The ability to customize, Aprimo is scalable and flexible. Their concierge team has been a key to our success in building out and enhancing the tool. We've recently added additional functionalities beyond the original scope, how great to already have something in-house you don't have to research, RFP and train extensively on! Review collected by and hosted on G2.com.

I think in some instances Aprimo could be more intuitive for new users. Menu's can be hard to locate (hidden in hamburger, chevron and meatball menu icons). The good news is once those key steps are in place and users recall where items are spread out it's a few quick steps to moving things along. Review collected by and hosted on G2.com.

Training - Aprimo has a lot of online training options and a fantastic amount of documentation to make sure we are getting the most out of our system

AI - the AI increases the searchability of all our assets - the system reads product labels in images; PowerPoint, PDF, Word and Excel documents to add to the information included in the metadata we enter to allow a single search to pull up all related information

Customer service - the Aprimo team has been very helpful and responsive as we were getting our system up and running. They continue working with us as new options are rolled out and activated. Review collected by and hosted on G2.com.

There is a weird point in the system where a user can upgrade their license from consumer to contributor without authorization, which affects contract numbers and costs outside of their area. It can't be fixed and they don't always know they are doing it. But it only requires reunning a separate report to find the errors every month and resetting them Review collected by and hosted on G2.com.

Aprimo is more than a repository—it’s a strategic enabler for content reuse, compliance, and brand consistency. It streamlines our workflows, and increases asset reuse across our business and markets. Teams across regions rely on Aprimo for uploading, validating, and publishing content. It is now hosting close to 3 million assets that are essential to our digital marketing and sales operations. Review collected by and hosted on G2.com.

The default search implementation offers basic functionality but could benefit from further optimization to enhance relevance and usability. Additionally, ticket resolution times from the Aprimo support team can be prolonged, occasionally impacting operational efficiency. Review collected by and hosted on G2.com.

The organised structure of the content planning dashboard.

Aprimo provides a very well-organised and structured content planning environment that makes it easier to manage multiple campaigns, deadlines, and cross-functional workflows. I appreciate how clean and centralised the dashboard feels once you get used to it - everything from briefs, assets, approvals, and timelines is stored in one place, which really helps reduce confusion across teams. The visibility it provides into status updates and ownership helps streamline project management and keeps everyone aligned. Overall, it creates a much more disciplined and transparent approach to content orchestration. Review collected by and hosted on G2.com.

Takes a while to get used to and wish it had a more colourful user interface.

There is a definite learning curve at the beginning, especially for users who are new to enterprise-level workflow tools. Navigation can feel a bit unintuitive until you understand the logic behind how tasks, projects, and content objects connect. I also wish the interface felt slightly more modern and visually engaging - a more colourful or contemporary UI would make the experience more inviting, especially for creative teams. At times, certain actions feel like they require more clicks than necessary, so streamlining some workflows would improve efficiency. Review collected by and hosted on G2.com.

I find the storing and tracking capabilities of Aprimo most valuable, which significantly enhances my work and personal uses. Aprimo serves as a comprehensive tool for me, addressing a wide range of tasks. The initial setup of Aprimo was good, making the onboarding process smooth and straightforward. This indicates that Aprimo provides a solid user experience from the start, helping to integrate into my workflow seamlessly. Review collected by and hosted on G2.com.

I probably find Aprimo's efficiency to be lacking. I feel that it could be improved to make it more accessible. Review collected by and hosted on G2.com.

Aprimo helps organize and automate marketing workflows efficiently. The approval processes and asset management features save time and keep our team aligned. Review collected by and hosted on G2.com.

Some tasks take multiple clicks to complete, and the interface can feel a bit dated. It also has a learning curve for new users. Aprimo’s interface feels dated and has a steep learning curve for new users, which can make it challenging to get started. Review collected by and hosted on G2.com.

I really like the scalability of Aprimo and its integrations with other platforms, which allows me to adapt the tool to my company and easily connect it with other tools I use. These features really add value for me. Review collected by and hosted on G2.com.

They could integrate it to be cross-platform with any platform through an API. Review collected by and hosted on G2.com.

- It creates one centralized location for all marketing assets.

- It's easy to use.

- The advanced filtering & search functionality make finding assets extremely easy.

- The platform is accessible to several user types.

- Being able to put users into different groups

- Fully customizable Review collected by and hosted on G2.com.

The tagging process is not ideal. Using the auto-populate functionality for the files / metadata is not ideal because it usually tags the files with the incorrect information. Since this is the case, we have to go through and tag the files manually which takes time and slows down workflows. Review collected by and hosted on G2.com.

It is pretty intuitive for the most part at the user level. The left navigation makes it easy to narrow down a file search. The preview tool is useful to see a file larger. Review collected by and hosted on G2.com.

I wish I could see files as a list view instead of just as tiles/cards. I come from a Mac background and prefer a user interface having all file details listed on the left and with a preview on the right. I like to sort/filter the list. I wish the filename included the file extension (.jpg, .ai, .psd, etc.). Review collected by and hosted on G2.com.

Aprimo acts as a One stop destination for all content operations and management of digital assets with many features including many personalization and Artificial Intelligence Review collected by and hosted on G2.com.

The interface can be complex and difficult to understand sometimes especially for new users with no technical background also sometimes it’s very sluggish with storing large data files. Review collected by and hosted on G2.com.