What Does The Aprimo Acquisition Mean?

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What Does The Aprimo Acquisition Mean?

So, the news broke today that Aprimo has been acquired for $525 million in cash by Teradata, the data warehouse company. Teradata boasts enterprise-level clients like Walmart, AT&T and Dell. These clients use high-end solutions from Teradata to manage the massive amounts of data that flow in from B2C or large-scale B2B enterprises.

Aprimo, similarly, boasted many large enterprise clients including Kodak, Warner Brothers and BoA. Their product suite evolved from a marketing resource management tool – think about managing the workflow and tasks of a large-scale marketing department – into a more fully functional tool focused on both MRM and marketing execution.

So, what does this acquisition mean for the crowded marketing automation (revenue performance management??) space? Frankly, I’m not sure it means that much.

Let’s talk size: Aprimo, a mostly on-premise play, at $70 million in revenues, is not that much larger than Eloqua, a pure SaaS play. Aprimo had only 200 customers, most US-based. Eloqua must have triple that number by now. Granted, they’re not BoA and Kodak but there are some solid names on their roster sheet.

Let’s talk capabilities: Let’s talk Eloqua and Marketo are truly solid executional tools, designed to put the power of triggered marketing into the hands of the average marketing user. They are designed for the bottom 4000 of the Fortune 5000. Aprimo and Unica were designed for the top 1k. So, the short and long of it is, they never really competed.

BUT, that said, it shows the value of the marketing automation space. First Unica and then Aprimo. Who is next?


About the Author

I like winning. From baseball and Uno to Trivial Pursuit and working with clients - it doesn't matter. I founded vConstruct to help companies better compete because I like seeing others win too. A big Red Sox fan living in Austin, Texas, I'm also the proud recipient of multiple consecutive presidential fitness awards from grades 3 through 8.

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