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

MEDIA 7 | November 28, 2019

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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Cadence Expands Support for 3Dblox 2.0 Standard with New System Prototyping Flows

Business Wire | September 29, 2023

Cadence Design Systems, Inc. (Nasdaq: CDNS) today announced the availability of new system prototyping flows based on the Cadence® Integrity™ 3D-IC Platform that support the 3Dblox 2.0 standard. The Integrity 3D-IC Platform is fully compliant with the 3Dblox 2.0 standard language extensions, and the flows have been optimized for all of TSMC’s latest 3DFabric™ offerings, including Integrated Fan-Out (InFO), Chip-on-Wafer-on-Substrate (CoWoS®) and System-on-Integrated-Chips (TSMC-SoIC®) technologies. Through this latest collaboration between Cadence and TSMC, customers creating AI, mobile, 5G, hyperscale computing and IoT 3D-IC designs can model system prototypes to accelerate design turnaround time. Prototyping requires two different types of feasibility-checking methods across the various 3DFabric technologies—coarse-grained feasibility for thermal and EM-IR analysis, and fine-grained feasibility for die-to-die connections. Coarse-grained feasibility is enabled through a system-level tool integration with the Integrity 3D-IC Platform, featuring Voltus™ IC Power Integrity Solution and Celsius™ Thermal Solver, providing seamless prototyping for all TSMC’s latest 3DFabric configurations. Fine-grained feasibility is enabled through a silicon routing solution as well as joint collaboration on the development of a next-generation auto-router for 3DFabric technologies, which includes performance-boosting prototyping capabilities that support TSMC’s InFO and CoWoS offerings, enabled through the Integrity 3D-IC platform. The Integrity 3D-IC platform is certified for use with TSMC’s 3DFabric and the 3Dblox 2.0 specification. The platform combines system planning, implementation and system-level analysis in a single platform, and due to the shared infrastructure between Cadence 3D design and system analysis tools, customers can perform feasibility-checking much more efficiently. In addition, Cadence Allegro® X packaging solutions have been enhanced with advanced InFO-specific design rule checking (DRC). The flows supporting the 3Dblox 2.0 standard provide chiplet mirroring, which lets engineers reuse chiplet module data, improving productivity and performance. In addition, the flows provide inter-chiplet DRC through the Cadence Pegasus™ Verification System, which helps designers create an inter-chiplet CAD layer for DRC automatically. With multiple packaging options available for implementation of multi-die designs, early prototyping and feasibility studies are becoming increasingly important, said Dan Kochpatcharin, head of the Design Infrastructure Management Division at TSMC. Through our continued collaboration with Cadence and with the addition of the latest prototyping features that support the 3Dblox 2.0 standard, we’re enabling customers to leverage our comprehensive 3DFabric technologies and the Cadence flows to significantly improve 3D-IC design productivity and time to market. “The Cadence Integrity 3D-IC Platform is the unified solution that provides an efficient way for customers to leverage the new 3Dblox 2.0 prototyping capabilities to create leading-edge 3D-IC designs using TSMC’s 3DFabric technologies,” said Dr. Chin-Chi Teng, senior vice president and general manager in the Digital & Signoff Group at Cadence. “By working closely with TSMC, customers adopting our new flows for use with 3Dblox 2.0 standard can accelerate the pace of innovation with next-generation multi-chiplet designs.” The Cadence Integrity 3D-IC Platform includes Allegro X packaging technologies and is part of the company’s broader 3D-IC offering. The offering aligns with the Cadence Intelligent System Design™ strategy, enabling customers to achieve system-in-package (SiP) design excellence. For more information on the Integrity 3D-IC platform, please visit www.cadence.com/go/integrity3dblox2.

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Industrial IoT

LF Edge Announces Launch of Sandbox to Streamline Project Deployments

The Linux Foundation | September 20, 2023

On September 9, 2023, LF Edge, an organization under The Linux Foundation dedicated to fostering open, interoperable edge computing solutions, announced the upcoming launch of the LF Edge Sandbox. This self-service platform, provided by ZEDEDA, allows for the deployment of LF Edge projects and solutions to edge devices. The LF Edge Sandbox acts as a centralized system, enabling individuals to swiftly engage with LF Edge projects for creating proofs of concept (POCs), demonstrations, and end-user experiences. The service operates as a Software-as-a-Service (SaaS) solution and is offered by ZEDEDA, an LF Edge member organization. It grants remote management and orchestration capabilities for edge hardware running LF Edge project applications, utilizing the LF Edge Project EVE's open Linux-based operating system, EVE-OS, to facilitate secure device management and application orchestration at scale. It is set to become available in the coming weeks, providing developers with a platform for testing open-source projects and experimenting with their own solutions. Users with a Linux Foundation ID will be able to create a free LF Edge Sandbox account, select LF Edge project applications for deployment from a pre-configured list, and even test private applications for real-world use cases. The deployment process is designed to be quick and straightforward, with applications ready for testing within minutes. With the Sandbox, developers can easily deploy LF Edge project applications, making it simpler for them to explore and test various projects. It aims to encourage the development of edge computing solutions by simplifying project deployment, allowing developers to focus on building valuable solutions. GM, Networking, Edge and IoT at the Linux Foundation, Arpit Joshipura, remarked, The development of the LF Edge Sandbox speaks to the community's robust array of in-demand edge computing solutions. This new service will make it even easier for people and organizations to trial various LF Edge project solutions and blueprints across formats, ultimately enabling faster deployment. Congratulations to the community for achieving this milestone, and thank you ZEDEDA for the resources. [Source: Cision PR Newswire] Joe Pearson, chair of the LF Edge Technical Advisory Council (TAC) and Open Source Strategy at IBM Software, Networking, and Edge Computing, stated that the abundance of intriguing LF Edge projects, with more on the horizon, has made it a challenging task for an individual or even a small team to acquire sufficient knowledge to install and experiment with all these solutions. He pointed out that Project EVE's platform, as executed and supported by ZEDEDA, offers a simplified approach for deploying any of these projects across various architectures and in the most suitable format, whether it be a bare install, virtual machine, or container. Joe also highlighted that this Sandbox would enable interested parties to become productive within minutes rather than spending days or weeks on the same task. About The Linux Foundation The Linux Foundation has emerged as the go-to organization for the world's leading developers and corporations seeking to foster ecosystems that expedite open technology advancement and widespread commercial adoption. Collaborating closely with the global open-source community, it tackles some of the most challenging technological hurdles, underpinned by the most extensive shared technology investment assembled.

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