Technology
Enterprise Marketing Backbone
Marketing is the last major function of the enterprise to adopt a standard application to automate its business processes. While marketing has received some attention from the CRM application providers, these applications have focused on the interface to the core CRM offerings-sales and the service center. The other 90% of marketing has had little technology to support its requirements.
Marketers have lacked a broad application that was able to manage the rapidly changing, ad hoc nature of marketing. Aprimo's Enterprise Marketing Backbone™ (EMB), a 100% web based, service-oriented architected platform, meets this challenge and delivers a foundation of functionality specifically designed for the marketer. Marketing finally has a strategic platform that will set it free from the manual tools and desktop applications that have sorely hindered marketing's ability to become more efficient.
Flexibility
The EMB is one common product platform installed and maintained as one application, but its modular design and associated services deliver a broad range of marketing business functionality. The modular design allows Aprimo to deliver an application suite with the scope to manage most everything a marketer does along with the ability to scale to support, not only the entire marketing organisation, but the larger marketing ecosphere of vendors, customers, stakeholders, and sources. The EMB flexibility extends to support global organisations with multiple languages and multiple currency support from one centralised server.
Configurability
The EMB, based on loosely coupled objects and services, allows a power user or system administrator the ability to configure the application screens: including the flexibility to change out-of-the-box terminology or field names, add new fields, and define the layout of fields and tabs. This functionality allows marketers to build quickly on Aprimo's eight years of embedded marketing best practices. Aprimo supports configuration changes as base product and these changes fully migrate across upgrades.
For customers requiring more profound changes, Aprimo offers the Application Workbench.
Connectivity
The EMB, using the Integration Workbench, can securely expose its core business objects as web services. Aprimo's Integration Workbench managed web services are language and environment neutral and allow for integration with other systems no matter what the underlying environment (J2EE, .NET, legacy mainframe, etc.). Marketers should no longer have to re-enter data into separate budget, invoice, lead, and customer information systems Ð all the relevant data to make marketing decisions should be available in Aprimo and available in other systems.
Aprimo currently offers pre-built integrations to select products, see the Integration products page.
Benefits
The Aprimo Enterprise Marketing Backbone delivers these benefits to Marketing departments today:
- One platform that delivers the full scope of features for everything a marketer does or manages
- One platform modular in design that can be tailored to each marketing department's specific needs
- One platform that deploys across multiple servers to scale to deliver the benefits of Aprimo Enterprise to every marketer and even to marketing's vendors, customers, and sales force
- One platform with global reach that supports multiple languages and currencies from one central installation
- One platform that can be configured to deliver the look of customised software with the embedded marketing best practices of packaged software, all without the support problems of custom systems
- One platform that delivers open connectivity to other enterprise software systems, reducing the amount of work required to manually synchronise marketing to financials, leads, content, and other items
Read how leading brands are using Aprimo to accelerate their marketing productivity.
Walk through our product modules to see how we can address marketing challenges.
See presentations of Aprimo Marketing software in action.