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Live Conference Recap BY Jessica Swenson | May 13, 2026

Cut Costs, Not Corners: Effective Marketing in Lean Times

Don’t be afraid to question things you’ve always done, says Allison Gillespie, VP of marketing for O'Reilly Media. “We as marketers always need to look at that, while also leaving room for experimentation, because everything is changing and the playbooks we’ve been using for years are not working anymore,” she said.Rapidly changing landscapes in technology and customer behavior are forcing organizations to think creatively about fundamental shifts in their marketing effectiveness. This was the topic of a panel discussion moderated by Workforce Observer founder Subadhra Sriram at From Day One’s Silicon Valley marketing conference.Traditional qualified leads can feel like a marketing-driven initiative without any sales buy-in. That’s why Kumarbabu Vanapalli, VP of digital experience & engagement for Infineon Technologies, worked with junior sales reps to co-define valuable leads and experiment with continuous feedback loops and weekly iterations to refine lead targeting. “Our job is to enable salespeople to sell, not tell them which leads they have to go after,” he said. This strategy grew Infineon’s lead pipeline to over 55,000 per year over the course of three years.With customer indicators coming from multiple sources, customer voice, leads, socials, marketing now requires an omnichannel approach, says Gillespie. She believes it is crucial to find the right mix of channels and be flexible enough to redirect underperforming initiatives into new opportunities.Leaders spoke on the executive panel titled, "Effective Marketing in Lean Times: Creative Approaches to Delivering Value"AI search functionality is quickly reshaping marketing measurement as we know it. Hugh Burnham, head of search (SEM / SEO) at Ford Motor Company, shared that 70% of informational Google searches do not get past the AI overview, which makes traditional metrics like website visits and page flow less relevant. He encourages active optimization of your website content for AI-driven discovery.“Being passive and looking at your Google Analytics or Adobe is last year,” Burnham said. “You really need to change things, like crawlability, citation score, sentiment analysis, and how is your citation viewed?”Echoing the need for updated metrics, Andrea Cutright, VP of marketing for Upwork, says that Upwork replaced over one-third of its KPIs within its most recent annual planning cycle. “If you haven't swapped out a lot of your KPIs, you’re not watching where the market’s going.”Sajag Chikarsal, VP of marketing at DigiCert, advocates for a shift to revenue-aligned marketing measurement. By redirecting his marketing organization’s focus from top of the funnel to metrics like deal velocity, average sales cycle, and average sales price trends, he is able to connect focus areas back to specific marketing channels. “Now you can even say how many leads or MQLs or engagements am I getting from the AEO,” Chikarsal said, “and are they converting at a faster pace than the leads that I’m generally getting from the website from just pure SEO?”Rather than building content based on brand messaging, Burnham suggests researching real user questions and using FAQ structures and schema markup tools to create content that’s more easily discoverable by AI agents. “What ends up happening is, your answers from your website populate the Google ‘also asked’ questions. That also helps get a signal to the AIO so your data ends up showing your circuit.”Treating FAQs as living documents and ensuring they are written conversationally, says Vanapalli, makes your content more likely to match AI query patterns, increasing the chance that it will show up in searches.Internal AI transformations can drive marketing value as well, as long as organizations avoid some common mistakes like misalignment with customer needs and focusing solely on AI as a tool rather than a broader strategy.A clear definition of success and structured experimentation are important steps to effectively pilot and implement AI, says Cutright. Lack of confidence in outcomes can create barriers, but working together to define success provides a tangible, shared goal for teams to pursue. “You can visualize or feel your path to that success, rather than what I’ve seen some peers struggling with, where you just need to move to AI. That can be a little bit overwhelming, and it can’t really feel real.”To ensure consistency and avoid legal risks, warns Burnham, companies must standardize any LLM tools used by their teams, including the capability to monitor use and inputs. It’s also critical to reskill talent from authors and creators to editors and strategists. When using AI for content, journalistic integrity is paramount. “Make sure that your editors are also very good at prompt data and make sure that they read it. They just don’t copy and paste it.”Framing AI as a growth opportunity rather than a threat can help gain marketer buy-in and encourage skill-building, says Cutright. Show employees how they can eliminate repetitive or disliked tasks, she suggests, and create environments that are safe for experimentation. She told the story of Upwork’s Festival of Failure, which celebrates learnings based on failed initiatives, creating a safe space for employees to explore new things and learn from each other.Marketing leaders also embrace unconventional methods to drive ROI. To maximize his team’s cost efficiency, rather than investing in expensive event sponsorships, Chikarsal sends sales development reps to events with meeting quota targets. This has reduced their cost-per-opportunity from $23,000 to $6,500, while giving them better insights from direct customer interactions and breakout sessions.In-person engagement through trade shows, dinners, and events are outperforming digital marketing for O’Reilly Media, says Gillespie. People want to see that there is a human behind the brand, so direct interaction, especially at trade shows, helps reinforce trust. “Going back to that very human face-to-face is actually moving the needle. And we get so much direct attribution from trade shows.”Cutright advocates for a simple solution that empowers teams and helps integrate new processes: “Just give people permission to move in the new direction without trying to hang onto what’s in the past.”Jessica Swenson is a freelance writer and proofreader based in the Midwest. Learn more about her at jmswensonllc.com.(Photos by Josh Larson for From Day One)

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Live Conference Recap BY Jessica Swenson | May 08, 2026

Designing an Employee Experience That Inspires, Recognizes, and Supports

Given the amount of change and disruption in today’s workplace, the employee experience is really the change experience, says Renu Sharma, head of learning and skill development at HP.“Learning and change management are no longer a support function. They’re really defining the employee experience,” Sharma told moderator Rachael Myrow, senior editor at KQED, during a panel discussion at From Day One’s Silicon Valley conference. Sharma advocated for using clarity, transparency, and skill-building to give employees the confidence they need to adapt and remain productive. HP also offers leadership development to support leaders helping their teams navigate and prepare for change.Agile, human-centered leadership development systems are another key to building better employee environments, says Michel-Riyad Nabti, senior director of learning and development for Autodesk. By using enterprise-wide data to personalize leadership training and inform workflow capabilities, Nabti’s group positions people leaders to effectively guide teams through change.“We’re focused on building high performance, and also building capabilities for managers to be drivers of change and lead teams through change, because of the inevitability of continuous change,” he said. “As we look at defining what those competencies look like, we are also examining, how do we continuously evolve [them] to reflect the needs of the organization and externalities that are having an impact on the company?”The human side of transformation needs to be considered, says Matt Jackson, chief growth officer for Unmind. Workplace transformations can amplify the existing life stressors that employees bring to work every day, he says, so investing heavily in technology but neglecting the psychological impact often leads to transformation failure.Panelists spoke about "Designing an Employee Experience That Inspires, Recognizes, and Supports" at the Silicon Valley eventIt’s also important to recognize the emotional process that employees must manage while going through change, says Hari Date, principal consultant at Workhuman. Rather than enforcing top-down mandates that require employees to “just deal with” a change, allow time for them to adjust. “Give them that time to process and just understand and be aware that you’ve already gone through that journey. They’re just hearing it for the first time; give them that time and that grace to go through that,” he said. Panelists agreed that providing support to employees doesn’t have to be complex. Citing a Gallup survey, Jackson said, “The biggest driver of engagement, from a manager’s behavior, is having one meaningful conversation with a direct report each week.”Providing a safe space for learning also emerged as a common theme. By creating structured learning spaces and sharing internal success stories, says Sharma, HP helps employees build confidence through visibility and continuous learning, which helps scale adoption of new concepts like AI. It also helps connect team members who have similar challenges. “[Make] sure you're providing them a safe space and having that trust and psychological safety where they can come and learn.”According to Nabti, normalizing AI experimentation, reducing the stigma around using AI tools, and encouraging discussion of how AI shows up in daily work can also help foster a sense of psychological safety. “How do you open up that conversation and create an AI-native mindset so that your team feels fully invited into that conversation and has the opportunity to grow as individuals while they grow in terms of performance,” he said. Leaders acknowledge that AI adoption requires both cultural and behavioral shifts within an organization. Cynthia Hannah, VP of talent development and experience at Okta, stresses that AI adoption is shaped by perception and can be uneven across organizational levels. She has found that leadership teams are more on the leading edge of AI use, but aren’t necessarily sharing their experience with the organization. That has helped Okta to ask the right questions to find its footing with workforce AI proficiency.“What does getting everyone proficient on AI look like, and how do we keep building the skills on that as we go forward?” Hannah asked. By starting with that core proficiency, you can better position the organization to integrate AI into meaningful workflows and create value.A focus on adapting mindsets, skills, and expectations can help balance anxiety with healthy tension to promote AI adoption. Nabti and team are looking at how AI is fundamentally changing their teams’ workflows while also exploring how it can augment human potential.Hannah acknowledges AI skill gaps but sees great opportunity for talent and HR professionals. “If you're in the talent space, it's been really hard to take the recognition data, the performance data, the feedback that happens in a class, and actually have all those signals together. There's just a real drive to make all the systems talk together to have that insight.”Despite concerns that managers will be replaced by AI, many companies are actually using it to support managers with coaching, education, recognition insights, and workflow innovations.Unmind centralizes training materials and best practices into a single proprietary AI coach to boost the effectiveness of newly promoted managers, says Jackson.The use of AI-driven employee recognition data allows Workhuman clients to identify engagement gaps, take proactive retention actions, and recommend new hire mentors. By shifting your perspective on recognition analytics, Date asserts that you can pick up attrition signals and take early actions to prevent employee turnover.Hannah suggests that thinking critically about how and why your organization is using AI can help you find new ways to add business value and engage teams. “When you start to talk about what’s possible that wasn’t possible before, that clicks into creativity. Now it’s change you’re leading versus change you’re responding to, and you can engage your teams in that.”Organizational change and AI technologies aren’t going anywhere, so leaders need to embrace transparency, clarity, and employee-centered strategies to keep teams engaged and guide them into these new spaces. With a long-term view of AI-driven workplaces and lifestyles, Date said, “I think, for now, it’s just figuring out how we coexist in this world that we’re building.” Jessica Swenson is a freelance writer and proofreader based in the Midwest. Learn more about her at jmswensonllc.com.(Photos by Josh Larson for From Day One)

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What Our Attendees are Saying

Jordan Baker(Attendee) profile picture

“The panels were phenomenal. The breakout sessions were incredibly insightful. I got the opportunity to speak with countless HR leaders who are dedicated to improving people’s lives. I walked away feeling excited about my own future in the business world, knowing that many of today’s people leaders are striving for a more diverse, engaged, and inclusive workforce.”

– Jordan Baker, Emplify
Desiree Booker(Attendee) profile picture

“Thank you, From Day One, for such an important conversation on diversity and inclusion, employee engagement and social impact.”

– Desiree Booker, ColorVizion Lab
Kim Vu(Attendee) profile picture

“Timely and much needed convo about the importance of removing the stigma and providing accessible mental health resources for all employees.”

– Kim Vu, Remitly
Florangela Davila(Attendee) profile picture

“Great discussion about leadership, accountability, transparency and equity. Thanks for having me, From Day One.”

– Florangela Davila, KNKX 88.5 FM
Cory Hewett(Attendee) profile picture

“De-stigmatizing mental health illnesses, engaging stakeholders, arriving at mutually defined definitions for equity, and preventing burnout—these are important topics that I’m delighted are being discussed at the From Day One conference.”

– Cory Hewett, Gimme Vending Inc.
Trisha Stezzi(Attendee) profile picture

“Thank you for bringing speakers and influencers into one space so we can all continue our work scaling up the impact we make in our organizations and in the world!”

– Trisha Stezzi, Significance LLC
Vivian Greentree(Attendee) profile picture

“From Day One provided a full day of phenomenal learning opportunities and best practices in creating & nurturing corporate values while building purposeful relationships with employees, clients, & communities.”

– Vivian Greentree, Fiserv
Chip Maxwell(Attendee) profile picture

“We always enjoy and are impressed by your events, and this was no exception.”

– Chip Maxwell, Emplify
Katy Romero(Attendee) profile picture

“We really enjoyed the event yesterday— such an engaged group of attendees and the content was excellent. I'm feeling great about our decision to partner with FD1 this year.”

– Katy Romero, One Medical
Kayleen Perkins(Attendee) profile picture

“The From Day One Conference in Seattle was filled with people who want to make a positive impact in their company, and build an inclusive culture around diversity and inclusion. Thank you to all the panelists and speakers for sharing their expertise and insights. I'm looking forward to next year's event!”

– Kayleen Perkins, Seattle Children's
Michaela Ayers(Attendee) profile picture

“I had the pleasure of attending From Day One. My favorite session, Getting Bias Out of Our Systems, was such a powerful conversation between local thought leaders.”

– Michaela Ayers, Nourish Events
Sarah J. Rodehorst(Attendee) profile picture

“Inspiring speakers and powerful conversations. Loved meeting so many talented people driving change in their organizations. Thank you From Day One! I look forward to next year’s event!”

– Sarah J. Rodehorst, ePerkz
Angela Prater(Attendee) profile picture

“I had the distinct pleasure of attending From Day One Seattle. The Getting Bias Out of Our Systems discussion was inspirational and eye-opening.”

– Angela Prater, Confluence Health
Joel Stupka(Attendee) profile picture

“From Day One did an amazing job of providing an exceptional experience for both the attendees and vendors. I mean, we had whale sharks and giant manta rays gracefully swimming by on the other side of the hall from our booth!”

– Joel Stupka, SkillCycle
Alexis Hauk(Attendee) profile picture

“Last week I had the honor of moderating a panel on healthy work environments at the From Day One conference in Atlanta. I was so inspired by what these experts had to say about the timely and important topics of mental health in the workplace and the value of nurturing a culture of psychological safety.”

– Alexis Hauk, Emory University