership with Janrain."
Three out of four people are too frustrated by online registration processes to create a user account. Additionally, Janrain has found that a company can achieve a significant increase in conversion rates when they provide users with the option to "sign in" using social credentials.
"The increase in form completions and conversion rates has an obvious benefit to marketers, but so does the ability to connect users to their social profiles, providing additional, highly valuable insight about their site visitors," said Tore Steen, vice president of business development for Janrain. "Through Janrain technology Silverpop customers now can collect verified emails and other permission-based profile data only available from LinkedIn for use in their email and marketing campaigns."
In August 2011, Silverpop became the first in its industry to offer Social Sign-In capabilities, powered by Janrain. The feature is just one component in Silverpop's Social Connect collection of products and features. The company launched Share-to-Social in 2008, becoming the first in the industry to give marketers the ability to quickly turn emails into socially-enabled viral messages. Since then, Silverpop also launched Publish to Social, which allows customers to post or schedule posts, via Silverpop Engage, to Twitter, Facebook, LinkedIn and/or RSS feeds that coincide with their email sends and added location-based marketing capabilities with the acquisition of PlacePunch in October 2011. The company doubled its revenue within one year of the Silverpop acquisition.
Silverpop (silverpop.com) is the only digital marketing technology provider that unifies marketing automation, email, mobile, and social. Its customers achieve superior Return on Relationship by uniquely engaging each individual based on their behaviors and then automating personalized experiences that increase revenue, improve ROI, and deepen brand loyalty. Silverpop's commitment is to offer a platform that is complete, not complex-so that marketers from any size organization can easily achieve digital marketing success. The company offers a world-class services team, 24/7 customer support and a network of partners to ensure that every client gets the right mix of solutions for their specific digital marketing needs. Silverpop is trusted by more than 5,000 brands around the globe.
About Janrain (JUMP)
The Janrain User Management Platform (janrain.com) helps organizations succeed on the social web by providing leading technology to leverage the popularity of social networks and identities for user acquisition, engagement, and enhanced customer intelligence. Our solutions, including social login, social sharing, social profile data collection and storage, access to the social graph, game mechanics, and digital strategy services, improve the effectiveness of online marketing initiatives for leading brands like Fox, Universal Music Group, Whole Foods, MTV, Purina, Avis and Dr Pepper. Founded in 2005, Janrain is based in Portland, Oregon. For more information, please call 1-888-563-3082.
"Consumer Perceptions of Online Registration and Social Sign-In", Janrain, 2011