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

MEDIA 7 | November 28, 2019

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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Agilent Attains ‘Angel’ Level Sponsorship with My Green Lab

Agilent Technologies | December 01, 2022

cevel sponsor of My Green Lab, a nonprofit organization dedicated to building a global culture of sustainability in science. ‘Angel’ level sponsorship provides Agilent access to even more strategic counsel from My Green Lab in support of its sustainability activities and expertise that can be shared with customers. Agilent is also the proud sponsor of the My Green Lab Certification program – considered the gold standard for laboratory sustainability best practices. As a good citizen and role model for customers, Agilent is working to ensure its on-site customer demonstration laboratories globally are Green Lab Certified and have already achieved highest level certification for Waldbronn, Germany, Cheadle, UK, and Santa Clara, US sites. “Sustainability and environmental, social, and governance standards are central to our mission to advance the quality of life, and our sponsorship of My Green Lab helps us to drive this forward. Being an ‘Angel’ level sponsor will further cultivate our knowledge of creating sustainable green labs, which we can share with our customers globally and support them on their sustainability journey.” Darlene Solomon, senior vice president, and chief technology officer at Agilent The Green Lab Certification from My Green Lab is recognized by the United Nations Race to Zero campaign as a key measure of progress for pharmaceutical and medical technology companies toward a zero-carbon future. It indicates that a lab has achieved strong sustainability practices in energy use, water consumption, recycling, and waste production. About Agilent Technologies Agilent Technologies Inc. is a global leader in the life sciences, diagnostics, and applied chemical markets, delivering insight and innovation that advance the quality of life. Agilent’s full range of solutions includes instruments, software, services, and expertise that provide trusted answers to our customers' most challenging questions. The company generated of $6.85 billion in fiscal 2022 and employs 18,000 worldwide.

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MEDICAL

Cajal Neuroscience Launches with $96 Million to Transform Target and Drug Discovery in Neurodegeneration

Cajal Neuroscience | November 30, 2022

Cajal Neuroscience, a biotechnology company integrating human genetics, functional genomics and advanced microscopy to discover novel targets and therapeutics for neurodegeneration, launched today with the completion of a $96 million Series A financing. Cajal is uniquely focused on the mechanistic, spatial and temporal complexity of neurodegeneration, integrating deep expertise in neuroscience, neuroanatomy and computational biology with state-of-the-art technologies for high-throughput functional validation. The financing was led by The Column Group and Lux Capital, with additional participation from Two Sigma Ventures, Bristol Myers Squibb, Evotec, Alexandria Venture Investments, Dolby Family Ventures and other investors. “We’ve all seen the challenges that face drug discovery in neurodegeneration. Cajal was founded to meet those challenges head-on by convening some of the best minds in the field and integrating a suite of cutting-edge technologies to identify and advance therapies for neurodegeneration in a completely new way. I truly believe our approach can revolutionize neurodegeneration drug discovery by understanding disease mechanisms with spatial and temporal resolution at unprecedented scale,” Ignacio Muñoz-Sanjuán, Ph.D., Chief Executive Officer at Cajal “We want to get to the ground truth of neurodegenerative diseases. Cajal was started from grassroots, bringing together an incredible team of scientists, advisors and investors who share the long-term vision of building foundational systems to explore new pathways and targets and making a difference for patients suffering from neurodegeneration,” said Rob Hershberg, M.D., Ph.D., Co-founder and Executive Chairman of the Board at Cajal. Inspired by the pioneering work of Santiago Ramón y Cajal, whose discoveries on the structural and functional organization of the brain became the foundation of modern neuroscience, Cajal seeks to transform the field of neurodegeneration by revealing the complex and dynamic mechanisms driving disease. Cajal’s platform combines state-of-the-art approaches and technologies, including integrative human genetics and multi-omics, highly multiplexed functional genomics and industrialized whole brain imaging. Through this approach, Cajal is systematically validating the thousands of targets implicated in diseases such as Parkinson’s and Alzheimer’s and creating a comprehensive understanding of neurodegeneration that reveals how, where and when different mechanisms contribute to disease. “The legendary neuroscientist Santiago Ramón y Cajal said that all outstanding work, in art as well as science, results from immense zeal applied to a great idea. That’s precisely why we raced to fund this team,” said Josh Wolfe, Co-founder and Managing Partner at Lux Capital. “When you get the rare combination of the leading scientific minds in neuroscience teaming up to work with cutting-edge visualization, sequencing and computational techniques, and to apply a never-before taken approach to discovering targets and drugs for neurodegenerative disease, you don’t walk slowly toward it -- you sprint for your life.” Cajal’s leadership team includes world-class scientists and experienced biotechnology entrepreneurs who bring scientific rigor, drug development expertise and commitment to advancing therapies for neurodegenerative diseases. About Cajal Neuroscience Cajal Neuroscience is a biotechnology company committed to discovering novel therapeutics for neurodegeneration by leveraging a powerful platform designed to reveal the mechanistic, spatial and temporal complexity of disease at unprecedented scale. Cajal combines a suite of state-of-the-art approaches and technologies, including integrative human genetics and multi-omics, high-throughput functional genomics and advanced microscopy, to accelerate neurodegeneration target and drug discovery. Cajal is headquartered in Seattle, WA.

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