Aprimo understands that successful marketing is a prime concern of most businesses. The company provides cloud-based software to manage business-to-consumer (B2C) and business-to-business (B2B) marketing efforts, including applications to automate and analyze marketing campaigns. Its tools also cover planning, budgeting, campaign analysis, and data management. In addition, Aprimo provides consulting, maintenance, support, installation, training, and other related services. A division of data warehousing and business analytics firm Teradata, the company serves customers worldwide, including Merrill Lynch, E.ON, Bouygues, Johnson Financial, and Ingram Micro.
Change in Company Structure
The company was acquired in early 2011 by Teradata for about $525 million. Teradata hopes Aprimo will power its growth in the fast-growing, $5 billion integrated marketing management field. It also wants to capitalize on Aprimo's experience with the cloud and Software-as-a-Service (SaaS).
Aprimo sells directly and through resale agreements with other enterprise software vendors such as Microsoft and Oracle, and through systems integrators and IT consultants including Accenture, Infosys, and Tata Consultancy. The company claims more than 200 clients in more than 40 countries, including a strong presence in industries such as financial services, retail, life sciences, and telecommunications.
Aprimo is focused on expanding into new geographic markets. In 2011 it strengthened its business in China through a partnership with Chinese firm Frensworkz and the following year it added to its office serving the Nordic region. Also in 2012 Teradata bought Munich-based digital marketing provider eCircle and integrated it with Aprimo. The purchase was targeted at boosting Aprimo's integrated marketing expertise, particularly in Europe.
Aprimo competes with marketing software providers such as Eloqua, as well as with large enterprise software firms including Oracle, SAP, and Microsoft. Given the tendency for the larger ERP software providers to buy their way into niche markets via acquisitions, companies such as Aprimo are often eyed as potential acquisition targets, especially as consolidation in the software world accelerates.
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