6sense > Case Studies > Revitalizing Aprimo: A Case Study on Strategic ABM Implementation

Revitalizing Aprimo: A Case Study on Strategic ABM Implementation

Technology Category

Functional Applications - Product Data Management Systems
Platform as a Service (PaaS) - Application Development Platforms

Applicable Industries

Oil & Gas

Applicable Functions

Sales & Marketing

Use Cases

Inventory Management
Smart Collateral Management

About The Customer

Aprimo is an enterprise that develops and sells marketing resource management and digital asset management technology. The company has a history of 20 years and a large customer base, including big brand names. However, after being acquired in 2011 and then divesting and reemerging into the market under a different name in 2016, Aprimo had to start from scratch. Despite the challenges, the company was determined to rebuild its product, transition to a SaaS model, and reestablish its brand in the market. Aprimo's main goal was to leapfrog into market leading by executing a strategic marketing strategy and making necessary investments.

The Challenge

Aprimo, a company that develops and sells marketing resource management and digital asset management technology, faced a significant challenge after reemerging into the market in 2016. Despite having a history of 20 years and a large customer base, the company had zero brand awareness due to being hidden under a different name for five years. They were essentially operating as a startup, rebuilding their product and transitioning to a SaaS company in the cloud. Everything was new, from analyst relations to their team, their website, and the martech stack they would be using. Additionally, Aprimo was facing stiff competition from industry giants. They were struggling to strategically and surgically execute their marketing tactics due to a lack of prioritization and targeting of accounts that were actually in-market. Their account selection and pipeline acceleration strategies were based on firmographics, ICP, and their sales team's gut reactions, which were not always accurate or effective.

The Solution

Aprimo implemented 6sense, a platform that unifies revenue teams, to address their challenges. The main goals were to improve account selection and fuel pipeline acceleration. 6sense provided layers of data, including intent scoring and profile fit, which enabled Aprimo to find and prioritize tier 1 and tier 2 accounts. As a result, Aprimo was able to close several top-tier accounts after receiving high intent signals through 6sense. The company also started anticipating inbound leads early in the funnel and launching campaigns even before a form was filled out. This proactive approach, combined with the increased engagement score and quality pipeline, caught the attention of the CEO, who started using 6sense himself to identify in-market accounts and monitor Aprimo's targeting strategies. The implementation of 6sense also facilitated better collaboration between the marketing and sales teams, enabling them to work in lock-step rather than in a linear fashion.

Operational Impact

The implementation of 6sense had a significant impact on Aprimo's operations. The platform enabled the company to become more strategic and surgical in their marketing tactics by providing valuable data for account selection and pipeline acceleration. This led to the closing of several top-tier accounts and an increase in the quality of the pipeline. The proactive approach to anticipating inbound leads and launching campaigns also increased the engagement score and hit rate. Furthermore, the use of 6sense facilitated better collaboration between the marketing and sales teams, leading to a more unified and effective approach to targeting accounts. The CEO's involvement in using the platform also indicated a shift towards data-driven decision making at the boardroom level. Overall, Aprimo was able to stay ahead of the competition and close larger deals faster than ever before.

Quantitative Benefit