AdTechGod Pod - Bonus Episode: The Brand Forum with Workday’s Erika Lamoreaux

Release Date: April 17, 2025
Host: AdTechGod
Guest: Erica Lamro

Introduction

In this compelling bonus episode of the AdTechGod Pod, titled "Bonus Episode: The Brand Forum with Workday’s Erika Lamoreaux," host Jeremy Bloom and co-host Josh Palau delve deep into the intricate world of brand marketing within an ad tech-driven landscape. Featuring Erica Lamro, a seasoned marketer with over two decades of experience, the episode explores the challenges and innovations shaping the advertising technology industry today.

Guest Introduction

Jeremy Bloom [00:32]:
Jeremy warmly welcomes Erica Lamro, highlighting her extensive background in brand media, agency, ad tech, and her current role at Workday. He commends her ability to drive full-funnel performance and enhance brand favorability while balancing numerous personal commitments, including motherhood and leadership roles outside of work.

Notable Quote:
"When not living and breathing modern marketing, Erica's a dedicated mom to two teenage girls, a passionate Girl Scout leader, a full-time soccer chauffeur, and an aspiring winemaker." [00:32]

Developing a Compelling Brand Story in an AdTech-Driven World

The conversation kicks off with Josh Palau posing a critical question about building a compelling brand story amidst increasing automation in ad tech.

Josh Palau [02:09]:
"How do you think about developing that compelling brand story in this increasingly automated world?" [02:09]

Erica Lamro [02:42]:
Erica emphasizes that ad tech is not solely about performance. She reflects on her early days at Clorox, where data scarcity necessitated a strong focus on branding. She explains how modern B2B environments, rich in data, still require brand marketers to maintain top-of-funnel activities.
"If you're a brand marketer that isn't neck deep in ad tech, then you're missing something." [02:42]

Balancing Brand and Performance Marketing

Jeremy and Josh explore the delicate balance between brand and performance marketing, especially in B2B contexts.

Erica Lamro [04:21]:
Erica discusses the persistent gap between brand and performance marketing. She introduces the "95.5 rule," where the majority of the audience is not yet ready to engage, highlighting the need for brand strategies to nurture these potential leads.
"We live and die by the 95.5 rule. We know that 95% of our audience is not ready or willing to talk to us yet. And so that's where we need brands to support that 95%." [04:21]

Maintaining Brand Authenticity in a Digital and Automated Environment

Jeremy probes into how brands can remain authentic despite the noise and automation prevalent in digital marketing.

Jeremy Bloom [05:23]:
"Help us understand, though, just how do you ensure that your brand remains authentic throughout that chasm?" [05:23]

Erica Lamro [06:12]:
Erica highlights the importance of storytelling and leveraging customer testimonials to maintain authenticity. She cites Workday's Super Bowl ad as an example of effectively breaking through the noise while keeping the brand message genuine.
"A lot of that authenticity comes through storytelling and us not talking about ourselves, having other people talk about us in a way that adds validity to our message." [06:56]

Notable Quote:
"Brand is a lot more about storytelling and that storytelling is from people that are already our customers, that love us and that want to talk about us." [07:00]

Challenges in Marketing Roles: Measurement and Budgeting

The discussion shifts to the challenges marketers face, particularly in measurement and budget allocation.

Jeremy Bloom [10:03]:
Jeremy asks Erica about the biggest challenges in her marketing role, touching on aspects like measurement and budget pressures.

Erica Lamro [10:31]:
Erica speaks candidly about the difficulty of measuring full-funnel impact and the tension between brand-building and immediate pipeline goals. She underscores the frustration of occasionally sacrificing brand initiatives to meet short-term targets.
"The measurement thread is always going to be key. And still there's so many missing pieces in telling a full funnel story." [10:31]

Notable Quote:
"A big part of my job is being like the internal evangelist to say like, cool, I get it, I'm playing along. But remember, next quarter... we're going to put money back into these things." [11:51]

The Impact of AI on Brand Marketing

Jeremy introduces the topic of artificial intelligence, querying Erica on its transformative potential in brand marketing.

Jeremy Bloom [14:36]:
"When you think about just what's taking place in our industry, when you think about AI... how is it transforming the ways that brands connect with their audiences?" [14:36]

Erica Lamro [14:41]:
Erica expresses cautious optimism about AI, acknowledging its utility in streamlining marketing tasks but also cautioning against over-reliance. She emphasizes the need for authenticity and the potential risks of AI-generated content breaking consumer trust.
"AI isn't necessarily going to solve that problem for me. I still am going to have to be explaining to my agency team..." [16:32]

Notable Quote:
"We have integrated AI into the product that we're selling... it's real and you can't ignore it." [16:32]

Erica's Passions Beyond Marketing

In a delightful pivot, Erica shares her personal passions, offering listeners a glimpse into her life outside the marketing realm.

Erica Lamro [17:46]:
Erica opens up about her roles as a mother, Girl Scout leader, and aspiring winemaker. She recounts earning a winemaking certificate at UC Davis during the COVID-19 pandemic, showcasing her dedication to lifelong learning and personal growth.
"I'm a winemaker without a winery. I can tell you all about the chemistry and the viticulture..." [18:04]

Notable Quote:
"Building tomorrow's women leaders is incredibly important. It's a lot more than selling cookies." [19:08]

Conclusion

As the episode wraps up, Erica emphasizes her passion for both her professional and personal endeavors. The hosts express their appreciation for her insights and multifaceted personality, reinforcing the episode's theme of celebrating the minds behind ad tech.

Erica Lamro [21:01]:
"I love what I do for work and I love the people that I work with and I love being able to go have a glass of wine with them." [21:01]

Jeremy Bloom [21:08]:
"You are such a smart and talented wise soul. We appreciate you being here..." [21:18]

Key Takeaways

1. Integration of Brand and Ad Tech: Effective brand marketing in today's world requires a deep integration with ad tech to harness data and automation without sacrificing authenticity.

2. Balancing Act: Marketers often face the challenge of balancing long-term brand building with short-term performance metrics, necessitating strategic budget allocations.

3. Authenticity through Storytelling: Maintaining brand authenticity is achievable through genuine storytelling and leveraging customer testimonials.

4. AI as a Tool, Not a Crutch: While AI offers efficiencies, it must be used thoughtfully to enhance, not undermine, authentic brand connections.

5. Personal Growth and Leadership: Erica's journey underscores the importance of personal development and leadership beyond professional achievements, inspiring listeners to cultivate a balanced and fulfilling life.

This episode of the AdTechGod Pod provides invaluable insights into the evolving landscape of brand marketing within the ad tech sphere, enriched by Erica Lamro's expertise and personal experiences. Whether you're a seasoned marketer or new to the field, the discussions offer actionable strategies and thoughtful reflections on building authentic brands in a digitally driven world.