What users are saying about

Aprimo

17 Ratings

Adobe Marketing Cloud

82 Ratings
Score 7.9 out of 101

Aprimo

17 Ratings
Score 8.1 out of 101

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Likelihood to Recommend

Adobe Marketing Cloud

This is definitely a tool for enterprises. You need to have a certain level of complexity before you pay for this tool. You should have multiple funnels, websites, or an insane amount of content. If you are involved in ecommerce, this is a worthwhile investment. However, if you have a smaller site, little content, only a single funnel, or don't sell anything online, this is a much less worthwhile tool for you.
Gitai Ben-Ammi profile photo

Aprimo

The investment you have to make in process and ensuring your people have the right skills in the art of marketing is critical.

For successful change management, make sure you form a team of what we called “process champions” composed of a member from each of the functional groups. These individuals will be the voice of their team to the deployment resources and the voice and the champions of the project to their teams. They should maintain an ongoing presence for the life of the relationship with Aprimo with their role being continuous evaluation of their processes, voice of their function with regards to new capabilities and requirements.

Aprimo have taken the challenge of technology out of the picture by focusing so much on the user experience.
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Pros

  • Integration with several tools of the Adobe Suite and the main marketing platforms
  • Amazing analytics platform. It enables both simple day-to-day analyses and more robust analyses, with customized models of assignment, anomaly identification features, and others.
  • Customizable. The Marketing Cloud is moldable according to your business needs.
Luiz Lai profile photo
  • In general the capabilities within Marketing Resource Management seem like a platform built by marketers for marketers.
  • The out of the box processes are pretty
  • The uniformity of the user experience across modules makes user training and change management a lot We are still in early stages of using the reporting capabilities, but we can see lots of value in what they Unica was not as standardized.
  • We are still very much focused on adoption.
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Cons

  • More training videos on updates.
Richard Longo profile photo
  • As an admin, it is not easy to use. Plan on a good 6 months in the tool before you get the hang of it, and a year before you approach expert level. The different objects you need to work with to build a flow are spread out in the system so it does take time and work to wrap your head around how everything fits together and to be able to easily envision how to build your workflow.
  • The UI is pretty bare bones. It doesn't turn on marketing users.
  • The support from Teradata is lacking. If you're an on-demand customer, Teradata is not invested in your success.
Michael Higgins profile photo

Likelihood to Renew

Adobe Marketing Cloud6.5
Based on 2 answers
Although a powerful tool, Google Analytics has been catching up in capabilities and is much simpler to use.As analytics move to the spotlight, more sections in a company want to have access to it. However, creating straightforward reports/dashboards and sharing them with different groups is not a strength of Adobe Marketing Cloud.
Rodrigo Domingues profile photo
Aprimo5.9
Based on 7 answers
While Aprimo provides the fundamental tools to track our actual spend, it has a major void when trying to plan for future programs. Our teams often have offline Excel spreadsheets to track actuals spend vs. our original budget, and lay out the future programs against which we plan to use budget funds. Would also appreciate reporting mechanisms which could splice data in non table format. For example, we often use marketing calendars to display programs/spend over time. This helps our team ensure that programs which are intended to run concurrent with in-store sales executions are happening in the correct time frame. The visual is simply easier to follow.
Adrienne Spohr profile photo

Usability

No score
No answers yet
No answers on this topic
Aprimo3.7
Based on 4 answers
They have taken the challenge of technology out of the picture by focusing so much on the UI.
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Reliability and Availability

No score
No answers yet
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Aprimo10.0
Based on 1 answer
We have not yet experienced any downtime
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Performance

No score
No answers yet
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Aprimo8.0
Based on 1 answer
We are struggling with it though I think it’s our firewall i.e. an internal issue. Accessing the software outside or on mobile is faster.

They have a multi-tenant and single tenant option (more expensive) . We bought the single tenant option in anticipation of using Campaign Management and based upon our scale. You get more capabilities with single tenant
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Support

No score
No answers yet
No answers on this topic
Aprimo8.0
Based on 1 answer
Customer service has been responsive and attentive in line with the service we have bought. However, any organization that wants to make investments in Aprimo should plan to make an investment in internal support headcount to serve as the first line of defense for user issues and inquiries otherwise it could become too expensive.

We are on a standard service plan. You get 8 hours/month of whatever you want to ask them. This has been good enough. Will be buying more when we implement campaign management
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In-Person Training

No score
No answers yet
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Aprimo8.0
Based on 1 answer
Aprimo offered a number of hands on sessions customized for each group. As such, they address specific needs and configurations of each team. These sessions also offered another round of cross-functional collaboration in process design.
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Online Training

No score
No answers yet
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Aprimo6.0
Based on 1 answer
It was very generic and we took it prior to configuration. It was however adequate to educate our user in the basic capabilities that will have become available to them after deployment.
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Implementation

No score
No answers yet
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Aprimo10.0
Based on 1 answer
We were very well supported. TopRight who performed the process/requirements definition as well as project management functions came with ample experience with various marketing automation platforms. They also came with very good multi-channel marketing experience that allowed them to tackle this implementation as a marketing deployment and not a technology deployment. TopRight bring expertise in multi-channels strategy.

Aprimo performed the configuration and training functions. Their personnel were very well versed in their platform and brought much empathy to a deployment that required a great deal of change management.

I am stunned by how many people (from for-profit sector who work here) have not been exposed to these types of platforms. I want to make sure that folks are so accustomed to user interface. When I roll-out campaign management, teaching them the art and science of campaign management versus just learning the tool. TopRight are marketers. They are familiar with all these technologies. Their job has been to define processes, best practices and turn into training. Similar to training from Salesforce.com about funnel mgmt etc, vs. just the product. We will create training modules that are agnostic to the platform
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Alternatives Considered

In comparison to other services, Adobe is particularly robust, and the platform is better suited to customers with a high level of maturity in the digital environment, who need a platform to overcome and solve day-to-day problems.
Luiz Lai profile photo
Unica - Both platforms (i.e. Unica and Aprimo) delivered comparable capabilities. However, due to internal limitations around technical support and technical maturity of the organization we selected Aprimo as it delivered the more user friendly user interface. Unica requires more technical saviness. With Aprimo you can be completely non-technical.

We evaluated Epsilon, but they were too expensive and don’t compete on price.

We evaluated Axciom. They offered an outsourced full service and were very powerful, but we wanted to bring capabilities more in-house. The capabilities were more advanced that we needed today. We felt Aprimo or Unica could both carry us a long way.

We did not look at marketing automation vendors like Eloqua, Marketo. From a scale standpoint, we were looking for campaign management and not just marketing automation. Also wanted MRM (Marketing Resource Management) or internal workflow management capabilities. We did not take a deep dive as they didn’t have the full suite solution
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Return on Investment

  • Increased conversion rates due to a clearer picture of the customer experience
  • Better attribution through deeper analytics and reporting
  • Difficult to sell as an agency because of price point
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  • The lead management tool improves lead generation by shortening the lead circle in our communications and send leads to a sales team automatically.
  • Aprimo allows the marketing team to improve the quality and timing to communicate by knowing the customer experience with our messages and microsites.
  • Automated response triggers and reports increased the marketing team efficiency.
Ricardo Camargo profile photo

Screenshots

Pricing Details

Adobe Marketing Cloud

General
Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No
Additional Pricing Details

Aprimo

General
Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No
Additional Pricing Details