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This is the third part of a series of articles on how GenAI is revolutionizing Rev-Ops functions in enterprise technology businesses. In the first part, we saw some broad applications of Gen AI in Rev Ops. In the second article, we explored how GenAI use cases are being developed and deployed in the first of the four core Rev Ops pillars - business strategy and planning. In this article, we move on to the second Rev Ops pillar- Marketing. A little bit about myself - I am a Sr. Director of Rev Ops at Cisco. Here is my LinkedIn profile - prior to Cisco, I was a Manager at McKinsey, with a background in Industrial Robotics and Electrical Engineering. Marketing is one of the principal functional areas that is primed to leverage the full potential of generative technology : multi-modality (text, audio,and video), scale, rapid iteration, automation, and creativity- all can be leveraged to unlock a step-change in how Marketing is executed. And Enterprises big and small are already leveraging these capabilities in their day-to-day. Key advantages of Gen AI in marketing: Enhanced customer understanding at scale: GenAI based capabilities help generate  deeper insights into customer preferences and persona, from a variety of structured and unstructured data including video interactions, customer feedback, product / service usage, and telemetrics to generate a truly 360 degree view of customers and leads, improving conversion rates and quality of engagement. Systems are already capable of taking this a bit further, generating product recommendations, as shown by Stitch Fix.


Hyper Personalization at scale: Previously, marketing efforts had to be prioritized to the biggest customer opportunities, and the best that B2B sales came to personalized marketing was Account Based Marketing. Gen AI offers the ability to deliver unprecedented levels of personalization of campaigns and strategies at scale. Marketers can now go beyond audience segments and be truly personalized even in lower tiers like SMB which previously were starved of quality marketing resourcing.


Content creation and automation : Gen AI is multi-modal, and can be extremely creative, reducing time and resources required to create individualized marketing campaigns, collateral, landing pages, and email campaigns. What previously took weeks, can now be accomplished in hours with a fraction of the manpower needed. Companies that are leveraging AI to generate extremely personalized email campaigns have already started seeing differentiated results.


Marketing Analytics and Strategy: Gen AI has unprecedented ability to combine vast and disparate data sets to generate reliable and nuanced insights faster. It enhances the accuracy of key tools of marketers such as attribution mix modeling, media mix optimization, and Search Engine Optimization, while lowering marginal cost dramatically. It also facilitates rapid experimentation and A/B testing, and optimization of campaigns across multiple dimensions. One no longer needs an army of analysts to support a growth campaign- just the right combination of skills and tools.


Automation and efficiency: McKinsey estimates that gen AI could increase marketing productivity by 5-15%, worth about $463 billion annually. The productivity enhancement is expected to happen across three dimensions: human augmentation (providing leverage to human teams, helping them scale), automated agents working alongside humans to accomplish complex tasks, and eventually, through the creation of automated teams that own significant portions of workflows. What sounded like distant future is almost here today - and the race is on to be the first and best at leveraging the potential of this technology to the fullest extent. As the Gen AI landscape and capabilities evolve, adoption is expanding and new workflows and applications of Gen AI in Marketing are being uncovered rapidly. The rich entrepreneurial activity in this space is testament to the value at stake. But as the industry collectively navigates this space, it will be important to do so with adequate guardrails around privacy, and content rights - two of the most important concerns with the evolution of Gen AI. And these concerns are extremely valid and noteworthy in this space. It will be interesting to watch how industry, advocate groups and governments come together to shape this space in the coming days. This is the third part of a series of articles on how GenAI is revolutionizing Rev-Ops functions in enterprise technology businesses. In the first part , we saw some broad applications of Gen AI in Rev Ops. In the second article, we explored how GenAI use cases are being developed and deployed in the first of the four core Rev Ops pillars - business strategy and planning. In this article, we move on to the second Rev Ops pillar- Marketing. In the first part In the first part A little bit about myself - I am a Sr. Director of Rev Ops at Cisco. Here is my LinkedIn profile - prior to Cisco, I was a Manager at McKinsey, with a background in Industrial Robotics and Electrical Engineering. LinkedIn profile LinkedIn profile Marketing is one of the principal functional areas that is primed to leverage the full potential of generative technology : multi-modality (text, audio,and video), scale, rapid iteration, automation, and creativity- all can be leveraged to unlock a step-change in how Marketing is executed. And Enterprises big and small are already leveraging these capabilities in their day-to-day. Key advantages of Gen AI in marketing: Enhanced customer understanding at scale: GenAI based capabilities help generate  deeper insights into customer preferences and persona, from a variety of structured and unstructured data including video interactions, customer feedback, product / service usage, and telemetrics to generate a truly 360 degree view of customers and leads, improving conversion rates and quality of engagement. Systems are already capable of taking this a bit further, generating product recommendations, as shown by Stitch Fix. Hyper Personalization at scale: Previously, marketing efforts had to be prioritized to the biggest customer opportunities, and the best that B2B sales came to personalized marketing was Account Based Marketing. Gen AI offers the ability to deliver unprecedented levels of personalization of campaigns and strategies at scale. Marketers can now go beyond audience segments and be truly personalized even in lower tiers like SMB which previously were starved of quality marketing resourcing. Content creation and automation : Gen AI is multi-modal, and can be extremely creative, reducing time and resources required to create individualized marketing campaigns, collateral, landing pages, and email campaigns. What previously took weeks, can now be accomplished in hours with a fraction of the manpower needed. Companies that are leveraging AI to generate extremely personalized email campaigns have already started seeing differentiated results. Marketing Analytics and Strategy: Gen AI has unprecedented ability to combine vast and disparate data sets to generate reliable and nuanced insights faster. It enhances the accuracy of key tools of marketers such as attribution mix modeling, media mix optimization, and Search Engine Optimization, while lowering marginal cost dramatically. It also facilitates rapid experimentation and A/B testing, and optimization of campaigns across multiple dimensions. One no longer needs an army of analysts to support a growth campaign- just the right combination of skills and tools. Automation and efficiency: McKinsey estimates that gen AI could increase marketing productivity by 5-15%, worth about $463 billion annually. The productivity enhancement is expected to happen across three dimensions: human augmentation (providing leverage to human teams, helping them scale), automated agents working alongside humans to accomplish complex tasks, and eventually, through the creation of automated teams that own significant portions of workflows. What sounded like distant future is almost here today - and the race is on to be the first and best at leveraging the potential of this technology to the fullest extent. Enhanced customer understanding at scale: GenAI based capabilities help generate  deeper insights into customer preferences and persona, from a variety of structured and unstructured data including video interactions, customer feedback, product / service usage, and telemetrics to generate a truly 360 degree view of customers and leads, improving conversion rates and quality of engagement. Systems are already capable of taking this a bit further, generating product recommendations, as shown by Stitch Fix. Enhanced customer understanding at scale: GenAI based capabilities help generate  deeper insights into customer preferences and persona, from a variety of structured and unstructured data including video interactions, customer feedback, product / service usage, and telemetrics to generate a truly 360 degree view of customers and leads, improving conversion rates and quality of engagement. Systems are already capable of taking this a bit further, generating product recommendations, as shown by Stitch Fix. help generate  deeper insights help generate  deeper insights Hyper Personalization at scale: Previously, marketing efforts had to be prioritized to the biggest customer opportunities, and the best that B2B sales came to personalized marketing was Account Based Marketing. Gen AI offers the ability to deliver unprecedented levels of personalization of campaigns and strategies at scale. Marketers can now go beyond audience segments and be truly personalized even in lower tiers like SMB which previously were starved of quality marketing resourcing. Hyper Personalization at scale: Previously, marketing efforts had to be prioritized to the biggest customer opportunities, and the best that B2B sales came to personalized marketing was Account Based Marketing. Gen AI offers the ability to deliver unprecedented levels of personalization of campaigns and strategies at scale . Marketers can now go beyond audience segments and be truly personalized even in lower tiers like SMB which previously were starved of quality marketing resourcing. the ability to deliver unprecedented levels of personalization of campaigns and strategies at scale the ability to deliver unprecedented levels of personalization of campaigns and strategies at scale Content creation and automation : Gen AI is multi-modal, and can be extremely creative, reducing time and resources required to create individualized marketing campaigns, collateral, landing pages, and email campaigns. What previously took weeks, can now be accomplished in hours with a fraction of the manpower needed. Companies that are leveraging AI to generate extremely personalized email campaigns have already started seeing differentiated results. Content creation and automation : Gen AI is multi-modal, and can be extremely creative, reducing time and resources required to create individualized marketing campaigns, collateral, landing pages, and email campaigns. What previously took weeks, can now be accomplished in hours with a fraction of the manpower needed. Companies that are leveraging AI to generate extremely personalized email campaigns have already started seeing differentiated results . email campaigns have already started seeing differentiated results email campaigns have already started seeing differentiated results Marketing Analytics and Strategy: Gen AI has unprecedented ability to combine vast and disparate data sets to generate reliable and nuanced insights faster. It enhances the accuracy of key tools of marketers such as attribution mix modeling, media mix optimization, and Search Engine Optimization, while lowering marginal cost dramatically. It also facilitates rapid experimentation and A/B testing, and optimization of campaigns across multiple dimensions. One no longer needs an army of analysts to support a growth campaign- just the right combination of skills and tools. Marketing Analytics and Strategy: Gen AI has unprecedented ability to combine vast and disparate data sets to generate reliable and nuanced insights faster. It enhances the accuracy of key tools of marketers such as attribution mix modeling, media mix optimization, and Search Engine Optimization, while lowering marginal cost dramatically. It also facilitates rapid experimentation and A/B testing, and optimization of campaigns across multiple dimensions. One no longer needs an army of analysts to support a growth campaign- just the right combination of skills and tools. accuracy of key tools of marketers accuracy of key tools of marketers Automation and efficiency: McKinsey estimates that gen AI could increase marketing productivity by 5-15%, worth about $463 billion annually. The productivity enhancement is expected to happen across three dimensions: human augmentation (providing leverage to human teams, helping them scale), automated agents working alongside humans to accomplish complex tasks, and eventually, through the creation of automated teams that own significant portions of workflows. What sounded like distant future is almost here today - and the race is on to be the first and best at leveraging the potential of this technology to the fullest extent. Automation and efficiency: McKinsey estimates that gen AI could increase marketing productivity by 5-15%, worth about $463 billion annually . The productivity enhancement is expected to happen across three dimensions: human augmentation (providing leverage to human teams, helping them scale), automated agents working alongside humans to accomplish complex tasks, and eventually, through the creation of automated teams that own significant portions of workflows. What sounded like distant future is almost here today - and the race is on to be the first and best at leveraging the potential of this technology to the fullest extent. gen AI could increase marketing productivity by 5-15%, worth about $463 billion annually gen AI could increase marketing productivity by 5-15%, worth about $463 billion annually As the Gen AI landscape and capabilities evolve, adoption is expanding and new workflows and applications of Gen AI in Marketing are being uncovered rapidly. The rich entrepreneurial activity in this space is testament to the value at stake. But as the industry collectively navigates this space, it will be important to do so with adequate guardrails around privacy, and content rights - two of the most important concerns with the evolution of Gen AI. And these concerns are extremely valid and noteworthy in this space. It will be interesting to watch how industry, advocate groups and governments come together to shape this space in the coming days.

Reimagining Rev-Ops with Gen AI: Precision Marketing 

Mozilla Firefox is one of the most popular web browsers around, and for good reason. It's fast, secure, open-source, and it's backed by an organization that actually respects your privacy. That's why at PrivacyTools as a general-purpose browser for most users. we recommend Firefox We think Firefox is fantastic out of the box, but where it really shines is customizability. By adjusting Firefox privacy settings and using helpful add-ons, you can increase your privacy and security even further. 1. Change Your Search Engine This is an easy one if you're looking for some protection from big advertising networks. In the tab of your Firefox Preferences, change your to something other than Google. Search Default Search Engine Out of the built-in options, DuckDuckGo is the most privacy respecting service, but there's a number of that can be easily installed as well. search engines we would recommend 2. Enhanced Tracking Protection Now we'll delve into the biggest set of options for people like us, Firefox's options section. First up is their . This set of filters is set to Standard by default, but we'll want to change it to Strict for more comprehensive coverage. Privacy & Security Enhanced Tracking Protection Strict protection takes a stronger stance against third-party trackers and cookies, but in rare situations it can break some websites. However, there's no need to worry about enabling it here. If you suspect the Strict browsing protection is breaking a website you visit frequently, you can disable it on a site by site basis with the shield icon in the address bar. Disabling Enhanced Tracking Protection will of course decrease your privacy on that site, so you will have consider whether that's something you are willing to compromise on, on a site-by-site basis. Another benefit of Firefox's Enhanced Tracking Protection is that it can actually speed up your browsing! Advertising networks and social media embeds can sometimes make your browser download huge files just to show an ad or a like button, and blocking those out trims the fat, in a sense. 3. Disabling Telemetrics When you use Firefox, Mozilla collects information about what you do, what kind of extensions you have installed, and various other aspects of your browser. While they claim to do this in a privacy-respecting way, sending as little data as possible is always preferred from a privacy standpoint, so we would go ahead and uncheck all the boxes under just to be safe. Firefox Data Collection and Use 4. Clearing Cookies Regularly For more advanced users, Firefox provides the option to delete all your cookies and site data every time Firefox is closed. Cookies and site data are little pieces of information sites store in your browser, and they have a myriad of uses. They are used for things like keeping you logged in and saving your website preferences, but they also can be used to track you across different websites. By deleting your cookies regularly, your browser will appear clean to websites, making you harder to track. This will likely log you out of websites quite often, so make sure that's an inconvenience you're willing to put up with for enhanced tracking protection. 5. Enable DNS over HTTPS DNS (or the Domain Name System) is what your browser uses to turn domain names like privacytools.io into IP addresses like 145.239.169.56. Because computers can only make connections to IP addresses, it's necessary to use DNS every time you visit a new domain. But DNS is unencrypted by default, that means everyone on your network (including your ISP) can view what domains you're looking up, and in some situations even change the IP answers to redirect you to their own websites! Encrypting your DNS traffic can shield your queries and add some additional protection to your browsing. Encrypted DNS takes many forms: DNS over HTTPS (DoH), DNS over TLS, DNSCrypt, etc., but they all accomplish the same thing. They keep your DNS queries private from your ISP, and they make sure they aren't tampered with in transit between your DNS provider. Fortunately, Firefox recently added native DoH support to the browser. On the page of your preferences, scroll down to and open . At the bottom of the window you will be able to select "Enable DNS over HTTPS" and choose a provider: General Network Settings Keep in mind that by using DoH you're sending all your queries to a single provider, probably Cloudflare unless you choose that supports DNS over HTTPS. While it may add some privacy protection from your ISP, you're only shifting that trust to the DoH provider. Make sure that's something you want to do. another provider It should also be noted that even with DoH, your ISP will still be able to see what domain you're connecting to because of a technology called Server Name Indication (SNI). Until SNI is encrypted as well, there's no getting around it. Encrypted SNI (eSNI) is in the works — and can actually be today — but it only works with a small number of servers, mainly ones operated by Cloudflare, so its use is limited currently. enabled on Firefox Therefore, while DoH provides some additional privacy and integrity protections, its use as a privacy tool is limited until other supplemental tools like eSNI and are finalized and implemented. DNSSEC 6. Use an Adblocker By far, the biggest privacy concern when browsing the web today is third-party tracking networks, like large advertisers and social media companies. Additionally, the use of online advertisements to spread malware and cryptominers ( ) has seen a recent upswing in popularity. This is why we recommend all users use a good adblocker on their browser. malvertising We recommend , an efficient ad- and tracker-blocker that is easy on memory, and yet can load and enforce thousands more filters than competing blockers. We trust it because it is completely open-source, and unlike its competitors, it has no monetization strategy: There's no "Acceptable" ads program or a similar whitelist like many other adblockers feature. uBlock Origin 7. Install "HTTPS Everywhere" HTTPS is the secure, encrypted version of HTTP. When you see an address starting with https:// along with the padlock in your browser's address bar, you know that your connection to the website is completely secure. This is of course important when you're logging into websites and sending your passwords and emails in a form. But it also prevents people on your network and your ISP from snooping in on what you're reading, or changing the contents of an unencrypted webpage to whatever they want. Therefore, is a must-have extension, all it does is upgrade your HTTP connections to HTTPS wherever possible. And because it works silently in the background, you probably will never notice it! We trust HTTPS Everywhere because it is completely open-source, and is developed by the , a non-profit dedicated to promoting private and secure technologies. HTTPS Everywhere Electronic Frontier Foundation Of course, it only works with sites that support HTTPS on the server's side, so you'll still need to keep an eye on your address bar to make sure you're securely connected. But fortunately more and more websites have implemented HTTPS thanks to the advent of free certificates from organizations like Let's Encrypt. 8. Install "Decentraleyes" When you connect to many websites, your browser is most likely making connections to a myriad of "Content Delivery Networks" like Google Fonts, Akamai, and Cloudflare, to download fonts and Javascript that make the website run. This generally makes websites look and feel better, but it means you're constantly making connections to these servers, allowing them to build a fairly accurate tracking profile of you. works by impersonating those CDNs locally in your browser. When a website wants to download a program like jQuery, instead of connecting to a remote CDN Decentraleyes will serve the file from its own cache of files. This means that you'll won't have to make remote CDN connections for the files that Decentraleyes supports, and therefore the remote CDNs can't track your browser. Decentraleyes Because everything is stored locally instead of on a far away server, Decentraleyes has the added benefit of speeding up your browsing as well. Everything happens instantly, and you won't see a difference in the websites you visit. 9. Consider Multi-Account Containers Mozilla has an in-house add-on called that allows you to isolate websites from each other. For example, you could have Facebook in a container separate from your other browsing. In this situation, Facebook would only be able to set cookies with your profile on sites within the container, keeping your other browsing protected. Multi-Account Containers A containers setup may be a good alternative to techniques like regularly deleting cookies, but requires a lot of manual intervention to setup and maintain. If you want complete control of what websites can do in your browser, it's definitely worth looking into, but we wouldn't call it a necessary addition by any means. Additional Resources — Our comprehensive set of recommendations for browsers and tweaks you can make to enhance your privacy is a great next step for more advanced users looking to protect their privacy online. Web Browsers at PrivacyTools — For more advanced users, the ghacks user.js is a "configuration file that can control hundreds of Firefox settings [...] which aims to provide as much privacy and enhanced security as possible, and to reduce tracking and fingerprinting as much as possible - while minimizing any loss of functionality and breakage". ghacks user.js — Of course, we always recommend reading through the privacy statement of any organization you deal with, and Mozilla is no exception. Mozilla's Privacy Policy Firefox Privacy Summary In conclusion, we believe that Firefox is the most promising browser for privacy-conscious individuals. The non-profit behind it seems truly dedicated to promoting user control and privacy, and the good defaults coupled with the sheer customizability of the browser allow you to truly protect your information when you browse the web.

Nine Essential Privacy Settings and Add-ons for Mozilla Firefox

Startups looking to change the future of work with PwC Over the past few months we’ve been scouring the country for the best startups looking to take on the challenge of pioneering the future of work in three verticals: Cyber Security Artificial Intelligence IoT (Smart Office) The teams join us for 12 weeks as we take them through an intensive programme, focussed on developing product market fit, gaining traction and ensuring they are ready to raise further funding come demo week in mid April. The programme is run from a brand new dedicated space at PwC’s London office at Union Street, London Bridge. The teams will benefit from expertise and resources from hosts PwC (especially in Cyber Security) and their employees as well as our extensive mentor and investor network. So without further ado, here are the 7 startups joining IncuBus Future of Work @PwC: is a mobile app that gives you complete control of all your smart home devices. Today’s IoT market is disparate and fragmented, with no single unifying platform. Alfred is your digital butler, simplifying connectivity by integrating with all leading devices. Alfred Smart Home One app, one install, that’s it. Whether at home or in the office Alfred allowsyou to set controls and easily monitor your environment to help save you time and money. ® is two next generation telemetrics devices collecting and providing insight on motorist habits. Autoemo Existing telematics solutions are limited, they record vehicle data rather than driver behaviour which causes the majority of insurance claims. Using both facial emotion and voice tone analysis, Autoemo® acts as a clearing house between drivers and insurers, detecting a driver’s attentiveness and emotional state of mind, providing better data on their actions and the cause of accidents. is a personal productivity app, helping employees plan, focus and reflect on their day. Flowcus In our ever-connected world where access to information is a distraction that promotes procrastination, it’s harder than ever to effectively complete tasks without interruption. Using browser based filters with productivity and mindfulness best practices, Flowcus optimises efficiency by allowing users to shut out noise, get in flow and get stuff done. is the one solution to manage all your employee and visitor entry needs. Ingress One Ingress One is a SaaS platform to manage building entry and access control via mobile & tablet apps. Think of it like having a boarding pass app, for any office. It lowers the costs associated with managing building entry, speeds up access and provides new data & communication opportunities. is a proactive security monitoring platform for internet-facing systems. Intruder Cyber threats are ever-changing and require dedicated oversight. Existing services are inadequate, overly complex to configure and operate, and the jargon produced is often confusing, requiring specialist interpretation. Intruder provides a simple cloud based security solution which continually scans your digital assets, highlighting vulnerabilities and outlining remediation advice in the simplest terms. is a cyber intelligence product that pro actively safeguards data stored and shared within the cloud. ShareOptic Fulfilling regulatory compliance & security obligations is a fundamental part of conducting business online and companies face reputational damage and or fines by failing to verify trust. By utilising advanced dynamic profiling techniques, the ShareOptic unified security solution ensures that the entities, individuals or applications you share data with can be trusted, thereby pro actively reducing the associated risk & costs. is an online identity and authentication platform. Solfyre Enterprise users and customers are increasingly online, and are required to register and maintain multiple accounts across a multitude of services. Managing these identities is an inherently broken system, inefficient and overwhelming. Solfyre has a suite of mobile, server and browser technologies that automate and streamline the authentication process through its IA Engine, combining biometric and behavioural modelling to confirm user identity and assure data security. Applications for our next incubator programme is now open. learn more and ! IncuBus Retail apply now If you’d be interested in learning about potential mentoring opportunities you can . apply here If you’re interested in joining us for the Future of Work demo day, sign up to our newsletter to be first to hear when tickets are released: http://eepurl.com/6fH29

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