AdTechGod Pod Bonus Episode: The Brand Forum with Workday’s Erika Lamoreaux
Apr 17, 2025
Join Erika Lamoreaux, a seasoned marketer with over 20 years of experience, as she shares insights from her role at Workday. She discusses the evolving landscape of brand marketing within ad tech, emphasizing the importance of storytelling and data utilization. Erika highlights authentic brand storytelling in B2B marketing, along with strategies to reach audiences reluctant to convert. She also touches on the impact of nostalgia in marketing, AI's role in consumer engagement, and the challenges of balancing brand building with budget constraints. A must-listen for aspiring marketers!
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Transcript
Episode notes
Brand Building with Ad Tech
- Use ad tech for brand building, not just performance marketing.
- Brand marketers must understand ad tech to prove brand value and measure attention beyond viewability.
Bridging Brand and Performance
- Brand and performance marketing are often treated separately, creating a gap in strategy.
- Brand marketing supports the 95% of the audience not ready to buy, nurturing them for future conversion.
Super Bowl Ad: Awareness vs. Conversion
- Workday's Super Bowl ad with rock stars effectively raised brand awareness, but didn't necessarily translate to direct sales.
- Follow-up actions are crucial to connect with the target audience and drive conversions after a big brand campaign.