Aprimo adds collaborative idea creation to its suite of marketing planning tools
The platform now includes collaborative conceptualization, as well as workflow management, budgeting, asset creation and other pre-implemenation tools.
Aprimo was spun off from data warehouse/analytics provider Teradata in 2015, focusing on providing marketing management tools for planning, content creation and setting up campaigns.
In March of last year, it acquired a leading digital asset management (DAM) platform, ADAM software. This created a suite of precampaign workflow management tools, up to the point where assets and decisions could then be transferred to implementation tools for emails, ads or other actions.
This week, Aprimo is adding a space for marketers to collaboratively brainstorm ideas, which can then be stored or moved into production. VP and Head of Marketing Ed Breault told me that the addition of this Idea Lab space extends the platform’s capabilities for the first time toward the first inklings of a new concept.