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!
21:44
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Quick takeaways
- Effective brand strategies must integrate performance and brand marketing while balancing short-term goals with long-term awareness, particularly in B2B contexts.
- Authentic storytelling, often driven by customer voices, is essential for brands to differentiate themselves and foster meaningful engagement amidst marketing automation.
Deep dives
Building Brands in an Ad Tech-Driven World
Successfully constructing compelling brand narratives in a landscape increasingly dominated by ad tech is a central theme. Effective brand marketers must not only embrace the available data but also implement it thoughtfully to connect with consumers at the right moment. The discussion emphasizes the necessity of integrating both performance and brand marketing techniques, especially in B2B contexts where 95% of potential customers may not yet be ready to engage. This requires a strategic balance between short-term performance goals and long-term brand awareness initiatives.
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