Aprimo Customer Kodak Receives Sales & Marketing Alignment Award from DemandGen Report

INDIANAPOLIS, July 11, 2011 /PRNewswire/ — Aprimo, a global leader in
cloud-based integrated marketing software, congratulates the Graphic
Communications group of Kodak, the world’s foremost imaging innovator, on
receiving a 2011 DemandGen Report Sales & Marketing Alignment Award for its
success using Aprimo Marketing Studio (AMS). DemandGen cited Kodak’s innovative
lead scoring approach and its use of AMS to more quickly and cost-effectively
qualify leads for faster sales close. Data-driven understanding of prospects’
movement through awareness, interest, desire and action has delivered impressive
metrics: email open rates up 216 percent, click-throughs up 550 percent and one
million+ new campaign entries, each containing up-to-date prospect data for
ongoing nurturing.

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“Before we started with this initiative, the quality of our leads needed to be
improved and we weren’t tightly aligned with sales,” said Michael Malec, with
Kodak. “Today, with better scoring and strategic lead nurturing using Aprimo
Marketing Studio, our ‘qualified’ leads are much more likely to buy from sales
after hand-off. And these prospects have reached this point in our process more
efficiently and for far less cost to Kodak.”

Kodak dropped arbitrary assessments – “hot,” “warm,” and “cold” – and replaced
them with metrics-driven thresholds, agreed to beforehand by Marketing and
Sales. Using Aprimo, Kodak strategically nurtures its leads, ensuring that only
“marketing qualified leads” (MQLs) go to sales. Now the hand-off between
Marketing and Sales is more of a collaborative handshake, with tight alignment
between the two.

“Aligning sales and marketing goals can help bring prospects from awareness to
sale more quickly and cost-effectively,” said Lisa Arthur, CMO of Aprimo. “When
that happens, the marketing team is free to focus on prospects and can design
campaigns that build deeper engagement, improve lead flow and deliver maximum
return on marketing investment.”

About Aprimo

Aprimo, a Teradata company, is a leading global provider of marketing software
and services that enhance the productivity and performance of marketing
organizations. Through the use of Aprimo’s integrated marketing software, Aprimo
Marketing Studio® for B2C, Aprimo Marketing Studio® for B2B, and Aprimo®
Relationship Manager, marketers can integrate their organizations, get control
of budget and spend, eliminate internal silos with streamlined workflows, and
execute innovative multi-channel campaigns to drive measurable return on
investment. Hundreds of thousands of marketers trust Aprimo to revolutionize
their marketing. Aprimo customers include over one third of Fortune 100
companies, and nearly one quarter of Global 100 companies. Founded in 1998,
Aprimo is headquartered in Indianapolis with offices worldwide. For more
information call 1.317.814.6465 or visit www.aprimo.com.

Teradata Corporation (NYSE: TDC), Aprimo’s parent company, is the world’s
largest company focused on raising intelligence through, big data analytics,
data warehousing and integrated marketing management. Our customers trust
Teradata’s innovative products and services expertise to deliver measurable
business value. Teradata acquired Aprimo in January 2011. For more information,
visit www.Teradata.com.

SOURCE Aprimo