Aprimo
| Company type | Private |
|---|---|
| Industry | Marketing automation software, Digital asset management |
| Founded | 1998 in Indianapolis, United States |
| Founder | Former Software Artistry executives |
| Headquarters | Chicago , United States |
Area served | Worldwide |
| Products | Marketing automation software, Digital Asset Management (DAM), Productivity Management, Plan & Spend, Distributed Marketing, Campaign automation |
Number of employees | 250 (2007) |
| Website | www |
Aprimo (/æˈprimoʊ/) is a U.S.-based firm that focuses on marketing automation software and digital asset management (DAM) systems. Its products are designed for marketing and customer experience teams within large enterprises, facilitating the efficient handling of intricate marketing processes.
Early history
Established in Indianapolis in 1998 by former Software Artistry executives following its acquisition by IBM, Aprimo is acknowledged as one of the pioneers in Marketing Resource Management (MRM) software. The company’s initial acquisition occurred in 2004 with the purchase of British software developer Then. In 2005, Aprimo expanded by acquiring DoubleClick’s EMS division along with approximately 70 clients, prior to DoubleClick's remaining assets being sold to Hellman & Friedman. By 2007, Aprimo had grown to a workforce of about 250 employees and served prominent customers including Bank of America, Nestlé, Warner Bros., and Toyota.
Teradata
In 2011, Teradata acquired Aprimo for $525 million, integrating it into its marketing software suite while retaining Aprimo’s Indiana headquarters. This acquisition broadened Teradata’s international reach and reinforced its standing within the marketing technology sector.
Marlin
Aprimo changed hands again in 2016 when Teradata sold it to Marlin Equity Partners for $90 million. Following this, Aprimo was merged with Revenew and its main office was moved to Chicago. The company further grew in 2017 by acquiring Belgian firm ADAM Software.
Products and services
Aprimo offers a range of solutions including Digital Asset Management for managing multimedia content; Productivity Management to control ideas and workflows; Plan & Spend for budgeting purposes; Distributed Marketing to synchronize marketing initiatives; and Campaign, which automates segmentation of marketing data. Since 2017, Aprimo has shifted its product suite to cloud-based SaaS solutions hosted on the Microsoft Azure platform, improving scalability and integration capabilities for enterprises.
Operations
The company’s headquarters are located in Chicago, while significant research and development as well as customer support functions operate out of Indianapolis.