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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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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AI Tech

Qlik Launches AI Council to Responsibly Accelerate Enterprise Adoption of AI

Qlik | January 25, 2024

<p> Qlik, a global leader in data analytics and integration, today announces the establishment of its inaugural AI Council &ndash; an initiative that further embeds leading edge, ethical AI development at the heart of the company&rsquo;s mission and industry proposition. By convening a distinguished set of advisors, Qlik will accelerate the responsible development of its AI-driven product portfolio, benefitting from the expertise of some of the world&rsquo;s most prominent AI experts, to help customers use their data to achieve more significant business outcomes.</p> <p> Qlik&rsquo;s Generative AI Benchmark Report found that 31% of senior executives plan to spend over $10 million on generative AI initiatives in the coming year and 79% have already invested in generative AI tools or projects. Despite this enthusiasm, it also found that they understand the need to surround them with the right data strategies to realize their potential. If the data building blocks of AI are not governed properly as it is democratized across the entire workforce, it could present a serious threat to the efficiency and integrity of business operations. The AI Council has been established to help Qlik&rsquo;s customers navigate these challenges and advise on best practices.</p> <p> Members of the Council will work within Qlik to guide the company&rsquo;s R&amp;D direction, inform its product roadmap and ensure its customers&rsquo; use of Qlik&rsquo;s AI is built with responsibility and ethics front of mind. The Council will also educate Qlik leaders and employees on how to harness the full potential of AI, while providing insights into the priorities of business leaders tasked with demonstrating value from AI investment.</p> <p> The AI Council features some of the most renowned subject matter experts from around the world. More information on these members can be found on our Qlik Staige website:</p> <ul> <li> <strong>Nina Schick &ndash; Author, Advisor and Founder of an advisory firm focused on GenAI</strong><br /> A world-leading authority on generative AI, Nina has long been analyzing emerging technology trends for society. With over two decades of geopolitical experience, she has advised global leaders, including Joe Biden, President of the United States, and was articulating her vision of the &lsquo;AI inflexion point&rsquo; years before ChatGPT made AI a global phenomenon.</li> </ul> <ul> <li> <strong>Dr. Rumman Chowdhury &ndash; Responsible AI leader, engineer, auditor and investor</strong><br /> Rumman is a pioneer in the field of applied algorithmic ethics, creating cutting-edge socio-technical solutions for ethical, explainable and transparent AI. She is currently the CEO and founder of Humane Intelligence, a tech nonprofit that builds a community of practice around algorithmic evaluations. She has also served on multiple boards, including the UK Center for Data Ethics and Innovation, and on UN&rsquo;s Broadband Commission for Sustainable Development, Oxford University&rsquo;s Commission on AI and Governance, and Patterns data science journal. Previously, Rumman was the Director of META (ML Ethics, Transparency, and Accountability) team at Twitter, leading a team of applied researchers and engineers to identify and mitigate algorithmic harms on the platform.</li> </ul> <ul> <li> <strong>Kelly Forbes &ndash; Co-Founder and Executive Director, AI Asia Pacific Institute</strong><br /> Kelly sits at the intersection of policy, research and industry, working with leading organizations and governments to address the risks associated with AI through international cooperation. With extensive experience in the Asia-Pacific region, Kelly has conducted research on AI governance, public-private dialogue and government policy issues.</li> </ul> <ul> <li> <strong>Dr. Michael Bronstein &ndash; DeepMind Professor of Artificial Intelligence, University of Oxford</strong><br /> An award-winning academic, Michael was previously Head of Graph Learning Research at Twitter, a professor at Imperial College London and has held visiting appointments at Stanford, MIT, and Harvard. Michael is also a serial entrepreneur, having founded startups such as Novafora, Invision (acquired by Intel in 2012), Videocites and Fabula AI (acquired by Twitter in 2019).</li> </ul> <p> &quot;The formation of Qlik&#39;s AI Council is a strategic leap, reflecting our deep-seated commitment to not just advancing AI, but doing so with ethical integrity and practical applicability,&quot; said Mike Capone, CEO of Qlik. &quot;Our goal is crystal clear: to enable our customers to harness AI in a way that&#39;s not only transformative, but also responsible. By uniting a cadre of AI luminaries, we are sharpening our focus on delivering AI solutions that are not just cutting-edge, but also seamlessly integrated and governed. This initiative is a pivotal chapter in our journey, marking a bold move towards democratizing AI in a manner that is both accessible and aligned with our core mission of driving substantial, data-driven business outcomes.&quot;</p> <p> Data and analytics leaders from around the world can hear from the AI Council at Qlik Connect, which takes place on June 3-5 in Orlando, Florida. At the pre-eminent event for data analytics, integration, and AI, Council members will share their take on the opportunities and challenges for businesses exploring the value of automation in their data strategy. Additional details and event registration is at www.qlikconnect.com</p> <p> &ldquo;I am excited to join Qlik&rsquo;s AI Council and work with some of the greatest minds in AI to optimize how businesses around the world use data,&rdquo; said Rumman Chowdhury, member of Qlik&rsquo;s AI Council. &ldquo;We&rsquo;ve reached an inflection point where innovations like generative AI are impacting the world as the internet did. This is not the time for complacency. &lsquo;Adopting AI&rsquo; is not as simple as some suggest, but getting left behind is a risky game. By taking responsible steps, organizations can enter an era of unprecedented innovation &ndash; I look forward to being able to contribute to this evolution.&rdquo;</p> <p> &ldquo;In working at JBS USA, I recognize the significance of Qlik&#39;s advancements in AI, embodying a responsible and pragmatic approach to enterprise AI development,&rdquo; said Stephanie Robinson, IT Business Intelligence Manager at JBS. &ldquo;Qlik&#39;s dedication to enhancing AI applications aligns with our focus on employing technology to drive substantial business outcomes. We value Qlik&#39;s commitment to ethical AI practices and are optimistic about the beneficial impact this will have on the industry.&rdquo;</p> <p> <strong>About Qlik</strong><br /> Qlik converts complex data landscapes into actionable insights, driving strategic business outcomes. Serving over 40,000 global customers, our portfolio leverages advanced, enterprise-grade AI/ML and pervasive data quality. We excel in data integration and governance, offering comprehensive solutions that work with diverse data sources. Intuitive analytics from Qlik uncover hidden patterns, empowering teams to address complex challenges and seize new opportunities. Our AI/ML tools, both practical and scalable, lead to better decisions, faster. As strategic partners, our platform-agnostic technology and expertise make our customers more competitive.</p> <p> 2024 QlikTech International AB. All rights reserved. All company and/or product names may be trade names, trademarks and/or registered trademarks of the respective owners with which they are associated.</p> <p> The development, release and timing of any product or functionality described herein remain at the sole discretion of Qlik and should not be relied upon in making a purchasing decision.</p>

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Software

Lynx Software Technologies Announces Acquisition of Thompson Software Solutions

Lynx Software Technologies | January 10, 2024

Lynx Software Technologies (Lynx), a leader in the development of foundational, open architecture software solutions for the Mission Critical Edge, today announced the acquisition of Thompson Software Solutions, LLC. (TSS), a provider of software development, engineering, and integration solutions to mission-critical aerospace and defense (A&D) platforms, spanning military and commercial fixed- and rotary-wing aircraft, commercial space flight, hypersonic platforms, and command-and-control systems. Its customers include the U.S. Department of Defense (DoD), prime integrators, A&D original equipment manufacturers, and commercial space companies. Since its founding in 2004, TSS has delivered technical capabilities and strategic insights to enable innovative software products requiring the highest reliability, security, and performance standards. With expertise spanning high-integrity software architecture and development, DevSecOps, cybersecurity, airworthiness certifications, open systems architecture, simulation and training, and AI and machine learning, customers across the A&D end-markets rely upon TSS to provide strategic guidance, differentiated technical capabilities, and a deep understanding of mission requirements. TSS’s Chief Executive Officer, Les Thompson, and Chief Strategy Officer, Patrick McClellen, have taken on senior roles within Lynx following the close of the transaction. The combination of Lynx and TSS creates a scaled provider of mission-critical software solutions for customers with complex interoperability, safety, and security challenges. Lynx’s foundational software products, open-source expertise, productivity- and security-enhancing development tools, highly technical software engineering services, delivered via both professional and managed services business models, and its highly skilled and security-cleared employee base combine to create a platform company uniquely positioned to support the full software development lifecycle for clients in aerospace, defense, and other heavily regulated end-markets. “The TSS team has built the company on a solid foundation of trusted customer relationships, innovative and cutting-edge technical capabilities, and flawless execution. With TSS’s high-value and differentiated software development and integration capabilities, we will be better equipped to enable aerospace and defense OEMs and prime integrators to accelerate the design, development, and deployment of their products and platforms,” commented Tim Reed, Chief Executive Officer of Lynx. “As we end 2023, Lynx’s portfolio of solutions spans from the operating system to the application layer, certifiable real-time, to general purpose and open-source, and from commercial-off-the-shelf (“COTS”) to government-off-the-shelf (“GOTS”) software products. I’m thrilled to work with Les and the TSS team as we continue delivering comprehensive and unique software-enabled solutions to customers whose needs extend from the development pipeline to the Mission Critical Edge.” “Throughout my twenty years leading TSS, we’ve been consistently committed to delivering robust software solutions that meet the stringent requirements of our customers while ensuring they can stay on schedule and budget,” commented Les Thompson, Chief Executive Officer of TSS. “From our first discussions with Tim and the Lynx team, it became clear that Lynx is not just a vendor looking to push products but a committed, mission-oriented partner with the same objectives we have here at TSS, which includes continuing to deliver on our shared goal of providing resilient, secure, and performant software solutions targeted at the most demanding mission-critical environments.” “The combination of Lynx and TSS creates a software solutions platform placed at the center of priority aerospace and defense investment areas, notably open standards, modularity, and security. Like TSS, Lynx has an established track record of exceeding customer expectations with its innovation, performance, and value proposition. As a combined company, Lynx and TSS are well-positioned to grow as our clients continue to execute on the software modernization, integration, and development priorities,” commented Patrick McClellen, Chief Strategy Officer of TSS. About Lynx Software Technologies Lynx Software Technologies is on a mission to improve the economics of developing, deploying, and maintaining high-assurance Mission Critical Edge platforms with modular software solutions based on open standards. Our proven technology leadership, extensive system certification expertise, and commitment to open standards have consistently saved our customers millions of dollars in development costs while delivering desired system performance, security, and reliability on schedule. Lynx is committed to enabling customers to build and manage orchestrated, cloud-connected platforms that harness a broad array of modern technologies and unique design methodologies to enable accurate, deterministic decisions at the Mission Critical Edge without compromising safety or cybersecurity requirements. For more information, visit www.lynx.com. About Thompson Software Solutions Founded in 2004 with locations in Atlanta, GA and Fort Worth, TX, the Thompson Software Solutions team understands what is required to develop, integrate, test, and deploy software with a safety-critical pedigree while meeting the challenges of modernization and digital transformation. Our team of proven and dedicated employees takes pride in our ability to react quickly and produce quality solutions to difficult technical challenges. We work with partners to find the right path to meet operational needs while future-proofing systems with portability and sustainment considerations to ensure next-generation success. For more information, visit https://www.thompsonsoftwaresolutions.com. About OceanSound Partners OceanSound Partners is a New York-based private equity firm that pursues control investments in technology and technology-enabled services companies serving government and enterprise end markets. OceanSound employs a partnership approach, working closely with founders, entrepreneurs, and executives of middle market businesses to drive transformational growth. For more information, visit www.oceansoundpartners.com.

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Aprimo

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...

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