Email marketing and marketing automation vendor Silverpop has received US $25 million in new funding, and the company has said it plans to use the cash to continue building out its sales and marketing teams.

40% Annual Business Growth

Silverpop grew its business 40% in 2012 over 2011, the company announced, and it is in large part because so much emphasis was put on its sales and marketing teams last year. It will continue down this path, Bill Nussey, Silverpop CEO said in a statement, and the company now employs 500 people in the U.S., UK and Germany.

Three hundred eighty customers were added to the Silverpop roster in 2012, and most wanted to drive revenue by focusing on buyer behavior. 33% were focused on Silverpop's marketing automation products. The company announced it is committed to three key areas: Being a marketing database of record, allowing for a consistent digital identity and automating interactions.

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Marketing automation continues to be a hot topic, and Silverpop's funding win is a testament to the company's ability to deliver a viable offering

Customer Experience in the Automated Marketing World

By focusing on automating marketing tasks like sending triggered emails based on certain actions, are customers feeling like they are getting the best experience? Maybe, but Silverpop says it is focused on building consistent digital identities of its customers and prospects, and that could help take the pressure off any perceived lack of humanity in such automated workings.

When customers can go to a mobile site, app or website and see personalized content they really need, those customers tend to favor those companies. It's all in the execution, so companies are increasingly turning to automated marketing in the face of these kinds of demands. CMS vendor EPiServer turned to Silverpop this year to help with its marketing efforts, for example.

There's been plenty of movement in this space since December 2012 when Oracle bought up Eloqua, the leading marketing automation vendor. We fully expect it continue through this year, and Salesforce is a good bet to be one the next companies to make a big M&A move.