Aprimo Named a Leader in Marketing Resource Management by Independent Research Firm
Aprimo, a global provider of digital asset management and work management software, announced it has been recognized as a Leader in “The Forrester Wave™: Marketing Resource Management, Q1 2020” report by Forrester Research, Inc.
The software category of Marketing Resource Management, or MRM, is a fast-growing market and
Forrester predicts business to consumer (B2C) marketing teams to drive a 25% increase in adoption in
2020. These marketers face increasing pressure to streamline marketing operations and costs, glean
real-time performance insights, and maximize people and project management efficiencies.
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Aprimo was evaluated among the 12 most significant MRM providers based on 32 criteria. Within the
current offering category, Aprimo received the highest scores possible in 19 criteria including the
following criteria:
• Project management
• Collaboration Tools
• Calendar
• DAM (Digital Asset Management)
• Budgeting
• Content creation
• Content intelligence
MRM has evolved, the report states, and is now “akin to a central nervous system for marketing
operations; while it supports planning and coordinating, it must connect with endpoint execution tools
to activate plans.” According to Aprimo’s vendor profile in the Forrester evaluation, Aprimo’s suite is a
“a well-balanced solution” and “provides an extensive list of integrations across each of the four MRM
workflows” and received the highest scores possible in Brand Management sub-criteria:
• Brand Management
• Marketing Fulfillment
• Content publishing
• TCMA (Through-Channel Marketing Automation)
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Among the additional criteria in which Aprimo received the highest score possible was in the Marketing
Performance Management category. Solid MPM capabilities are critical to ensuring that companies
gather valuable marketing insights by measuring ROI and incremental revenue gain, defining and
tracking performance metrics, and demonstrate marketing alignment with broader business strategies
in order to drive business decisions.
“I’m delighted with the further validation of Aprimo’s value in helping organizations digitally transform
the upstream activities to produce timely content and campaign experiences. We’re seeing digital and
marketing operations teams use agile methodologies with Aprimo to deliver the brand experience faster
than ever before and optimize interdepartmental resources—money, people, brand and content,” said
Ed Breault, Aprimo’s CMO. “Aprimo simply makes it easier to plan, create, measure and adjust different
aspects of the ‘experience lifecycle’ in real-time.”
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