SVP International at Aprimo
Having discernable methods to measure content usage for such metrics as new opportunities, MQLs, SQLs, conversions, and new customers, is essential for marketers to determine if they’re creating the content their ideal buyer personas want to read. In this context, we spoke to Jon Williams, SVP International, Aprimo, to understand which key events in Digital Asset Management evolution made the biggest impact on his business and how.
Tell us about your role at Aprimo and the team/technology you handle.
In my role as senior vice president of Aprimo’s international division, I’m responsible for the growth of Aprimo’s business outside its home markets. I’ve spent the last two decades helping organizations deliver innovative customer experiences by unlocking the power of technology to aid in the development and management of their marketing organization.
What drew you to DMEXCO?
We found that digital marketers at DMEXCO understand the overall value that relevant, engaging content brings to their organization. However, they aren’t as versed at how to define the exact cost and ROI for every piece of content they’ve used — or plan to promote to their customers and prospects.
DMEXCO enabled us to get to know these marketers and help them become familiar with Aprimo as a marketing system of record for people, budget, content, and data to accelerate time-to-market and support better customer experiences. We enabled them to get away from spreadsheets and more easily manage marketing plans, budgets, and actual spend. With everything in one place, we empowered them to better analyze their content performance and ROI.
Which sections were you keenly following?
Though we found many DMEXCO attendees were a bit skeptical about the value that Artificial Intelligence (AI) technologies can provide for their marketing, Aprimo continues to follow sections about the emerging technology and the solutions it can provide for marketing.
Because many AI opportunities are still in their infancy, they may seem a little far-fetched to some organizations, causing them to neglect exploration of some applications that actually might be a good fit.
For example, quick-hit wins for AI, such as automated asset tagging, image recognition, and speech-to-text translation in DAM solutions often provide a quick time-to-value, which can help organizations better understand the merit of such intelligence functionalities. Such automation intelligence is easy to utilize, saves resources, and can enable quicker time to market.
Organizations, however, must strategically monitor and evaluate any AI solution before they begin relying on it to make business-critical decisions.
Which key events in Digital Asset Management evolution made the biggest impact on your business and how?
Evolving to utilizing a platform solution for technologies such as Marketing Resource Management (MRM) and Digital Asset Management (DAM) has helped us give marketers a single source of truth to measure content value across channels as well as performance data based on the different stages of the buyer’s journey to help marketers gain that holistic view of their content value. It also gives them insights into content costs to help streamline workflows so they can produce better content in a reduced timeframe.
Having discernable methods to measure content usage for such metrics as new opportunities, MQLs, SQLs, conversions, and new customers, is essential for marketers to determine if they’re creating the content their ideal buyer personas want to read wherever they are in their customer journey. If they don’t have a way to measure this kind of content value holistically, they risk missing the opportunity to properly engage prospects and could end up wasting the time and money they put into content creation.
Thanks for chatting with us, Jon.
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