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Silverpop Integrates LinkedIn to Social Signup Function


By Ken Magill

Silverpop yesterday announced it has integrated LinkedIn to Social Sign In, the digital marketing technology provider’s social signup tool.

Social Sign In was developed by Janrain, a Portland, OR-based company that provides social-identity-management technology.

The idea behind the tool is to get more people to register on websites than ordinarily would because of the frustration of filling out online forms.

With this new integration, Silverpop customers will now be able to collect email addresses when people register for an offer or content using their LinkedIn credentials.

The move is aimed at business-to-business marketers, who are presumably more interested in interacting with prospects through their professional email addresses than their personal addresses, and want to target communications based on recipients' professional backgrounds, according to Silverpop.

"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, in a statement. "For B-to-B 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."

Three out of four people are too frustrated by online registration processes to create a user account, according to Silverpop.

Also, Janrain claims it 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, in a statement. "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."


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