IBJNews

Software firm Aprimo to be sold for $525M

Back to TopCommentsE-mailPrintBookmark and Share

Indianapolis-based marketing software maker Aprimo Inc. will be sold to an Ohio data-storage company for $525 million, Teradata Corp. said Wednesday.

In buying Aprimo, Teradata will assume $25 million in Aprimo's cash. The company expects the purchase to close during the first quarter of 2011.

Founded in 1998, Aprimo two years ago shelved plans for an initial public stock offering that could have raised $50 million, blaming the economy.

But the company keeps growing, with revenue of $69 million last year—32 percent higher than when Aprimo filed its would-be IPO in 2007.

In March, Aprimo co-founder and CEO Bill Godfrey told IBJ he wouldn’t rule out making acquisitions, or the possibility of an IPO, at some point.

Teradata, which is a public company, already offers analytics along with data storage. But in buying Aprimo, the company said it can analyze the effectiveness of its customers' marketing campaigns.

And because Teradata was never a strictly Web-based company, the combined company can offer both Web-based services as well as software programs installed on local servers.

The move allows Teradata to sell more services, as well as persuade its clients that Teradata is a one-stop shop for various analytics services.

Teradata expects the purchase will add slightly to earnings per share during the first year after the acquisition closes.

Aprimo’s software supports numerous Fortune 500 companies’ broader marketing campaigns and in-house marketing administration. Big customers include AT&T, Cummins Inc., International Speedway Corp. and Target. It has 400 employees, including 250 in Indianapolis.

In August, one of its biggest competitors said it had agreed to be acquired by IBM for $480 million. Waltham, Mass.-based Unica Corp. has 500 employees.

This story has been updated here.
 

ADVERTISEMENT

  • Here, there, everywhere


    Guidant, Baker Hill, Primo, & Teddy the Wonder Lizard

    (Sorry, I couldn't resist. It's from M*A*S*H)


    Jonesy:

    > In the last year Aprimo has recruited
    > some of the best talent in town.


    Aaron:

    > hope that all the new hires in at Aprimo
    > haven't made a mistake. In the last year
    > Aprimo has recruited some of the best talent

    There are some submarines & perhaps just not that visible, off of the (common) radar. ;)

    Eric:

    > I hope the deal doesn't turn out to be another
    > "Guidant" deal where the founders hit a
    > beach & the talent and innovation leaves
    > the city

    I'd rather slow the growth a bit than screw people.

    I ain't moving from this area (central Indiana) & can prove it.

    Another location/staffing issue: it's been said a hot, local firm (not a search engine) is (or has) using/used off-shored (vs. outsourced help â?? not the same thing) resources even if just for a help desk. It's not going to happen on my watch.


    I hope it's only some.

    I can only do so much by myself & will eventually need some help.

    A "down the road" vision? Versions 2, 3, 4, 5? Yes.

    Tech stuff? No sweat.

    Stuff like Business development for external relationships?

    That's not something I like on my plate & face eating it.

    I've been sitting on this for 18-24 months.

    I've had a long period of time to think about it. It's about time to get it rolling.

    I'm not perfect & don't intend to be, but I'm not going to be so set in my ways that I can't adjust. I'd like to think I've learned some things from what I've done in order to make for a creative work environment.

    Has anyone locally tried to steal a page from Google & have some required x% office time for â??off the schedule ideas/projects?â?? (albeit small because it's so radical in Indy)

    A friend of mine has made an interesting contribution:

    CVO: Chief Visibility Officer.

    Microsoft's secret to success, even with products which suck?

    Huey, Dewey & Louie: Marketing, PR & Sales.

    CFOs & CVOs have radically different mindsets.(Scope & focus: a CFO is internal & a CVO is external.)

    There are plenty of other things which are under the purview of a CFO. A CVO's work has a radically different responsibility & outlook.


    On a technical bent, Google just did something which causes some twists & turns, but nothing insurmountable, simply because the right architecture covers a lot of contingencies. But it would have been interesting to pose at the most recent â??Start-Up Weekendâ??

    Right now, the big plan is a coin toss: outside funding or bootstrap/shoestring? The challenge others claim would be more interesting & sweeter ride? The latter.

    Example method of saving money: How much does a dry marker board cost at an office supply store? $150? $200? more? Go to a hardware store; e.g., Lowe's, Home Depot, tell them what you're looking for, & you'll have a 8'x4' for less than $15. They'll even cut it for you. Need to class it up? A single frame if you want it. You don't need to do this because you have a healthy stock pocket/Angel/VC funding? Why waste the money? How many walls of an office; e.g., a hallway or community space? Imagine 10x 15x boards (or more) than a single framed board. *That* is a lot of space to use.

    We've scheduled everything such that we can live off of my wife's salary.

    -- ds

    dane.snyder.snyder@gmail.com
  • Only Some of?
    http://www.scriptflags.com/search/label/

    prequel: Alien (starring Olivia Wilde

    Wanna make guys walk kinda funny?





    Guidant, Baker Hill, and Teddy the Wonder Lizard

    (Sorry, I couldn�t resist. It�s from M*A*S*H)


    Jonesy:

    > In the last year Aprimo has recruited
    > some of the best talent in town.


    Aaron:

    > hope that all the new hires in at Aprimo
    > haven't made a mistake. In the last year
    > Aprimo has recruited some of the best talent

    There are some submarines & perhaps just not that visible, off of the (common) radar. ;)

    Eric:

    > I hope the deal doesn't turn out to be another
    > "Guidant" deal where the founders hit a
    > beach & the talent and innovation leaves
    > the city

    I�d rather slow the growth a bit than screw people.

    I ain't moving from this area (central Indiana) & and can prove it.

    Another location/staffing issue: itââ?¬â?¢s been said a hot, local firm (not a search engine) is (or has) using/used off-shored (vs. outsourced help ââ?¬â?? not the same thing) resources even if just for a help desk. Itââ?¬â?¢s not going to happen on my watch.







    I hope it's only some.

    I can only do so much by myself & will eventually need some help.

    A "down the road" vision? Versions 2, 3, 4, 5? Yes.

    Tech stuff? No sweat.

    Stuff like Business development? That�s not something I like on my plate and have to eat it.

    I've been sitting on this for 18-24 months.

    I've had a long period of time to think about it. It's about time to get it rolling.

    I�m not perfect and don�t intend to be, but I�m not going to be so set in my ways that I can�t adjust. I�d like to think I�ve learned some things from what I�ve done in order to make for a creative work environment.

    Has anyone locally tried to steal a page from Google and have some required x% office time for ââ?¬Å?off the schedule ideas/projects?ââ?¬ï¿½ (albeit small because itââ?¬â?¢s so radical in Indy)

    A friend of mine has made an interesting contribution:

    +---

    CVO: Chief Visibility Officer.

    Microsoft's secret to success, even with products which suck?

    Huey, Dewey, and Louie: Marketing, PR & Sales.

    CFOs and CVOs have radically different mindsets.(Scope & focus: a CFO is internal & a CVO is external.)

    There are plenty of other things which are under the purview of a CFO. A CVO's work has a radically different responsibility and outlook.

    +---

    On a technical bent, Google just did something which causes some twists & turns, but nothing insurmountable (just fun, in the method of fixing a problem and seeing it work), simply because the right architecture covers a lot of contingencies. But it would have been interesting to pose at the most recent ââ?¬Å?Start-Up Weekendââ?¬ï¿½

    Right now, the big plan is a coin toss: outside funding or bootstrap/shoestring? The challenge others claim would be more interesting & sweeter ride? The latter.

    Example method of saving money: How much does a dry marker board cost at an office supply store? $150? $200? more? Go to a hardware store; e.g., Lowe�s, Home Depot, tell them what you�re looking for, and you�ll have a 8�x4� for less than $15. They�ll even cut it for you. Need to class it up? A single frame if you want it. You don�t need to do this because you have a healthy stock pocket/Angel/VC funding? Why waste the money? How many walls of an office; e.g., a hallway or community space? Imagine 10x 15x boards (or more) than a single framed board. *That* is a lot of space to use.

    We�ve scheduled everything such that we can live off of my wife�s salary.

    ââ?¬â?? ds


  • How much raised?
    Any idea how much Aprimo raised? Is this a a win for investors? (I'm guessing it's a matter of how "big" a win and not "did they get their money back")
  • Hope this isn't another Baker Hill
    Experian's decimated that one-time local company after purchasing it in 2005.
  • Totally Agree, the best software developers are in Indiana
    I also hope that all the new hires in the software development field at Aprimo haven't made a mistake. In the last year Aprimo has recruited some of the best talent in town. I think that has something to do with next year's merger. I hope Teradata likes the Indy office and lets the developers stay here.
  • Keep the talent here
    Let's hope the extra cash can fuel another round of innovation here in Indianapolis. Aprimo has been a great product and great success story. However, I hope the deal doesn't turn out to be another "Guidant" deal where the founders hit a beach and the talent and innovation leaves the city.

Post a comment to this story

COMMENTS POLICY
We reserve the right to remove any post that we feel is obscene, profane, vulgar, racist, sexually explicit, abusive, or hateful.
 
You are legally responsible for what you post and your anonymity is not guaranteed.
 
Posts that insult, defame, threaten, harass or abuse other readers or people mentioned in IBJ editorial content are also subject to removal. Please respect the privacy of individuals and refrain from posting personal information.
 
No solicitations, spamming or advertisements are allowed. Readers may post links to other informational websites that are relevant to the topic at hand, but please do not link to objectionable material.
 
We may remove messages that are unrelated to the topic, encourage illegal activity, use all capital letters or are unreadable.
 

Messages that are flagged by readers as objectionable will be reviewed and may or may not be removed. Please do not flag a post simply because you disagree with it.

Sponsored by
ADVERTISEMENT

facebook - twitter on Facebook & Twitter

Follow on TwitterFollow IBJ on Facebook:
Follow on TwitterFollow IBJ's Tweets on these topics:
 
thisissue1-092914.jpg 092914

Subscribe to IBJ
  1. Here are a few candidates for this new group, "ripped from the headlines." First up, that bizzaro State Senator Brent Waltz; secondly, the unethical Todd Huston, and his contractual arrangements scheme; Finally, but not least of all, the dishonorable Eric Turner. What sayeth you Greg Zoeller?

  2. Good day. I can't hide this great testimony that take place in my life I will love everyone to know it and be partaker that is why I always place it on answer, I am Mrs,Natalie Cuttaia by name, I live in Texas, United State Of America, I want to thank (Mr.Bruce Brandon) for his kindness upon my family life. I never knew that there is still nice lender like this on internet and earth here. Just some Months Back, I was in search for a loan of $100,000,00 as I was running out of money for feeding and rent. I was scammed $6,800 Dollars and I decided not to involve my self in such business again but a Friend of my introduced me to a loan firm due to my appearance and doings. And I told him that I am not interested of any loan deal anymore but he told me that there is still a nice lender who he will recommend me to, and I made a trial and I am most grateful lucky am I today, I was given a loan amount of $100,000.00usd, by this great Company (Bruce Brandon Loan Company) managed by (Mr.Bruce Brandon) If you are in need of a genuine or legit loan or financial assistance and you can be reliable and trusted of capable of paying back at the due time of the funds I will advice you to, contact him via: ( bruce.brandon071@gmail.com ) And you will be free from scams in the internet. All thanks to Mr.Bruce Brandon You are the one who remove me and my family out of poverty. The reason why i am doing this is that, i promise Mr.Bruce Brandon that if i truly got my loan, i will advertize his company and bring customers to his company. Contact him via ( bruce.brandon071@gmail.com )for the Loan you have been looking for..

  3. Hello, We are firm Organization formed to help people in needs of helps,such as financial help. So if you are going through financial difficulty or you are in any financial mess,and you need funds to start up your own business,or you need loan to settle your debt or pay off your bills,start a nice business, or you are finding it hard to obtain capital loan from local banks,contact us today via email mrsroseberrywilkinsfunds.usa@gmail.com So do not let these opportunity pass you by because Jesus is the same yesterday, today and forever more. Please these is for serious minded and God fearing People. Your Name: Loan Amount: Loan Duration: Valid Cell Phone Number: Thanks for your understanding to your contact as we Await Regards Management Email:mrsroseberrywilkinsfunds.usa@gmail.com

  4. The question is, where could they build a new stadium? It seems in the past year, all the prime spots have been spoken for with potential projects. Maybe in the industrial wasteland area a block past Lucas Oil? I think it needs to be close to the core, if a new stadium is built.

  5. Aldi is generally a great shopping experience. Still, I'm sure YOU wouldn't want to shop there, which I consider a positive.

ADVERTISEMENT