Aprimo Software

In the years just after the Great Recession, CMOs were an endangered species. In fact, the average tenure of a CMO was only nine months. Marketing professionals, in general, were under incredible pressure to find revenue and maintain workflow despite dwindling budgets and impatient CEOs.

Rather than dwell on the negative, we positioned Aprimo marketing automation software as the brand for CMOs who were ready to rise up and fight back. The Aprimo "Marketing Revolution" campaign made CMOs the revenue-generating heroes; giving them props for leading their organizations back to the top through savvy control of marketing operations.

The campaign helped Aprimo gain double-digit sales growth and a 75% increase in marketing-qualified leads. It also helped Aprimo sell itself to Teradata for $500 million. Pretty good ROI.