Marketing operations platform Aprimo has acquired Belgium-based Adam Software, a digital asset management (DAM) software vendor. Terms of the deal were not disclosed.

ADAM will integrate directly into Aprimo’s platform to provide a solution capable of handling both the production and publication of content.

New Aprimo Australia and New Zealand general manager Steve Beards is better placed than many in the local marketing tech sector to understand the importance of the deal. In his previous role he was APAC VP for Flexera Software an asset management business.

According to Beards, “Businesses are under extreme pressure to move to digital rapidly as the world economy changes. Agility and time to market are critical and with the vast majority of customer interaction now online; managing, controlling and securing this content is a big big challenge to marketers. ”

He told Which-50, “Digital assets now take many forms as customers now interact and purchase via numerous platforms so managing this content is a full time enterprise discipline.”

ADAM’s Smart Content Hub is used by global brands to create, manage and distribute content for world class omnichannel customer experiences. Its customers include LEGO, IKEA, Adidas, Philips, Home Depot, Mary Kay and Luxottica/Oakley.

By combining Aprimo with ADAM’s Smart Content Hub, a marketing professional now has the enhanced ability to transform raw content into smart content and automate the distribution of higher quality assets into the market, while accelerating time-to-market through collaborative annotations and review cycles, the company said.

Aprimo and ADAM share similar marketing strategies and an overlapping client base.

“Our merger with ADAM will further expand our marketing asset management solutions and enable us to offer a complete enterprise-class content solution. The combination creates a robust platform that addresses the growing content needs of marketers worldwide, with the strategic planning, intelligent workflow, and insights offered through Aprimo,” said John Stammen, CEO of Aprimo.

“As a leader in marketing operations, we are firmly committed to bring the best-in-class marketing hub to CMOs and empowering their teams to have one place to go for the visibility and agility they need to get richer content and campaigns in market–on plan and across all channels. This acquisition directly supports that commitment.”

“We are incredibly proud to broaden our portfolio of products to become the platform of reference for CMOs and to transform how brands intelligently engage with their audiences,” said Pieter Casneuf, CEO of ADAM.

“With our existing partnership, we’ve already seen significant customer adoption and success. This combination significantly expands our global footprint and our relationships with customers and partners. We couldn’t be more excited to combine forces with Team Aprimo.”

ADAM employees will join Aprimo and Casneuf will assume the role as SVP & General Manager of Aprimo Smart Content Solutions.

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