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Q&A with Jaime Punishill, CMO at Lionbridge

MEDIA 7 | August 26, 2019

Jaime Punishill, CMO at Lionbridge is an innovative marketing, channel, and product executive with a proven track record for finding blue ocean strategies and delivering scalable business operations.

Jaime is also an expert in operationalizing design thinking, translating new concepts and trends into workable business plans and operations, and delivering pragmatic innovation within a large enterprise.

MEDIA 7: Could you tell us about your role and journey into marketing?
JAIME PUNISHILL: As Chief Marketing Officer for Lionbridge, I oversee brand, demand gen, corporate communications, marketing, and customer research. Interestingly enough, I’m not a classic marketer by training. I have spent most of my career on the product side and in digital transformation. I’ve been doing that since the mid-1990s. At some point, it became clear that marketing was the next area that universal digital transformation was going to overtake, and areas like user experience and many other digital functions that had been done separately were going to move under the remit of marketing. I slowly moved into the marketing universe and helped with big digital transformation in my previous company. That led me to take on all our brand, advertising, and integrated marketing. In that way, I ended up with a more traditional marketing role, and that led me to Lionbridge.

M7: As a CMO, what are the biggest challenges you face?
JP: One of the biggest challenges is the unbelievable explosion in the martech space. I get over 300-400 emails and dozens of phone calls every day from different vendors who are trying to push different tools to help optimize the new digital experience. Keeping track of the rapid pace of evolution and trying to integrate all those tools is single-handedly probably one of the biggest challenges for CMOs. It swallows historical challenges, like getting the company to buy into a new understanding of the digital universe, or getting people to appreciate customer research and customer feedback.
These are always challenges, but they are all lower in scale now than just sheer digital transformation and the volume of tools and resources that accompany that transformation. There’s so much noise, and it’s really hard to tell what’s real and what’s not real.


"Keeping track of the rapid pace of evolution and trying to integrate all those tools is single-handedly probably one of the biggest challenges for CMOs."

M7: What was the most successful marketing campaign you have ever worked on? What made it so successful?
JP: In my previous organization, we led a re-brand of the company in its first-ever national advertising campaign. That meant we weren’t constrained by existing rules and assumptions about how things had to be done, so we were able to quite creatively and innovatively harness several digital channels in a way that many of our competitors hadn’t. In terms of revenue or asset flows, new customers, traffic to the website and just about every other metric, it was a tremendous lift. That’s probably the single-most effective marketing campaign I’ve worked on, and it was completely comprehensive. It had a brand component, a communications component, a community component. It had very specific direct targeting and campaigns along with a goal of raising basic awareness. We were targeting by social media profile and audience. I think it was successful largely because it was multi-faceted and end-to-end.

M7: At Lionbridge, how do you see AI evolving with digital media?
JP: For AI, we are still really in a hype-cycle. There is absolutely no doubt that AI and everything that falls under its purview will have a profound impact on the scale, data, and decisions we are able to process as marketers. The number of simulations and tests we will be able to run to optimize a campaign or project pre-launch, plus the ability for us to pivot real-time and use new insights, will be absolutely profound. But I think we are still very early in the journey. There’s more hype than substance right now. I’m not skeptical about AI’s eventual impact at all. But right now, the tools are not mature, and we are not mature in our understanding of AI, even regarding some of the most impactful ways to use it. So, I’m super optimistic over a 3-5-7-year period. But, I’m very skeptical over a 6-12-24-months period.


"AI and everything that falls under its purview will have a profound impact on the scale, data, and decisions we are able to process as marketers."

M7: How does the acquisition of Gengo strengthen Lionbridge’s position in machine learning?
JP: We are one of the world leaders in AI training data services. The fuel that makes AI work effectively is incredibly high volumes of high-quality data. And the problem is, as we know, most organizations have not done a good job being stewards of their data. Their data exists in lots of places, their data is not clean, it’s not annotated or mapped, there’s no organizing taxonomy around its structure. CDPs are still relatively early for a lot of folks, and so the catch is that you have lots of data, but that data may be largely unusable. Sort of like, there is a lot of oil in the ground, but just because the oil is in the ground doesn’t mean you have gas that works in your car or in a plane. A lot has to happen to refine it, to get it ready. The same is true with data “fuel.”

The good news is that we are one of the world leaders in helping companies refine their data so it’s usable in training their AI systems. Identifying and collecting data, and giving that data meaning, for example, is it metadata or actual data, is that an important variable or not an important variable, etc., is an integral step in the machine learning process. We help companies collect data, organize it, give it meaning so it can best feed our customers’ AI platforms.

We do this by activating our one million-strong SmartCrowd. The Gengo platform really helps us create a scalable system that will allow more companies to be able to improve the quality of their AI training data and, in turn, the quality of their AI.

M7: How do you stay updated on the latest trends in marketing technology?
JP: I read a lot. I get a couple of hundred emails a day. Part of that is because I sign up for lots of different sources of information. I think you have to consume a tremendous amount of information right now to pull in all the weak signals. And I probably dedicate more of my days than I would normally to looking at new capabilities just to keep me informed and up-to-date. This allows me to get a sense of when I think something is at a point where we can use it and harness something early for a strategic advantage.


"Most organizations have not done a good job being stewards of their data. Their data exists in lots of places, their data is not clean, it’s not annotated or mapped, there’s no organizing taxonomy around its structure."

M7: What are the top 3 trends that you foresee for 2019 going into 2020?
JP: We are going to hear more about AI. We will see more examples of it not working in the next 18 months than we will see examples of it working, but I think that’s a short-term phenomenon, and we will work out the issues.

I think there is absolutely no doubt that we are going to see an increase in the production and consumption of video and its import in the production cycle. People are consuming more and more videos, and even B2B buyers are much more heavily consuming videos as a way to absorb a lot of information in a pretty short period of time. In 2-3 minutes, you can convey a lot more, and frankly people can understand a lot more than if they spend 20 minutes reading a whitepaper or something of that nature.

And clearly, voice search is on a big rise. There are a couple of key reasons for that. If you think about the US workforce, half of it now only knows a universe where Google is the dominant information organizational paradigm. Pair that with the sheer explosion of speech applications and devices, whether in your home, in your car, or in your hand—today, every phone is speech-enabled. It’s clear that all the large players are investing a tremendous amount of effort into proving the quality of voice search, and an increasing number of users are speaking to a device or multiple devices to get information. That’s a real challenge for organizations and marketers, because the way people speak to their device and physically ask for information is not the same as how they type a query into a search engine. So, the whole way in which we optimize and organize for search results in a voice-search world is quite different than in a text-based or type-based universe.  

M7: What is your superpower?
JP: I’m not really sure I have a superpower. But there’s something I think I do that seems to be more of a struggle for some others. I’m able to assemble a collection of weak signals to predict what is going to happen before it happens. I really believe all the information is there, but I seem to be able to use that information to make some good bets about what the future holds.

ABOUT LIONBRIDGE

Lionbridge partners with brands to break barriers and build bridges all over the world. For more than 20 years, we have helped companies connect with global customers by delivering marketing, testing and globalization services in more than 300 languages. Through our world-class platform, we orchestrate a network of 500,000 passionate experts in 5,000-plus cities, who partner with brands to create culturally rich experiences. Relentless in our love for linguistics, we use the best of human and machine intelligence to forge understanding that resonates with our customers’ customers. Based in Waltham, Mass., Lionbridge maintains solution centers in 27 countries. Learn more at www.lionbridge.com.

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With System P4, Murdock, Heil, and Fletcher see similar opportunities to reduce the time it takes to build housing—while relieving workers in the construction trades of physical stress. Our constant focus is making homes attainable, and making construction more precise, more productive, and easier, Fletcher said. The P4 Housing Collective is a team of separate companies united around this shared passion. We've made huge progress with data-driven methods for smarter construction and standard products plus automation to take the back-breaking work off of people. System P4 is powered by KUKA, and backed by data-driven preconstruction, off-the-shelf products, and people development programs—all designed to work together with System P4. This is great news for developers, municipalities, and modular builders looking to establish their own steady stream of quality housing. KUKA: KUKA is a global automation corporation with sales of around 3.3 billion euro and roughly 14,000 employees. The company is headquartered in Ausburg, Germany. As one of the world's leading suppliers of intelligent automation solutions, KUKA offers customers everything they need from a single source: from robots and cells to fully automated systems and their networking in markets such as automotive, electronics, metal and plastic, consumer goods, e-commerce/retail and healthcare. Waypaver International: Waypaver International is a small and mighty team of modular manufacturing experts with proven expertise helping design numerous modular plants. The team's members average more than 30 years in modular construction each. Waypaver's founder led the development of the first automated modular plant of its kind, and acted as the factory's most senior manager as it became the highest-volume modular factory in the western U.S. in less than three years. Collectively, the team has led the design of more than a dozen modular plants. Waypaver is committed to helping potential plant owners and operators understand risks, avoid costly mistakes, and enjoy the adventure of paving the way for a smarter, faster, more efficient construction industry worldwide.

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PRODUCTS,ENGINEERING TECH,CONSTRUCTION

iOffice + SpaceIQ Leverages Strategic Alliance with Autodesk to Bring Digital Twin Technology to Building Operators

Autodesk | September 28, 2022

iOffice + SpaceIQ, the global workplace technology company, has announced the release of Building Information Modeling (BIM) Viewer, which will leverage digital twins — digital representations of company assets and facilities — to transform and optimize operational performance. With the introduction of BIM Viewer, iOffice + SpaceIQ aims to help businesses eliminate operations blind spots by making it easier to connect asset and facilities data — enabling users to explore, locate, interact with, and report on space and asset data that was previously difficult to access. By reducing the knowledge gaps that occur in the handover from construction to operations, BIM Viewer businesses run their facilities and equipment as intended, ultimately contributing to a lower carbon future. Last year, iOffice + SpaceIQ announced a strategic investment by Autodesk to enhance the integration between Autodesk's BIM platform and Archibus, iOffice + SpaceIQ's integrated workplace management system. This release marks a major step forward for digital transformation initiatives in the historically fragmented building lifecycle by addressing several key challenges companies face when considering the implementation of digital twins, including difficulty with integration, overall system complexity, and the time and cost of building out the digital twin. The Archibus BIM Viewer uses Autodesk Forge® APIs to render BIM models stored in Autodesk Construction Cloud® or Autodesk Build, speeding the set-up process and significantly reducing the time it takes to train operations teams to use the technology. BIM Viewer enhances 3D BIM models with asset, operations, and space data, allowing asset and maintenance managers to quickly explore where their assets are, how they connect, which areas need attention, and how they impact the building and the business. By combining the power of design, operational, and performance data into a single platform, users will be able to improve efficiency and make smarter, more strategic decisions about their portfolios. "The voice of our customers drove us to find a new way to provide richer and more connected building and asset data. We're proud to be an innovator in this industry, BIM Viewer will ease the challenges many users have faced when adopting and deploying digital twin strategies, enabling companies to get up to speed on digital twin technology faster — with less complexity and quicker implementation." -Brandon Holden, Chief Executive Officer of iOffice + SpaceIQ. The new offering arrives amid growing interest in digital twins and calls to ramp up digital transformation initiatives. According to a recent Microsoft report, the adoption of digital twins has lagged behind other digital investments due to difficulties with integration and internal skill gaps. About iOffice + SpaceIQ: iOffice + SpaceIQ empowers how tomorrow will work, helping employees and companies adapt and thrive to produce better outcomes for the world. Our smart workplace technology enables over 10,000 organizations in 85 countries to improve business performance through intuitive, people-first space planning and operations. More than 2M end users rely on iOffice + SpaceIQ platforms to optimize more than 2B square feet of space valued at more than $64B, maintain mission-critical assets, and enhance how people interact with the workplace.

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ENGINEERING TECH,CONSTRUCTION

New Model-Based Workflows, Reality Capture and Extended File Support in Autodesk Construction Cloud Make BIM More Valuable to Construction Teams

Autodesk | September 28, 2022

Autodesk University – Autodesk, Inc. (NASDAQ: ADSK) today announced a suite of new capabilities across Autodesk Construction Cloud, making it easier for construction project teams to use and maximize the value of BIM from the office to the field. The enhancements provide all stakeholders with immediate access to model data and information that's relevant, empowering team members to simplify workflows and make critical decisions faster. Also announced today are significant advancements to Schedule and Cost Management capabilities within Autodesk Build, the comprehensive construction management and field collaboration solution of Autodesk Construction Cloud, aimed at helping customers deliver construction projects on time and on budget. "To stay in command of increasingly complex and demanding construction projects, we need to ensure teams can work from the latest information and quickly make informed decisions, The model is a great source of truth during design and planning, but data isn't easily transferred to construction teams during the build phase of a project. With the new model-based capabilities added to Autodesk Construction Cloud, we can use live Revit data to create assets, tie model properties directly to the assets, and view all the information we need in either 2D or 3D. We're now able to take full advantage of model data to save time across all projects, minimize miscommunication and make smarter business decisions." -James Mize, VDC and digital delivery specialist at CRB Group. Model data made easier for every stakeholder with new Autodesk Construction Cloud releases With the new advancements launched across Autodesk Construction Cloud today, construction teams can get immediate access to and work more easily with BIM data, empowering stakeholders to use model data to identify potential project impacts, operate more efficiently and make better decisions. Model-Based Workflows in Assets – Assets in Autodesk Build are now mapped and visualized in 3D using the latest design model, providing field teams with up-to-date asset tracking and equipment details. This simple automation helps to prevent errors associated with outdated model data and makes it easier to connect assets to RFIs, Submittals, Issues, Schedule, and other workflows. Model Property Breakdown – Massive design files can now be parsed out into more digestible portions by creating custom views of model properties that are relevant to that day's work. Now, customers can simply select or deselect elements including levels, property categories, rooms, disciplines, objects, or a custom property, to create a more readily and easily shareable view of the model. Model Property Breakdown will be available in Autodesk Build, Autodesk BIM Collaborate and Autodesk Docs. Read more and watch a video about this new feature on our blog. Publish to the Field – VDC teams in Autodesk BIM Collaborate can create and share ad hoc views and sign-off models with field stakeholders using a mobile device, all without leaving Autodesk BIM Collaborate. Paired with Model Property Breakdown, these tools remove manual steps, simplify model data for the field, and save time for the entire project. Publish to the Field is currently in open beta. Extended File Support for Mobile – Now customers can use their mobile app at the jobsite to navigate and interact with an expanded list of supported 2D and 3D design file types, including DWGs and 2D RVTs. Reality Capture in Autodesk Construction Cloud – Files from reality capture such as laser scans or photogrammetry can now be brought directly into Autodesk Construction Cloud, enabling VDC teams to record precise measurements, aggregate with other models, identify and resolve issues, take progress snapshots, and provide comprehensive closeout documentation. For example, using reality capture methods like laser scanning or photogrammetry, project teams can create and work with 3D models of existing structures, such as for new builds with existing facades or capturing existing conditions for infrastructure projects, all within Autodesk Construction Cloud. "Design files are packed to the brim with essential data, but each project stakeholder needs something different from the model, The advancements we're announcing make it easier to access model data, removing unnecessary steps and ensuring the latest information is directly in the hands of those who need it, whether they're in the office, the trailer or out in the field. Autodesk is empowering our customers to truly connect design to construction and drive tight collaboration across the entire project lifecycle." -Ilai Rotbaein, senior director, research and development, Autodesk Construction Solutions. About Autodesk: Autodesk is changing how the world is designed and made. Our technology spans architecture, engineering, construction, product design, manufacturing, media and entertainment, empowering innovators everywhere to solve challenges big and small. From greener buildings to smarter products to more mesmerizing blockbusters, Autodesk software helps our customers to design and make a better world for all.

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Lionbridge

Lionbridge

Lionbridge partners with brands to break barriers and build bridges all over the world. For more than 20 years, we have helped companies connect with global customers by delivering marketing, testing and globalization services in more than 300 languages. Through our world-class platform, we orchestr...

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Anatomy of Today’s Global Traveler

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Creating Content That Improves CX: A Q&A with Lionbridge & Aprimo

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