Aprimo Primed To Accelerate Growth With Acquisition By Teradata Finalized

Teradata has finalized its acquisition of Aprimo, a leading provider of cloud-based integrated marketing software. Executives promise the marriage of the two companies will enable corporations to optimize marketing performance with more detailed, comprehensive insights from a universe exploding with big data.

“There are two core values that Teradata and Aprimo share: one is a commitment to customer loyalty and success,” said Lisa Arthur, CMO of Aprimo. “We’re extremely customer driven. Teradata happens to be extremely customer-centric as well, so we have a bond at the DNA level of ‘customer first’ and customer centricity. That, coupled with another one of our core values around the integrity and respect of individuals, is about winning in the market the right way…I can’t think of a better marriage for Aprimo than with Teradata. That bond puts real value behind this union.”

After the acquisition, the combined companies now have over 500 customers utilizing marketing software, Aprimo, which will remain headquartered in Indianapolis, will maintain its open strategy as will Teradata with its partners. “We are remaining very open to our partners, communities and product strategy,” Arthur said. “That being said, we do see great opportunity for optimizing our applications with Teradata’s amazing ability to manage and deliver great insight and analytics, so we will be working overtime to integrate and optimize.”

Now that the deal is finalized, Aprimo will be integrated into Teradata's operations, and the Aprimo organization will support Teradata's applications strategy, including development, marketing, sales, and services.

“The combination of our teams and solutions will enable us to continue accelerating growth, fueling innovation for our customers and rapidly expanding our global presence,” said Bill Godfrey, President, Aprimo. “With these combined assets, we look forward to delivering world-class applications that will uniquely benefit our customers, partners and provide a vibrant environment for Aprimo's team."

While Aprimo is now integrated with Teradata, Arthur said the company will continue to grow and market under the Aprimo brand, maintaining its laser focus on integrated marketing software.

With the Aprimo acquisition, Teradata is expected to build on its strong position in the Integrated Marketing Management (IMM) arena by expanding its application portfolio into other high value business applications, including those that drive insights from the ever-growing volumes of big data, a complex phenomenon expanding marketing opportunities with an explosive number of new data sources.

In other Aprimo news, the company was recently positioned by Gartner, Inc. in the “Leaders Quadrant” of the “Magic Quadrant for Marketing Resource Management (MRM)” report. “Our singular goal as a company is to reduce marketing complexity, improve decision-making and give marketers a higher degree of accountability through the industry’s most comprehensive suite of integrated marketing applications,” said Godfrey.

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