Q&A with Jaime Punishill, CMO at Lionbridge

Jaime Punishill, CMO at Lionbridge is an innovative marketing, channel, and product executive with a proven track record for finding blue ocean strategies and delivering scalable business operations.

Jaime is also an expert in operationalizing design thinking, translating new concepts and trends into workable business plans and operations, and delivering pragmatic innovation within a large enterprise.

MEDIA 7: Could you tell us about your role and journey into marketing?
JAIME PUNISHILL:
As Chief Marketing Officer for Lionbridge, I oversee brand, demand gen, corporate communications, marketing, and customer research. Interestingly enough, I’m not a classic marketer by training. I have spent most of my career on the product side and in digital transformation. I’ve been doing that since the mid-1990s. At some point, it became clear that marketing was the next area that universal digital transformation was going to overtake, and areas like user experience and many other digital functions that had been done separately were going to move under the remit of marketing. I slowly moved into the marketing universe and helped with big digital transformation in my previous company. That led me to take on all our brand, advertising, and integrated marketing. In that way, I ended up with a more traditional marketing role, and that led me to Lionbridge.

M7: As a CMO, what are the biggest challenges you face?
JP:
One of the biggest challenges is the unbelievable explosion in the martech space. I get over 300-400 emails and dozens of phone calls every day from different vendors who are trying to push different tools to help optimize the new digital experience. Keeping track of the rapid pace of evolution and trying to integrate all those tools is single-handedly probably one of the biggest challenges for CMOs. It swallows historical challenges, like getting the company to buy into a new understanding of the digital universe, or getting people to appreciate customer research and customer feedback.
These are always challenges, but they are all lower in scale now than just sheer digital transformation and the volume of tools and resources that accompany that transformation. There’s so much noise, and it’s really hard to tell what’s real and what’s not real.


"Keeping track of the rapid pace of evolution and trying to integrate all those tools is single-handedly probably one of the biggest challenges for CMOs."

M7: What was the most successful marketing campaign you have ever worked on? What made it so successful?
JP:
In my previous organization, we led a re-brand of the company in its first-ever national advertising campaign. That meant we weren’t constrained by existing rules and assumptions about how things had to be done, so we were able to quite creatively and innovatively harness several digital channels in a way that many of our competitors hadn’t. In terms of revenue or asset flows, new customers, traffic to the website and just about every other metric, it was a tremendous lift. That’s probably the single-most effective marketing campaign I’ve worked on, and it was completely comprehensive. It had a brand component, a communications component, a community component. It had very specific direct targeting and campaigns along with a goal of raising basic awareness. We were targeting by social media profile and audience. I think it was successful largely because it was multi-faceted and end-to-end.

M7: At Lionbridge, how do you see AI evolving with digital media?
JP:
For AI, we are still really in a hype-cycle. There is absolutely no doubt that AI and everything that falls under its purview will have a profound impact on the scale, data, and decisions we are able to process as marketers. The number of simulations and tests we will be able to run to optimize a campaign or project pre-launch, plus the ability for us to pivot real-time and use new insights, will be absolutely profound. But I think we are still very early in the journey. There’s more hype than substance right now. I’m not skeptical about AI’s eventual impact at all. But right now, the tools are not mature, and we are not mature in our understanding of AI, even regarding some of the most impactful ways to use it. So, I’m super optimistic over a 3-5-7-year period. But, I’m very skeptical over a 6-12-24-months period.


"AI and everything that falls under its purview will have a profound impact on the scale, data, and decisions we are able to process as marketers."

M7: How does the acquisition of Gengo strengthen Lionbridge’s position in machine learning?
JP: We are one of the world leaders in AI training data services. The fuel that makes AI work effectively is incredibly high volumes of high-quality data. And the problem is, as we know, most organizations have not done a good job being stewards of their data. Their data exists in lots of places, their data is not clean, it’s not annotated or mapped, there’s no organizing taxonomy around its structure. CDPs are still relatively early for a lot of folks, and so the catch is that you have lots of data, but that data may be largely unusable. Sort of like, there is a lot of oil in the ground, but just because the oil is in the ground doesn’t mean you have gas that works in your car or in a plane. A lot has to happen to refine it, to get it ready. The same is true with data “fuel.”

The good news is that we are one of the world leaders in helping companies refine their data so it’s usable in training their AI systems. Identifying and collecting data, and giving that data meaning, for example, is it metadata or actual data, is that an important variable or not an important variable, etc., is an integral step in the machine learning process. We help companies collect data, organize it, give it meaning so it can best feed our customers’ AI platforms.

We do this by activating our one million-strong SmartCrowd. The Gengo platform really helps us create a scalable system that will allow more companies to be able to improve the quality of their AI training data and, in turn, the quality of their AI.

M7: How do you stay updated on the latest trends in marketing technology?
JP: 
I read a lot. I get a couple of hundred emails a day. Part of that is because I sign up for lots of different sources of information. I think you have to consume a tremendous amount of information right now to pull in all the weak signals. And I probably dedicate more of my days than I would normally to looking at new capabilities just to keep me informed and up-to-date. This allows me to get a sense of when I think something is at a point where we can use it and harness something early for a strategic advantage.


"Most organizations have not done a good job being stewards of their data. Their data exists in lots of places, their data is not clean, it’s not annotated or mapped, there’s no organizing taxonomy around its structure."

M7: What are the top 3 trends that you foresee for 2019 going into 2020?
JP:
We are going to hear more about AI. We will see more examples of it not working in the next 18 months than we will see examples of it working, but I think that’s a short-term phenomenon, and we will work out the issues.

I think there is absolutely no doubt that we are going to see an increase in the production and consumption of video and its import in the production cycle. People are consuming more and more videos, and even B2B buyers are much more heavily consuming videos as a way to absorb a lot of information in a pretty short period of time. In 2-3 minutes, you can convey a lot more, and frankly people can understand a lot more than if they spend 20 minutes reading a whitepaper or something of that nature.

And clearly, voice search is on a big rise. There are a couple of key reasons for that. If you think about the US workforce, half of it now only knows a universe where Google is the dominant information organizational paradigm. Pair that with the sheer explosion of speech applications and devices, whether in your home, in your car, or in your hand—today, every phone is speech-enabled. It’s clear that all the large players are investing a tremendous amount of effort into proving the quality of voice search, and an increasing number of users are speaking to a device or multiple devices to get information. That’s a real challenge for organizations and marketers, because the way people speak to their device and physically ask for information is not the same as how they type a query into a search engine. So, the whole way in which we optimize and organize for search results in a voice-search world is quite different than in a text-based or type-based universe.  

M7: What is your superpower?
JP:
I’m not really sure I have a superpower. But there’s something I think I do that seems to be more of a struggle for some others. I’m able to assemble a collection of weak signals to predict what is going to happen before it happens. I really believe all the information is there, but I seem to be able to use that information to make some good bets about what the future holds.

ABOUT LIONBRIDGE

Lionbridge partners with brands to break barriers and build bridges all over the world. For more than 20 years, we have helped companies connect with global customers by delivering marketing, testing and globalization services in more than 300 languages. Through our world-class platform, we orchestrate a network of 500,000 passionate experts in 5,000-plus cities, who partner with brands to create culturally rich experiences. Relentless in our love for linguistics, we use the best of human and machine intelligence to forge understanding that resonates with our customers’ customers. Based in Waltham, Mass., Lionbridge maintains solution centers in 27 countries. Learn more at www.lionbridge.com.

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General AI

New SysAid Copilot counters ineffective chatbot deployments with next-gen, generative AI-powered IT Service Management

SysAid | January 12, 2024

SysAid, a leading provider of IT and Enterprise Service Management solutions, proudly announces the commencement of an exciting new chapter with the commercial release of SysAid Copilot, designed to liberate organizations by putting AI to work, for them and their people. At the core of SysAid Copilot is the AI Chatbot for End Users delivering always-on, 24/7 service. This conversational self-service experience uses generative AI to help employees work through issues by delivering answers, utilizing the organization's data, from knowledge base articles through ticket resolution history – as well as verified external data sources, links, and documents. Combating ineffective virtual agent deployment According to Gartner, "Staffing an IT service desk is difficult and a considerable expense. Long phone queues and abandoned calls are not uncommon. Yet, many I&O leaders have experienced issues with the implementation and adoption of virtual support agents, which are aimed at alleviating some of these challenges." One of the main factors attributed to these issues is that initial deployments of chatbots were ineffective[1]. With no code zero setup required, SysAid Copilot comes with a feature set designed to counter the potential pitfalls arising from sub-optimal deployment of traditional virtual support agents. The AI Usage Dashboard clearly reflects the value provided to both admins and end users through usage of SysAid Copilot features. For example, adoption of the AI Chatbot for End Users and Assistive AI features for admins. It also offers insights into AI-contained issues, indicating the rate at which problems were automatically resolved by SysAid Copilot using the organization's data and averting the need for ticket creation. In parallel, admins maintain ultimate control over the quality of responses with the ability to monitor, edit, and fine-tune answers provided by the AI Chatbot enabled by a Monitor and Fine-Tune feature. AI Author enables the provision of consistently professional service by rephrasing replies, elaborating on answers, and breaking down information into simple steps with responses that are comprehensible and accessible for employees. This also exempts admins from the need to grapple with wording and grammar. Embedded into the channels that employees already use, SysAid Copilot facilitates quick adoption within the organization. For example, employees get service in a single click from the AI Chatbot (one-click ticket creation) or automatically via the AI Emailbot, delivering an immediate response even before an admin sees the ticket. Increasing productivity SysAid Copilot leverages cutting-edge generative AI technology, elevating admins to play a strategic role in the organization and improving IT productivity by over 20%. "The release of SysAid Copilot is a momentous milestone in our quest to lead organizations on a transformative journey toward AI-driven organizational processes and excellence," said Avi Kedmi, SysAid CEO. "Tapping into specialized data accumulated from thousands of customers and millions of users, SysAid Copilot enables employees to enjoy a fully conversational experience, freeing up admins to focus on more strategic work and become the catalyst for organizational productivity. SysAid Copilot orchestrates service management across the organization, embodying our commitment to infusing intelligence and ease into the workday, reshaping the landscape of service management. And this is only the beginning, as our dynamic roadmap promises a steady stream of groundbreaking features and capabilities ahead, ensuring the success of our customers." The General Availability of SysAid Copilot follows a 5-month design partner and beta program in which a diverse and engaged group of active customers played a pivotal role in refining and enhancing the product. The dedication and enthusiasm of the beta partners have been instrumental in shaping the product and ensuring that it is finely tuned to address the unique needs of SysAid's customer community, not only meeting but exceeding their expectations. Enhancing CSAT scores and slashing MTTR SysAid Copilot includes AI Intelligent Categorization automatically categorizing tickets submitted via the AI Chatbot for End Users and routes to the right people while making suggestions for more appropriate categories for tickets that come in through other channels, reducing human error in ticket categorizations by ~40%. In parallel, AI Case Summarization provides admins with a real-time summarization of the ticket content and employee sentiment (AI Emotion) so admins can understand the context, history, and end-user sentiment at a glance. "SysAid Copilot has helped our organization a great deal in providing support quicker. Since our department is oftentimes understaffed, wait times are higher than normal, and with SysAid Copilot we've witnessed those wait times plummeting," said Nathan Gleed, IT at the City of St George. "One of the most amazing aspects of this new technology is its continual learning, consistently improving performance and generating more accurate and sophisticated output." About SysAid SysAid is on a mission to liberate organizations by putting AI to work for them and their people. We orchestrate service management across organizations with generative AI that taps into specialized data accumulated from thousands of customers and millions of users. With zero setup requirements, our conversational AI manages employees' requests, assists with queries, and accelerates the resolution of issues. With intelligence and ease infused into the workday, productivity thrives so that employees can focus on what they're meant to do, and organizations are free to fulfill their purpose. With over 5,000 customers, SysAid partners with organizations ranging from small businesses to Fortune 500 enterprises across 140 countries. For more information, please visit www.sysaid.com

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Software

ON24 Unveils its Next Generation Platform, Unleashing a New Era of AI-powered Intelligent Engagement

ON24 | January 24, 2024

Today, ON24 marks the next chapter of its innovation strategy with the launch of its next generation intelligent engagement platform. With AI-powered intelligence at the core, ON24 will now enable enterprises to continuously engage audiences through hyper-personalized experiences that deliver connected insights and drive cost-efficient revenue growth. “AI will fundamentally reshape sales and marketing and reimagine the customer experience. This means that sales and marketing teams must embrace AI to innovate and adapt, or risk being left behind,” says Sharat Sharan, co-founder, President and CEO. “With the launch of the ON24 Intelligent Engagement Platform, we are excited to leverage our unique foundation of first-party data to give our industry-leading customers an AI advantage, so that they can combine best-in-class experiences, personalization and content, to capture and act on connected data and insights at scale to drive revenue growth. And, we believe AI will continue to be a key differentiation for our own business and technology strategy moving forward, powering a new era of intelligent engagement.” Built on its foundation of first-party data, the ON24 Intelligent Engagement Platform combines best-in-class digital experiences, including the company’s flagship webinar, virtual event and content marketing products, with its new AI-powered Analytics and Content Engine (ACE) to provide an integrated go-to-market solution. The platform’s comprehensive set of capabilities will help sales and marketing teams to: Scale personalized experiences: Build best-in-class, branded experiences that reach their prospects and customers at scale and are hyper-personalized for individuals. Automate continuous engagement: Interact with prospects and customers 24/7 through AI-generated content and always-on nurtures. Deliver connected insights: Track audience engagement data across interactions and analyze engagement across key audience segments. Drive revenue growth: Enable data-driven actions across go-to-market teams to generate pipeline and build lifetime customer relationships. “Today’s launch of the ON24 Intelligent Engagement Platform brings our AI innovation together with more than a decade of market leadership, product development and first-party engagement data,” said Jayesh Sahasi, EVP of Product and CTO at ON24. “We believe this will unlock even greater value for our customers, providing AI-powered intelligence that keeps getting smarter, more personalized and more effective over time." ​​About ON24 ON24 is on a mission to help businesses bring their go-to-market strategy into the AI era and drive cost-effective revenue growth. Through its leading intelligent engagement platform, ON24 enables customers to combine best-in-class experiences with personalization and content, to capture and act on connected insights at scale. ON24 provides industry-leading companies, including 3 of the 5 largest global technology companies, 3 of the 5 top global asset management firms, 3 of the 5 largest global healthcare companies and 3 of the 5 largest global industrial companies, with a valuable source of first-party data to drive sales and marketing innovation, improve efficiency and increase business results. Headquartered in San Francisco, ON24 has offices globally in North America, EMEA and APAC. For more information, visit www.ON24.com.

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Lionbridge

Lionbridge

Lionbridge partners with brands to break barriers and build bridges all over the world. For more than 20 years, we have helped companies connect with global customers by delivering marketing, testing and globalization services in more than 300 languages. Through our world-class platform, we orchestr...

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