IBM Marketing Cloud (Silverpop) Connection


What:  The IBM Marketing Cloud connection allows you to push lists and custom variables to the IBM Marketing Cloud for email segmentation and triggered email campaigns. Additionally the connection allows you to add an import to the connection!

For example:

  1. Personalized newsletters (creative, messaging, offers) based on visitor interests and engagement level
  2. Cart / visit abandonment reminders
  3. Re-stock updates
  4. Funnel / lifecycle management campaigns

About BlueConic: BlueConic is a Customer Data Platform that harnesses the data required to power the recognition of an individual at each interaction, and then synchronizes their intent across the marketing ecosystem. Click here to learn more.

Why: Interact with your email recipients with relevancy on-site, and in their inbox! By using BlueConic's unique behavioral data collection engine and/or sharing data from other platforms with IBM Marketing Cloud, you can enable a highly relevant email program for triggered emails and drip campaigns.

Configuring the connection

Authentication and runs

For the connection to work, you must have an active IBM Marketing Cloud account. Click "Authentication and runs" and enter your credentials to set up the connection. The required permissions for the Silverpop user are X Y and Z, which allows BlueConic to list databases and lists to connect to, add subscribers to one or more lists and update selected fields in those lists (optional), and remove subscribers from one or more lists (*optional*).

Next, select the goals for connecting BlueConic to IBM Marketing Cloud:

  • Import data into BlueConic
  • Export data into IBM Marketing Cloud
  • Synchronize subscribers of one or more lists in Silverpop with BlueConic profiles. This means reading from and writing to all subscriber data in Silverpop. 

The goals determine if capabilities of the connection will be a two-way or one-way capacity. Keep in mind that even with two-way authentication BlueConic may need multiple connections, used independently for various data lists. This is because only a single data set can be matched at a time, as data sets each require their own rule sets.


Import data into BlueConic

The goal to "Import data into BlueConic" means that you'll be mapping data lists from IBM Marketing Cloud into BlueConic to enrich BlueConic profiles automatically. Values will be added to profiles in BlueConic and optionally new profiles can be created. Activate the checkbox to go through the configuration process for this goal.

Step 1: Select the database from IBM Cloud

Select the database you'll want to authenticate and configure data from. In order to do this you'll need to know your IBM Marketing Cloud engage pod number. If the authentication or associated lists are not configured a red explanation mark will appear.

 Step 2:  After you have selected your list(s) you can opt to allow the connection to create new profiles that are in IBM Marketing Cloud but not yet in BlueConic.

Activate the "Save the lists" checkbox if you want BlueConic to keep track of the names of the lists whose data enriched a profile, and select the profile property in which you want to keep that record.


Step 3: Map identification fields from lists that will serve as your unique identifiers from IBM Marketing Cloud into BlueConic. The connection will try to find a match between the unique identifiers in IBM Marketing Cloud and BlueConic, and if found, will merge imported data automatically. In the example below, engaged visitors are expected to have an EMAIL and a RECIPIENT_ID.

Step 4: Map remaining fields to profile properties in BlueConic.

BlueConic Profile Property
When selecting the value type of "Profile Property" this is where you select the profile property to send to IBM Marketing Cloud.
IBM Marketing Cloud Field Label
The IBM Marketing Cloud field label where the BlueConic value will be stored. These have to pre-exist in IBM Marketing Cloud.


Add as many fields as needed to map your lists! You'll need to configure the profile properties first in BlueConic before they can be successfully mapped. When naming the profile properties we suggest keep the naming conventions aligned to the connection. Each profile property should be used exclusively for this configuration and not combined with other listeners in the platform. There are four options when selecting a merge strategy for this connection:

Action Rule
Add The new value is added to the existing value(s) of the profile property.
Set The new value overwrites any existing value in the profile property. 
Set if Empty Select this option to prevent overwriting, and only store the first value encountered for the visitor.
Sum Only when the profile property is a number and the value that is entered at the rule is also a number then these two values are added and the new value is stored in the profile property. In all other cases the rule will not change the existing value of the profile property.


Export data into IBM Marketing Cloud

If you want to export data from BlueConic into IBM Cloud to enrich its contacts or create new ones, activate the goal "Export data into IBM Marketing Cloud" and then click the text link to view the tab.


Individual profiles are directly exported to IBM Marketing Cloud if a visit to a channel triggers a change in one of the BlueConic profile properties (as selected in step 2 or 3) or if the profile has ended up in the segment chosen in step 1.

Step 1: Start by selecting the segment that contains the visitor profiles that you want to export:

Step 2: Pick the database that you want to export the data to:

Step 3: Select the lists that you want to export profile information to:

Step 4: Pick the unique identifier profile property and IBM Marketing Cloud fields that will be used to match BlueConic profiles to IBM Marketing Cloud contacts.

Step 5: Map BlueConic data to IBM Marketing Cloud

You are mapping that information into IBM Marketing Cloud from the fields that you select in the list. You can create the IBM fields directly in BlueConic for each mapped instance, but ensure each column name so that it only contains letters, numbers, spaces and underscore character.

There are two options to choose for each mapped instance:

  • Associated Segments: use the names of all associated BlueConic segments as value. Names will be pipe-separated. 
  • Only Selected Segment(s): use the names of only the selected BlueConic segments as value. These can be new and / or given a replacement value to map for a more precise naming convention in IBM.

Step 6: Optionally allow the creation of new IBM Marketing Cloud contacts 

If BlueConic is not allowed to create new subscribers then any visitor who doesn't currently have a unique identifier mapped in the IBM Marketing Cloud will not be created or subsequently updated in the future. 

The second option allows BlueConic to remove subscribers from the IBM list if the corresponding profile is no longer part of the BlueConic segment (as selected in the first step of the exporting process from BlueConic to IBM Marketing Cloud). 

While subscribers would not be deleted within IBM Marketing Cloud they could be removed or added to associated lists if BlueConic was responsible for originally adding them to the list in the first place. In cases where you have visitor or cart abandonment it's useful to activate this option in order to remove visitors from the lists so that they don't end up getting segmentations or emails that they shouldn't as a result.


Congratulations! If you've correctly authenticated and configured the connection then the arrows in the IBM Marketing Cloud featured logo should turn green! 


The IBM Marketing Cloud Connection is a standard plugin.