Aprimo® Announces Availability of Aprimo Enterprise 8.0

November 14, 2007; 09:59 AM

LOS ANGELES--(BUSINESS WIRE)--Aprimo, Incorporated, a leading provider of software for Enterprise Marketing Management (EMM), today announced the release of Aprimo Enterprise 8.0, a powerful new version of its flagship product based on its Enterprise Marketing Backbone™. The new product is available immediately and includes an entirely new marketing performance management (MPM) application that will provide marketers unprecedented real-time insight into their marketing processes, programs, and campaigns. Combined with Aprimo Enterprise’s strong operational capabilities, marketers will be able to execute, gain insight, and then optimize their marketing processes throughout the enterprise.

Kimberly Collins, a VP at Gartner, observed the changing role of marketing, “The role of marketing and the Chief Marketing Officer will change drastically over the next five years as marketing becomes more strategic to the organization, improving revenue generation, decreasing costs and reducing marketing waste….A focus on marketing ROI and performance will change the view of marketing as purely a cost center for the organization to one of a profit center that facilitates revenue conversion and manages costs.”¹

A Visionary New Marketing Performance Management (MPM) Application

As marketers respond to business demands for increased accountability, they require a platform to organize their data and analytical tools to provide real-time insight. Aprimo MPM delivers real-time analytics and dashboards that give marketers insight into their processes, campaigns and outcomes. Ultimately, MPM allows marketers to understand the ROI of broad strategies and initiatives in addition to response rates and other tactical measures.

Aprimo Extends Leadership Across Its Six Solution Sets

Aprimo Enterprise incorporates inputs from over 170 customers who have implemented Aprimo products over the past decade. Based on extensive human factors research with these customers, Aprimo Enterprise 8.0 now boasts a highly intuitive UI that leverages powerful AJAX technology to deliver a highly productive user experience. Additionally, over 150 enhancements across all six solution sets make Aprimo Enterprise 8.0 a leader in all six solution sets where the company competes. Significant advances include:

• Marketing Financial Management. New functionality includes user defined budget hierarchies and advanced financial controls, sophisticated multi-currency management, and support for multiple financial groups within a single instance of Aprimo Enterprise.
• Production Management and Workflow. In mid 2006, Aprimo Enterprise 7.5 brought to market the first hybrid of project management and work flow designed specifically for marketing. Aprimo Enterprise 8.0 adds over 25 new features based on inputs from our global customer base.
• Brand Content Management. Aprimo Enterprise 8.0 includes an advanced asset portal that provides access to distributed users inside and outside of the corporate firewall. It also includes several enhancements to the annotation engine for collaborative asset review.
• B2C Campaign Management. An entirely new module, Contact Optimizer, manages channel contacts across multiple campaigns. It enables marketing campaigns to use the best channel to deliver the next best offer using business rules or predictive analytics. Additionally, integration with the WebTrends Marketing Data Warehouse enables marketers to design and execute sophisticated multi-channel campaigns.
• Lead Management. Increasingly, companies see integrated lead management as a priority to increase marketing ROI. Aprimo Enterprise 8.0 adds significant capabilities to lead distribution by enabling hierarchical and other types of rules that are required for enterprise deployments. A recently announced adaptor allows for two way integration with Salesforce.com.
• B2B Marketing. Aprimo addresses B2B marketing with a combination of campaign management, ad hoc list management, data management, and event management in one integrated platform. Aprimo Enterprise 8.0 offers a variety of new features focused on ad hoc list management, one of the most troublesome challenges faced by B2B marketers.

“Marketers want an application that provides them with the power to show the measured results of their investments,” said Bill Godfrey, Aprimo CEO. “Accountability for results’ has joined ‘brand value’ and ‘customer centricity’ as key phrases in the CMO lexicon.”

“Global marketers need real-time insight and the ability to take decisive action. Marketers who can leverage this capability can become strategic levers for change in their organization. Aprimo Enterprise 8.0 provides a powerful answer to the challenge of marketing in the era of global brands and the empowered customer. We support the CMO’s role in furthering a company’s own strategic differentiation and success,” said Michael Emerson, Aprimo CMO.

About Aprimo

Aprimo is a leading provider of marketing software and services that enhance the productivity and performance of marketing organizations. Aprimo’s integrated suite of applications, Aprimo Enterprise, improves alignment across the Marketing Value Chain (the business processes that connect corporate, brand, field marketing, and external marketing suppliers and agencies) and enables the execution of multi-channel marketing campaigns. Aprimo Enterprise is based on the Enterprise Marketing Backbone, Aprimo’s innovative service oriented architecture (SOA), which eliminates marketing as an island of information within the enterprise. Aprimo provides solutions primarily to large enterprises and medium-sized businesses worldwide, including AT&T Inc., Bank of America, N.A., Capital One Services, Inc., The Home Depot U.S.A. Inc., Honda Motor Europe Ltd., Intel Corporation, Merck & Co., Inc., Nestlé S.A., Sprint Nextel Corporation, Target Corporation, Toyota Motor Corporation and Warner Bros. Entertainment, Inc. For more information call + 1.317.803.4300 or visit www.aprimo.com.

Aprimo is a registered trademark of Aprimo, Incorporated.

¹ Gartner, Inc., “Top 10 Marketing Processes for 2008 to 2013” by Kimberly Collins, October 23, 2007