Familiar Name Returns to Indy Tech Scene
John Stammen will lead the new Aprimo.
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As a subscriber you can listen to articles at work, in the car, or while you work out. Subscribe NowOne of the companies that helped establish Indianapolis as a marketing software heavyweight is relaunching. Aprimo, which was founded in Indianapolis in the late-1990s and has since been resold twice, will be headquartered in Chicago and have research and development operations in Indianapolis. John Stammen, a former Aprimo executive, will be chief executive officer.
Stammen initially came to the original company in 2002 and rose to the level of executive vice president. In an interview with Inside INdiana Business, he says the new version of Aprimo will have a large presence in its original home city. "Indianapolis will be our headquarters for research, development and service and some administrative functions," says Stammen. "Indianapolis is an awesome location for us to attract talent." Particularly, he says, talent with skills in engineering and marketing technology. He says central Indiana has a deep pool being trained by colleges and universities throughout the state.
At the beginning of the month, Ohio-based Teradata Corp. (NYSE: TDC) completed its sale of Aprimo’s successor, Teradata Marketing Applications, to TMA Solutions LP, a Marlin Equity Partners affiliate. The deal was valued at $90 million, a major dip from the $525 million price tag when Teradata acquired Aprimo in 2011. Under terms of the new deal, Marlin will merge TMA and recently-acquired Revenew Inc. to form the new Aprimo. Stammen was CEO of Revenew. The company says it will "offer marketing operations and distributed marketing software and services in combination with a deep pool of expertise and domain knowledge."
In addition to Chicago and Indianapolis, Aprimo will have a global hub in London.
When Bill Godfrey founded Aprimo, the company was the first of its kind. Marlin Equity Partners Principal Nate Pingleton says "the Aprimo name was known as a leader, they essentially invented marketing resource management." He says the name carries a lot of weight throughout the global industry. "There was a very strong following across the board. People had launched their careers inside Aprimo and had been big advocates for the platform. It was a consistent theme across really every discussion. We also didn’t find any negativity around the brand. I think everybody generally had fondness about the brand and we felt that it was an appropriate place to restore under the Aprimo name." Stammen agrees, saying the first-to-market business helped launch new categories and positions relating to marketing automation and marketing resource management.
Aprimo’s work force distribution has not yet been announced, but the company says it plans to employ some 500 throughout the world.
In an interview with Inside INdiana Business, Aprimo CEO John Stammen says the new version of Aprimo will have a large presence in its original home city.