Aprimo Primed for Growth in 2011

Aprimo is a client of the sales lead generation company Find New Customers and they have a bright future indeed. We congratulate them on an exciting year coming up.

This press release recently ran at Teradata and I wish to share it with our readers too.

We also invite you to join us at the Aprimo Marketing Summit later this month.

INDIANAPOLIS, IN — Teradata (NYSE: TDC), the world’s largest company solely focused on data warehousing and enterprise analytics, has completed its acquisition of Aprimo, a global leader in cloud-based integrated marketing software. Together, the two innovators will drive the future of integrated marketing, enabling corporations to optimize marketing performance with more detailed, comprehensive insights from a universe exploding with big data.

Marketing executives will be among the first to benefit from the combined capabilities of Aprimo and Teradata. An Argyle Group and Aprimo CMO survey recently identified top executive marketing challenges, which include integrating campaigns across proliferating digital and traditional channels, the elimination of data silos that inhibit results analysis and metrics – and proving ROI on marketing. Aprimo has resolved these challenges with a fully integrated suite for hundreds of customers, including 36 of the Fortune 100. Among these are Target Corporation, Warner Bros. Inc., and Nestle S.A.

Integrated Marketing Management is emerging as a critical focus for businesses, representing one of the most strategic and largest areas of investment for most corporations.

The acquisition will immediately put Teradata in a market-leading position in Integrated Marketing Management. Teradata will build on this strong position and plans to expand 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 that is expanding marketing opportunities with an explosive number of new data sources.

This phenomenon is driven by consumers who are adopting new digital channels and information sources to connect, converse and shop. The integration of global social media insight and unstructured data with detailed information collected from customer touch points transforms the enterprise data warehouse gold mine into an analytic diamond mine. Combined with Aprimo’s Integrated Marketing Management suite, marketers gain unprecedented insight and power to create differentiated customer experiences. This is the definitive sweet spot for business transformation created by the combined capabilities of Teradata and Aprimo.


By tapping big-data sources through active data warehousing, marketers can discover vast opportunities to engage customers much more effectively across channels.

Aprimo will be integrated into Teradata’s operations, and the Aprimo organization will support Teradata’s applications strategy, including development, marketing, sales, and services.

Bill-Godfrey-small“Today is a significant step forward in our successful journey in being the recognized leader of Integrated Marketing Management solutions. 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. 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.”
Bill Godfrey, CEO of Aprimo


“To achieve profitable and sustainable growth, companies need better analytical insight. Together, Teradata and Aprimo will help them find areas to reduce costs, optimize performance and gain the insight and agility needed to close the gap between strategy and execution. Our goal is to be a trusted advisor and provide business applications that offer proven results and deliver lasting value.”
Darryl McDonald, Teradata executive vice president, Applications, Business Development, and CMO

Supporting comments:

Marc_Oppenheimer-small “The addition of Aprimo’s capabilities and marketing solutions to the Teradata portfolio makes good sense for marketers in search of a broader, integrated solution for database-driven CRM,” said Marc Oppenheimer, vice president of relationship marketing for Station Casinos. “We are intrigued by the combination and believe it is well worth exploring opportunities for improved targeting and analytics in conjunction with our successful use of Teradata Relationship Manager within a Teradata Enterprise Data Warehousing environment.”
Marc Oppenheimer, vice president of relationship marketing for Station Casinos
Kim-Collins-small “The integration of people, processes and technology to drive ROMI is the true value proposition underlying IMM (formerly known as Enterprise Marketing Management). By 2014, companies that develop an IMM strategy will deliver a 50% higher ROMI than those that don’t.” “With continued pressure on marketing budgets and accountability, marketing leaders and chief marketing officers (CMOs) need a foundation that enables them to integrate people and processes across the marketing ecosystem for planning, financial management and performance management, as well as to balance the channel mix (online/offline, traditional media and social media).”
Kim Collins, Gartner - Focus on Integrated (Rather Than Enterprise) Marketing Management 6/10/10
Suresh_Vittal-small “Besides being a growth category – our last forecast estimated that this market is growing at roughly 17% – campaign management is mission critical. It is the fundamental technology that allows marketers to use customer data to develop relevant, multichannel communications. Simply put, it unlocks the value in customer data. This is particularly timely given the unprecedented growth in data volumes, driven primarily by the popularity of online, social, and mobile channels.”
Suresh Vittal, Forrester Research
Jonathan-Block-small “The Integrated Marketing Management space is emerging as an important if not imperative business space where advanced technologies that bring a competitive edge to marketers will be highly sought after. A vendor that can provide accelerated data management and analytic agility with proven platform capabilities in the Marketing Ops and Demand Generation - plus expertise in SaaS, lead nurturing and MRM - has the potential to provide an attractive and vigorous marketing automation platform.”
Jonathan Block, Vice President and Service Director, SiriusDecisions

Relevant news resources:

  • Gerson-Lehrman Group Analysis: Teradata and Aprimo – January 3, 2011 - After the Acquisition, You Might Want to Stick With Aprimo
  • Gartner report, Kim Collins – December 23, 2010 – Teradata Strengthens Integrated Marketing Management with Aprimo Deal
  • Forrester blog, Suresh Vittal – December 29, 2010 - The Marketing Software Convergence Continues: Teradata Acquires Aprimo For $525 Million
  • News Release Announcement – December 22, 2010 – Teradata to Acquire Aprimo
  • Teradata focus on business analytics – October 25, 2010 – Teradata Accelerated Analytics Transforms Data Warehouses into Analytic Services Environments
  • Aprimo commentary – Imperatives of the Marketing Revolution – Article series, 2010
  • Aprimo CMO Survey - May 18, 2010 New Survey Reveals Biggest Challenges Facing CMOs Today

About Aprimo

Aprimo is a leading global provider of cloud-based marketing software and services that enhance the productivity and performance of marketing organizations. The company’s integrated marketing software, Aprimo Marketing Studio® for B2C and Aprimo Marketing Studio® for B2B, enables marketers to navigate the changing role of marketing, by taking control of budget and spends, eliminating internal silos with streamlined workflows, and executing innovative multi-channel campaigns to drive measurable return on investment. For more information call +1.317.803.4300 or visithttp://www.aprimo.com.

About Teradata

Teradata Corporation (NYSE: TDC) is the world’s largest company solely focused on raising intelligence and achieving enterprise agility through its database software, enterprise data warehousing, consulting, and enterprise analytics. Visit Teradata on the web at www.teradata.com.

Teradata and Aprimo are trademarks of Teradata Corporation and its affiliates in the United States and other countries.

Note to Investors

This news release contains forward-looking statements. A number of important factors could cause actual results or events to differ materially from those indicated by such forward-looking statements, including the execution of integration plans; the parties’ ability to meet expectations regarding the accounting treatments of the transaction; the possibility that the parties may be unable to achieve expected synergies and operating efficiencies in the arrangement within the expected time-frames or at all and to successfully integrate Aprimo’s operations into those of Teradata – such integration may be more difficult, time-consuming or costly than expected; operating costs, customer loss and business disruption (including, without limitation, difficulties in maintaining relationships with employees, customers, clients or suppliers) may be greater than expected following the transaction; recurring revenue may decline or fail to be renewed; and the retention of certain key employees of Aprimo may be difficult. Teradata and Aprimo are subject to intense competition, and increased competition is expected in the future; and fluctuations in foreign currencies could result in transaction losses and increased expenses subject to the volatility of the international marketplace. Risks, uncertainties and assumptions include the possibility that expected benefits may not materialize as expected; that the transaction may not be completed in a timely manner; that the parties are unable to successfully implement integration strategies; and other risks that are described in Teradata’s SEC filings.

Find New Customers: 5 tips to engage new customers

How do you attract the attention of a total stranger?

That’s THE biggest problem for most B2B marketers. B2B lead generation starts

Meeting strangers

with this step. But it is very hard. If they don’t know you, they don’t trust you. So what do you do to attract those ideal prospective customers?

Here are my five tips to engage new customers:

  1. Understand your buyers REALLY well.
    Buyer personas are an ideal starting point. The better you know someone, the better you can talk to them. Make sure you understand their problems, whom they trust, where they turn for information, and what they also care about. (e.g I’m a proud graduate of the University of Notre Dame, so for me it is God, Country, Notre Dame.)
  2. Create awesome content
    See my blog post on tips from Made to Stick for specific ideas. Humor, thought leadership, videos, narrated Slideshare presentations, etc. Which should you use? Yes!
  3. Share that content everywhere
    You want it very easy to find. So share it on Facebook, Twitter, Linkedin, Slideshare, YouTube, Digg, Delicious, Reddit, StumbleUpon, etc. The broader you distribute it, the easier it is to find.
  4. Search marketing
    Find a handful of really good keywords and start networking to build links. You want customers who have needs and search online to find you. Remember, search today is based on popularity - inbound links. You don’t need a search marketing firm, necessarily. I use Wordtracker and their LinkBuilder tool. And Hubspot offers websitegrader.com too.
  5. Network like crazy
    Find the thought leaders, the industry experts, and the gurus. Get yourself known by helping them.

You should also look for Trigger Events - happenings at their side that put them in, as Craig Elias says, the Window of Discontent. Maybe they just raised capital. Maybe they just hired a new Chief Marketing Officer. Figure out which trigger events are important to you - maybe FDA approval matters (if you sell to pharma companies). That’s how you know when to make contact - when they are receptive. OneSource (our client) has a great product for this called iSell.

Do you have any other suggestions for engaging new prospective customers?

“If marketing to marketers is like cooking for chefs, Jeff Ogden of Find New Customers is the Wolfgang Puck of marketing. His insights, instincts and ingenuity about getting customers engaged and keeping them involved are well-known in the industry. And, he’s a heck of a nice guy to boot. I wouldn’t hesitate to work with Jeff now or in the future.” Steve Gershick, Founder of DemandCon.

What do you think? We love comments and people who share. 

How to Find New Customers

How to Find New Customers



Read my blog on Kindle

Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers - a website filled with great free content on B2B lead generation and marketing.
He presented “How to Build a Great Personal Brand”  at the 140 Social Media Conference on Long Island and will appear on Sales Lead Management Radio on June 9th.

Find New Customers helps companies with between 150 and 5,000 employees who sell complex products to businesses to implement world-class lead generation programs. As companies struggle to create quality sales opportunities, they turn to lead generation companies like Find New Customers.

Hollywood Celebs Acting as Corporate Crooks Helps Kinaxis Win “Best Marketing Idea” Award from Find New Customers

Witty video series uses well-known celebrities and humor. Clever idea, perfectly executed makes this B2B marketing campaign a winner for Kinaxis, a maker of enterprise supply chain software

SuitematesBethpage, NY (PRWEB) February 5, 2011 - Marketers, especially in B2B, get no respect. Maybe if you are a well-known coffee company, all you need to do is redesign your logo to win attention. But most B2B marketers today can’t see the results of their efforts as quickly.

Suitemates by Kinaxis

“B2B marketers struggle for attention. Wit and humor got it done for this company”

This is why Find New Customers, a b2b lead generation consultancy, created the Best B2B Marketing Idea award to find the best and brightest B2B marketing ideas and share them with the world.

In its first of what is to become an annual competition, Find New Customers (http://www.findnewcustomers.com) has awarded the Best B2B Marketing Idea of 2010 to Kinaxis, provider of the on-demand supply chain management (SCM) and sales and operations planning (S&OP) software service RapidResponse.

More information about Find New Customers and its Best B2B Marketing Idea Award are available at b2b marketing idea of the year winner

Jeff Ogden, President of Find New Customers Find New Customers stated “There were a lot of great and innovative ideas out there from great companies such as Marketo, Hubspot and Eloqua, as well as Kinaxis. But in the end, it was the wit and humor of Kinaxis’ Suitemates series that won the day. We wish to congratulate Kinaxis for this important win.”

“I think we have the best software on the planet. but we’re not the well-known company we should be, ” said Kirsten Watson, Director of Marketing in an interview with Chief Content Officer magazine.

The solution came from the top: Chief Executive Officer Doug Colbeth urged the marketing team to be bold. But top management also knew that not everything will work. This vision - the willingness to take calculated risks - resulted in the award-winner. As for the use of comedy, Ms Watson said “It’s different from what others are doing. It’s our comedy and thought leadership content that works so well. It gives our company personality.”

Kirsten Watson, Director of Marketing for Kinaxis said “The team at Kinaxis is thrilled to learn about this added recognition of our work.”

Ogden, a sales/marketing and highly respected social media expert, employs best practices in b2b lead generation to help companies acquire customers and crush competitors via lead generation programs. His proven track record of exceeding targets speaks to his fearless competitor attitude and results-oriented nature. Ogden’s recent works include popular white papers and eBooks including “How to Find New Customers” and “Definitive Guide to Making Quota” as well as the new white paper “Moving from Transactional to Conversational Email Marketing” b2b marketing white papers

About Find New Customers LLC
Find New Customers helps businesses (150 to 5,000 employees and complex products) implement programs and processes to acquire new customers. Company president, Jeff Ogden, is also the author of the highly regarded demand generation white paper, How to Find New Customers. In addition, he writes a popular blog, Fearless Competitor.

# # #

Media Contact
Jeff Ogden
(516) 495-9350
[email protected]

Jeff Ogden is President of Find New CustomersLead Generation Made Simple” Check out the online show every Friday at 11am ET, “Laugh and Learn with the Fearless Competitor.” Find New Customers is one of few lead generation companies in New York. Follow Jeff on Twitter or download the free white paper on B2B lead generation.

How to Find New Customers

Find New Customers helps companies like yours (with 150 to 5,000 employees and complex products) implement lead generation programs to improve the way you find and acquire high quality sales leads using best practices in online lead generation. Quality leads matter. In fact, a recent study found that sales teams with fewer, high quality sales leads closed more than sales teams with more leads of dubious quality.

If you wish to do sales lead generation online, contact the B2B lead generation experts at Find New Customers. Use the form below to send me a personal note or Leave a Reply to post a permanent comment on this article.

New White Paper on B2B Blogging in 2011

Blogging is THE business imperative in B2B marketing today

Hubspot found that companies with a blog have twice as many Twitter followers as those who do not blog. It also provides regularly updated content for social networks such as Twitter, Facebook and Linkedin. And search engines love blogs - due to their frequent updates. Blogs are the heavy lifters of B2B lead generation today.

B2B Blogging Trends in 2011 - White PaperSo what’s next for B2B blogging? What trends are likely to emerge in the coming year? To answer those questions, the founders of the B2B Marketing Zone asked 22 of the most influential b2b marketing and PR bloggers—including Roxanne Darling, Jay Baer, Ardath Albee, Erik Qualman, Jeff Ogden, the Fearless Competitor, and Chris Abraham—for their prognostications.

You can get the whole story in B2B Blogging Trends in 2011, a free (and no registration required) white paper from Aggregage (the software that powers the BMZ site). Among the findings:

  • Not blogging yet. 2011 is the year to start. Since less than 1/2 of companies have a blog today, you still have an opportunity to stand out. You can become the expert in your chosen specialty. (We certainly did. Please note that we have two blogs - each updated at least once per weekday. http://www.fearlesscompetitor.net on B2B lead generation and marketing) No blog yet? There are free tools like WordPress.com and Typepad.com, so there’s no time to waste.
  • Blogging not only turns you into an expert, it’s ideal for search (Google loves frequently updated content)
  • Blogs can be used with other marketing approaches, like PR and social media.

Click below to download the white paper.

B2B Blogging Trends in 2011

Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers.

We help companies with between 150 and 5,000 employees who sell complex products to businesses to implement world-class lead generation programs. As companies struggle to create quality sales opportunities, they turn to lead generation companies like Find New Customers.