{"id":105034,"date":"2023-11-23T06:21:27","date_gmt":"2023-11-23T06:21:27","guid":{"rendered":"https:\/\/www.xmpie.com\/now-trending-with-katie-fisher-and-felix-blackburn-xmpie\/"},"modified":"2023-11-23T06:22:08","modified_gmt":"2023-11-23T06:22:08","slug":"now-trending-with-katie-fisher-and-felix-blackburn-xmpie","status":"publish","type":"post","link":"https:\/\/www.xmpie.com\/es\/now-trending-with-katie-fisher-and-felix-blackburn-xmpie\/","title":{"rendered":"Now Trending with Katie Fisher and Felix Blackburn, XMPie"},"content":{"rendered":"\n<p><a href=\"https:\/\/www.linkedin.com\/in\/katiecoleenfisher\/\" target=\"_blank\" rel=\"noreferrer noopener\">Katie Fisher<\/a>, Regional Sales Executive, and&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/felix-blackburn-1480621\/\" target=\"_blank\" rel=\"noreferrer noopener\">Felix Blackburn<\/a>, Canadian Sales Manager, at&nbsp;<a href=\"https:\/\/www.xmpie.com\/es\/\" target=\"_blank\" rel=\"noreferrer noopener\">XMPie<\/a>, join&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/deborahcorn\/\" target=\"_blank\" rel=\"noreferrer noopener\">Deborah Corn<\/a>&nbsp;to discuss the trending needs of printers identified at Printing United, unlocking XMPIE for cross-media marketing, and the role of AI in personalization. (Transcript and PDF download below).<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<iframe title=\"Libsyn Player\" style=\"border: none\" src=\"\/\/html5-player.libsyn.com\/embed\/episode\/id\/28691358\/height\/90\/theme\/custom\/thumbnail\/no\/direction\/forward\/render-playlist\/no\/custom-color\/319df1\/\" height=\"90\" width=\"100%\" scrolling=\"no\"  allowfullscreen webkitallowfullscreen mozallowfullscreen oallowfullscreen msallowfullscreen><\/iframe>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Mentioned in This Episode:&nbsp;<\/strong><\/h2>\n\n\n\n<p>Katie Fisher:&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/katiecoleenfisher\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.linkedin.com\/in\/katiecoleenfisher\/<\/a><\/p>\n\n\n\n<p>Felix Blackburn:&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/felix-blackburn-1480621\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.linkedin.com\/in\/felix-blackburn-1480621\/<\/a><\/p>\n\n\n\n<p>XMPie:&nbsp;<a href=\"https:\/\/www.xmpie.com\/es\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.xmpie.com\/<\/a><\/p>\n\n\n\n<p>XMPie Podcast Conference:&nbsp;<a href=\"https:\/\/podcasts.printmediacentr.com\/xmpie-podcast-conference-series\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/podcasts.printmediacentr.com\/xmpie-podcast-conference-series\/<\/a><\/p>\n\n\n\n<p>Printing United:&nbsp;<a href=\"https:\/\/www.printingunited.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.printingunited.com\/<\/a>&nbsp;<\/p>\n\n\n\n<p>Deborah Corn:&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/deborahcorn\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.linkedin.com\/in\/deborahcorn\/<\/a>&nbsp;<\/p>\n\n\n\n<p>Print Media Centr:&nbsp;<a href=\"https:\/\/printmediacentr.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/printmediacentr.com<\/a><\/p>\n\n\n\n<p>Project Peacock:&nbsp;<a href=\"https:\/\/projectpeacock.tv\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/ProjectPeacock.TV<\/a><\/p>\n\n\n\n<p>Girls Who Print:&nbsp;<a href=\"https:\/\/girlswhoprint.net\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/girlswhoprint.net<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/podcasts.printmediacentr.com\/wp-content\/uploads\/2023\/11\/Now-Trending-with-Katie-Fisher-and-Felix-Blackburn-XMPIE.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">PDF Transcript<\/a><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-transcript\">Transcript<\/h2>\n\n\n\n<p>[INTRODUCTION]<\/p>\n\n\n\n<p><strong>[0:00:05] DC:&nbsp;<\/strong>It takes the right skills and the right innovation to design and manage meaningful print marketing solutions. Welcome to Podcasts From the Printerverse, where we explore all facets of print and marketing that create stellar communications and sales opportunities for business success. I\u2019m your host, Deborah Corn, the Intergalactic Ambassador to the Printerverse. Thanks for tuning in. Listen long and prosper.&nbsp;<\/p>\n\n\n\n<p>[INTERVIEW]<\/p>\n\n\n\n<p><strong>[0:00:32] DC:&nbsp;<\/strong>Hey, everybody. Welcome to Podcasts From the Printerverse. This is Deborah Corn, your Intergalactic Ambassador. And today I am here with Team XMPie. XMPie, the leading provider of software for cross-media, variable data one-to-one marketing. Offers solutions to help businesses create and manage highly visual and engaging print and digital communications either as singular pieces or part of an omnichannel campaign.&nbsp;<\/p>\n\n\n\n<p>And today, I am joined by Katie Fisher. She is the Regional Sales Executive for the South-Central US. And podcast veteran, Felix Blackburn. The Canadian Sales Manager. Felix was part of the XMPie Podcast Conference that you can find on Podcasts From the Printerverse. That was a very entertaining program and informative. Welcome back to the program. And welcome to the program, Katie.&nbsp;<\/p>\n\n\n\n<p><strong>[0:01:30] KF:&nbsp;<\/strong>Great to meet you, Deborah. And I\u2019m excited about our topics today.<\/p>\n\n\n\n<p><strong>[0:01:34] DC:&nbsp;<\/strong>Excellent. Hi, Felix.&nbsp;<\/p>\n\n\n\n<p><strong>[0:01:36] FB:&nbsp;<\/strong>Hello. Thank you very much for the kind introduction.&nbsp;<\/p>\n\n\n\n<p><strong>[0:01:40] DC:&nbsp;<\/strong>Oh, please. You guys are the best. I stopped by your booth at PRINTING United and we had a really interesting conversation about getting together for this podcast and recapping the trends that you guys saw at the trade show. Obviously, workflow, customization, and personalization are very topical in the printing industry. And I was really interested. We see the articles written about it. We\u2019ll see your interactions from a corporate perspective. You know what I mean. The industry reports on the show.&nbsp;<\/p>\n\n\n\n<p>But I really wanted to get a boots-on-the-ground, in-the-board perspective about what the printers are actually talking about, feeling about this subject. And there was nobody better than XMPie to do that. Because most of the printers I speak with either have XMPie or have used it at some point in their career and they certainly know what it is.&nbsp;<\/p>\n\n\n\n<p>With that kind of grandiose opening, Felix, I\u2019m going to start with you. What were the trends that you were identifying in the \u2013 now, XMPie actually had two spots at Printing United. You were in the Xerox booth. And you had your own booth. I\u2019m also interested if they were the same conversations in both places. Please.<\/p>\n\n\n\n<p><strong>[0:02:58] FB:&nbsp;<\/strong>That\u2019s very interesting, Deborah. The show was a great venue for us. We had a lot of visitors. As we mentioned in the preparation of the podcast, a lot of printers have XMPie. We saw at the show the usual attendees, the users of XMPie. The guys in the pre-press shops and coming to see what\u2019s new with the software.&nbsp;<\/p>\n\n\n\n<p>But we also saw a lot of executives coming into the booth and say, \u201cWell, what else can I do with XMPie?\u201d And that was a great opportunity in our own booth to show the other aspects. Obviously, with our great partner, Xerox, we tend to work with a lot of workflow applications. But in our own, we had more opportunities to have a wider range of discussions and discussions with people that are not necessarily Xerox printers. I think it was a great opportunity.&nbsp;<\/p>\n\n\n\n<p>Katie, what\u2019s your perspective on the show?&nbsp;<\/p>\n\n\n\n<p><strong>[0:03:50] KF:&nbsp;<\/strong>Yeah, Felix. As you were talking, I shared a lot of the same conversations and I think had the same takeaways. One thing I will add though is talking about the difference in the Xerox booth versus in our own section, I feel like the conversations that we were having over in Xerox tended to be more surrounding automation in so much as like web-to-print type applications and getting product to digital presses. Where I felt like in our section, we had a little bit different conversation. It was more on personalization, and versioning, and getting creativity and pieces out that were engaging to customers.<\/p>\n\n\n\n<p><strong>[0:04:32] DC:&nbsp;<\/strong>Keeping this on a 30,000-foot level, Katie, would you say that most people were aware of XMPie that you were speaking with? Or were they there to \u2013 they heard something about it?&nbsp;<\/p>\n\n\n\n<p><strong>[0:04:42] KF:&nbsp;<\/strong>Yeah. It\u2019s funny. I think everybody has heard the name XMPie. You get different varying degrees of knowledge as to our software organization. We get the people, like Felix mentioned, who maybe used our desktop tool for some variable personalization. And then you have other people that understand that we do other things outside of just personalization at a desktop level.&nbsp;<\/p>\n\n\n\n<p>And so, exciting to be able to have those conversations about what other things XMPie can offer. And touching on some of those more highly robust applications as well as some cross-media and some digital communications for full-service campaigns.<\/p>\n\n\n\n<p><strong>[0:05:22] DC:&nbsp;<\/strong>I\u2019m really glad you brought that up. Because this is exactly what I want the meat of our conversation to be today. And you positioned it perfectly. You have a ton of customers. You have a ton of market share. But I guarantee you that some to many of your customers have no idea all of the things you can do with XMPie for whatever reason. They used it to immediately solve a problem and they just focus on that one thing and that one problem.&nbsp;<\/p>\n\n\n\n<p>I\u2019d really like to take this section in two sections if possible. First, of your current customers, what were they looking for in regards to the next level that they want to get to with your software? And what was some of the conversations you were having around that? And then the second is the customers who maybe heard of XMPie or never heard of XMPie but came and wanted to discover how it could help them, what were their problems, so to speak? And why they thought that you were the solution for it? The first one is about your current customers and the ways you can help them expand. Felix, start with you.<\/p>\n\n\n\n<p><strong>[0:06:36] FB:&nbsp;<\/strong>Typical customers would come to us and say, \u201cOh, we\u2019ve added this other piece of software. And how can we make them talk to each other?\u201d I think integration into other systems is definitely the majority of compositions with our existing customers.&nbsp;<\/p>\n\n\n\n<p>The industry is much more mature today than it was 10 years ago. And XMPie came was a pioneer in a lot of applications that are just starting to scratch the service today. You mentioned cross-media. Cross-media has been around for a long, long time. Everybody\u2019s been talking about cross-media, but only recently customers and printers are starting to look at applications and how can they sell more services to their clients with that option. And they don\u2019t know that XMPie does it. So, we start this conversation. They\u2019re like, \u201cWe\u2019d like to expand our services. And we\u2019d like to do this. And we\u2019d like to do that. And how can XMPie help us?\u201d And then we open the conversation saying, \u201cOh, but didn\u2019t you know that XMPie has invested in cross-media for years? And did you know that this aspect is more productive? This aspect will bring you more revenue?\u201d \u201cOh, I didn\u2019t know that.\u201d We had a lot of those conversations with existing customers and new customers.<\/p>\n\n\n\n<p><strong>[0:07:45] DC:&nbsp;<\/strong>Okay. Katie, let\u2019s get really specific about that. How are you defining cross-media and what are the features and functionalities that they could add to make this all manifest?&nbsp;<\/p>\n\n\n\n<p><strong>[0:07:57] KF:&nbsp;<\/strong>Deborah, that\u2019s a great question. Looking back at some of the conversations I had, I see people that use us for variable print. And they know the effectiveness of our tool and some of the creativity that they can get out of the engaging pieces that they\u2019re creating.&nbsp;<\/p>\n\n\n\n<p>But like Felix said, cross-media has been around for 10-plus years. A lot of printers out there they think, \u201cHey, I\u2019d really like to be able to capture some of that additional communications capabilities that my customers are asking for.\u201d And so, they start and they look at, \u201cWell, I\u2019m getting asked for emails.\u201d That\u2019s usually the first thing.&nbsp;<\/p>\n\n\n\n<p>And so, they go out and they try to find an application that\u2019ll do emails. And they realize that there\u2019s that connection there. You have to have pieces that communicate print and then emails that go along with them that have the same look and feel. That have the same engagement that are tied together.&nbsp;<\/p>\n\n\n\n<p>And it\u2019s very challenging when you have separate tech stacks that are handling each silo in marketing communications. And so, where XMPie really helps out and where we can have that broader conversation with our customers is, \u201cWouldn\u2019t it be nice to be able to not have to start fresh in every channel?\u201d To be able to repurpose some of that logic that you\u2019re creating. Some of the design aspects. And be able to offer more of a multi-channel campaign that could include not just the print and the emails, but perhaps personalized landing pages. Start incorporating personalized videos. And being able to offer that next level to your clientele.<\/p>\n\n\n\n<p><strong>[0:09:44] FB:&nbsp;<\/strong>That\u2019s a great point, Katie. And we talked about cleaning list, and bettering your database and sorting out the people that are not responsive. Part of the sustainability. Cross-media is a way to do this. If somebody\u2019s not responding to emails \u2013 and we all know that. I mean, we get hundreds of emails every day that we don\u2019t even look at. We put them in the trash.&nbsp;<\/p>\n\n\n\n<p>If we have an opportunity to click on something and get a response. And to further along, I get an email message. I get a text message. If nobody responds to anything, you can clean up your list with that data, that information that you don\u2019t have when you have silos that don\u2019t talk to each other.&nbsp;<\/p>\n\n\n\n<p>A lot of marketing companies out there are doing email marketing. But they\u2019re doing strictly email marketing. They don\u2019t correlate to what happens in the print. Print is completely a different world for a lot of digital companies. XMPie is the only company that bridges the two seamlessly. Email, to print, to SMS. And we even have customers that use personalized videos to promote products. And those are awesome applications.<\/p>\n\n\n\n<p>[BREAK]<\/p>\n\n\n\n<p><strong>[0:10:52] DC:&nbsp;<\/strong>Print Media Centr provides printspiration and resources to our vast network of print and marketing professionals. Whether you are an industry supplier, print service provider, print customer, or consultant, we have you covered. With topical sales and marketing content, event support, and coverage, these podcasts and an array of community-lifting initiatives. We also work with printer suppliers and industry organizations helping them to create meaningful relationships with customers and achieve success with their sales, social media, and content marketing endeavors. Visit printmediacentr.com and connect with the printerverse. Print long and prosper.<\/p>\n\n\n\n<p>[INTERVIEW CONTINUED]<\/p>\n\n\n\n<p><strong>[0:11:38] DC:&nbsp;<\/strong>I mean, obviously, these are customers of yours. They\u2019re already not afraid of Technology. They\u2019re not afraid to implement things. They\u2019ve obviously implemented XMPie.&nbsp;<\/p>\n\n\n\n<p>Katie, specifically, what are the features or functionalities they could look for in your software or look to speak to people at XMPie to help them take it from just using as a personalization tool to using it in this cross-media way? And what type of training does XMPie offer to support your customers?&nbsp;<\/p>\n\n\n\n<p><strong>[0:12:15] KF:&nbsp;<\/strong>Yeah. Thanks, Deborah. To continue that conversation, absolutely. XMPie, we\u2019re a very modular solution. People can really start anywhere at that desktop level. They can grow to server-based applications as their volumes grow. And then they can move over into different application areas.&nbsp;<\/p>\n\n\n\n<p>Like while we\u2019re talking now about cross-media, absolutely something that they can add to their XMPie ecosystem. As well, kind of that web-to-print that we talked about at the beginning of the conversation. And all along the way, XMPie is really there to support you. We have full-service training online through our XMPie campus. As things come up, you\u2019re never alone. You\u2019ve always got videos to kind of help guide you in different application areas.&nbsp;<\/p>\n\n\n\n<p>As well, we have on-staff instructors that can set up full-service training curriculums with you to work through or on a project basis. And then we have an application services team that can really help you develop that content and get things going. So you\u2019re never alone with us. We\u2019re there to kind of support you along the way, whether it\u2019d be the additional licensing piece of it or kind of that whole implementation process.&nbsp;<\/p>\n\n\n\n<p><strong>[0:13:32] FB:&nbsp;<\/strong>Yeah, Katie. Thank you for your input. I think there\u2019s one more aspect. It\u2019s the fact that we have the experience with different channels. A lot of our customers, they need to be guided. What is worth my time? What is worth my investment? And if they deal with somebody that has the experience, we can share with them, \u201cOkay. Well, this application is worthy. Because it\u2019s going to have a good return.\u201d \u201cOh, that one may not be as good for your environment.\u201d So our experience helps the printers be more efficient and get a better return.<\/p>\n\n\n\n<p><strong>[0:14:01] DC:&nbsp;<\/strong>The only thing I would add to that is, from a human perspective, you also have their trust. Because, otherwise, they wouldn\u2019t be in your booth. They would be in someone else\u2019s booth looking for another solution instead of coming to you and saying, \u201cYou\u2019ve gotten me this far. I trust you. What is next for me?\u201d I think that that\u2019s a testament that your customers are coming to you and saying, \u201cHelp me do more. You\u2019ve already helped me succeed in this area. Let\u2019s get to the next level.\u201d&nbsp;<\/p>\n\n\n\n<p>Speaking of getting to the next level, now I want to look at this as I\u2019m a printer. I know I have to do something to expand my services. I know that I need to be able to have new conversations with my customers, which go to capabilities and things like that. Why were prospective customers coming to you? And most important, who were they? If you could put them in some sort of demographic bucket. We\u2019ll start with you again, Felix. And that\u2019s only because I saw Felix at the show and had a conversation with him. Katie, you were busy in the other booth.<\/p>\n\n\n\n<p><strong>[0:15:08] FB:&nbsp;<\/strong>We saw a lot of different people at the show and I think it\u2019s hard to pinpoint exactly. We saw small printers. We saw large printers. I think the large printers have already started their journey into automation and to workflows. They came to very specific questions on how to do this specific thing.&nbsp;<\/p>\n\n\n\n<p>The smaller printers are coming to us because they\u2019re starting to do those faster turnaround jobs that are like smaller and repeat more often. They need help in the preparation. They need help in capturing those new jobs. And we can help obviously with our automation tools. And based on the fact that we are in design, so we can help even further upstream.&nbsp;<\/p>\n\n\n\n<p>I think a lot of smaller printers, they focus on the downstream. They focus on taking a job that\u2019s already created by a graphic designer and taking it in their workflows. And that\u2019s fine. I mean, there\u2019s nothing wrong with this. I was doing this as a printer 20 years ago. However, nowadays, you got to go a little bit further. You got to be more advanced in your helping customers order from you.&nbsp;<\/p>\n\n\n\n<p>I think our tools offer that solution. It helps create designs faster. Turn them around and push them into the workflows as opposed to strictly take the finished product and push it through the automation process.&nbsp;<\/p>\n\n\n\n<p>Katie, what do you think?&nbsp;<\/p>\n\n\n\n<p><strong>[0:16:26] KF:&nbsp;<\/strong>Felix, I think those are all great points. And I saw a lot of that as well. One thing I will add is that you can almost even look back in that whole printing cycle even further to the origination of that document. And I had a couple of conversations where, really, people who had used traditional VDP, more transactional, more templated type work. And that work has really evolved, right? It\u2019s no longer you know the billing, and the statements and things like that that are very templated and don\u2019t change. Instead, they\u2019ve more transitioned into more quick turn, more dynamic, more engaging, more relevant type pieces. And they want to look at being able to turn those quickly. So, have that speed, but not sacrifice any quality.&nbsp;<\/p>\n\n\n\n<p>And in the tools and the tech stack that they have existing, that there really is kind of not that middle ground there. It\u2019s either I do it correctly and accurately. And it\u2019s going to take a while. Or I do it quick and I don\u2019t necessarily have the same graphical intent that I had really wanted.&nbsp;<\/p>\n\n\n\n<p>And XMPie, because our approach is a little different with that whole modern VDP approach, we\u2019re able to really give them the best of both worlds. So, we can start with that really creative, engaging design document that\u2019s coming out InDesign and not have to move out of that interface. Be able to stay there and actually do the engagement, the logic, the rules, and allow them to quickly turn those pieces.<\/p>\n\n\n\n<p>[BREAK]<\/p>\n\n\n\n<p><strong>[0:18:08] DC:&nbsp;<\/strong>News from the Printerverse delivers topical sales and marketing insight, along with plenty of printspiration, one time a month to inboxes everywhere. Our contributors cover the industry and the future of print media and marketing with a strategy for strengthening your customer relationships, better targeting of your prospects, and practical advice for helping your business grow. Printspiration is just a click away. Subscribe to news from the Printerverse at printmediacentr.com. Print long and prosper.<\/p>\n\n\n\n<p>[INTERVIEW CONTINUED]<\/p>\n\n\n\n<p><strong>[0:18:45] DC:&nbsp;<\/strong>I want to stick with you for a second and talk about the D in the VDP. The data portion. I\u2019m really curious, regarding the potential customers that you spoke with, about how they\u2019re currently feeling about data, about having conversations with their customers to get it. And whether they are fully starting to realize the advantages of offerings with data.&nbsp;<\/p>\n\n\n\n<p><strong>[0:19:12] KF:&nbsp;<\/strong>Wow. That\u2019s great, Deborah. I think that\u2019s a huge topic. And I think at XMPie, we\u2019re talking about that on a daily basis. And the data piece, I will say, back to kind of Felix\u2019s smaller organizations, a lot of times they\u2019re a little bit uncomfortable handling that data and aren\u2019t exactly sure what to do with it. And so, we have a totally different conversation than we do with these organizations that have lived in data for 20-plus years. Looking at that data, I mean, we\u2019re there to help support you along the way and find the right avenue to be able to utilize that data in an effective manner.&nbsp;<\/p>\n\n\n\n<p><strong>[0:19:55] FB:&nbsp;<\/strong>That\u2019s a good point, Katie. I think, in the past, the paradigm was a customer provides a big database of names that they\u2019ve had for years and they just re-hash them. In today\u2019s world, that doesn\u2019t work anymore. First of all, with data security, with protection of confidentiality, especially in Europe and Canada. I\u2019m from Canada obviously. Data is extremely critical to protect it to the individuality of the users.&nbsp;<\/p>\n\n\n\n<p>The Paradigm has completely changed nowadays. You need to massage your data all the time. You need to weed out those names that want to be weed-out. I think the approach of taking from big company and big databases down to users is not working anymore. You have to be able to not only push the data but also get the data.&nbsp;<\/p>\n\n\n\n<p>And that\u2019s the key point with cross-media with XMPie. You don\u2019t only use your data to push to the user. You collect data, \u201cOh, this user did this. So, he\u2019s interested. So, let\u2019s move the conversation to a different level.\u201d So, we can help the conversation not just at the printing application, but also for marketing application.&nbsp;<\/p>\n\n\n\n<p>Not only can we take the data and use it, but we can actually push back and bring more customers to the fray. And those are marketing conversations. Printers need to talk to their customers and talk to what is it they\u2019re trying to do. Are they trying to just push information the old way? Print millions and millions and millions of the same thing that goes 99% in the garbage? Or are they trying to help their users create better marketing applications? And that\u2019s where we can help. Two-way communication. Not just one way, the old traditional push a lot of paper out there.&nbsp;<\/p>\n\n\n\n<p><strong>[0:21:44] DC:&nbsp;<\/strong>I definitely agree with what you\u2019re both saying. But I really still want to get way more organic with this. Because I think we talk pain points, we talk what are the fears that printers might have moving to this data step. And I\u2019m going to say this, there\u2019s a small printer out there and he has or she has access to a regional business that has five different landscaping companies, how do you convince them to go to that landscaping company and say, \u201cHi. I need your data,\u201d without \u2013 you know what I\u2019m saying? That is sort of where my question is coming from.&nbsp;<\/p>\n\n\n\n<p>The value of once you have it and what can be done with it for XMPie, I hope that everybody understands. If not, go get a demo very quickly. But I want to go further back and talk to those people who don\u2019t know how to ask for data or know what the proper things to ask for are. Katie, how do you guys address that in, hopefully, a very calm manner? Because it\u2019s very scary. I don\u2019t like to ask for data. I don\u2019t like it on my computer, you know?&nbsp;<\/p>\n\n\n\n<p><strong>[0:23:04] KF:&nbsp;<\/strong>Oh, my. Wow. Deborah, I agree with you there. There\u2019s so much data out there. People do have a little bit of fear allowing some of that outside of their control. And there are a couple ways that that can be addressed. One way is you only ask for the data that you really need, right?&nbsp;<\/p>\n\n\n\n<p>If we\u2019re doing an engaging piece, we don\u2019t need Social Security numbers. We don\u2019t need you know the firstborn kids\u2019 names or anything like that. Make sure that they understand that they want to provide you that information that it\u2019s going to be utilized inside that document. Okay? And that could be name, address, but could also include demographic information. Could include past purchase history. Things like that that you\u2019re using for that relevance feature.&nbsp;<\/p>\n\n\n\n<p>And then make sure that that data is transmitted securely to you. Don\u2019t have somebody emailing over a list to you that they\u2019re going to be used in that campaign. Make sure that there\u2019s some sort of security in that transmission of that data. Whether it\u2019d be going to a secure website or something like that.&nbsp;<\/p>\n\n\n\n<p>Felix, did you want to add to that?<\/p>\n\n\n\n<p><strong>[0:24:13] FB:&nbsp;<\/strong>Yes. I\u2019d like to add something that\u2019s important. And I think maybe it\u2019s less important in the US because the laws are a little bit different. But with GDPR \u2013&nbsp;<\/p>\n\n\n\n<p><strong>[0:24:20] DC:&nbsp;<\/strong>Well, you guys are pushing us, unfortunately. If we have Canadians on our list, we have to adhere to your standards.&nbsp;<\/p>\n\n\n\n<p><strong>[0:24:28] FB:&nbsp;<\/strong>Exactly. And it\u2019s important for printers to know that one of the key aspects of using the data to email is to provide the capability for the users to unsubscribe.&nbsp;<\/p>\n\n\n\n<p>Deborah, you\u2019ve used email marketing tools, I\u2019m sure, outside of XMPie and you\u2019ve seen that the first thing that is in every single package is the ability to unsubscribe. And you get that out of the box with XMPie. That\u2019s an important aspect. Dealing with somebody that has the experience of managing data will provide you with a better service to your clients. And we understand that very well. And that\u2019s just a small example, the unsubscribe. But there\u2019s a lot more to it. And give control to the users. And give interface. And give \u2013 when we say cross-media, it\u2019s not just pushing data to the customer. It\u2019s also providing personalized email and websites. So the user can just check into his data, \u201cWhat is it that this company knows about me?\u201d We can provide that as part of the package. A lot of the rules, law, and regulations are built into a platform with a company like XMPie who has been dealing with this for a long time, especially outside of the US.&nbsp;<\/p>\n\n\n\n<p>[BREAK]<\/p>\n\n\n\n<p><strong>[0:25:42] DC:&nbsp;<\/strong>Like what you hear? Leave us a comment. Click a few stars, share this episode, and please subscribe to the show. Are you interested in being a guest and sharing your information with our active and growing global audience? Podcasts are trending as a potent direct marketing and educational channel for brands and businesses who want to provide portable for customers and consumers. Visit printmediacentr.com, click on podcast, and request a partner package today. Share long and prosper.<\/p>\n\n\n\n<p>[INTERVIEW CONTINUED]<\/p>\n\n\n\n<p><strong>[0:26:15] DC:&nbsp;<\/strong>Okay. As the most non-technical person on this podcast, I\u2019d like to actually make a suggestion to the printers out there on a great way to open up the data conversation with people who might be afraid of giving you their data. And I\u2019m not talking about a major corporation. They know that they need to do database marketing. I\u2019m talking about \u2013 like I said, we\u2019ll use this regional landscaping company as an example.&nbsp;<\/p>\n\n\n\n<p>And I love the predictive thing. Because you already know things about people. And if we look at landscaping, there are certain times of the year that you plant certain things. There\u2019s literally a schedule built in for it. It\u2019s actually a great example. If you\u2019re a printer, print up a couple of postcards. One with tulips on it. One with roses on it. One with fruit trees on it. Oranges, right? Bring it to the landscaping company and say, \u201cWe would send this one to all your customers who always plant tulips, or buy tulip bulbs from you, or offer those people a deal on that,\u201d and so on and so forth for the other ones. And give them a visualization of what it would be like the actual engagement of a human to see something that has meaning for them on the cover of a postcard besides a logo of their company. What do you think about that?&nbsp;<\/p>\n\n\n\n<p><strong>[0:27:41] FB:&nbsp;<\/strong>I think it\u2019s good, Deborah. I think the key is to know who it is and have this information or develop that information. And I think that\u2019s where AI can help us a lot. We were showing at the show of this new AI application that was basically putting more information about what the user came from and it would actually describe. Let\u2019s say you enter this form and you say you\u2019re from Atlanta. You would get a piece that would be personalized to you and would talk about Atlanta today. What are the key features and what\u2019s happening in Atlanta?&nbsp;<\/p>\n\n\n\n<p>I think AI can greatly help us with data, and that personalization and that variability to be more effective. Because just having data and just the tulip color is great. But it does not necessarily address why do you print tulip. Oh, maybe you print tulip because of this event. Maybe you\u2019re printing tulip because there\u2019s \u2013 AI will \u2013&nbsp;<\/p>\n\n\n\n<p><strong>[0:28:32] DC:&nbsp;<\/strong>In this case, we\u2019re printing a tulip because the landscapers have customers that every year they go and they plant tulips. So, they can predict that they might be doing it again this year. And then if they\u2019re going to speak to those people, make them an offer specifically about tulips, there\u2019s not roses on the \u2013 or a generic photo on the thing.&nbsp;<\/p>\n\n\n\n<p>I\u2019m just saying, it\u2019s a visualization of the possibilities. So, everybody who is in the tulip category gets the tulips. I also like to use this example with vets. Don\u2019t send me a picture of an iguana if I have a dog, right? Or even my dog could be on there if you want to get really crazy.&nbsp;<\/p>\n\n\n\n<p>Katie, what do you think about the visualization approach?&nbsp;<\/p>\n\n\n\n<p><strong>[0:29:16] KF:&nbsp;<\/strong>No. I think that\u2019s great. I think it all comes back to preparation, right? You can look at preparation and create things per one per each individual or you can look at preparation and allow data, or to Felix\u2019s suggestion, AI, to kind of help guide you in making that preparation there for that relevance that Deborah\u2019s looking for.&nbsp;<\/p>\n\n\n\n<p>Now I know \u2013 based on who\u2019s visited my vet facility, I know that they have a dog, right? Let\u2019s put the dog on the postcard and say, \u201cFyto is due for his shots on this day.\u201d And maybe even take that personalization the next step and look at personalized imaging. And maybe now Fyto has his name on his collar in the picture. Or he puts a little paw print in the ground and it spells out Fyto or something along those lines.&nbsp;<\/p>\n\n\n\n<p>It really is preparation. And just know that you don\u2019t have to create each of those preparation pieces individually. Allow software like an XMPie or an AI solution to help guide you in that process.&nbsp;<\/p>\n\n\n\n<p><strong>[0:30:30] DC:&nbsp;<\/strong>I just want to reiterate that it\u2019s not about the vet, or the landscape, or the printer. It\u2019s about the person who receives that postcard saying these people understand me. They know my dog. They know my planting season. They know I love tulips. They know I love roses. You don\u2019t want to like get out of that system. It goes back to trust. You already have a circle of trust built. Why would you go outside of that?&nbsp;<\/p>\n\n\n\n<p>And the more that I see that they know me, not in a creepy way because we know we can\u2019t do that anymore. But the more I feel like I\u2019m in this, I don\u2019t want to get out of it. I think it\u2019s a great marketing tool. And I\u2019m glad that you are starting to see more questions about, \u201cI\u2019ve never used data before, but I know I need to start doing it. Help me, please. Help me, please.\u201d And you have solutions. Do you have any solutions? Or how do you address \u2013 the security issue is the last thing I\u2019m going to ask about this.<\/p>\n\n\n\n<p><strong>[0:31:34] FB:&nbsp;<\/strong>There are many aspects to security, Deborah. The number one is, obviously, the infrastructure and where your data is. And you can rely on a partner like XMPie because we do extensive testing, penetration test. You mentioned that you\u2019re not a very technical person. I\u2019m not either. But we have 100 engineers back in Israel doing this day-in, day-out. They test these servers and make sure that they\u2019re secure.&nbsp;<\/p>\n\n\n\n<p>The other aspect is a lot of our bigger customers, they prefer to have the data in their own infrastructure. They prefer to be able to manage it and control it. If you go to a lot of the smaller companies out there to do variable data on software as a service, SaaS, you don\u2019t know. First of all, where is the server? Is it in the US? Is it in the Orient? Is it in China? You don\u2019t know. Dealing with XMPie, you know exactly where your data is. You know who manages it. And we test in day-in, day-out for security. Dealing with a trusted partner I think is key.&nbsp;<\/p>\n\n\n\n<p><strong>[0:32:36] KF:&nbsp;<\/strong>I would agree, Felix. On that note, what\u2019s nice about XMPie is the fact that we can put your software anywhere you want it to be. If you want it on-premise, in your facility and have ultimate control on it, you can. If you want us to host it in a secure environment that\u2019s an instance just for yourself, you can do that. If you want to host it in your own AWS instance, or Azure, or whatever other cloud-hosting company you have, you have control over that.&nbsp;<\/p>\n\n\n\n<p><strong>[0:33:07] DC:&nbsp;<\/strong>And you help everybody figure that out and set it up. And you\u2019re with them the whole entire time. Correct?&nbsp;<\/p>\n\n\n\n<p><strong>[0:33:13] KF:&nbsp;<\/strong>Absolutely.<\/p>\n\n\n\n<p><strong>[0:33:14] DC:&nbsp;<\/strong>Okay. Fantastic. We spoke about trends that you\u2019ve identified with customers and potential customers coming to speak to you. And you did mention sustainability a few times. And that is certainly a gigantic trend in the industry. As a software company, I\u2019m very interested in your perspective on this and your point of view that you share during the conversations you have. Katie?&nbsp;<\/p>\n\n\n\n<p><strong>[0:33:43] KF:&nbsp;<\/strong>Yeah, Deborah. It\u2019s hard to really put a concept or a visualization across sustainability. Because it is such a broad topic. Now I will say, what we do as a software organization is we help printers, instead of printing lots of static communications out into the world that aren\u2019t necessarily relevant or targeted \u2013&nbsp;<\/p>\n\n\n\n<p><strong>[0:34:08] DC:&nbsp;<\/strong>Yeah. We call those spray and pray, right?&nbsp;<\/p>\n\n\n\n<p><strong>[0:34:11] KF:&nbsp;<\/strong>Right. Help them to transition and educate the market that they can get more relevance out of smaller amounts of communications that are targeted and more intended for the recipient that\u2019s going to receive those.&nbsp;<\/p>\n\n\n\n<p><strong>[0:34:31] FB:&nbsp;<\/strong>I think there\u2019s another aspect that\u2019s very important. A lot of printers come to us and say, \u201cOh, our customers is asking to provide a go paperless option.\u201d With XMPie, you can migrate your existing printed communications to email and personalized websites. That\u2019s I think a great contribution to sustainability. Go paperless. Amazingly enough, with a web-to-print company, you can go paperless with XMPie.&nbsp;<\/p>\n\n\n\n<p><strong>[0:35:00] DC:&nbsp;<\/strong>Okay. To wrap this up, Katie, make your best pitch to your current customers to check you out for an upgrade. And, Felix, you make one to potential customers to come see you, schedule a demo or visit you with the next tradeshow. Katie, start with you.<\/p>\n\n\n\n<p><strong>[0:35:16] KF:&nbsp;<\/strong>All right. Well, for all you XMPie clients out there, we appreciate you value your business. I just want the opportunity to show you what else XMPie has to off offer. As I mentioned, we\u2019re very modular. You may have a flavor of XMPie at one level or another. But just know that there\u2019s always existing opportunities for you to kind of upgrade and allow enhancements to that ecosystem.&nbsp;<\/p>\n\n\n\n<p><strong>[0:35:43] FB:&nbsp;<\/strong>Absolutely. I think every printer out there is very smart at optimizing their workflows and optimizing the way that they were going about doing business. So, we can help them in that. Way we can help them evolve into a communication provider. Looking not only after print, but looking after all digital communications to existing base. That\u2019s one of the avenue that we can help.&nbsp;<\/p>\n\n\n\n<p>We can connect to other systems. I would say 90% of vast majority of printers out there are expanding their applications and going to do this thing or this shiny new thing. And how can I optimize my data? How can I use what I already have with XMPie to address those new needs and new applications? And we can help. Obviously, give us a call and we\u2019ll go over your application and help you optimize it and make it more rewarding.&nbsp;<\/p>\n\n\n\n<p><strong>[0:36:34] DC:&nbsp;<\/strong>Excellent.<\/p>\n\n\n\n<p><strong>[0:36:35] FB:&nbsp;<\/strong>Sorry for my French accent.<\/p>\n\n\n\n<p><strong>[0:36:39] DC:&nbsp;<\/strong>It\u2019s okay. I was trying to say something in French, but I don\u2019t speak French. Everything you need to connect with Katie, and Felix and XMPie is in the show notes, including a link to our very popular podcast conference that we recorded with XMPie.&nbsp;<\/p>\n\n\n\n<p>Thank you all so much for your time and attention. Until next time, print long and prosper.&nbsp;<\/p>\n\n\n\n<p>[OUTRO]<\/p>\n\n\n\n<p><strong>[0:37:04] DC:&nbsp;<\/strong>Thanks for listening to Podcasts From the Printerverse. Please subscribe. Click some stars and leave us a review. Connect with us through printmediacentr.com. We\u2019d love to hear your feedback on our shows and topics that are of interest for future broadcasts. Until next time. Thanks for joining us. Print long and prosper.<\/p>\n\n\n\n<p>[END]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Katie Fisher and Felix Blackburn, at XMPie, join Deborah Corn to discuss the trending needs of printers identified at Printing United, unlocking XMPIE for cross-media marketing, and the role of AI in personalization.<\/p>\n","protected":false},"author":12,"featured_media":105029,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[505],"tags":[],"class_list":["post-105034","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-posts-es"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.5 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Now Trending with Katie Fisher and Felix Blackburn, XMPie - XMPie<\/title>\n<meta name=\"description\" content=\"Katie Fisher and Felix Blackburn, at XMPie, join Deborah Corn to discuss the trending needs of printers identified at Printing United, unlocking XMPIE for cross-media marketing, and the role of AI in personalization.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.xmpie.com\/es\/now-trending-with-katie-fisher-and-felix-blackburn-xmpie\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Now Trending with Katie Fisher and Felix Blackburn, XMPie\" \/>\n<meta property=\"og:description\" content=\"Katie Fisher and Felix Blackburn, at XMPie, join Deborah Corn to discuss the trending needs of printers identified at Printing United, unlocking XMPIE for cross-media marketing, and the role of AI in personalization.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.xmpie.com\/es\/now-trending-with-katie-fisher-and-felix-blackburn-xmpie\/\" \/>\n<meta property=\"og:site_name\" content=\"XMPie\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/xmpie\" \/>\n<meta property=\"article:published_time\" content=\"2023-11-23T06:21:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-11-23T06:22:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.xmpie.com\/wp-content\/uploads\/2023\/11\/hosted-by-deborah-corn.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"750\" \/>\n\t<meta property=\"og:image:height\" content=\"375\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Josie Stein\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@XMPie\" \/>\n<meta name=\"twitter:site\" content=\"@XMPie\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Josie Stein\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"27 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.xmpie.com\/es\/now-trending-with-katie-fisher-and-felix-blackburn-xmpie\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.xmpie.com\/es\/now-trending-with-katie-fisher-and-felix-blackburn-xmpie\/\"},\"author\":{\"name\":\"Josie Stein\",\"@id\":\"https:\/\/www.xmpie.com\/es\/#\/schema\/person\/92727884f05b38a45c2de1354334588f\"},\"headline\":\"Now Trending with Katie Fisher and Felix Blackburn, XMPie\",\"datePublished\":\"2023-11-23T06:21:27+00:00\",\"dateModified\":\"2023-11-23T06:22:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.xmpie.com\/es\/now-trending-with-katie-fisher-and-felix-blackburn-xmpie\/\"},\"wordCount\":6406,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.xmpie.com\/es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.xmpie.com\/es\/now-trending-with-katie-fisher-and-felix-blackburn-xmpie\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.xmpie.com\/wp-content\/uploads\/2023\/11\/hosted-by-deborah-corn.jpg\",\"articleSection\":[\"Entradas de blog\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.xmpie.com\/es\/now-trending-with-katie-fisher-and-felix-blackburn-xmpie\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.xmpie.com\/es\/now-trending-with-katie-fisher-and-felix-blackburn-xmpie\/\",\"url\":\"https:\/\/www.xmpie.com\/es\/now-trending-with-katie-fisher-and-felix-blackburn-xmpie\/\",\"name\":\"Now Trending with Katie Fisher and Felix Blackburn, XMPie - 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