Recurring Revenue Authors: Liz McMillan, Yeshim Deniz, Elizabeth White, Xenia von Wedel, Carmen Gonzalez

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Aprimo Achieves Significant Growth in 2009; Unveils Solutions and Revolutionary Strategy for 2010

Aprimo® Inc., a global leader in on-demand marketing software solutions, announced today at its annual Customer Summit impressive business growth in 2009, achieving $68 million in revenue which is a 29 percent increase in recurring revenue and a 15 percent increase in total revenue. Aprimo also announced its 2010 strategy to unify its go-to-market approach – making it easier for marketing experts to engage, select and match the right Aprimo marketing solution to their challenges and rapidly changing needs. This unified strategy envelops all products and services into two separate offerings: Aprimo Marketing Studio B2C and Aprimo Marketing Studio B2B.

“2009 marks another milestone in Aprimo’s 12-year history of success in the marketing technology industry,” said Bill Godfrey, CEO of Aprimo. “Aprimo celebrated tremendous growth fueled by breakthrough technology solutions and customer and partner growth that resulted in more than 150,000 marketers in over 40 countries around the globe using our solutions. As we kick off 2010 with our new alignment, we are further reinforcing our position as the visionary leader marketers should turn to as they navigate through marketing’s revolutionary changes.”

Product Innovation

The newly announced strategy to unify Aprimo’s brand and go-to-market approach is driven by its customers and market demand. Aprimo Marketing Studio B2C and Aprimo Marketing Studio B2B provide modular marketing solutions that manage online and offline marketing activities, track budget and spend management, and provide workflow and digital assets to improve go-to-market execution and generate more revenue. With these solutions, B2C and B2B marketers are able to benefit from a comprehensive marketing platform that optimizes performance on marketing investments. In addition, marketers are able to capture their target audience, engage them in more relevant and meaningful dialogue, convert them to customers, and then cultivate the lifetime value of each customer relationship.

Aprimo Marketing Studio B2C Solutions – address the unique needs of B2C marketers as consumers increasingly control brand information and product communication powered by Web-enabled social networks. As consumers share their own messages, opinions, reviews and experiences with a company’s products and services, Aprimo offers B2C marketers solutions for:

Aprimo Marketing Studio B2B Solutions – address the shift in customers gaining more influence and access to different sources of information about products and services they use and purchase for their companies. Giving B2B marketers modular, easy-to-use software tools to ensure they can find opportunities to reach new markets, create true customer dialogue and deliver proven metrics to an organization, Aprimo offers the following B2B solutions for:

With Aprimo Marketing Studio, marketers are able to turn change into a competitive advantage because they are equipped with a holistic view across all channels and can create engaging audience dialogue across all marketing touch points. Providing unique solutions to meet a marketer’s toughest challenges, Aprimo Marketing Studio enables B2C and B2B marketers to maximize ROI, expand their customer base with minimal cost and resources and streamline processes for speed, efficiency and savings.

Customer Success and Partner Momentum

In 2009, Aprimo grew its blue-chip customer base across North America, Europe and Asia Pacific by more than 25 percent, signing significant new customers including, Eastman Kodak, Lexis Nexis, New Pig and Standard Life. Aprimo also experienced growth from within its existing customer base including customers like MedImmune who expanded its Aprimo implementation to further capitalize on the benefits of Aprimo’s interactive online marketing technology. In 2009, Aprimo announced a product partnership with Omniture and several new implementation partnerships including CoreMatrix and Numeric Analytics in the U.S., Acceleration in the UK and Datalicious in APAC.

Industry Accolades

Aprimo continues to be recognized throughout the industry for its thought leadership and technological excellence in marketing software solutions through high-level industry acknowledgements, including:

  • SiriusDecisions awarded Aprimo a 4.1 (out of 5.0) rating for “Technology” in terms of features and functionality and a rating of 4.0 for “Services” in terms of services capabilities in its “Marketing Automation Platform Vendor Profile.” The profile states that, “Aprimo should be on your consideration list if yours is a distributed marketing organization that needs to integrate multiple marketing data sources as well as to promote uniform marketing processes and reporting across the field.”
  • Aprimo Marketing Studio 8.0 was recognized as a strong performer in the December 2009 Forrester Research, Inc. report, The Forrester Wave: Cross-Channel Campaign Management, Q4 2009. In evaluating Aprimo Marketing Studio 8.0, the report states, “Aprimo has added significant high-volume [installs] to its client roster. Its Version 8 is well regarded by its clients for the unified marketing platform, access to [external databases] and its dialogue marketing capabilities. Client marketers described Aprimo as ‘easy to use’ and its management team is ‘committed’ and ‘approachable’.”
  • Aprimo was described as being in the “best position to capture B2B market share” among the four incumbent marketing and sales automation vendors reviewed in the independent report, “B2B: Lead Management Automation Market Overview” (Forrester Research, Inc., September 2009).
  • For the eighth consecutive year, Aprimo was positioned by Gartner, Inc. in the “Visionaries Quadrant” of the “Magic Quadrant for Enterprise Marketing Management” published by Gartner in July 2009.
  • Aprimo was positioned by Gartner, Inc. in the "Leaders Quadrant" in the “Magic Quadrant for Marketing Resource Management” report published in February 2009.

Executive Leadership

In 2009, Aprimo welcomed Umesh Singh as Chief Financial Officer and Lisa Arthur as Chief Marketing Officer. Both Silicon Valley veterans bring over 25 years of experience in the technology industry to Aprimo. Singh most recently served as Senior Vice President of Finance at Ariba (Nasdaq: ARBA) where he played an integral role in growing the company from $174 million to $350 million in revenue. Prior to Aprimo, Arthur achieved high marketing metrics as the VP of Global CRM Marketing for Oracle (Nasdaq: ORCL) and CMO of Akamai (Nasdaq: AKAM), where she invigorated the brand and helped chart Akamai’s growth from $160 million in 2004 to over $300 million in annual revenue when she left in 2006.

“Now more than ever, marketers are demanding solutions that allow them to break down silos and manage their marketing activities across all of their online and offline channels. Furthermore, they are requiring differentiation between the specific needs of B2B and B2C marketers,” said Jonathan Block, Vice President and Service Director at SiriusDecisions. “Aprimo has taken the first step in addressing the demands of marketers from both a B2B and B2C perspective, helping the marketing industry as a whole benefit from a truly integrated approach that delivers measurable ROI.”

About Aprimo

Aprimo’s integrated marketing software enables B2C and B2B marketers to successfully navigate the changing role of marketing by taking control of budget and spend, eliminating internal silos with streamlined workflows and executing innovative multi-channel campaigns to drive measureable ROI. Only through the use of Aprimo’s modular and on-demand software, Aprimo Marketing Studio B2C and Aprimo Marketing Studio B2B, can marketers truly integrate marketing organizations, manage, deliver and track the right message targeted to the right audience over the right channel and translate Marketing efforts into measurable business impact and revenue. Hundreds of thousands of Marketers trust Aprimo to revolutionize their marketing including Bank of America, Honda, King Pharmaceutical, Pearson Education Ltd, Time Warner Cable-NY and Wal-Mart.

For more information call + 1.317.803.4300 or visit aprimo.com.

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