AiThority Interview with Ed Breault, Chief Marketing Officer at Aprimo
Could you tell us about your role at Aprimo?
As Chief Marketing Officer at Aprimo, my role is to execute on the industry’s strongest Marketing strategies across the company, challenging and supporting Aprimo’s customers to break through barriers to evolve in their own Digital Marketing initiatives. One of my goals for Aprimo is that it will help the world’s most beloved brands create market-leading digital content, operations and performance solutions at scale.
How do you define your “ideal customer” profile?
Aprimo seeks to help enterprise organizations looking to better coordinate their Marketing, customer experience, content, and teams so they can better manage all their brand experiences. The most common industries we serve include Financial Services, Consumer Packaged Goods, Retail, Life Sciences, Healthcare, Manufacturing, and Technology industries. But increasingly we’re seeing agents of change all over the place including non-profits which is exciting!
Could you tell us about the Aprimo is offering to your customers?
Aprimo’s industry-leading Digital Asset Management (DAM) solution helps enterprises connect and optimize all the upstream tasks that go into a customer experience from idea to creation to distribution to your customer engagement tools.
Within workflows – usually to plan, design, and review content – our customers find the most value in leveraging Aprimo in the following ways to help optimize their resources with:
- Increased speed to market
- Optimized resource management
- AI-powered work management
For Content Management, our customers enjoy the ability to collaborate with end users and external parties and execute an optimized content lifecycle by:
- Establishing a single source of truth for all content types
- Easily find and re-use content
- Leverage insights to measure content performance
What does the new AI solution mean for Aprimo and its customers?
As we all know, there is not a single AI solution for everything you need, so what Aprimo has pioneered is the industry’s first broad AI solution for the content lifecycle—from ideation to content creation to management and enrichment of content. Our unique approach is to take our industry-leading AI capability, Aprimo AI, and surface it to end users via useful features that can automate the mundane, but time-consuming tasks that keep marketers from doing the work they really want!
Specifically, Aprimo AI is focused on delivering solutions within the content lifecycle in three distinct ways:
- Responsive Resource Optimization: Ensure teams always follow the best process, involve the right people at the right time, and leverage AI-powered suggestions for work assignments based on real-time data – even if scope changes after work has started.
- Enriched Content to Maximize ROI of Existing Content: Reduce new work requests by using Aprimo AI to automatically tag and create descriptions on content to improve outcomes of user searches.
- Unlock Content Value: Original images are often not appropriate for all channels and require repurposing. Now, business users can self-service what they need while also protecting the visual integrity of a brand or product.
Why should a modern business choose a DAM platform?
There are several reasons a company might choose a DAM but at it’s most basic, DAM platforms are designed to help you manage and optimize the content explosion that’s happening in your business! Unlike simple file store, DAM platforms have evolved to include workflow capabilities that enable content scalability, encourage content reuse and enrichment, and plug into customer engagement tools so you have a consistent customer experience driven by amazing content.
Which markets and titles are you currently selling/targeting with your latest set of products?
Aprimo is mainly active in North America, Europe, Australia, and South America. Like most enterprise deals, several groups are typically involved because of the vast transformational benefit and the common buying groups we see are: Marketing, Creative Services, Communications, eCommerce, and other content heavy lines of business.
Thank you, Ed Breault! That was fun and hope to see you back on AiThority soon.
As CMO, Ed is responsible for Aprimo’s global brand and growth. This 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.
Ed is a “full stack” marketer driving both the art and science aspects of marketing. As Chief Marketing Officer, Ed leads Aprimo’s marketing strategy and operations including all paid/owned/earned media, brand experience, product marketing, content marketing, PR, demand generation, and the rebirth and growth of Aprimo.