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As a subscriber you can listen to articles at work, in the car, or while you work out. Subscribe NowTwo high-profile Indianapolis-based technology firms have forged a partnership they hope will give both a boost in market share.
Marketing software provider Aprimo Inc. has teamed with ExactTarget Inc. to incorporate ExactTarget’s e-mail messaging services into Aprimo’s applications, the companies announced today.
The partnership is the result of roughly five months of discussions.
“We came to the conclusion that there was a synergistic opportunity here,” said Bob Boehnlein, Aprimo’s chief marketing officer. “We have a lot of people who are very excited about what this can mean to them.”
Neither company has a controlling interest or equity stake in the affiliation. Rather, they will share in the revenues, Boehnlein said.
Aprimo was founded in 1998 and has grown to become one of the world’s largest providers of marketing software.
Since its inception in 2000, ExactTarget has flourished as well. In October, it announced an expansion of its downtown operations that will create 300 jobs within the next five years. The company will invest $25 million to locate the workers in the historic Gibson Building at Michigan Street and Capitol Avenue, near its corporate headquarters on Monument Circle.
Coincidentally, both companies at one time had filed for initial public offerings. Aprimo had planned to stage a $50 million IPO before shelving the plans in April. ExactTarget filed an $86 million IPO in December 2007. Despite weak market conditions, it hasn’t given up on the plan. The company filed an updated version of its prospectus with the U.S. Securities and Exchange Commission in September.
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