News Byte: IBM is Said to be Pursuing Silverpop

Another automation deal in the works?
Another automation deal in the works?

IBM appears to be in talks with marketing automation company Silverpop, according to an article published by the Atlanta Business Chronicle.

The article, which credits “multiple” unnamed sources as verifying the rumor, reports that IBM is offering Silverpop three times its annual revenue, or somewhere in the area of $270 million. If that number is correct, it falls far short of the $2.5 billion laid out for ExactTarget last year or the $871 million Oracle paid for Eloqua in 2012.

Neither IBM nor Silverpop have issued any statements confirming or denying the acquisition reports.

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