Product category:
Marketing project management and workflow software
News Release from: Aprimo | Subject: Enterprise 8.0
Edited by the Marketingservicestalk Editorial
Team on 15 November 2007
Enterprise 8.0 boosts strategic insights
Aprimo has released Aprimo Enterprise 8.0, a powerful new version of its flagship product based on its Enterprise Marketing Backbone.
The new product is available immediately and includes an entirely new marketing performance management (MPM) application that will provide marketers unprecedented real-time insight into their marketing processes, programmes and campaigns Combined with Aprimo Enterprise's strong operational capabilities, marketers will be able to execute, gain insight and then optimise their marketing processes throughout the enterprise
This article was originally published on Marketingservicestalk on 15 Oct 2007 at 8.00am (UK)
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Kimberly Collins, a VP at Gartner, observed the changing role of marketing: "The role of marketing and the Chief Marketing Officer will change drastically over the next five years as marketing becomes more strategic to the organisation, improving revenue generation, decreasing costs and reducing marketing waste.
"A focus on marketing ROI and performance will change the view of marketing as purely a cost centre for the organisation to one of a profit centre that facilitates revenue conversion and manages costs".
As marketers respond to business demands for increased accountability, they require a platform to organise their data and analytical tools to provide real-time insight.
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Teletrack: instant survey reporting in real time
Project management system Teletrack enables clients to plan, deploy and monitor numerous campaigns at once and provides instant, paperless survey reporting in real time.
Aprimo MPM delivers real-time analytics and dashboards that give marketers insight into their processes, campaigns and outcomes.
Ultimately, MPM allows marketers to understand the return on investment of broad strategies and initiatives in addition to response rates and other tactical measures.
Aprimo Enterprise incorporates inputs from over 170 customers who have implemented Aprimo products over the past decade.
Based on extensive human factors research with these customers, Aprimo Enterprise 8.0 now boasts a highly intuitive user interface that leverages powerful AJAX technology to deliver a highly productive user experience.
Additionally, over 150 enhancements across all six solution sets make Aprimo Enterprise 8.0 a leader in all six solution sets where the company competes.
Significant advances include: Marketing Financial Management - New functionality includes user defined budget hierarchies and advanced financial controls, sophisticated multi-currency management, and support for multiple financial groups within a single instance of Aprimo Enterprise.
Production Management and Workflow - In mid 2006, Aprimo Enterprise 7.5 brought to market the first hybrid of project management and work flow designed specifically for marketing - Aprimo Enterprise 8.0 adds over 25 new features based on inputs from our global customer base.
Brand Content Management - Aprimo Enterprise 8.0 includes an advanced asset portal that provides access to distributed users inside and outside of the corporate firewall; it also includes several enhancements to the annotation engine for collaborative asset review.
B2C Campaign Management - An entirely new module, Contact Optimiser, manages channel contacts across multiple campaigns, enabling marketing campaigns to use the best channel to deliver the next best offer using business rules or predictive analytics.
Additionally, integration with the WebTrends Marketing Data Warehouse enables marketers to design and execute sophisticated multi-channel campaigns.
Lead Management - Increasingly, companies see integrated lead management as a priority to increase marketing ROI.
Aprimo Enterprise 8.0 adds significant capabilities to lead distribution by enabling hierarchical and other types of rules that are required for enterprise deployments.
A recently announced adaptor allows for two-way integration with Salesforce.com.
B2B Marketing - Aprimo addresses B2B marketing with a combination of campaign management, ad hoc list management, data management, and event management in one integrated platform.
Aprimo Enterprise 8.0 offers a variety of new features focused on ad hoc list management, one of the most troublesome challenges faced by B2B marketers.
Bill Godfrey, CEO, Aprimo, commented: "Marketers want an application that provides them with the power to show the measured results of their investments.
"Accountability for results has joined brand value and customer centricity as key phrases in the CMO lexicon".
Michael Emerson, CMO, Aprimo, commented: "Global marketers need real-time insight and the ability to take decisive action.
"Marketers who can leverage this capability can become strategic levers for change in their organisation.
"Aprimo Enterprise 8.0 provides a powerful answer to the challenge of marketing in the era of global brands and the empowered customer.
"We support the CMO's role in furthering a company's own strategic differentiation and success".
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