The Power of Partnership: Alliances Enable Smarter Marketing

March 30, 2017 David Briede

Aprimo’s recent acquisition of ADAM Software demonstrates the power of partnerships – those relationships that make our organizations collectively stronger and align us strategically to help our mutual clients perform smarter marketing.  

After years working together as alliance partners with some of the most prominent world-wide brands, Aprimo and ADAM have joined forces to deliver our powerful and innovative marketing operations platform.

This also brings together our extensive Aprimo and ADAM alliance partner networks, a diverse ecosystem of industry leaders who provide best-in-class services and solutions that enable our clients to maximize their marketing investments.

Both Aprimo and ADAM enjoy strong relationships with our alliance partners, who have overwhelmingly expressed their support and excitement about the merger and our additional capabilities to help marketers deliver more engaging customer experiences.



Aprimo and ADAM partner, Tahzoo, who understand the value already being delivered to their customers from each vendor, view the merger as an opportunity to further leverage world-class technology in their digital transformation and enhanced customer experience offerings. 

Brad Heidemann, Chief Executive Officer at Tahzoo comments, “We are excited to see Aprimo and ADAM coming together with a truly compelling offering for modern marketers.  Together, we enable marketers to deliver advanced engagement with today’s digital-first consumers by delivering excellence in technology combined with innovative thinking, strategy, design, and service.”

Top Right Partners

TopRight Partners

According to Dave Sutton, Founder and CEO of TopRight, “The combination of Aprimo and ADAM is a brilliant strategic move. Together, these two platforms represent a comprehensive, best-in-class solution for marketers to manage the five essentials of marketing operations (plan, spend, create, distribute, and perform). As a long-time strategic marketing partner, we at TopRight are so pleased to see Aprimo back on the market providing business leaders with the systems they need to transform their marketing.”

Covalent Marketing

Covalent Marketing

As a long-standing partner to Aprimo, Covalent Marketing is excited for the merger with ADAM Software that brings robust content management capabilities to their solution. 

Ryan Kosanic, CEO and Co-Founder at Covalent Marketing, shared his thoughts, "I am looking forward to working with Aprimo and ADAM as they continue to innovate their technology solutions for marketers. ADAM’s strength to manage content across a growing number of channels and devices is critical in helping marketers deliver a journey-based approach to customer engagement. As Covalent Marketing works with organizations to drive transformation and simplify technology adoption, I anticipate our clients gaining real value from the partnership.”



“It’s exciting to see Aprimo continue to strengthen their world-class marketing operations cloud platform through the acquisition of ADAM, a category-leader in digital asset management,” said Craig Beall, Senior Vice President at EMMsphere.  “As a leading managed services partner of both companies, we see higher efficiency and effectiveness for today’s digital marketer when digital asset management and marketing operations technologies are unified in the areas of content creation, management and distribution.”



“The combination of ADAM and Aprimo should enable enterprise customers to take advantage of an expanded set of marketing operations capabilities. As we work with our Fortune 2000 clients to define and execute true digital business transformation programs, we see significant opportunity to utilize digital platforms like Aprimo to drive enhanced customer experiences.” Elaina Shekhter, CMO at Epam


“SoftServe is very excited to hear that Aprimo and ADAM are coming together for our clients and the industry, looking to engage and enrich their end user digital experiences. These two powerful players, together now, truly will provide a 1+1=3 formula to the industry. This should be received with great fanfare by those looking to deliver a global, scalable, and digitally robust set of enterprise ready offerings and functionality for all verticals and domains. This partnership is much more than building out a marketing platform; it’s now also the strategic underpinnings of an enterprise ready omni-channel strategy. SoftServe’s clients in all verticals are looking for integrated technologies and business solutions, and this combination enables SoftServe to bring even more value to the market place. We would like to congratulate both parties and wish them much success as they grow, now as one industry leader.” Robert Corace, EVP, Digital Disruption at SoftServe

Digital by Delaware 

ADAM partner, Digital by Delaware, views the merger as an opportunity to further leverage world-class technology so that brands can disclose moments that really matter to their customers. Delivering on these moments of intent can only occur when your data is right as this is the base of efficient and convincing interactions.

Bart Van Kerkhoven, Solution Lead Digital at Digital by Delaware comments, “We are excited to see Aprimo and ADAM joining forces with a truly compelling offering for modern marketers and all of this on a global scale. By capitalizing on collected and efficiently stored data, we will be able to further tailor customer moments based on habits and contextual factors. Only then we can turn touchpoints into true moments that convince our customers and their customers."

About the Author

David Briede

Dave Briede leads a team of alliance partners and marketing technologists who engage with the top brands to navigate complexity, disruption, transformation, and change to the modern marketing organization. During his 30 year career, Dave has been laser focused on delivering customer satisfaction and business improvement opportunities led by technology solutions for multiple clients in many industries.

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