Q&A with Ed Breault, Chief Marketing Officer at Aprimo

Q&A with Ed Breault, Chief Marketing Officer at Aprimo
Ed Breault, Chief Marketing Officer at Aprimo is a marketer with over 18 years of industry experience. At Aprimo, Ed is responsible for the global brand and growth which includes all Paid/Owned/Earned media, Brand Experience, Product Marketing, Industry Marketing, Influencer Marketing, Strategic Communications, Content Marketing, Analyst Relations, Alliance Marketing, Public Relations, Events, Demand Generation and Account-Based Marketing.

MEDIA 7: What’s your superpower?
ED BREAULT:
 I would say it’s applying the full spectrum of art and science that is required in marketing today. Not just left or right brained, but whole-brained strategy. Being human yet data-driven and really understanding numbers and (the right) metrics to make connections to business drivers. Add storytelling to that, so I can effectively communicate to my team, the CEO and CFO as well as my Board of Directors on those metrics, and connecting all that we are doing in marketing to the mission of the business. Then quickly shifting gears to the art and creative aspects of marketing that are required to engage an audience and tell great commercial stories that take complex concepts and craft them in a way that is interesting for people to pay attention to. I have to be the ultimate point of truth for the brand.

M7: At Aprimo, how have marketing leadership roles and responsibilities evolved over the past few years?
EB:
There are so many dimensions needed by marketing leaders today. There are several elements driving this evolution, it’s the new experience battlefront that is emerging and also marketers themselves driving changes. From a market perspective, there is a clear appetite for disruption and consumers are wanting more experiential elements to their buying experience and interactions with brands. Take a few direct to consumer disruptions like trialing products in-home, purchasing directly from a brand or even wanting to ensure that the producer’s trade practices are in line with the buyer’s or even a regulator’s for that matter. Then we want to try before we buy, and we emotionally care about the supply chain of products. Do we TRUST this brand to do business with them? Behind all of this is a story that needs to be told, and it is those marketers who know their audience well and make connections that will win the commercial game.

Back to the marketer, there are so many diverse backgrounds that marketers bring now and I’m really intrigued by those who have unconventional backgrounds because they contribute something uniquely new to the field. I love hearing about the marketer’s journey.


"Content is a massive investment for brands and Aprimo Digital Asset Management acts as a true hub of an organization's content management and experience lifecycle."

M7: Could you tell us about Aprimo’s creative ideation tool ‘Idea Lab’? How does it help marketers to move through the creative process from ideation to distribution of higher quality content?
EB:
 Aprimo Idea Lab is a place for early-stage ideation and there just haven’t been pure systems for ideas mixed with strategic planning so we filled in that whitespace for the market. This includes ideas from a strategic and tactical standpoint that is a bit of “safe” place to brainstorm in a highly collaborative workplace. Output is a new experience building block, a full campaign concept or brief, allowing the marketer and experience leader to think backwards from a great customer or content experience and purposefully architect it. This is all before you make financial commitments or commercial agreements with agencies or suppliers, and it feeds directly into financial scenario planning, so you can build the financial lens to your new breakthrough idea. It’s literally brainstorming brought to life and then connected to marketing production activities. So, if marketing is a ten-step process, this is step zero, and steps one and two. I’m in it every day. For me, the majority of my ideas hit me when I least expect it, so I immediately put them in Idea Lab and it functions as a “backlog” for thought-starters, then my team can collaboratively go run with it.

M7: What are some of the ways you optimize AI for your client base, when it comes to content development?
EB: 
We actually have artificial intelligence powering not just the production of content but the content creation process itself. We have machines creating content today, and one of the very specific use cases on that is what’s called a learnable AI. So basically, we have an artificial intelligence that can learn the context of a brand’s business. And, what it can then do is learn over time and it would know things like the proper focal points within an image.

Let’s say for example, there are three focal points in a piece of content or an image. Let’s say there is a model and she is sipping a coffee, she’s on her phone and she’s wearing a scarf. If you are in the business of selling and marketing scarfs, it would know that’s the focal point. If you’re in the business of marketing and selling coffee, it would know that’s the focal point. So, then it can make recommendations of what the right type of images, the form factor of the image, and knowing what creative resources would potentially do with that, the machine does for you. Since it’s able to learn your business, and let’s say you’re in the business of shoes, it would know the difference between a high-top and a high-heel learning over time with great accuracy.

Some of our early tests were showing 98% recognition and accuracy once it’s learned. Truly powerful. Also from a productivity standpoint, there are just some things AI handles better than humans like monitoring patterns, observing and making educated predictions about the future of projects. AI picks up on overlooked habits of team members and frees up a new era of project management to focus more on the complex processes behind a management strategy. Oh yeah, and unlike humans, doesn’t lose focus, fatigue, go on vacation or lose productivity while entertaining themselves with funny cat memes at work.


"AI picks up on overlooked habits of team members and frees up a new era of project management to focus more on the complex processes behind a management strategy."

M7: Could you elaborate on Aprimo’s Digital Asset Management (DAM) solution that helps deliver personalized experiences at scale and as a service?
EB: 
Yes! Content is a massive investment for brands and Aprimo Digital Asset Management acts as a true hub of an organization's content management and experience lifecycle. As I discussed earlier with Idea Lab, you eventually need content to action those ideas to deliver great experiences. And then workflows, to move along to create the content whether that’s AR, VR or even text and other types of multimedia or images. Regardless of the content type, the digital asset management system can store that content and make it highly searchable, it can make sure that once the ingestion process happens, it conforms to the metadata and taxonomy standards across an enterprise.

They can capture things like licensing agreements on that content when that content needs to expire. It can trigger approvals or re-approvals if the content is bound by any certain dates of when you can use the content. And what we want to make sure is that content does not get wasted or is created and parked somewhere.

Content truly powers experience channels like an ecommerce platform, a website, a great experience through a mobile device, and the delivery and distribution of content for downstream channels whether that is your reseller network or the content needs to be taken from a web to a print stage of its lifecycle. Generally, it is about having full management of a piece of content whether that’s the full digital asset or the components that make up the digital asset. This also manages the individual units of content that make up the asset we like to call “experience building blocks”. It’s all about finding, reusing and remixing content, staying compliant and delivering the best personalized experience possible.


"Content truly powers experience channels like an ecommerce platform, a website, a great experience through a mobile device, and the delivery and distribution of content for downstream channels."

M7: How does the Digital Asset Management help in maximizing content ROI?
EB:
 Definitely, it has to do with number one, the findability of the content so that the content can be used and it’s not wasted and then the enrichment processes that are built-in add data to the digital asset. From there, you can see a piece of content and metrics like consumption of that content, where that content piece was used in terms of different campaigns, geographies, etc. If that content was localized, if that content was used to drive whatever the marketing outcome or experience outcome is, which could be conversions on digital properties or transactions on an ecommerce platform, and all that rich data then comes back to the asset, and you are able to see how well it performed. This data is then served up very beautifully in a dashboard connected to the business outcomes you were driving. There are so many questions now we can answer about our content if this strategic approach is taken.

M7: What marketing channels do you use and which ones do you see as the most promising given your target customers?
EB:
 I think the magic is using all the channels in a very well-coordinated way. My primary channel strategies involve a mix of inbound and outbound in a very targeted fashion hence content marketing is core to my strategy. Content drives the pull-through in Aprimo’s digital properties, all of our owned digital properties, this includes the web channel as well as when we syndicate content to third-parties. That’s really important for us to create great content that is helpful, useful and then drives traffic back to aprimo.com. That’s where our inbound strategy balances the outbound efforts in a very targeted way. I use predictive demand capabilities showing me where and who is in market, so then I can go out and reach them and find them in what we like to call the “dark funnel”. I like to think of this strategy as there is someone lost out there looking for solutions to their challenges and it is my job to go find them, meet them and help them along their path. From there email for us has completely been reimagined. We are using video and conversational marketing from an outbound standpoint to connect. We are “humanizing” communications as much as possible, over the phone for voice, broadcast, media buying within different properties like LinkedIn, you name it. I think it’s a drive to strike a balance to create the complete experience for my audience.

M7: As a child, what did you want to be when you grew up?
EB:
 As a child, I wanted to be an athlete. I was very much involved in sports so I looked at my heroes, those I aspired to be like were athletes at that time.

ABOUT APRIMO

Aprimo provides technology solutions for content, operations, and performance that enable enterprises to optimize their brand experiences and the resources they use to deliver them. Our platform gives enterprises the advantage by streamlining and governing all the behind-the-scenes activities – from ideation to distribution – involved in delivering exceptional brand experiences.

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Operating in the sub-GHz frequency band, the Wi-Fi HaLow 802.11ah standard was designed from the ground up for the IoT, offering an optimal combination of extended range, power efficiency, long battery life for wireless devices, superior penetration of barriers, large network capacity, advanced security, and Wi-Fi compatibility. The EAP112 offers robust extensibility and usability for diverse IoT applications, featuring Wi-Fi 6, Wi-Fi HaLow, 4G LTE, BLE, Zigbee, and Thread. Designed for resilience in various environments and applications, especially in challenging terrains or climates, it operates within a temperature range of -30°C to 50°C and is IP65-rated for superior water and dust resistance. The EAP112 also provides flexible mounting options, including wall, ceiling, and pole mount, to accommodate specific site needs. The Edgecore EAP112 is designed to leverage the complementary strengths of Wi-Fi HaLow and Wi-Fi 6 technologies, providing unparalleled range, coverage, speed and reliability. This Wi-Fi combination is especially critical in today's IoT-driven world, where the ever-increasing demand for consistent and robust wireless communication is driving innovations in access point and router platforms. Key Features of the Edgecore EAP112 Access Point/Router: Enhanced Coverage: The EAP112, equipped with Morse Micro's MM6108 module, significantly boosts IoT connectivity, ensuring efficient and effective coverage. This enhancement enables intelligent applications across a variety of settings, including expansive residential areas, commercial spaces, and industrial environments. Advanced Connectivity: The platform's Wi-Fi 6 technology ensures higher data rates and increased capacity, making it ideal for handling multiple IoT devices and high-bandwidth applications. Optimized Power Efficiency: The integration of Wi-Fi HaLow ensures that the EAP112 is not only powerful but also power-efficient, making it suitable for deployments in remote locations. Future-Proof Technology: The EAP112 is designed to meet the evolving demands of both commercial and consumer applications, paving the way for widespread adoption of Wi-Fi HaLow technology in the IoT ecosystem. Our partnership with Morse Micro aligns seamlessly with our goal to provide innovative products in the Wi-Fi HaLow IoT router market. The launch of the EAP112 represents a pivotal moment in harnessing the extensive potential of IoT connectivity, bringing significant advantages to our clientele in both commercial and consumer segments," declared TengTai Hsu, VP of Edgecore Networks. "The EAP112 embodies our commitment to innovation and excellence, reflecting our dedication to advancing IoT applications with technologies like Wi-Fi HaLow and Matter. We have initiated Proof of Concept (POC) collaborations with selected regional customers. Our long-established partner, BeMap, is gearing up to kick off the sales and marketing of the EAP112 in Japan. Concurrently, Edgecore Wi-Fi is preparing to open pre-orders for the EAP112 to the global market later this year." About Morse Micro Morse Micro is a leading Wi-Fi HaLow fabless semiconductor company based in Sydney, with global offices. As the world's premier Wi-Fi HaLow company, we pioneer next-gen IoT wireless connectivity solutions. Morse Micro is now sampling its Wi-Fi Alliance and FCC-certifiable MM6108 production silicon: the fastest, smallest, lowest power and longest-range Wi-Fi HaLow chip available in the market. Learn more at https://www.morsemicro.com/. About Edgecore Networks Edgecore Networks is a wholly owned subsidiary of Accton Technology Corporation. Edgecore delivers network solutions through channel partners worldwide that keep information moving and connections strong for SMB, enterprise, data center, and service provider customers. For more information, visit https://wifi.edge-core.com/.

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Platforms

1NCE Upgrades IoT Software Platform with Plugins

1NCE | January 11, 2024

1NCE, a company offering a software platform for connected products, today announced 1NCE Plugins, upgrading the platform with software from the IoT industry’s best developers. The announcement was made during the company’s presentation at the Consumer Electronics Show in Las Vegas. 1NCE‘s software platform supports IoT projects of any scale by enabling customers to securely and reliably collect device data across 165 countries and turn it into actionable intelligence. With 1NCE, customers can accelerate time-to-market for IoT projects by months, determine device location without GPS, and optimize payload transmission to increase battery life by up to 70 percent. The company has entered the next stage of its software strategy with Plugins, opening access for third-party software developers to create IoT tools together on the 1NCE platform. Customers now have extensive options to smoothly integrate features from their preferred and market-leading software developers, including: Firmware Over-the-Air Management (FOTA): 1NCE customers can utilize best-in-class firmware upgrade management, keeping connected devices secure and healthy over their lifetime. FOTA is used for releasing new functionality, fixing bugs, and regular maintenance. In partnership with Mender, the new update infrastructure minimizes the risk of bricking from issues with limited bandwidth, unstable connectivity or power loss. This includes optimization using delta updates to reduce bandwidth usage by 90 percent. Data Visualization: In partnership with Datacake, 1NCE customers have access to dashboards that allow device data to be visualized for enhanced planning, prototyping and deployment. The low-code dashboards are optimized for mobile viewing and can be accessed through the 1NCE platform within minutes of setup, enabling an initial project launch much faster than the competition. Integration with Azure and Other Cloud Providers: In addition to 1NCE’s existing partnership with AWS, customers can now seamlessly integrate their IoT data with Microsoft Azure and other leading cloud service providers. The IoT Bridge from Tartabit delivers a reliable and scalable process for transferring data from resource-constrained, battery-powered devices to the cloud. “1NCE believes open platforms are the way of the future for managing connected products over their lifetime,” said Ivo Rook, Chief Operating Officer at 1NCE. “Plugins are just the start, as we intend on solidifying 1NCE as a global standard for IoT over the course of 2024.” 1NCE was founded in 2018 to enable IoT to flow like electricity -- always on, always ready for consumption, always serving the public with an invaluable resource for the future. The 1NCE Lifetime Flat license is disruptive but simple: customers can deploy, connect, and manage IoT sensors across the world for as little as a dollar per year per device. More than 15,000 customers worldwide and 60+ Fortune 500 companies have already trusted 1NCE with more than 20 million connected products across 165 countries and regions. Also at CES 2024, Rook is scheduled to participate in the Consumer Technology Association’s panel -- “The Future of Software-Defined Vehicles” -- on January 10th at 11:00am in W219 of the Las Vegas Convention Center. The panel description: "From infotainment to safety, the in-vehicle experience continues to evolve. Learn about the latest trends in software-defined vehicles and how data personalizes the driving experience.” Customers can get started with 1NCE at the online shop with customer support available in 25 languages. About 1NCE 1NCE is a software platform for connected products that delivers future-proof, hassle-free IoT in 165 countries and regions. Learn more online and follow 1NCE on Twitter, LinkedIn and Facebook.

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IoT Security

AppViewX Digital Trust Platform Named IoT Security Product of the Year

AppViewX | January 12, 2024

AppViewX, the leader in automated machine identity management (MIM) and application infrastructure security, today announced the AppViewX Digital Trust Platform has been named IoT Security Product of the Year in the 8th annual IoT Breakthrough awards program, which showcases technologies and companies that drive innovation and exemplify the best in IoT technology solutions across the globe. IoT Breakthrough is a leading market intelligence organization that recognizes the top companies, technologies and products in the global IoT market. The mission of the IoT Breakthrough Awards program is to recognize the innovators, leaders and visionaries from around the globe in a range of IoT categories, including Industrial and Enterprise IoT, Smart City technology, Connected Home and Home Automation, Connected Car, and many more. This year's program attracted nominations from companies all over the world. “Unmanaged machine identities for IoT devices can create critical security vulnerabilities, but for most organizations discovering, maintaining visibility into and controlling them has become manually unfeasible,” said Gregory Webb, CEO of AppViewX. “The AppViewX Digital Trust Platform automates IoT identity management at scale across the largest, most complex and distributed customer environments, allowing customers to achieve significantly stronger security posture and meet compliance requirements.” All IoT Breakthrough Award nominations were evaluated by an independent panel of experts within the IoT industry, with the winning products and companies selected based on a variety of criteria, including most innovative and technologically advanced products and services. About AppViewX Digital Trust Platform Out of the box, AppViewX provides instant value to customers by discovering all certificates across complex enterprise environments, building and maintaining inventories, provisioning both private and public trust certificates from any CA, alerting to expiring certificates and fully automating renewals and revocation to eliminate outages and security weaknesses across machines, applications, services, and security infrastructure. About AppViewX AppViewX is trusted by the world’s leading organizations to reduce risk, ensure compliance, and increase visibility through automated machine identity management and application infrastructure security and orchestration. The AppViewX platform provides complete certificate lifecycle management and PKI-as-a-Service using streamlined workflows to prevent outages, reduce security incidents and enable crypto-agility. Fortune 1000 companies, including six of the top ten global commercial banks, five of the top ten global media companies, and five of the top ten managed healthcare providers rely on AppViewX to automate NetOps, SecOps, and DevOps. AppViewX is headquartered in New York with offices in the U.K., Australia and three development centers of excellence in India. For more information, visit https://www.appviewx.com and follow us on LinkedIn and Twitter.

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