Defending Upper-Funnel Spend To A CFO

Marketers chase new tools before fixing the basics. Damien Voita, Principal Campaign Manager at AdRoll, has nine years of agency and in-house experience in paid media and integrated campaign strategy. He covers how to optimize media strategy for the holidays, including full-funnel campaigns across the open web for mid-sized brands. He also explains why you should get the baseline fundamentals right before adding new tactics or tools to your stack. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iHereEverything.com.

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  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical lifespan of an article is about 24 to 36 hours.

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  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's a host of the Martech Podcast, Benjamin Shapiro.

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  I'm Benjamin Shapiro, and joining me today is Damian Volta, Principal Campaign Manager at AdRoll, a multi-channel advertising platform that helps mid-sized brands run full funnel campaigns across the open web. And today Damian is going to explain how to optimize your media strategy for the holidays. All right, I want to move on to a different subject. What did 20 years as an intermediate rhythm guitarist teach you about marketing?

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  Learn to love the fundamentals and the basics to be able to play in time, to play with a metronome, to know the notes on the neck of the guitar. It can be very, you know, I'm guilty of this, you can't see all of my guitars in the background, but it can be really easy as a guitarist to get sucked into the newest piece of gear or even software recently, there's like all these amp modelers. I think marketers sometimes get sucked into, oh, I need the new piece of gear, like I need the new thing that I'm going to add to my stack, or I need to do this new tactic that I heard about, which is, can be helpful, but if you're not, you know, practicing your scales, playing with the metronome, doing your warmups, and kind of doing some of those fundamentals, you know, lipstick on a pig might be a little bit harsh, but hey, we need to have the baseline stuff correct before we start stacking all these extra complicated

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  things on top of it.

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  You and I see eye to eye on this, and the history lesson for me was I had a great career. I was working in business development at eBay and was on the corporate track to get promoted and decided I was gonna, because I loved playing guitar and I wasn't very good at it, I was going to start a guitar lesson startup, StrumSchool.com, rest in peace. And I was going to teach people how to play guitar and use my technology experience to do that. And all of this was because I wasn't that good of a guitar player, because I was so busy worrying about what tools and all this other stuff I should use, I never bothered to learn really how to be a great guitar player. And somehow it led me into being a podcast host, and that's a story for another time.

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  All right, that wraps up this episode of the Martech Podcast. Thanks for listening to my conversation with Damian Voita, the Principal Campaign Manager at AdRoll. If you'd like to get in touch with Damian, you can find a link to his LinkedIn profile in our show notes or in his company's website, which is AdRoll.com, a sponsor of the Martech Podcast. And if you haven't subscribed yet and you want a weekly stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube, and we'll be back in your feed next week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

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  Thanks for listening to the Martech Podcast, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit iHereEverything.com.