Aprimo develops enterprise marketing management tools and was one of the early pioneers of the industry. The vendor’s tools are designed to manage all day-to-day operations of marketing organizations, including lead management, lead nurturing, asset management, budget control, brand management, and event management. The web-based systems is built on the force.com platform and is available on the Salesforce.com AppExchange.
Aprimo is designed primarily for mid-size and enterprise organizations with over 500 employees and complex marketing initiatives. The robust, functionally deep system is best utilized by organizations with at least ten users. It is very scalable and can support thousands of users, multiple locations, and even multiple languages.
Aprimo offers editions that are suitable for both B2B and B2C marketing. As part of its B2C solution, the vendor offers multi-channel management tools to automate campaigns across email, online display, print, phone, and other media. The system is popular among large companies in the media, entertainment, finance, professional services, and technology industries. The vendor’s customer base of 200 global companies includes names such as Bank of America, Warner Brothers, and Merrill Lynch.
The following are the primary features of Aprimo:
|Lead nurturing||List management||Lead scoring|
|Salesforce.com CRM integration||Microsoft CRM integration||Oracle/Siebel CRM integration|
|Custom CRM integration||Smart lead capture forms||Database management tools|
|MS Outlook integration||Lead management||Batch email marketing|
|Web activity tracking||Custom security controls||Automated drip marketing|
|Multi-channel campaigns||Custom microsites||Event management|
|Campaign analytics||Revenue cycle analytics||Email deliverability tools|
|Real-time sales alerts|
While the B2B and B2C editions are very robust, they are often too much for small and mid-size companies to handle. Smaller and mid-size buyers will often look elsewhere for systems that are better fits for their sizes. As a result, Aprimo has seen its market share eroded by newer vendors who serve the lucrative SMB segment.
Aprimo is a software-as-a-service application that is hosted and maintained by the vendor. It offers out-of-the-box integration with Salesforce.com. Custom integrations with other CRM systems are also available.
Aprimo presents the following as key differentiators in their product:
- “First-mover” position in the growing marketing automation software industry
- Brand management functionality to help large marketers manage interactions with customers and marketing assets
- Marketing workflow management tools to ensure compliance with company processes and best practices
- International and multi-language support
- Robust reporting and predictive modeling tools
- B2B and B2C campaign support
- Commitment to serving large organizations
Aprimo is offered in a modular fashion, allowing buyers to purchase only the applications they need. The system is paid for on an annual basis and customized pricing is available upon request. Consistent with other marketing automation vendors, the company typically requires a contract.
Aprimo was founded in 1998 by William Godfrey and William McLaughlin. The vendor enjoys its status as one of the first vendors in the marketing automation industry and the first to offer a complete marketing management tool, positioned as the “ERP system for marketing.” The company grew revenue 15% 2009 and has grown nearly 30% since 2007. Despite abundant IPO rumors about the privately-held company, management insists the company will remain privately held in the near future. The company is headquartered in Indianapolis, IN and has satellite locations across North America, Western Europe, Australia, and Asia. Aprimo employs nearly 350 people.
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