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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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Harnessing the Transformative Power of Cold Chain Logistics with SSI Schaefer

SSI Schaefer | January 03, 2024

As average global temperatures rise and the demand for cold-chain storage grows worldwide, SSI Schaefer, a global leader in intralogistics and automated warehouses, is sharing best practices and key considerations on how logistics and operations managers can optimize efficiency and cost-effectiveness of cold storage warehouses. Cold storage warehouse managers -- particularly in the food and beverage industries, but also pharmaceutical distribution -- are facing the need to efficiently and effectively store, pick, retrieve, pack, and ship perishable and sensitive goods, which require special handling, monitoring, and carefully tuned environmental conditions. Yet they face additional challenges -- the cold-chain storage market is expanding, with some reports projecting a CAGR of 9% from 2023 to 2028, meaning that warehouse managers must balance surging demand for cold-stored goods with the increasing need to reduce energy costs and carbon emissions. "What we are seeing for refrigerated supply chains is this pinch -- a need to do ever more with ever less," notes Carsten Spiegelberg, Managing Director - Middle East & Africa, SSI Schaefer. "To meet the growing complexities of the industry, it's not enough to find a quick fix. Companies need material flow experts with industry know-how to consider all angles of a facility and seamlessly blend cold-chain logistics solutions with individual processes." Cold chain storage solutions Careful planning is always the first step in optimizing temperature-controlled infrastructure. To increase efficiency and cost-effectiveness of cold storage warehouses, there are several factors to consider from the beginning. Optimizing air circulation and product storage density Since different products and comestibles require different storage temperatures, cold storage warehouse temperatures can range from -34°C to 0°C, with some even reaching 21°C. However, there is often a trade-off between storage density and air flow. Selecting the right storage system that enhances the cooled air circulation while increasing the storage density in the given facility footprint is critical in the planning phase. Semi-automated solutions for cold storage space optimization Ideal for deep-freeze facilities for bulk storage in the manufacturing sector and delivering maximum space utilization, channel storage setups with semi-automated drive-in racking systems are an accessible step towards automation, offering high throughput, enhanced safety, and reduced time for workers in refrigerated facilities. Capable of following either the Last in-First Out (LIFO) or the First in-Last Out (FIFO) principle, these systems use channel vehicles like SSI Orbiter® and a corresponding docking station to store and retrieve pallets. Compared to a static, manual pallet rack system, a mobile racking storage system is an effective way to boost storage capacity in a given space -- by up to 85%, while maintaining full selectivity typically required in distribution centers. This system involves racks that move along floor rails via electric motors to create an aisle only where needed, and it offers smart lighting that only activates in occupied aisles for reducing energy consumption, as well as a night parking option that optimizes rack spacing for maximal cold air circulation. Future-ready automation systems for a seamless, cost-optimized cold chain Due to the need for cold goods to maintain strict timetables and a closed cold chain, storage systems must handle incoming goods efficiently and cope with expected and unexpected upticks in demand. The best way to systematically manage the complexities of cold-chain material flows is with a fully automated storage system that seamlessly interconnects components, such as: Pallets Automated storage & retrieval systems (ASRSs): The SSI Exyz is an automated high-density storage system with extremely high space utilization, particularly in high-bay warehouses, and it saves 25% of energy compared to conventional machines while functioning across different temperatures. Shuttle solutions: As a future-proof, fully automated channel storage option, the SSI Lift & Run Shuttle System (SLR) provides simultaneous access to multiple racks for top-tier performance and high storage density. Other storage types Shuttle solutions for layer trays: For high-volume picking of goods such as comestibles for shop deliveries, tray shuttles and conveying systems enable fully automated robotic picking or support efficient semi-automatic goods-to-person picking. Storage solutions for container, bin and carton loads: For loads of varying dimensions, scalable solutions using SSI Miniload, Flexi Shuttle or Cuby maximize storage density while accommodating specific load and performance requirements to support automatic or semi-automatic case and piece picking. Platforms for central control of refrigerated facilities Although there are various warehouse automation technologies that track material flows, issues such as coordinating multiple systems often arise and there is a clear need for centralized monitoring and control -- particularly with the complexities of refrigerated facilities. To tie all aspects of a cold storage warehouse together, end-to-end software such as WAMAS® or SAP EWM (Extended Warehouse Management) offer clear visualizations and comprehensive tools to manage processes, resources, and stock levels.

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Logistics, Supply Chain, Transportation

USPack Launches USPack Healthcare and Unveils New Branding

USPack | January 05, 2024

USPack, a national leader in same-day, final-mile delivery solutions, and a NewSpring Holdings platform company, today unveils new branding and launches USPack Healthcare. These moves mark a significant milestone in USPack's evolution and position the company at the forefront of innovation and customized final mile solutions, catering to the growing needs of healthcare, retail, and big & bulky customers in the modern logistics landscape. For over 30 years USPack has led the way in building tailored logistics solutions for some of the most prestigious names in healthcare including pharmacies, major hospital systems, and labs. More recently, USPack has quickly expanded into providing more complex and critical solutions supporting clinical trials, nuclear medicine, medical devices, and long-term care facilities, ultimately contributing to improved patient care and outcomes. In response to the ever-evolving landscape of the healthcare industry, USPack is committed to enhancing operational efficiency and ensuring the timely delivery of critical supplies by formalizing USPack Healthcare. Existing customers will continue to have the same high-touch service levels and benefit from increased supply chain visibility. As the final mile logistics industry undergoes transformative changes driven by technological advancements and customer demands, USPack has built a nationwide reputation for customizable logistics solutions encompassing speed, efficiency, and accuracy. The new branding, which includes a new logo, website, and updated color palette for USPack Healthcare, uses a mile marker to reflect the company's commitment to final mile precision. "Macro-economic tailwinds including the aging population, the growing life-sciences market, and the rise of in-home healthcare solutions combined with customer demand have us doubling down on our capabilities. We will build on our already robust service-centric solutions for routed and STAT final-mile solutions with the launch of USPack Healthcare," says Mike Clark, USPack CEO. "We're proud of our tech-forward approach, problem-solving mindset, and decades of experience serving the final mile. Our new USPack branding and the rollout of USPack Healthcare underscore the deliberate evolution of USPack as we look to expand our trusted customer relationships across all market sectors."

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