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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This convergence has expanded the OT threat landscape and introduced significant cybersecurity challenges, as the once-isolated OT networks are now vulnerable to the same threats that have targeted IT networks for years” said Joe O'Donnell, Vice President ICS/OT of Cyolo. “With Cyolo 4.3, industrial entities can confidently navigate the complexities of the modern threat landscape and fortify their defenses against evolving cyber threats.” The announcement of Cyolo 4.3 highlights the company’s commitment to advancing zero-trust capabilities and it comes on the heels of Cyolo being listed as a Representative Vendor in the 2023 Gartner® “Market Guide for Zero Trust Network Access” report for the second consecutive year and recognized by Frost & Sullivan with the 2023 North American New Product Innovation Award for Secure Remote Access to Operational Infrastructure and Industrial Control Systems (OT/ICS). As the threats to critical infrastructure continue to evolve, Cyolo zero-trust access solution continues to provide the utmost protection and ease of use. To learn more about Cyolo 4.3, visit here. Access the report for a full view of the industry here. Register here to attend the joint webinar from Cyolo and KuppingerCole on how to achieve secure remote access for OT environments, to be held on Tuesday, October 10 at 7 a.m. PT. About Cyolo Cyolo helps hybrid organizations in the IT and OT spaces to stay safe, secure and productive in an era of distributed workforces and unprecedented cyberthreats. Cyolo’s next-generation zero-trust access solution enables all users, including employees, third parties as well as remote and on-site workers, to connect to their working environments seamlessly and securely via modern identity-based access. Providing one unified solution that integrates with the existing tech stack and deploys easily in the cloud, on-premises or in a hybrid model, Cyolo empowers the global workforce to securely access anything from anywhere.

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Enterprise Security

Microsoft harnesses power of AI to boost Windows 11 security, pushes for passwordless future

VentureBeat | September 27, 2023

Microsoft announced a series of new enterprise security features today that use artificial intelligence (AI) to help defend Windows 11 against increasingly sophisticated cyberattacks. The tech giant claims its new AI capabilities will reduce security incidents by 60% and firmware attacks by 300% for businesses using the latest version of its software. Microsoft’s vice president of enterprise and OS security, David Weston, explains in a company blog post that was published today specifically how AI is being used to fortify Windows 11 against sophisticated attacks, ranging from malware to firmware threats, and even nation-state attacks. At the heart of this AI-focused security upgrade is the integration of Microsoft’s Pluton Security Processor and Secured-core PCs. Both systems leverage AI algorithms to isolate sensitive data and provide defense against potential threats. IT professionals should note that these Secured-core PCs are reported to be 60% more resilient to malware than non-Secured-core PCs, a significant improvement in system defenses. Microsoft’s AI strategy also appears to be forward-thinking, with the company starting to adopt memory safe languages like Rust for traditional attack targets. Rust’s memory safety features without garbage collection make it an ideal language for building reliable and efficient systems, further multiplying the cybersecurity benefits. The end of passwords? Microsoft’s groundbreaking move Perhaps most notable among today’s announcements is Microsoft’s push towards a passwordless future, a move that could fundamentally alter the landscape of cybersecurity. Microsoft’s AI will now be used to develop and implement passkeys — unique, unguessable cryptographic credentials securely stored on a user’s device, which have the potential to replace traditional multi-factor authentication. This is a substantial leap forward in phishing protection, making it considerably more difficult for hackers to exploit stolen passwords. Microsoft says that its AI system analyzes more than 65 trillion security signals per day— with more than 4,000 password attacks every second — to identify suspicious login attempts and request additional identity verification when needed in the new system. The company also revealed a new capability called Config Refresh that relies on AI to detect and revert unwanted changes to device policies in near real-time. This allows IT teams to lock down device settings while leveraging intelligence to accommodate legitimate policy updates. Microsoft pioneers a new cybersecurity path with AI The company’s commitment to AI solutions aligns with its longstanding strategy of positioning itself as a leader in enterprise computing. By weaving AI into the fabric of Windows 11, Microsoft is demonstrating its commitment to providing businesses with secure, reliable, and forward-thinking solutions. Business analysts see this as a clear indicator of Microsoft’s strategy to leverage its AI prowess to drive growth and cement its position in the enterprise data and AI market. Given the increasing importance of cybersecurity in the modern business landscape, Microsoft’s investment in AI could pay significant dividends. However, the real test of these new AI-powered features will be their effectiveness against real-world threats. As cyber threats continue to evolve, so too must our defenses. If Microsoft’s AI enhancements can live up to their promise, they will represent a significant advance in cybersecurity and a potent tool in the fight against cybercrime. As AI continues to transform enterprise data and security, it’s clear that companies like Microsoft are leading the charge. By harnessing the power of AI, Microsoft is not just shaping its future but also the future of cybersecurity as a whole. Only time will tell how these developments play out, but one thing is certain: the era of AI-driven cybersecurity is here, and Microsoft is at its helm.

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Platform Security

Fortinet Announces Formation of Veterans Program Advisory Council to Narrow the Cybersecurity Skills Gap with Military Veteran Talent

GlobeNewswire | September 29, 2023

Fortinet® (NASDAQ: FTNT), the global cybersecurity leader driving the convergence of networking and security, today announced it has formed the Veterans Program Advisory Council, made up of a global board of esteemed members from organizations that support the military veterans community across the Five Eyes countries: United States, United Kingdom, New Zealand, Canada, and Australia. Members will provide counsel on how Fortinet can continue meeting the needs of military veterans looking to transition into the cybersecurity field. Military veterans have many complementary skillsets that make them ideal candidates for cybersecurity roles, including discipline, problem-solving under immense pressure, situational awareness, and an understanding of the importance of maintaining a strong defense posture. With the industry facing a talent shortage with an estimated 3.4 million security roles needing to be filled worldwide, the veteran community can play a key role in filling critical cyber roles with access to training, mentorship, and employment opportunities. Yet, the Fortinet 2023 Cybersecurity Skills Gap Global Research Report found that 43% of organizations indicated difficulty in recruiting qualified veterans for cybersecurity roles. At the same time, veteran turnover is high in the industry, with one key reason being the shortage of staff, leading to overwork and burnout. To further address these hurdles veterans face, the esteemed members of the Veterans Program Advisory Council with extensive backgrounds working with the military veteran community and as veterans themselves will help Fortinet strengthen its Veterans Program offerings by providing guidance on how to continue reskilling and upskilling veterans so they can start and stay in various cyber career pathways. Veterans Program Advisory Council members (listed in alphabetical order) include: Chris Barlow, Managing Director at Cerco IT Ltd (U.K.) Marty Donoghue, Chief Executive of the RNZRSA (New Zealand) Colin Grimes, Training Coordinator of TechVets Programme, The Forces Employment Charity (U.K.) Tom Marsland, Board Chairman and CEO at VetSec, Inc. (U.S.) Heath Moodie, Director of Vets in Cyber (Australia) James Murphy, Director of TechVets Programme, The Forces Employment Charity (U.K.) Bryan Radliff, CyberVets Program Manager at Onward to Opportunity, D’Aniello Institute for Veterans and Military Families (U.S.) Patrick Shaw, Founder of Cyber Catalyst (Canada) Mark Wilcox, Head of Cyber Training, Permanent Opportunities and Partnership at Cerco IT Ltd (U.K.) Fortinet’s Commitment to Supporting Veterans to Close the Cyber Skills Gap The Veterans Program Advisory Council will help build on the Veterans Program's success in providing more cybersecurity training pathways for military veterans with both existing technical background or no IT experience. Fortinet provides Veterans Program members access to its Network Security Experts (NSE) Certification Program curriculum to help them transition into the cybersecurity field and advance in their security careers through access to cyber training, professional development resources, and employment opportunities. This year, the Veterans Program is celebrating five years of helping military service members, veterans, and military spouses receive the fundamental resources they need to transition into cyber roles. Fortinet has also been recognized as a 2023 VETS Indexes Recognized Employer, further underscoring the company’s commitment to supporting the veteran community throughout their careers. Veterans Program Advisory Council Members Biographies Chris Barlow, Managing Director at Cerco IT Ltd (U.K.) Chris Barlow joined Cerco in 2003, and has since established a recruitment division for graduates through Cerco Training, a large proportion of which were British forces veterans. Chris acquired the entire business in 2017, and the company has continued to grow, prosper, and develop further. The vision for Cerco is to become a market leader in taking novice talent and guiding them to the highest levels of IT support and cybersecurity. Chris has made employment connections for new engineers with global IT companies such as Fujitsu, Hewlett-Packard, and IBM. Marty Donoghue, Chief Executive of the RNZRSA (New Zealand) Marty Donoghue has been chief executive of the RNZRSA since October 2020. Marty has a 35-year track record of transformational leadership, successfully building and managing teams and mobilizing volunteers in New Zealand and internationally across defense, sport, science, and in the not-for-profit sector. Marty served in the New Zealand Army for 25 years and is a veteran of Bosnia, Angola, Bougainville, and Iraq. Colin Grimes, Training Coordinator of TechVets Programme, The Forces Employment Charity (U.K.) Colin Grimes joined TechVets from the education sphere, where he worked as a primary school teacher with particular responsibility for computing across the curriculum. During his time in education, he also worked as a consultant to schools for the National Centre of Computing Education, delivering training to schools in computing and remote learning, leaning on lessons learned during the COVID-19 pandemic. Before this, he enjoyed a 24-year career as an air battle management specialist in the Royal Air Force. He also served as an instructor within the U.K. School of Air Battle Management, where he was responsible for training the next generation of air surveillance specialists. Tom Marsland, Board Chairman and CEO at VetSec, Inc (U.S.) Tom Marsland is a cybersecurity professional with over 21 years of experience in the information technology and nuclear power industry. He has also served over 21 years in the U.S. Navy and has a BS in IT security and an MS in cybersecurity. He is the board chairman of VetSec and the VP of technology and technical services at Cloud Range. Heath Moodie, Director of Vets in Cyber (Australia) Heath is the director of Vets in Cyber, where he is helping to build a mentoring program, running community events, and partnering with industry-leading training providers to offer employment assistance to veterans. As a five-year Australian Army infantry veteran, Heath transitioned into cybersecurity and was immediately confronted with the different cultures between the military community and civilian life. Wanting to be the change that he needed, Heath created a grassroots organization, Vets in Cyber, which is focused on helping to build a community around veterans to offer them the support they need within the cybersecurity industry. James Murphy, Director of TechVets Programme, The Forces Employment Charity (U.K.) James Murphy joined TechVets from Government Digital Services in the Cabinet Office, where he was employed as the head of threat intelligence, providing strategic cyber threat intelligence advice to key decision makers within central government with specific focus on protecting national infrastructure. Prior to this, James served for 19 years in the British military, deploying to Northern Ireland, East Africa, and Afghanistan with the infantry, receiving lifelong injuries as a result of enemy action. James then served the remainder of his service in intelligence, developing the army’s exploitation capability, providing support to U.K. Defence Engagement in East Asia before delivering strategic support to global joint military operations.​ Bryan Radliff, CyberVets Program Manager at Onward to Opportunity (O2O) (U.S.) Bryan Radliff serves as the CyberVets program manager in the Onward to Opportunity Program for the D’Aniello Institute for Veterans and Military Families (IVMF) at Syracuse University. CyberVets is a skills-to-job pathway that aims to fast-track veterans into high-demand cyber careers by providing no-cost employment training, industry certifications, and career services to transitioning service members, veterans, and military spouses. Bryan is a 31-year veteran of the U.S. Army, serving as an enlisted medical supply specialist, infantryman, and an armor/cavalry officer before retiring as a lieutenant colonel. Patrick Shaw, Founder of Cyber Catalyst and Tech Vets (Canada) Founder of Cyber Catalyst and co-founder of Coding For Veterans (CFV), Pat initiated Cyber Catalyst Talent Solutions to assist veterans achieve meaningful and rewarding careers using the skills developed through their upskilling or reskilling studies. Pat curated the CFV secure software development and the cybersecurity curriculum and established the learning approach aligning widely recognized industry certification exams to meet the cyber talent needs of employers. Cyber Catalyst Talent Solutions offers job-focused microcredentialing and certifications in support of job placement. Tech Vets Canada engages veterans and military family members with career mentorship and learning support. Mark Wilcox, Cyber Training, Opportunities and Partnership at Cerco IT Ltd (U.K.) Mark has over 30 years of commercial software development experience, the majority of which has involved web technologies. Throughout his career, Mark has developed and supported complex systems for a range of clients, including the London Stock Exchange, Lloyds Bank, Ryman stationers, Debenhams, and Woolworths. In January 2022, Mark joined Cerco IT to head up the cybersecurity training and employment division. As a key architect of Cerco's Cradle to Cyber training program, an initiative to provide advanced network security skills to Cerco’s trained graduates (many of whom are ex-armed forces), Mark continues to forge relationships with internationally renowned tech and training partners, such as Fortinet and CompTIA. About Fortinet Fortinet (NASDAQ: FTNT) is a driving force in the evolution of cybersecurity and the convergence of networking and security. Our mission is to secure people, devices, and data everywhere, and today we deliver cybersecurity everywhere you need it with the largest integrated portfolio of over 50 enterprise-grade products. Well over half a million customers trust Fortinet's solutions, which are among the most deployed, most patented, and most validated in the industry. The Fortinet Training Institute, one of the largest and broadest training programs in the industry, is dedicated to making cybersecurity training and new career opportunities available to everyone. FortiGuard Labs, Fortinet’s elite threat intelligence and research organization, develops and utilizes leading-edge machine learning and AI technologies to provide customers with timely and consistently top-rated protection and actionable threat intelligence. Learn more at https://www.fortinet.com, the Fortinet Blog, and FortiGuard Labs.

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