Marlin Equity Partners, which earlier this year acquired the Teradata Marketing Cloud (TMC) has reintroduced the Aprimo brand. At the same time, it completed the acquisition of Revenew, a leading provider and innovator of through-channel and distributed marketing solutions. The two entities will be merged into a single business.
John Stammen, previously CEO of Revenew, is the CEO of the revived Aprimo. He has more than 30 years of global experience in sales, consulting, marketing and senior management in the technology sector, including a stint as Executive Vice President with the former Aprimo company, which Teradata acquired in 2010.
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Revenew has also been merged with the marketing operations business of TMA. The Private Equity company is pitching the merged entity as a differentiated solution with the unique ability to serve customers’ central and channel marketing requirements.
“The new Aprimo will be headquartered in Chicago, with global R&D and customer support headquarters in Indianapolis, and international operations hub in London,” according to a statement from the company.
Aprimo is a pioneer and leader in the marketing resource management category while Revenew is best known for bringing automation to the distributed marketing channel. This enables enterprise brands to market to, through, and for their channel partners at scale with strong levels of control and visibility.
By combining two market leaders — as ranked by industry analysts in their respective categories — Aprimo says it can offer a comprehensive portfolio of marketing operations and distributed marketing software and services in combination with a deep pool of expertise and domain knowledge.
“The creation of the new Aprimo aligns with our strategy to operate the respective marketing execution and marketing operations assets acquired from Teradata as two distinct businesses under Marlin’s ownership, with separate leadership teams, operating structures, and brand identities,” said Nathan Pingelton, a principal at Marlin.
“The marketing function is a critical component to the success of our customers’ businesses.” Stammen said.