I like the features it provide like InDesign connection , it's ease of connectivity with api's ,workflow creations and file formats it supports.

Deep understanding of marketing, integrations are seamless, heavily customisable, m2m, lead management modules are perfect. Workflow support, configuration mover are cherry on top.

Aprimo is good at its own content marketing and repository. We can store the contents like media and files in any location of their shared repository. Helps in planning, creation, storing and distribution in all in one place.