Rebranding With Purpose with Special Guest Amberly Dressler

On this special episode of HR & Payroll 2.0, Pete catches up with Amberly Dressler, a brand marketing executive known for helping shape one of the most memorable community-led brand stories in HR tech and now leading corporate and partner marketing at Conga. Amberly shares on the brand mechanics that matter right now: when a rebrand is truly earned versus vanity, how to create a single truth that unites multiple buyer personas, and why consistency beats novelty even when you’re personally tired of the message. In a crowded market where buyers are overwhelmed, she argues credibility is built the old-fashioned way: community, repetition, and showing up in the real world, not just on a slide. Drawing from the ‘People Heroes’ movement at isolved and the roadshow-first approach that met practitioners where they are, Amberly shares what modern GTM must deliver beyond the software: confidence, change support, and a narrative champions can carry into internal business cases. They also unpack why relationship-building is the only sustainable growth strategy in HR and payroll, and what it means to show up authentically in public forums like Reddit as AEO, GEO, and SEO collide with AI-driven answer engines. Connect with Amberly: LinkedIn: https://www.linkedin.com/in/amberlydressler/ Conga: https://conga.com/ Connect with the show: LinkedIn: http://linkedin.com/company/hr-payroll-2-0 X: @HRPayroll2_0 X: @PeteTiliakos X: @JulieFer_HR BlueSky: @hrpayroll2o.bsky.social YouTube: https://www.youtube.com/@HRPAYROLL2_0 WRKDefined Podcast Network: https://wrkdefined.com/podcast/hr-payroll-20 Thank you to our marquee sponsors for powering the HR & Payroll 2.0 podcast forward! G-P ‘Globalization Partners’: https://www.globalization-partners.com/ OneSource Virtual: https://hubs.ly/Q03YFNR90 Zoho: https://www.zoho.com/press.html Thank you to our ‘wizard behind the curtain’ and show producer Ryan Kielma: https://www.linkedin.com/in/ryan-kielma/