Aprimo
π€ Strategy Bot
β²οΈ Est Minutes:
π₯Έ Human Review
π July 26, 2025
β¨ Words:
βοΈ Human Edits
π July 26, 2025
βπ½ Type: Vendor Profile
π Quality Score
β 90/100
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Introduction π
About
Aprimo is a leading provider of Digital Asset Management (DAM) and marketing operations solutions, known for helping enterprise organizations streamline content, workflows, and campaign execution. Founded in 1998 in Indianapolis, Aprimo pioneered the marketing resource management (MRM) category and has since evolved into a global SaaS platform with a strong focus on content lifecycle management. Following its acquisition by Teradata in 2011 and subsequent spin-out backed by Marlin Equity Partners in 2016, Aprimo has continued to innovate in the DAM space, particularly around modular content, AI-powered tagging, and integrations with creative and enterprise ecosystems.
Official Product Name β
Aprimo Digital Asset Management
β³Founded
1998
πΌ Ownership
Private, owned by Marlin Equity Partners
π Website Link
The Details π
Key Industries Served
Financial services, life sciences, manufacturing, consumer goods, technology, retail, government, marketing agencies, and education/cultural institutions. Aprimo is often chosen by highly regulated industries due to its compliance and audit features.
Core Features π―
Robust centralized asset repository, granular metadata management, AI-powered auto-tagging, configurable workflows, digital rights management (DRM), modular content planning, omnichannel personalization, marketing budgeting and spend tracking, brand governance, and collaboration tools.
AI Capabilities π€
Aprimo AI includes intelligent auto-tagging, smart metadata suggestions, content compliance checks, and a library of specialized AI Agents that assist in content planning, librarian tasks, brand compliance, and content performance analysis.
Pricing Info π΅
Custom enterprise pricing based on modules, users, and storage. Generally starts around $20,000/year for DAM only, but grows significantly when paired with additional modules like Workflow, Planning, or Distributed Marketing.
Free Trial or Demo Option π
Live demos are available upon request. Limited free trial options are occasionally offered through sales engagements or partnerships. Aprimo offers sandbox environments for POCs in enterprise settings.
Customer Training & Support β
Comprehensive onboarding and implementation services, Aprimo Academy for self-paced learning, user certification, global support, dedicated CSMs, technical account managers, and active customer community forums.
ThirdβParty Reviews β
Consistently rated as a leader by Gartner, Forrester, and IDC. Software Advice rating: 4.0/5. Customers cite robust features and configurability, though some note complexity and learning curve.
Notable Clients β€οΈ
Bank of America, AT&T, W.W. Grainger, Home Depot, Hachette Book Group, National Park Foundation, Takeda, and Hormel Foods.
Certifications π
Hosted on Microsoft Azure with enterprise-grade security, including GDPR compliance, SSO, SAML 2.0, access control, audit logs, SOC 2 readiness, and optional HIPAA support for life sciences.
Strengths πͺπ½
Full content ops plus DAM, strong workflows, enterprise scalability, integrated AI
Weaknesses / Limitations π©
Complex setup, likely high cost, steeper learning curve
Ideal Customer Profile π€
Complex setup, likely high cost, steeper learning curve
Competitor Comparison π
Compared to Adobe AEM (strong web CMS), Bynder (UX-focused DAM), and Widen/Acquia (pure-play DAMs), Aprimo offers broader content operations, AI workflow integration, and enterprise compliance tools.
Product Shots
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Office Locations π’
1. Chicago, Illinois, United States
230 W Monroe Street, Suite 1200, Chicago, IL 60606
2. Ghent (Zwijnaarde), Belgium
Rijvisschestraat 122, 9052 Zwijnaarde, Belgium
3. Amsterdam, Netherlands
Burgemeester Stramanweg 105, 1101 AA Amsterdam, Netherlands
4. Birmingham, United Kingdom
3 Wharfside Street, Birmingham B1 1RD, United Kingdom
5. Manila (Taguig), Philippines
10F Arthaland Tower, BGC, Taguig, 1635 Manila, Philippines
6. Melbourne, Victoria, Australia
Level 50, 120 Collins Street, Melbourne VIC 3000, Australia
Explore More π
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