CRM Software Quotes
CRM search»Vendor Directory»Teradata Aprimo

Teradata Aprimo Coverage

MarketoAprimo HeadlinesTeradata AprimoAprimo Products

About: Aprimo is a brand of integrated marketing systems which includes marketing automation software, marketing resource management (MRM) and Enterprise Marketing Management (EMM). Aprimo operations are based in Indianapolis, Indiana, and report to parent company Teradata Corporation, in Dayton, Ohio.

Aprimo's integrated marketing software aids B2C and B2B marketers in controlling the planning, budgeting and spending so they can better execute multichannel campaigns that directly tie marketing investment to business objectives. Aprimo Marketing Studio for B2C, for consumer marketers, and Aprimo Marketing Studio for B2B, for business-to-business marketers, provide modular marketing software solutions that manage online and offline marketing channels, track budget and spend management, and provide workflow and digital asset management.

The company operates additional offices in Morrisville, North Carolina; Sydney, Australia; Singapore, Singapore; Brampton, Canada; Paris, France; Munich, Germany; Amsterdam, the Netherlands; Stockholm, Sweden; and Wokingham, United Kingdom.

Founded: 1998 by William Godfrey and Robert McLaughlin.
History: A chronology of Aprimo history includes the following events:
  • The company was founded in 1998 as Attune Incorporated and opened its headquarters in Indianapolis, Indiana.
  • In March 2000, the company opened its first international office in London.
  • In December 2000 the company changed its name to Aprimo Incorporated.
  • In 2000 the company started holding an annual customer summits.
  • In 2002 Aprimo is identified as a leader in the Gartner marketing resource management (MRM) magic quadrant for the first time.
  • In July 2004 Aprimo acquired Then Limited, a UK based marketing resource management (MRM) software developer.
  • In June 2005, two months after announcing that a private equity firm planned to acquire DoubleClick, the company sold its enterprise marketing solutions (EMS) business unit, including its SmartPath and Ensemble products, to Aprimo, its top marketing resource management (MRM) competitor.
  • In October 2006 the company opened its first Asia Pacific office in Sydney, Australia.
  • In February 2006 Aprimo launched its on-demand version of Aprimo Marketing.
  • In September 2007 the company filed a registration statement for an IPO. However, shortly later the registration was withdrawn. Despite achieving 25% average growth for the preceding five years, market conditions and to a lesser extent, the change in revenue recognition from up front software licensing to a subscription model, postponed the IPO.
  • In October 2008 the company partnered with Kodak to deliver an automated marketing supply chain solution.
  • In January 2011 Aprimo was acquired by Teradata Corporation in for $525 million.
Ownership: NYSE: TDC
Key Staff:
Bill Godfrey William (Bill) Godfrey, President
In 1998, Godfrey cofounded the company as the first software company to focus on digitizing the end-to-end marketing value chain. Today, Godfrey is the visionary driving Aprimo's strategic direction and integration with Teradata Corporation.
Bob Boehnlein Robert (Bob) Boehnlein, Chief Customer Officer
Bob has led various roles since joining Aprimo in 2001, including product development, marketing, customer support, partner enablement, professional services and education. Today he aligns customers' needs with Aprimo solutions.
Lisa Arthur Lisa Arthur, Chief Marketing Officer
A marketing veteran for software companies such as Oracle and Akamai, Lisa leads Aprimo's global market and brand strategy, solutions and product marketing, demand generation and customer-centric initiatives.
Customers: Aprimo has more than 150,000 users worldwide for the Aprimo Marketing Studio and Aprimo Marketing Studio On Demand. The company has completed more than 200 international customer deployments including:
  • 8 out of the top 10 financial services providers
  • 7 out of the top 10 life sciences companies
  • 4 out of the top 10 telecom providers
  • 4 out of the top 10 automotive manufacturers
  • 5 out of the top 10 retailers

Marquee customers include Bank of America, Cummins, E-ON, Ernst & Young, ESRI, Home Depot, Ingram Micro, Lending Tree, Merrill Lynch, QAD, Standard Life, Toyota, Time Warner Cable and Warner Bros.

While the company's flagship products of Aprimo Marketing Studio B2B and B2C are not purpose built for particular vertical markets, the company has acquired concentrations of customers in several industries, including financial services, retail, consumer packaged goods, technology, media and entertainment, telecommunications, manufacturing, life sciences and agencies.

Partners: The company manages approximately 30 technology, consulting and marketing service provider (MSP) alliances and partnerships who align with Aprimo solutions to provide additional products and services to customers. These include technology alliances such as Microsoft, and Omniture or consulting partners such as Accenture, Deloitte, MarketSphere Consulting and The Pedowitz Group.
Competitors: While primary Teradata Corporation competitors include other data warehousing and business analytics companies such as IBM, Microsoft, MicroStrategy, Oracle, Qlik and SAS Institute—primary Aprimo marketing software competitors include the following:
  • Primary Marketing Resource Management (MRM) competitors include Assetlink and Unica, with additional strong competition from BrandMaker, Elateral, Saepio Technologies, VYRE and Infor.
  • Primary Enterprise Marketing Management (EMM) software competitors include IBM Unica, SAS Institute, Oracle Siebel and SAP, with additional competition from Alterian and Infor.
  • Primary Multi-Channel Campaign Management (MCCM) software competitors include IBM Unica, SAS, Oracle Siebel and SAP, with additional strong competition from Eloqua, Responsys, Neolane, Alterian, Infor CRM Epiphany, RightNow Technologies, Portrait Software and smartFOCUS.
  • Additional lead management and marketing automation software competitors include Eloqua, Manticore, Market2Lead, Marketbright, Marketo, Pardot and Silverpop.



Follow Aprimo
Address 900 East 96th Street
Suite 400
Indianapolis, IN 46240
Contact +1.317.803.4300
Blog Aprimo blog
Blog Aprimo Campaign Management blog
LinkedIn CRM Group
RSS Aprimo RSS feed



We improved our response time for report requests from as long as three days down to minutes. We improved invoice turnaround time from one month to two weeks, and we completely eliminated ninety-day receivables."

~ Merrill Lynch, Director of GPC Marketing


CRM Price Quote


Follow Us

crm search

Home   |  CRM  |  Sales  |  Marketing  |  Service  |  Call Centers  |  Channels  |  Resources  |  Blog