B2B marketing in the tech space has long been known for its dry, jargon-filled content and uninspired campaigns. But Emma Chalwin, CMO of Workday, is flipping the script. With a rockstar approach and a keen eye on ROI, she’s making enterprise software marketing effective and fun again.
Turning the Tables on Traditional B2B Marketing
It’s rare to hear the word “fun” coming from a corporate CMO in B2B tech, yet Chalwin has made it a cornerstone of Workday’s marketing strategy. After joining Workday, a leader in payroll and talent management software, Chalwin set out to run marketing like a business, balancing creativity with measurable returns. “For every dollar I spend, I need to show its impact on the business,” Chalwin states, emphasizing her commitment to results.
But numbers aren’t everything. “Fun is one of our core values,” she adds. And it’s this ethos that drives Workday’s bold and engaging campaigns.
Rock Star Campaigns That Capture Attention
Chalwin’s standout campaign, featuring music legends like Billy Idol, Joan Jett, and Gwen Stefani, is a testament to her belief that B2B can be fun. The series of ads, which have already won awards, feature rock stars confronting corporate professionals who dare to call themselves “rock stars” for hitting targets. The humor, star power, and unexpected nature of the campaign are proving successful, with Workday seeing a 17% boost in lead-to-sale conversions.
The CMO Dashboard
While the rock star campaign gets the headlines, Chalwin ensures that the results back up the hype. With a new CMO dashboard, she tracks every dollar spent, ensuring that each campaign has a measurable impact on the company’s bottom line. “Nothing annoys a business more than a marketer talking about leads when the sales numbers aren’t growing,” she says.
Hiring for Skills, Not Degrees
Chalwin’s strategy goes beyond marketing, she’s revolutionizing how Workday hires. By prioritizing skills over formal degrees, she’s diversifying the talent pool and fostering a culture of innovation. This approach isn’t just for marketing. “We’re modeling the kind of hiring we want to see in our customers,” Chalwin explains.
AI and Workday’s Forward Thinkers Platform
Chalwin’s innovation extends to how she views AI. Instead of fearing it, she’s embracing it. New research from Workday shows that employees are optimistic about AI’s role in reshaping skills, with 93% reporting that AI frees them to take on more strategic responsibilities. Looking ahead, Chalwin is launching a ‘forward thinkers’ platform to highlight customers pushing the boundaries of AI and HR.
Emma Chalwin’s approach proves that enterprise tech doesn’t have to be dull and that marketing can, be fun. Her combination of creativity, business rigor, and a touch of rock ‘n’ roll might be the blueprint for the next wave of B2B marketing.
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