• Solutions Overview
• Interactive Solutions Map
• Planning & Financial Management
• Production Management & Workflow
• Brand Content Management
• Lead Management
• B2B Marketing
• Campaign Management & Planning

B2B Marketing

"We desperately need to replace our field marketing system that was built in-house back in the late 1990s. As we looked for solutions, we found we had to buy pieces from five different vendors and then pay for a huge system integration effort. We need one solution that addresses all of our needs so that we can make the solution simpler, not just newer." VP of Field Marketing

Effective B2B marketing requires a wide variety of technology to work together to deliver highly qualified leads to the right sales resource. This can cover marketing automation, marketing production management and workflow, brand content management, production management and workflow.

When the problem pertains to marketing automation, most marketing software only automates the campaign management process and thus fails to cover many of the most vexing challenges such as list importing, event management, multi-touch dialogues, and lead management. The entire war chest of B2B marketing must be brought together as one solution to support the needs of the B2B marketing manager. These solutions are typically owned by individuals such as the CMO, VP of Marketing, Director of Field Marketing, and the Director of Demand Creation.

• Lack of integrated processes to coordinate both inbound and outbound interactions
• Inability to segment and deliver outbound campaigns and leads for events, webinars, direct mail, and emails.
• Inability to manage and coordinate physical and webinar events, including the facilities, travel, and event calendar.
• Inability to pass leads from marketing to sales within a time window that ensures highly effective follow up.
• Lack of hard feedback from sales precludes marketing insight into final lead disposition
• Poor alignment of goals between sales and marketing results in wasted efforts on both sides
• Data management bottlenecks preclude the ability to launch new campaigns and marketing programs

• Campaign Manager
• Dialogue Manager + eMarketing
• Lead Manager
• Event Manager

• Provides a fully integrated demand creation solution including data management, campaign management and planning, event management, lead management, and closed loop reporting.
• Delivers high quality leads to sales that have already been pre-qualified according to mutually agreed upon criteria.
• Consolidates leads from all sources including PPC, corporate website, events, and call centre.
• Incubates qualified leads that are not immediately ready for the commencement of a sales process
• Creates a central "marketing system of record" which allows for calculation of an ROI on individual campaigns and an overall marketing effort.
• Delivers a seamless end user experience through Aprimo's Lead Portal or through Salesforce.com

"Aprimo provided us with a full end to end marketing system that serves our needs in aggregate. We can now launch an e-mail campaign, define click throughs back to a landing page, capture a lead, and move it to a sales professional desktop without any human intervention." An Aprimo Customer - Director of Demand Creation