Women in B2B Marketing (Podcast Host: Jane Serra, 17+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing.)

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Kelly Cheng, VP of Marketing at Goldcast. Kelly shares her transition from agency roles to in-house positions, emphasizing operational excellence and prioritization in B2B marketing. They discuss the evolving landscape of virtual and in-person events, the importance of building mindshare, and innovative marketing strategies. Kelly also highlights the significance of cultural fit in hiring and advocates for collaborative interview processes. The episode concludes with Kelly's advice on effective time management and the value of mentorship in professional growth.

Kelly and Jane talk through:

• Kelly's career journey from agency roles to in-house marketing positions.
• Insights on B2B marketing strategies and audience engagement.
• The importance of operational excellence and prioritization in marketing.
• Challenges and rewards of marketing to marketers.
• Enhancing brand visibility and mindshare through various channels and authentic content
• The evolving landscape of virtual and in-person events in marketing.
• Moving the BDR team under marketing for improved communication and collaboration
• Strategies for effective team management and collaboration.
• The significance of cultural fit in hiring and team dynamics.
• Innovative approaches to the interview process for marketing roles.
• The role of mentorship and relationship-building in career development.
• Time management techniques for professionals in fast-paced environments.

Key Links:

Guest: Kelly Cheng: https://www.linkedin.com/in/kellyhcheng/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

LinkedIn Lessons Encore: Uplevel Your LinkedIn Profile and Posts with 10 Tips from Mark Jung: https://www.goldcast.io/blog-post/linkedin-lessons-encore

In this episode of "Women in B2B Marketing," host Jane Serra sits down with Surbhi Agarwal, the CMO at Applied Intuition. Surbhi shares her impressive career journey, transitioning from engineering and sales to various marketing roles, ultimately becoming a CMO. With experience at industry giants like Intel and Google, as well as startups, Surbhi offers valuable insights into the differences between large corporations and startups, the critical role of product marketing, and leadership strategies. She emphasizes adaptability, continuous learning, and the importance of advocating for oneself in the workplace.

Surbhi walks us through:

• Her career journey from engineering to CMO in B2B marketing.
• Experiences in both large corporations and startups.
• The importance of product marketing in understanding product-market fit and business strategy.
• Challenges faced by product marketers, including lead generation and collaboration.
• The extensive responsibilities faced by product marketers in various aspects of the business.
• Her admiration for the demand generation function and its high-pressure environment.
• The impact of organizational silos on marketing efficiency and effectiveness.
• The Golden Triangle: defining functional pillars and setting clear objectives for team collaboration.
• Strategies for fostering collaboration and alignment within marketing teams.
• Adapting to different cultures while working internationally despite visa restrictions.
• The significance of psychological safety, trust, and open communication in leadership.
• Gender inequality in the workplace and the importance of advocacy for women.
• Lessons on resilience, adaptability, and continuous learning in career development.

Key Links:

Guest: Surbhi Agarwal - https://www.linkedin.com/in/surbhiagarwal/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

** For the month of March, in honor of Women's History Month and International Women's Day, Women in B2B Marketing will publish a new episode every Wednesday (instead of the usual biweekly cadence) - enjoy! And remember to rate, review, and share! **

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"Stories translate across industries" - Caitlin Cassady, Vice President of Marketing at Beyond, has made several pivots in her career. From reporting to PR, then to brand/comms for MarTech, and now leading the marketing team for revenue management software for the vacation rental industry. One thing that has remained consistent throughout - is her love of storytelling.

Caitlin talks all about:

• Her journey from comms and branding to VP Marketing
• How to leverage data to enhance your story
• The 2 martech tools she can't live without right now
• Why revenue is a team sport
• Marketing to 2 very different ICPs
• Leveraging AI for content creation
• Taking time to pause and reflect - and apply learnings, continuously
• How to market your marketing team - and why we often forget to do this as marketing leaders
• Her Facebook content testing strategy
• Why we should always ask a shit ton of questions
• Her thoughts on the booming creator economy
• What she learned when she switched to a new vertical

Key Links:

Guest: Caitlin Cassady - https://www.linkedin.com/in/caitlincassady/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Caitlin's Recommendations:

• Imagine it Forward
• Play Bigger
• Jasper
• Asana
• Beyond
• Jocelyn Brown (a CS Rockstar)

In this episode of Women in B2B Marketing, Jane Serra interviews Emily Popson, Senior Director of Demand Generation and Customer Marketing at CallRail.

Emily discusses the importance of cross-functional collaboration and building empathy among teams. She also talks about conversion optimization, product-led growth (PLG), and strategies for optimizing the onboarding process. Emily emphasizes the significance of data-driven decision-making and the use of AI-powered tools in marketing.

Jane and Emily talk through:

• Emily's journey from studying law to a career in marketing
• The integration of demand gen, web strategy, and customer marketing at CallRail
• The importance of understanding UX & incorporating personalization
• Collaboration and communication between teams
• Icebreaker activities and personal connections
• Emily's passion for product-led growth (PLG)
• What makes PLG work best (product and marketing collaboration ftw!)
• Exposing users to premium features
• The significance of trust-building channels and tactics in marketing campaigns
• Creating Capacity with AI

Key Links:

Guest: Emily Popson - https://www.linkedin.com/in/emilypopson/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

CallRail: https://www.callrail.com/

In this episode of Women in B2B Marketing, host Jane Serra interviews Tracey Doyle, the CMO of Analytics8. Tracy shares her approach to customer research, including conducting yearly win-loss analysis and personally interviewing top customers. She also highlights the importance of aligning sales, marketing, and customer success teams and discusses the challenges of accurately tracking lead sources.

Tracey walks us through:

• her 10+ years at Analytics8 and how the marketing team has evolved
• delivering a successful rebrand in under 4 months
• meeting with people across the company to assess current marketing programs
• conducting formal win-loss analyses to gather unbiased customer research
• her key questions for customer interviews
• the need to be agile and willing to change course if a marketing strategy is not working
• effectiveness of social media and newsletters in reaching a broad audience and staying top of mind
• launching an ambassador program to activate individuals and personal brands
• the importance of working with people you trust

Key Links:

Guest: Tracey Doyle - https://www.linkedin.com/in/tracey-doyle-010b594/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Analytics8 - https://www.analytics8.com/

** Originally published on February 1, 2023 **

This episode is one of my first few recordings - and still one of my favorites. I hope you enjoy - DM me, comment, or write a review to share feedback. Thank you! - Jane

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In this special REPLAY episode of "Women in B2B Marketing," host Jane Serra interviews Jen Capstraw, a leading email marketing expert and co-founder of Women of Email. Jen shares her career journey from media and journalism to email marketing, emphasizing the channel's critical role in both B2B and B2C contexts. The conversation highlights the challenges and opportunities within email marketing, the importance of investing in professional development, and the need for supportive workplace champions. Jen's insights and personal stories offer valuable lessons on self-advocacy, resilience, and the power of community in navigating the marketing industry.

Jen talks us all through:

• Her career journey from media and journalism to email marketing
• The importance of email marketing in both B2B and B2C contexts
• Challenges faced by women in the marketing industry
• The significance of investing in personal and professional development
• Differences between B2B and B2C email marketing strategies
• Community building and support for women in email marketing
• The role of emotional and professional support in career fulfillment
• Self-advocacy and challenging the status quo in the workplace
• Importance of personal branding and effective communication in job hunting
• Resilience and maintaining a positive mindset in the face of adversity

Mentioned in this episode:

Women of Email - https://womenofemail.org/

Emfluence - https://emarketingplatform.com/

The Ins and Outs of a Strategic Nurture Campaign - https://jen.tips/nurture

Key Links:

Guest: Jen Capstraw: https://www.linkedin.com/in/jencapstraw/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra engages with Olga Noha, CMO at SplitMetrics, in a candid conversation about her unique journey from electrical engineering in Ukraine to leading marketing in the US. Olga shares the challenges and triumphs of her career, emphasizing the importance of content marketing, account-based marketing, and the impact of events in driving growth. She also touches on the difficulty of measuring event ROI and the "go giver" approach. The episode is a deep dive into Olga's professional growth, her expansion efforts in the US market, and her resilience in the face of personal and global challenges, offering inspiration and practical insights to marketing professionals.

Olga and Jane discuss:

• marketing both SaaS & Services
• a personalized approach to content marketing
• challenges in showcasing the ROI of events
• marketing alignment with the sales and customer success teams
• shifting from a "go-getter" approach to a "go-giver" mindset
• Olga's experience and tips for those considering moving to another country for career and global experience
• transformation from zero brand awareness to a category leader
• gender equality in tech organizations and her intentional choice of the brands she works with
• navigating life transitions - managing career growth while transitioning to a new company, becoming a mom, and dealing with the impact of the war in Ukraine
• the importance of surrounding oneself with supportive and knowledgeable people, particularly women, and investing in personal growth
• Olga's 5 core values that she lives by

Key Links:

Guest: Olga Noha - https://www.linkedin.com/in/olganoha/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

The Go-Giver - https://thegogiver.com/

Like WIB2BM? Show us some love with a rating or review today! <3

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In this episode of "Women in B2B Marketing," host Jane Serra interviews Erica Schneider, founder of Cut the Fluff and a B2B content expert. Erica shares her unconventional journey from teaching English in Thailand to becoming a content marketing leader. They discuss the importance of simplicity in writing, the concept of "content sparring," and the need for marketers to adapt to evolving market signals. Erica highlights common pitfalls in B2B marketing, particularly on LinkedIn, and advocates for a conversational, relatable approach to content creation.

Erica and Jane discuss:

• How Erica stumbled into content marketing and learned the trade through various roles
• The importance of simplicity in writing
• Erica's journey to becoming a solopreneur and the challenges of building a personal brand
• The concept of "content sparring" for collaborative content development
• Adapting your content - and career - to evolving market signals
• Common mistakes in B2B marketing, especially on LinkedIn
• The need for conversational content to foster genuine engagement
• Balancing entertaining content with business objectives
• Erica's 4-levek framework for categorizing LinkedIn content (e.g., marketing the problem, building in public)
• Authenticity in sales content and building trust
• Finding and maintaining your authentic voice and personality on LinkedIn
• The three phases of launch content: pre-launch, launch, and post-launch

Key Links:

Guest: Erica Schneider: https://www.linkedin.com/in/erica-schneider66/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Erica's Website: https://www.ericaschneider.me/

Launch Content Playbook: https://launchcontentplaybook.com/

Rob Lennon: https://www.linkedin.com/in/rob-lennon/

Rob's AI Tool: https://reactor.is/

The Ezra Klein Podcast: https://www.nytimes.com/column/ezra-klein-podcast

Wes Kao Newsletter: https://www.weskao.com/

In this episode of "Women in B2B Marketing," host Jane Serra interviews Noosh Baratpour, Co-Founder and CMO of Formula. They discuss Noosh's transition from web development to marketing, her entrepreneurial journey, and the founding of Formaloo, which focuses on automation for startups. Noosh emphasizes the importance of flexibility and community engagement in entrepreneurship. She shares insights on managing a marketing team, prioritizing customer engagement, and leveraging community feedback for product development. The episode provides valuable advice for marketing professionals on adapting to industry changes and fostering a supportive community to drive growth.

Noosh and Jane discuss:

• The founding and mission of Formaloo, focusing on automation for startups.
• The significance of flexibility and adaptability in marketing and entrepreneurship.
• Strategies for community engagement and building a supportive user environment.
• The role of community-driven feedback in product development.
• Insights on managing community dynamics and addressing user concerns.
• The concept of "community market fit" and its impact on product-led growth.
• Why marketing leaders can't be obsessed with KPIs.
• The importance of intrinsic motivation over incentives for community engagement.
• Career journey lessons, including the value of networking and volunteering.
• Advice for aspiring marketers on leveraging technical skills in marketing strategies.

Key Links:

Guest: Noosh Baratpour: https://www.linkedin.com/in/noosh-baratpour/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Like WIB2BM? Show us some love with a rating or review today! <3

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In this episode of "Women in B2B Marketing," host Jane Serra speaks with Brandi Starr, COO of Tegrita, to discuss her multifaceted career and insights into effective B2B marketing. Brandi emphasizes the importance of understanding audience needs, advocating for tailored communication strategies and rigorous testing. She also addresses the pitfalls of "shiny object syndrome" and the risks of rapid strategic changes. Brandi shares a unique case study on controlled testing and underscores the value of community and authenticity in marketing.

Brandi talks through:

• Her career evolution through boredom and curiosity
• How strategy and marketing automation became her sweet spot
• The evolution and enduring power of email marketing
• Email isn’t dead, but your playbook might be
• Testing hypotheses in B2B marketing to find what works
• Why memes work for SMBs but not always for enterprise
• Building an operations-first approach to client success
• Controlled piloting versus shiny object syndrome in marketing
• Wild case study: how a team of women in prison outperformed SDRs
• How community and impact became central to her career
• Brandi’s advice to her younger self: don’t shrink, don’t dim your light

Key Links:

Guest: Brandi Starr: https://www.linkedin.com/in/brandistarr/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Like WIB2BM? Show us some love with a rating or review today! <3

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In this episode of "Women in B2B Marketing," host Jane Serra sits down with Saima Rashid, Senior Vice President of Marketing and Revenue Analytics at 6sense. Saima shares her unique journey into B2B marketing, emphasizing the critical role of data and analytics. The discussion covers building high-performing teams, the importance of community through initiatives like CMO Coffee Talks, and strategies for scaling marketing efforts. Saima also highlights the significance of clarity, collaboration, and embracing challenges for personal and professional growth. 

Saima and Jane discuss:

• Saima's unique career path and experiences in analytics and marketing.
• Identifying personal strengths and areas for improvement in leadership.
• The importance of data and analytics in marketing strategies.
• Building high-performing and engaged marketing teams.
• Creating a safe and supportive community for marketing professionals (CMO Coffee Talk).
• Challenges and strategies for scaling marketing teams.
• The significance of clarity and collaboration within organizations.
• Successful revenue generation tactics and the impact of AI on marketing efforts.
• Pivoting in response to unforeseen circumstances, especially in a dynamic marketing environment.
• Rallying teams around a mission that transcends just revenue goals.
• What makes a sponsorship successful, emphasizing pre-event planning and audience targeting.
• The role of mentorship and sponsorship in career advancement.
• Overcoming imposter syndrome and recognizing personal strengths.
• The dynamic and evolving nature of the marketing industry.

Key Links:

Guest: Saima Rashid: https://www.linkedin.com/in/saima-rashid/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

In this episode of the Women in B2B Marketing podcast, host Jane Serra welcomes Camille Trent, Director of Content & Community at PeerSignal.org and host of the podcast Content Logistics.

Discover how Camille's journey led her from dreams of working in B2C advertising to a successful career in the tech startup world, and how she transitioned into B2B marketing. We also dive into the concept of content logistics and how this approach can help you create exceptional content marketing.

In this WIB2BM episode, Camille shares:

• her expertise on efficient, scalable content production processes that drive revenue
• the different stages from gathering raw materials to outlining and quality assurance
• valuable tips for acing any interview situation
• how to find the perfect representative for your company or brand in a podcast
• the secrets to creating content that truly stands out in a competitive industry
• tips on selecting the right content distribution channel(s)
• PeerSignal's latest SaaS research findings - including which categories are growing right now

Key Links:

Guest: Camille Trent - https://www.linkedin.com/in/camillehansentrent/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

PeerSignal - https://peersignal.org/

Content Logistics Podcast - https://open.spotify.com/show/0JRqtMbwb5CvgcLubidIT1?si=4dc37d70a9164a10

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Alice Walker, Senior Product & Partnership Marketing Manager at LeanData, about her accidental entry into B2B marketing and her rise to a senior role. Alice discusses the challenges of breaking into a new industry, the synergy between product and partner marketing, and the importance of aligning with sales teams. They explore ecosystem-led growth, the value of partnerships, and competitive intelligence.

Alice also touches on executive alignment, the impact of motherhood on her career, and the importance of networking.

Alice walks us through:

• challenges of transitioning into the healthcare industry
• product and partner marketing roles, the customer-centric approach and the need for diverse skills
• ecosystem-led growth and the importance of understanding customer pain points
• the insights gained from partners in terms of competitive intelligence
• working closely with sales, understanding their needs, and building a true partnership
• the impact of the down economy on partner marketing efforts and the importance of executive alignment
• tracking metrics, executive alignment, and the need for concrete measurements in partner marketing
• aligning with revenue, gaining executive trust, and the role of revenue in solving problems
• different methodologies and processes used in partner marketing
• the positive impact of motherhood on her career, including increased intentionality, time management, and identity awareness
• networking and fostering a community and leveraging personal connections in job searches

Key Links:

Guest: Alice Walker - https://www.linkedin.com/in/aliceawalker/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this special *crossover* episode of Women in B2B Marketing, host Jane Serra reunites with two kickass women podcasters: Melissa Moody of 2 Pizza Marketing and Corrina Owens of Direct with Corrina & Taylor. Freshly back from attending an amazing event by Pavilion, GTM 2023, the women reunite to discuss what worked, what didn't, and what learnings we can apply to hosting and attending future events.

Jane, Melissa, and Corrina talk through:

• How events can provide a pocket of happiness and connection in a difficult world
• Nailing the Target Audience
• Balancing the Event Structure
• Importance of Diversity in keynote speakers
• Tips for attending events
• Being intentional and present in conversations
• Building connections and inclusivity at events
• Seeking feedback and self-reflection
• Planning and executing successful events
• Extending the Life of Events
• Disruption of Traditional Event Models

Key Links:

Host: Melissa Moody - https://www.linkedin.com/in/melissammoody/

Host: Corrina Owens - https://www.linkedin.com/in/corrina-owens/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

2 Pizza Marketing - https://www.2pizzamarketing.com/

Direct with Corrina & Taylor - https://podcasts.apple.com/us/podcast/direct-with-corrina-taylor/id1688175099

Purple Cork - https://www.purplecork.wine/

Wednesday Women - https://www.linkedin.com/company/wednesday-women/

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Cat Valyi, a veteran in B2B healthcare marketing. Cat, the CMO at Healthcare B2B Pros and Co-founder of Women with Dynamic Purpose, shares her 30-year journey, emphasizing the importance of empathy and understanding in healthcare marketing. She introduces her "3D Strategic Approach"—Define, Design, Deploy—highlighting its effectiveness in crafting impactful marketing strategies. Cat also discusses the significance of positive self-talk and community support for women, particularly in overcoming age-related challenges.

Cat walks us through:

• The importance of understanding the healthcare industry and its regulations.
• The role of empathy in healthcare marketing and patient experience.
• The trend of preventative healthcare and empowering patients.
• Marketing strategies focused on identifying client and patient pain points.
• Cat's "3D Strategic Approach": Define, Design, and Deploy.
• The significance of mindset and positive self-talk for women, especially regarding age.
• The impact of community and support systems for women in their careers.
• The importance of personal branding and controlling one's narrative.
• Encouragement for women to pursue their passions and find purpose at any age.

Key Links:

Guest: Cat Valyi: https://www.linkedin.com/in/cat-valyi-b2bstrategicexpert/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Mariana Cogan, CMO of Americas at Hexagon Manufacturing Intelligence. Mariana recounts her unique career path, starting at the Mexican embassy and as a TV presenter in Japan, before entering the marketing field. She discusses her customer-centric marketing philosophy, operational efficiency, and becoming known as a transformational leader.

Mariana also shares her practice of running weekly empowerment sessions to foster team collaboration and accountability.

Mariana talks us through:

• her career path, from the Mexican embassy to investment banking and then into marketing
• winning the prestigious Forrester Program of the Year award
• transformative leadership, decision-making, and operational efficiency
• navigating gender bias and sponsorship
• personal experiences in building a support system and finding advocates and sponsors in her career
• the changing role of product marketing in tech companies
• the impact of social media and personal branding
• quality content creation in a saturated market and the role of product marketing in storytelling and engaging customers
• activating and empowering a large team to become brand ambassadors and create valuable content
• the concept and purpose of weekly empowerment sessions to foster collaboration and empowerment within the team
• adapting to remote work culture

Key Links:

Guest: Mariana Cogan - https://www.linkedin.com/in/marianacogan/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Hispanic Executive Article: Mariana Prado Cogan Takes a Bold Approach - https://hispanicexecutive.com/mariana-prado-cogan-ptc/

In this episode of "Women in B2B Marketing," host Jane Serra interviews Catherine Solazzo, CMO at Syntax. Catherine shares her career journey, starting as an intern at IBM and evolving into leadership roles. She discusses the challenges and strategies involved in leading marketing transformation, emphasizing the importance of trust, data-driven decision-making, and agile methodologies. Catherine also highlights her expanded responsibilities, including inside sales and sales operations, and reflects on her aspirations beyond the CMO role.

Jane and Catherine discuss:

• Differences between public company and private equity ownership in terms of flexibility, focus, and historical processes
• Challenges and strategies in setting a marketing foundation, establishing expectations, and gaining buy-in for transformation
• Importance of trust and collaboration in leadership - and why she never misses a deadline
• Shifting from reliance on sentiment to data
• Use of agile frameworks and methodologies in marketing transformation
• Integration of technology and tools for an efficient and collaborative work environment
• The reasoning behind Catherine's expanded CMO role to include inside sales and sales ops functions
• Catherine's participation in the Marketing Academy fellowship program and the valuable experiences and learnings gained from it
• Contemplation of transitioning into a CEO role after CMO
• The importance of self-analysis and finding one's identity and purpose

Key Links:

Guest: Catherine Solazzo - https://www.linkedin.com/in/catherine-solazzo/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

The Marketing Academy - https://themarketingacademy.org/us/the-fellowship/

In this episode of "Women in B2B Marketing," host Jane Serra sits down with Irem Isik, Head of Marketing at Storyly, who shares her journey from B2C roles at Unilever and Nestlé to leading marketing in a B2B startup. Erin discusses the transition from structured corporate environments to the dynamic startup world, emphasizing the importance of understanding customer needs and adaptability. Key takeaways include the significance of maintaining brand authenticity, leveraging content as a marketing asset, and building genuine relationships. Erin also highlights the evolving landscape of B2B marketing, where emotional connections and a customer-centric approach are crucial for success.

Irem and Jane talk through:

• Differences between large corporations and startup environments
• Importance of understanding the customer and being customer-obsessed
• Skills and experiences carried over from B2C to B2B marketing
• Marketing the emotional benefits of products rather than just the functional aspects
• The evolution of brand marketing in the B2B space
• The concept of the "media company mindset" in B2B marketing
• Building partnerships and community engagement
• Challenges in conducting customer research in B2B
• The significance of personal branding and networking in marketing careers

Key Links:

Guest: Irem Isik - https://www.linkedin.com/in/isikiremtr/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra and Alice Ko take us through Alice's fascinating transition from accounting to marketing and her evolution into a coaching expert. Alice shares how the CliftonStrengths assessment profoundly shaped her career path and her approach to team dynamics. They explore the timing and impact of such assessments for job seekers, leaders, and sales teams, emphasizing the importance of understanding individual strengths for effective coaching and team growth.

Alice and Jane talk through:

• her squiggly career from Finance to Marketing to Coaching
• why nonprofit marketing is just like startup marketing
• when and why individuals should consider taking the CliftonStrengths assessment, including job seekers, managers, and those looking to excel in their roles
• how individual assessments can help managers coach sales team members based on their unique strengths and personalities
• the importance of investing in team growth and management skills, especially for new managers
• self-reflection and providing advice for individuals in the middle of a career pivot, including radical self-assessment and research
• personal sprints for self-experimentation and decision-making
• navigating a squiggly career path and transitioning between full-time roles and consulting

Key Links:

Guest: Alice Ko - https://www.linkedin.com/in/aliceko/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Reframed Coaching - https://www.reframedcoaching.com/

[Book] The Squiggly Career - https://www.amazon.com/Squiggly-Career-Embrace-Opportunity-Through/dp/0241385849

In this episode of "Women in B2B Marketing," host Jane Serra welcomes Brianna Doe, Founder & CEO at Verbatim. Brianna delves into how she built her "portfolio career," revealing her creative passions and her role as a guiding light on LinkedIn, where she created a job board to help others. The conversation touches on her organizational strategies, the nuances of B2B influencer marketing, and the importance of clear communication with influencers to ensure campaign success.

Brianna walks through:

• balancing multiple roles and the importance of a well-structured schedule
• the concept of a portfolio career and how to pursue multiple passions professionally
• stigma and nuances of job hopping in the corporate world
• strategies for staying organized and managing various projects and time effectively
• leveraging SOPs - standard operating procedure docs - to scale
• challenges and opportunities in B2B influencer marketing
• establishing clear goals and metrics with influcner partnerships and collaborations
• setting boundaries and seeking mentorship in the early stages of a marketing career

Key Links:

Guest: Brianna Doe - https://www.linkedin.com/in/brianna-doe/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Verbatim - https://www.weareverbatim.com/

Brianna's Site - https://www.briannadoe.com/

Stop the Scroll - https://podcasts.apple.com/us/podcast/stop-the-scroll-w-brianna-doe/id1732308502

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Liza Adams, an AI advisor and fractional CMO with over 20 years of B2B marketing experience. Liza shares her inspiring journey from immigrating from the Philippines to becoming a key figure in the B2B Marketing space. She discusses her three passions: elevating marketing's strategic value, advocating for diverse voices, and using business for good. Liza emphasizes the importance of understanding customers, building defensible market positions, and leveraging AI to enhance marketing effectiveness. The episode offers valuable insights for marketing professionals seeking to navigate today's complex business environment.

Liza and Jane talk about:

• Liza Adams' journey from immigrant to B2B marketing leader.
• The significance of elevating the strategic value of marketing.
• Advocacy for diverse voices in marketing teams.
• Utilizing business as a force for good and ethical practices.
• The transformative role of AI in enhancing marketing effectiveness.
• Understanding market positioning and competitive dynamics.
• The evolving role of marketers from tactical operators to strategic leaders.
• How AI can help transform marketers from tacticians to strategists, enhancing effectiveness and innovation.
• Innovative applications of AI in marketing strategies.
• Balancing AI-driven efficiency with the human element in marketing.
• Liza's favorite AI tools
• The importance of ethics and trust in brand building, especially in the AI era.

Key Links:

Guest: Liza Adams: https://www.linkedin.com/in/lizaadams/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Discussed in Episode:

Disrupt or Be Disrupted: AI's Verdict on Your Product's Defensibility

Competitive Defensibility Analyzer GPT

In this episode of Women in B2B Marketing, Jane Serra interviews Elizabeth Hague, Senior Director of Brand and Demand Marketing at Very. They discuss authenticity in the workplace, the challenges and appeal of B2B marketing, strategies for successful rebranding, and how brand and demand work best together.

Elizabeth delves into the world of rebranding, highlighting the inherent risks involved in making changes to a brand. She shares her experiences, both good and bad, and emphasizes the importance of having an organized operations plan for a successful rebrand.

Elizabeth talks through:

• the value and cost of rebranding
• her framework for rebrands (which involves interviewing the head and lieutenant of each department twice!)
• consequences of a rebrand gone wrong
• building a high performing team
• creating a space for experimentation and learning from failure
• personalization and authenticity in marketing
• synergy between brand and demand marketing
• understanding customer pain points to ensure effective marketing and product market fit

Key Links:

Guest: Elizabeth Hague - https://www.linkedin.com/in/followelizabeth/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

** For the month of March, in honor of Women's History Month and International Women's Day, Women in B2B Marketing will publish a new episode every Wednesday (instead of the usual biweekly cadence) - enjoy! And remember to rate, review, and share! **

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Listen to seasoned 20+ year marketing leader, frequent industry speaker, mentor, board member, and DEI advocate Sharon Harris, CMO, Digital Commerce at Ascential. From work-life balance to creating better connections via your marketing channels, Sharon turns our focus to the humans behind B2B Marketing - and our customers, prospects.

This enlightening episode is very timely with the current state of B2B, SaaS, and the overall economy. I hope it inspires you to take control of what you can and accept what you cannot.

Sharon shares inspiring takes on:

• Her career path from investment banking to marketing leadership
• The importance of storytelling in all depths of Marketing
• Why she doesn't believe in work-life balance
• Showing up authentically and fully in all aspects of your life
• Creating a culture of collaboration
• Her keys to a successful, productive, and balanced day
• Creating content that is both informative and entertaining
• Why we all need more levity in our lives right now
• Finding opportunity through adversity - it's never the end, only a new beginning
• Focusing on your accomplishments, not your setbacks

Key Links:

Guest: Sharon Harris - https://www.linkedin.com/in/sharon-harris/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Sharon's Recommendations:

Mastering Metail - https://podcasts.apple.com/us/podcast/mastering-metail/id1633426767

3 Years Ahead - https://podcasts.apple.com/us/podcast/3-years-ahead/id1646610100

A Dose of Black Joy and Caffeine - https://podcasts.apple.com/us/podcast/a-dose-of-black-joy-and-caffeine/id1626574207

Lighter by Yung Pueblo - https://www.amazon.com/Lighter-Connect-Present-Expand-Future/dp/0593233174

Like WIB2BM? Show us some love with a rating or review today! <3

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In this episode of "Women in B2B Marketing," host Jane Serra talks to Kristina Keene, Director of Brand and Content at Flip. Kristina emphasizes authenticity and relatability, advocating for engaging, human-centered content over traditional gated materials like white papers. She highlights the power of video storytelling and shares her disdain for outdated marketing norms. The episode offers valuable insights for marketing professionals seeking to foster genuine connections and drive engagement in today's landscape.

Kristina and Jane talk through:

• Kristina's unconventional journey into B2B marketing.
• Strategies for brand and content activation in the B2B space.
• The importance of authenticity and relatability in marketing.
• The shift away from traditional gated content like white papers.
• The effectiveness of video content and storytelling in engaging audiences.
• How to capture genuine personalities on camera, including techniques for warming up interviewees
• Innovative content formats, such as the "Flip or Flop" series.
• The role of personal branding and online presence in career development.
• Tools and techniques for enhancing efficiency in content creation.
• Navigating change and resilience in personal and professional life.
• The need for greater representation and diverse voices in B2B marketing.

Key Links:

Guest: Kristina Keene: https://www.linkedin.com/in/kristina-keene/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

In this episode of Women in B2B Marketing, host Jane Serra interviews Jess Cook, Head of Content at Lasso and co-host of the podcast "That's Marketing, Baby." They walk through Jess's journey into B2B marketing, the importance of copywriting and content creation in the B2B world, and strategies for successful content marketing.

Jess and Jane discuss:

• how copywriting plays a crucial role in grabbing attention and generating interest
• limitations of AI in content marketing
• the repurposing multiplier - repurposing content and leveraging existing assets
• shifting team goals and individual goals in relation to business needs and growth
• the importance of branded organic search in increasing brand awareness
• personal branding and overcoming imposter syndrome
• Jess's tips for consistent posting on LinkedIn and managing work-life balance

Key Links:

Guest: Jess Cook - https://www.linkedin.com/in/jesscook-contentmarketing/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Lasso - https://www.lasso.io/

Like WIB2BM? Show us some love with a rating or review today! <3

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Get ready for goosebumps! In this episode of "Women in B2B Marketing," host Jane Serra chats with Lashay Lewis, founder of Authority Plug and a seasoned B2B expert. Lashay reflects on her solopreneur journey, discussing the evolution of her business and the valuable lessons learned. She shares insights on overcoming self-doubt, the importance of resilience, and the significance of pricing strategies. Lashay emphasizes the need for differentiation in consulting offers and the power of networking. The episode underscores the importance of community and support among women in business, encouraging listeners to connect and uplift each other in their professional journeys.

Lashay talks us through:

• Personal growth and confidence building as a solopreneur
• Overcoming rejection and resilience in business
• Facing fears and the importance of doing things despite being scared
• Understanding various business models and positioning
• The cyclical nature of opportunities and the importance of perseverance
• Practical advice for transitioning to solopreneurship
• Creating systems and processes to enhance efficiency
• How to transform negative experiences into motivation, using rejection as fuel
• The significance of sharing knowledge and expertise
• Pricing strategies for consulting services, including tiered pricing models
• Differentiation in consulting offers and creative service packages
• The role of networking and community support in business success
• Encouragement for women to support each other in their professional journeys

Key Links:

Guest: Lashay Lewis: https://www.linkedin.com/in/lashaylewis/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Talk BOFU Strategy with Lashay: https://savvycal.com/authorityplug/strategy

In this episode of "Women in B2B Marketing," host Jane Serra welcomes Allyson Havener, SVP of Marketing and Community at TrustRadius. Allyson shares insights from the B2B Buying Disconnect report by TrustRadius and Pavilion. She emphasizes the value of leveraging customer reviews, original content, and proprietary research to build brand trust and influence buyer decisions. Allyson also highlights the growing role of millennials and Gen Z in the B2B buying process and the significance of balancing positive and negative feedback.

Allyson and Jane discuss:

• Leveraging customer reviews and original content in B2B marketing
• Significance of easy access to product information for buyers
• Growing influence of millennials and Gen Z in the B2B buying process
• The growth of buying committees in the enterprise and the shrinking buying groups in the mid-market and SMB segments
• The top three factors that make buyers more likely to purchase
• Building brand trust through review strategies
• Leveraging proprietary research for marketing strategy and to build brand authority
• TrustRadius' goal of driving consumption of the report to change industry perceptions
• Embracing mistakes and learning from them for personal and professional growth

Key Links:

Guest: Allyson Havener - https://www.linkedin.com/in/allyson-havener/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

2024 B2B Buying Disconnect Report: The Year of the Brand Crisis

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Tenisha Griggs, founder and CEO of 37 Digital Marketing Agency. Tenisha shares her journey from AT&T to entrepreneurship, emphasizing the importance of personal branding and maintaining a balance between personal well-being and business success. She discusses the challenges of transitioning from a stable corporate job to the uncertainties of entrepreneurship and highlights the power of strong professional relationships.

Tenisha and Jane discuss:

• Tenisha's journey into B2B marketing and entrepreneurship.
• Transition from corporate roles at AT&T and a tech company to starting her own agency.
• The significance of personal branding in attracting clients and opportunities.
• The emotional and financial challenges of entrepreneurship compared to corporate jobs.
• The importance of building and maintaining professional relationships.
• Strategies for effective B2B marketing, including humanizing brand messaging.
• Balancing personal life and business identity to prioritize well-being.
• The impact of rejection and the need for resilience in the entrepreneurial journey.
• Creating a positive work environment and fostering genuine relationships.
• Advice for aspiring entrepreneurs on networking and self-advocacy.

Key Links:

Guest: Tenisha Griggs: https://www.linkedin.com/in/tenishagriggs/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra interviews Natalie Marcotullio, the Head of Growth and Operations at Navattic. They explore Natalie's journey into B2B marketing, her insights on the evolution of SEO, and the importance of creating valuable content. Natalie emphasizes brand awareness and value creation over direct conversions, and discusses the collaborative development of a buyers report with Chili Piper. The conversation also highlights the impact of digital platforms like LinkedIn on professional networking and the significance of understanding customer needs and sales enablement.

Natalie talks through:

• The evolution of SEO and its current relevance in digital marketing.
• The importance of creating valuable content that addresses customer needs.
• Collaboration on a buyers report with Chili Piper to enhance B2B buying experiences.
• Strategies for measuring success focused on brand awareness rather than direct conversions.
• The significance of understanding customer pain points and sales enablement.
• Challenges and successes of working in a small marketing team within a larger organization.
• How she collaborates with advisors for product and marketing insights.
• Identifying inefficiencies in business communication and operations.
• The impact of digital platforms like LinkedIn on professional networking and marketing.
• The role of word-of-mouth marketing in generating leads and building trust.

Key Links:

Guest: Natalie Marcotullio - https://www.linkedin.com/in/natalie-marcotullio/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

** Originally published on December 21, 2022 **

This episode is a classic from when Women in B2B Marketing first launched - and how I met one of my good friends, Trinity Nguyen. The content and advice she shares is still super timely and applicable - and I'm hopeful we'll record a followup episode soon. Would you like that? What should we cover? DM me, comment, or write a review to share feedback. I appreciate you! - Jane

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In this episode of "Women in B2B Marketing," host Jane Serra sits down with Trinity Nguyen, CMO at UserGems. Trinity shares her journey into marketing, emphasizing the importance of sales and marketing alignment, multi-threading in sales strategies, and adapting to economic changes. They discuss the evolving role of CFOs in buying processes, the shift towards customer retention, and the challenges of measuring marketing effectiveness. The episode offers valuable insights for marketing professionals on strategic alignment, community engagement, and navigating the current economic landscape.

Trinity walks us through:

• The importance of multi-threading in sales strategies for closing deals.
• Alignment between sales and marketing teams for effective collaboration.
• The significance of a clear Ideal Customer Profile (ICP) for both teams.
• Challenges in coordinating outreach efforts between marketing and sales.
• Impact of the current economic climate on marketing strategies and customer profiles.
• Shift in focus towards customer retention and cost efficiency in marketing.
• The evolving role of CFOs in the buying process.
• Community-driven word-of-mouth marketing and its challenges in measurement.
• Personal growth, self-reflection, and self-advocacy in the marketing industry.
• The role of emotional intelligence and empathy in team management and personal development.

Key Links:

Guest: Trinity Nguyen: https://www.linkedin.com/in/trinitynguyen/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

UserGems: https://www.usergems.com/

In this episode of Women in B2B Marketing, host Jane Serra interviews Melissa Rosenthal, Chief Creative Officer at ClickUp. Melissa shares her journey from consumer-focused roles to B2B SaaS, emphasizing the importance of a collaborative team culture and a holistic approach to goals. Melissa also talks about her future, the importance of embracing discomfort, and the need for agility in a rapidly changing landscape.

Melissa talks through:

• titles and their significance: Chief Creative Officer vs. Chief Marketing Officer
• building a Strong, Differentiated, Memorable Brand
• the misconception of overnight success
• how ClickUp initially cast a wide net to reach a broad audience and gradually focused on specific personas to create targeted campaigns
• her team's strategy behind their Superbowl ad
• creating a cohesive brand identity
• the importance of aligning with the company's vision and leadership
• why taking Risks is necessary in Marketing
• when, how, and why to go head to head against your competitors
• how difficult situations can turn out to be blessings in disguise
• the Competitive Advantage of Naivete

Key Links:

Guest: Melissa Rosenthal - https://www.linkedin.com/in/melissarosenthal5/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode, Jillian Ryan, Senior Director, Content Strategy at Brightcove, talks all things content marketing:

• content marketing strategy
• speaking to and connecting with your audience
• getting your work to rank on the SERP
• the importance of ensuring high quality valuable content
• repurposing content for all teams to leverage
• and so much more.

Jillian asked key questions in this episode:

1. How do you measure authentic storytelling?
2. What are you adding to the conversation?

And we also discuss:

• how to handle constructive feedback (and when to ignore it).
• the transition from journalism to marketing

Mentioned in episode:

StoryBrand with Don Miller: https://storybrand.com/

M2M community: https://www.linkedin.com/company/marketers2marketers/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Guest: Jillian Ryan: https://www.linkedin.com/in/jillianryanwriter/

If you enjoyed this episode - follow, download, share, and review!

Thanks for your support.

**Originally published on August 23, 2023**

This episode is a listener favorite – and it’s one of mine, too. I had the opportunity to chat with the brilliant Shama Hyder, CEO of Zen Media, bestselling author, and four-time LinkedIn Top Voice in Marketing. We covered so much in this conversation, from the evolution of B2B marketing to the rise of influencers and why brand-building matters more than ever. The insights she shares are just as relevant today as they were when we first recorded.

Should we do a follow-up episode with Shama? What should we cover? DM me, comment, or leave a review—I’d love to hear your thoughts! - Jane

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In this episode of Women in B2B Marketing, host Jane Serra sits down with Shama Hyder, CEO of Zen Media, to discuss the evolving landscape of B2B marketing. Shama shares her journey from early social media pioneer to leading one of the top digital PR and marketing agencies. The conversation covers why B2B marketing is more complex than B2C, the importance of brand trust, and how businesses can navigate the shift from traditional sales-led models to a world driven by content, social proof, and dark social.

Shama breaks down:

• Why B2B marketing is more challenging—and rewarding—than B2C
• The biggest mistake B2B companies make when it comes to brand-building
• Why sales-led organizations struggle in today’s buying landscape
• The role of dark social, zero-click content, and modern attribution strategies
• How PR and earned media can fuel demand generation and credibility
• The rise of B2B influencer marketing and why it’s gaining momentum
• Why repetition drives revenue and how to increase brand exposure
• Personal growth: thinking bigger, taking up space, and being unapologetic in your career

Key Links:

🎙 Guest: Shama Hyder – LinkedIn | Zen Media

🎙 Host: Jane Serra – LinkedIn

In this episode of Women in B2B Marketing, host Jane Serra interviews Christina Lord, Head of Product Marketing at SafetyCulture. Christina shares her career journey from customer success at Shopify in Canada to product marketing in Australia. She discusses the crucial role of product marketing in successful companies, emphasizing the importance of customer understanding, internal communication, and cross-functional collaboration.

Christina and Jane discuss:

• Christina's career path, starting in Canada and transitioning to Australia
• how product marketing combines technical aspects with storytelling and customer advocacy
• the importance of strong internal communication and alignment in telling the company's story and vision
• the need for product marketing to collaborate and align with every division in the company, including marketing, product, and design
• challenges and opportunities of adopting a mobile-first approach in product marketing
• avoiding miscommunication to ensure a smooth product launch
• effective stakeholder management for collaboration and progress
• measuring success in product marketing
• the small but growing community of product marketers in Australia and the development of product marketing as a profession
• building global relationships within a company and exploring sponsorship opportunities

Key Links:

Guest: Christina Lord - https://www.linkedin.com/in/christinatlord/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra interviews Kerry Penny, SVP Global Head of Marketing and Employee Value Proposition at Kin + Carta, recently named CMO of the Year by Gartner. Kerry shares her career journey, from overcoming early economic challenges to transitioning from tech startups to B2B services. She highlights the complexities of marketing in the services sector, emphasizing the importance of personal relationships and trust. Kerry also discusses team building, the significance of internal culture, and aligning marketing with employee value propositions.

Kerry and Jane discuss:

• Kerry's career journey in B2B marketing and her transition from tech startups to B2B services.
• The challenges faced during economic downturns and their impact on career development.
• Differences between marketing in B2B services and SaaS, focusing on complexity and relationship-building.
• The concept of High Value Offers (HVOs) and their role in engaging potential clients.
• Importance of maintaining client relationships and managing expectations in consulting.
• Insights on team building, especially after mergers and acquisitions.
• The significance of internal culture and employee engagement in marketing strategies.
• Strategies for fostering a strong company culture, including recognition initiatives and employee involvement.
• The alignment of employee branding with recruitment efforts and its impact on business outcomes.
• Advice for women in B2B marketing on embracing curiosity, taking risks, and building relationships.

Key Links:

Guest: Kenny Penny: https://www.linkedin.com/in/kerrysugrue/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

** Originally published on February 15, 2023 **

Here's a star replay episode, another one of my favorites! Apparently, it's one of yours too - as one of the most downloaded episodes so far. Michelle does an amazing job walking through all things Operations for GTM. What should we cover next on the show? DM me, comment, or write a review to share feedback. I appreciate you! - Jane

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In this episode of "Women in B2B Marketing," host Jane Serra sits down with Michelle Kim, former Director of Sales Operations at Zendesk (now Senior Director, Sales & Customer Success Operations at Culture Amp). Michelle shares her career journey from sales to customer success operations and her current role in sales ops. The discussion highlights the distinctions between sales operations and revenue operations (rev ops), emphasizing the importance of communication and collaboration among sales, marketing, and customer success teams. Michelle also discusses challenges in forecasting, the balance between data and human elements, and offers advice for those new to operations. The episode provides valuable insights for marketing professionals aiming to enhance operational efficiency.

Michelle talks us through:

• Her professional journey from sales to customer success operations and sales operations.
• The distinction between sales operations and revenue operations (rev ops).
• The importance of communication and collaboration among sales, marketing, and customer success teams.
• Responsibilities and strategies involved in sales operations, including territory management and forecasting.
• The debate between centralized and decentralized operations models.
• Challenges in achieving accurate forecasting in a fluctuating economy.
• The significance of research and understanding existing processes in operations roles.
• Balancing data-driven decision-making with the human element in operations.
• Motivating team members by understanding individual motivations and aligning them with business objectives.
• Advice for individuals new to operations on self-management and identifying operationally inclined team members.

Key Links:

Guest: Michelle Kim: https://www.linkedin.com/in/michellejykim/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Mentioned in this episode:

Women in Revenue community: https://womeninrevenue.org/

The amazing Sydney Sloan (future WIB2BM guest!): https://www.linkedin.com/in/sydsloan/

Dimitri Tamparopoulos: https://www.linkedin.com/in/dimitri-tamparopoulos/

[Book Reco] How Women Rise: https://www.howwomenrise.com/

Michelle's Podcast Recommendations:

The Revenue Engine: https://podcasts.apple.com/us/podcast/the-revenue-engine/id1554168319

UnapologeTECH: https://podcasts.apple.com/us/podcast/unapologetech/id1526386752

Permission to Speak:

***Big news*** WIB2BM is going weekly! Follow the show for a new episode every Wednesday morning.

Are you struggling to make an impact on LinkedIn? Wondering how to navigate the ever-changing algorithm and increase engagement? In this episode of Women in B2B Marketing, host Jane Serra sits down with Mandy McEwen, THE LinkedIn guru, to uncover the most valuable lesson for success on the platform.

So, what's the secret? It's all about personal branding. Mandy shares her insights on how companies can leverage their employees' personal brands to grow their online presence. She reveals the biggest changes on LinkedIn, including the shift towards valuing human connections over company pages. Mandy also provides practical tips on content creation, engagement strategies, and the power of commenting.

Mandy walks us through:

• The importance of personal branding on LinkedIn
• Changes in LinkedIn's algorithm and engagement strategies
• Hashtags, Keywords, and SEO on LinkedIn
• The power of a good comment
• How to leverage AI tools - she shares a great (free) one!
• New LinkedIn tools for B2B prospecting
• Why companies cannot neglect to leverage People and Relationships on LinkedIn
• Building a genuine community on LinkedIn

If you're ready to take your LinkedIn game to the next level, this episode is a must-listen. Get ready to build a genuine community, provide authentic value, and transform your LinkedIn presence.

Key Links:

Guest: Mandy McEwen - https://www.linkedin.com/in/mandymcewen/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Mod Girl Marketing/ Luminetics - https://www.luminetics.io/

Richard van der Blom (LinkedIn algorithm guru) - https://www.linkedin.com/in/richardvanderblom/

In this episode of "Women in B2B Marketing," host Jane Serra welcomes Kacie Jenkins, Senior Vice President of Marketing at Sendoso. Kacie, who transitioned from a career as a country music artist to B2B marketing, shares her unique journey and insights. The discussion emphasizes the importance of human connections, authenticity, and personalization in marketing. Kacie highlights strategies for building effective teams, the evolving landscape of Account-Based Marketing (ABM), and the need for close collaboration between marketing and sales teams. The episode underscores the power of genuine relationships and thoughtful approaches in driving marketing success.

Kacie talks us through:

• Strategies for building high-performing marketing teams.
• The importance of human connections and authenticity in marketing.
• Insights into Account-Based Marketing (ABM) and its current trends.
• Sendoso's approach to selecting target accounts based on fit and intent signals.
• Various tools for tracking multi-touch attribution in marketing campaigns.
• Challenges faced by marketers, including the pressure for immediate results.
• The need for collaboration between marketing and sales teams.
• The significance of personalization in marketing outreach.
• Evaluating and adapting marketing strategies based on effectiveness.
• The role of thoughtful gifting in building relationships.
• Embracing individuality and diverse perspectives in the workplace.

Key Links:

Guest: Kacie Jenkins: https://www.linkedin.com/in/kaciejenkins/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

In this episode of Women in B2B Marketing, Jane interviews Thao Ngo, SVP Marketing at Uptempo, about her career journey and experiences with Uptempo's recent company mergers and rebranding.

Thao brings the passion and energy that we all try to muster each morning - she genuinely loves what she does and works hard to hit her team goals.

Her key to success? She makes sure she incorporates fun into day to day work, for her and her team.

Thao talks through:

• the importance of building a strong team culture in a virtual setting
• why we shouldn't take ourselves too seriously
• evaluating the number and purpose of meetings
• the complexities of bringing together 3 established brands and teams
• how she forces herself to unplug
• her secret to engaging her audience (spoiler alert: it involves community)
• bringing the sales development team back under marketing
• the importance of authenticity and innovation
• why she's her own favorite tool

Key Links:

Guest: Thao Ngo - https://www.linkedin.com/in/thaongo/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Mentioned in this episode:

[Book] “Who thought that was a good idea?” from Alyssa Mastromonaco

Women in Marketing Operations Interviews: Lead with Confidence Series

Uptempo's slack group: The Huddle

[Book] Real Self Care by Pooja Lakshmin MD

Uptempo - Enterprise Marketing Operations Software

In this episode of Women in B2B Marketing, host Jane Serra interviews Deanna Shimota, CEO of GrowthMode Marketing and creator of "The Demand Gen Fix" podcast. Deanna shares her 20 years of experience in B2B marketing and discusses the challenges and complexities of the field.

Deanna talks through:

• her decision to start her own agency and the challenges of freelancing
• building brand awareness to capture buyer interest in a crowded market
• transitioning from lead generation to demand generation
• narrowing down your target market to be more cost-effective
• balancing short term needs and long term growth
• the significance of understanding your Ideal Customer Profile (ICP) and where they consume content
• the need for marketers to adapt their strategies to the changing landscape

Key Links:

Guest: Deanna Shimota - https://www.linkedin.com/in/deannashimota/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

GrowthMode Marketing - https://growthmodemarketing.com/

**Introducing WIB2BM Roundtables**

A new monthly episode - published the second Friday of every month. Don't worry, the usual weekly episodes will still publish every Wednesday. We're adding additional formats to engage more women and see what you enjoy best!

Like (or don't like) the new roundtable format? Feel free to share feedback directly with Jane: jane@womeninb2bmarketing.com or via LinkedIn: https://www.linkedin.com/in/janeserra/

In this episode:

In this inaugural WIB2BM Roundtable episode, Jane Serra sits down Dina Otero, Karrie Sanderson, and Julie Polito to tackle a controversial remark from a CMO Coffee Talk. The conversation explores the nuances of gender profiling, the unique hurdles women face in a predominantly male sector, and effective tactics for confronting such biases.

Our panelists share candid experiences, highlighting the significance of data, storytelling, and self-advocacy in overcoming stereotypes. They also stress the crucial role of allyship and leadership in fostering diversity and inclusion within the industry. This episode is a must-listen for marketing professionals seeking to champion equality and support their female colleagues' ascent to leadership positions - in and outside of marketing.

Roundtable Speakers:

• Dina Otero - Vice President, Demand Generation @ Mission Cloud
• Julie Polito - Head of Brand + Content Communications @ Osano
• Karrie Sanderson - CMO & GTM Strategist

Host of WIB2BM: Jane Serra

CMO Coffee Talk: https://6sense.com/cmo-coffee-talk/

In this episode of Women in B2B Marketing, host Jane Serra speaks with Marketing and Strategy Consultant Rashel Hariri. They discuss Rashel's journey into marketing, her experiences working in corporate jobs, and her transition into entrepreneurship. Rashel shares her dislike for the term "hustle", her process of discovering her next project using the Japanese concept of ikigai, and the importance of finding joy in one's career. She also talks about her podcast "She's Interesting", the lack of representation of women in business, and the taboo around discussing money.

Rashel talks us through:

• what inspired her to start her own business and create something of her own
• using the Japanese concept of ikigai to determine her purpose
• juggling multiple businesses and projects
• finding a balance between different seasons of work
• setting boundaries and communication in work and personal life
• the lack of content that represents her as a woman of color in her mid-30s, married, and focused on business, money, and well-being
• breaking the taboo around talking about money
• the value of sharing investment opportunities in a community
• similarities and differences between B2B and B2C marketing
• implementing a long term marketing strategy and the time it takes to see results
• focusing on what actually works in marketing and stripping out unnecessary tactics
• the importance of taking action and not waiting for perfection

Key Links:

Guest: Rashel Hariri - https://www.linkedin.com/in/rashelhariri/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

She's Interesting Podcast - https://podcasts.apple.com/ca/podcast/shes-interesting-with-rashel-hariri/id1709503027

In this episode of Women in B2B Marketing, host Jane Serra interviews Shama Hyder, Founder & CEO of Zen Media. They discuss Shama's journey into B2B marketing, the challenges and opportunities in the industry, and the importance of building a strong brand.

Shama talks through:

• how the buying process in B2B has changed
• brand and its influence on customers throughout their research and decision-making process
• leveraging trust, repetition, and engagement to drive revenue
• measuring the impact of ads - beyond clicks
• the important role of PR in B2B marketing
• benefits of leveraging influencers to reach niche communities
• her journey as an entrepreneur in B2B marketing
• creating environments where you can thrive.

Key Links:

Guest: Shama Hyder - https://www.linkedin.com/in/shamahyder/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Zen Media - https://zenmedia.com/

In this episode of Women in B2B Marketing, host Jane Serra speaks with Kerry-Ann Stimpson, CMO at JMMB Group and Host of The Internal Marketing Podcast. Kerry-Ann shares her journey into marketing, her passion for the field, and the challenges she's faced.

She discusses the concept of internal marketing, emphasizing its importance in engaging employees and fostering a positive company culture. Kerry-Ann also talks about employee advocacy on social media, the role of internal marketing in her job, and the benefits of her personal podcast. Lastly, she shares her approach to maintaining strong relationships with her team in a remote work setting.

Kerry-Ann and Jane discuss:

• Internal Marketing and Employee Advocacy
• What internal marketing is and its distinction from internal comms
• How internal marketing promotes engagement, breaks down silos, and creates an emotional connection with the brand
• Employee Advocacy as a RESULT of proper Internal Marketing
• Defining advocates and their presence in the digital space
• Allowing employees to be authentic in their content creation and sharing
• Monitoring and tracking employee advocacy efforts
• Collaboration between employees' personal passion projects and the company brand
• Maintaining Relationships and Connection in a Remote Work Environment
• Creating your personal PR plan

Key Links:

Guest: Kerry-Ann Stimpson - https://www.linkedin.com/in/kerryastimpson/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

JMMB Group - https://jm.jmmb.com/

The Internal Marketing Podcast - https://the-internal-marketing-podcast.simplecast.com/

In this episode of Women in B2B Marketing, host Jane Serra interviews Kacyn Goranson, a marketing leader with 15 years of varied expertise in B2B marketing. Kacyn shares her journey into marketing and explains why she prefers B2B marketing due to her engineering background. They discuss the importance of revenue as a metric for marketing success and the need for alignment between marketing and sales efforts. They also touch on go-to-market strategies, building and maintaining a community, content engagement, account-based marketing, and the importance of personalization and customer treatment.

Kacyn and Jane discuss:

• Kacyn's preference for B2B over B2C or B2B2C
• Exploration of tools and methods for tracking and analyzing the effectiveness of marketing and sales efforts
• The importance of aligning marketing and sales efforts and the feedback loop between them
• Go-to-market (GTM) strategies and community-led growth
• The importance of personalization in ABM
• Building Relationships for Long-Term Success
• The Power of Thoughtful Gestures
• $17 professional AI headshots 

Key Links:

Guest: Kacyn Goranson - https://www.linkedin.com/in/kacyngoranson/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra interviews Margot Kashuba Lee, CMO at Belkins. Margot shares her unique career path from finance to marketing, driven by her passion for social media and community building. She discusses the importance of her finance background in shaping data-driven marketing strategies and bridging the gap between finance and marketing. Margot also highlights her approach to building high-performing teams, emphasizing soft skills and team chemistry.

Margot and Jane talk through:

• Margot's transition from finance to marketing and her discovery of marketing strategies.
• The impact of her finance background on her role as a CMO and her approach to numbers and data-driven marketing.
• Building the right team and team structure to achieve company goals.
• Revenue-driving and demand strategies, including an omnichannel approach, account-based marketing, and thought leadership content.
• Challenges in measuring ABM campaigns and the tools used for tracking and analytics.
• Tracking the impact of omnichannel approach on cold email response rates and the importance of historical data for comparison.
• The changing landscape of cold email outreach and the need for personalized, validated databases and deliverability tools.

Key Links:

Guest: Margaret (Margot) Kashuba Lee - https://www.linkedin.com/in/leemargarita/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra sits down with Tara Robertson, Head of Demand Gen at Chili Piper, for a rich discussion on the intersection of brand and demand generation. Tara shares her marketing journey, emphasizing the importance of brand strength, sales alignment, and the power of collaboration for successful marketing initiatives.

They explore the value of honest feedback, the role of influencers in content creation, and the challenges of traditional email nurturing. Tara also highlights Chili Piper's selective hiring process, the benefits of a global remote team, and their unique "ABM lite" strategy.

Tara and Jane discuss:

• The importance of brand in demand generation
• Alignment and collaboration between marketing and sales teams
• Collecting and encouraging honest feedback - even anecdotal
• Documenting feedback, especially for events and sponsorships
• The shift in influencer collaboration from distribution to early involvement in content creation, with an example of successful collaboration
• Limitations of traditional email nurturing and the move towards retargeting on LinkedIn as a non-traditional approach'
• The need for diverse event locations
• Hiring and building a strong team at Chili Piper
• Remote work setup and its impact on team collaboration
• Integration of account-based marketing (ABM) and demand generation
• Evolution of the B2B marketing landscape
• Advice for young marketers to start sharing their thoughts and ideas

Key Links:

Guest: Tara Robertson - https://www.linkedin.com/in/taraarobertson/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Lauren Clements, Head of Marketing at Pypestream, about her journey in B2B marketing. They discuss the importance of mentorship, the various roles Lauren has explored within marketing, and the value of human connection in marketing strategies. They also dive into the changes in modern marketing... that may make the CMO role irrelevant.

Lauren walks us through:

• her transition from sales to various marketing roles
• embracing curiosity and driving career growth
• solving problems without being salesy
• the significance of building genuine communities and engaging with audiences beyond sales pitches
• the importance of follow-up and integration in event marketing
• the future impact of AI in marketing
• skillset disparity between CMOs and junior marketers
• adaptability in leadership roles to keep up with industry changes
• rebranding and the mindset shift from sales-driven to a collaborative approach
• staying updated and the need for continuous education in the fast-changing marketing landscape
• the role of advocates in addressing biases, promoting diversity, and driving change in the workplace

Key Links:

Guest: Lauren Clements - https://www.linkedin.com/in/laurenmclements/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Pypestream - https://www.pypestream.com/

In this episode of "Women in B2B Marketing," host Jane Serra interviews Alessandra Colaci, an AI consultant and founder of Humans Plus AI. Alessandra shares her journey from B2C to B2B marketing and her transition into AI. They discuss the practical applications of AI tools like ChatGPT, emphasizing the importance of providing context and experimenting with different approaches. Alessandra offers insights on managing AI initiatives, handling sensitive data, and integrating AI strategically into marketing efforts. She also highlights the need for continuous learning, ethical considerations, and embracing mistakes as part of the growth process in AI and marketing.

Alessandra walks us through:

• Starting with AI tools like ChatGPT and providing context for AI
• Guardrails for using AI, privacy, and handling sensitive data
• Her clients' approach to AI initiatives and guidance on leveraging AI efficiently
• Potential of AI in marketing and its impact on business relationships
• Leveraging AI for data analysis in marketing, including product marketing
• Practical advice on managing logistics for AI analysis and providing context for accurate analysis
• Use of AI tools like Midjourney, Magnifique, and Perplexity for image creation and data analysis
• Ethical considerations and biases in AI, diversity and inclusion in training data
• Continuous learning, experimentation, and embracing mistakes for growth and success in AI and marketing landscape

Key Links:

Guest: Alessandra Colaci - https://www.linkedin.com/in/alessandraco/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Humans + AI: https://humansplus.ai/

In this podcast episode, host Jane Serra chats with guest Nicole Leffer, a tech marketing leader and CMO AI (Artificial intelligence) advisor. They discuss Nicole's background in marketing and her transition into the B2B SaaS space, where she now helps companies leverage AI in their marketing strategies.

They delve into the topic of generative AI, specifically large language models like GPT-4, explaining how they work and their applications in content creation. Nicole also provides advice on using AI systems for writing style, voice training, content creation, SEO optimization, and marketing strategy development. She emphasizes the need for human involvement and fact-checking in the AI process.

Nicole and Jane discuss:

• Differences between GPT-3 and GPT-4
• The continuous learning and improvement of AI models
• How to create a prompt for an AI system to analyze writing style, tone, and voice
• Nicole'S step-by-step process for using AI to generate a blog post
• The current limitations of AI
• Using AI for problem-solving and research
• Common mistakes of underestimating AI's capabilities and overestimating the need for complete automation
• What are "Hallucinations" in the world of AI
• The importance of human involvement when leveraging AI
• Getting started with AI - what to do what not to do, and what to keep in mind

Key Links:

Guest: Nicole Leffer - https://www.linkedin.com/in/nicoleleffer/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Work with Nicole - https://nicoleleffer.com/ai-advisor-links/

How to use ChatGPT + Anyword to craft marketing copy that performs - https://www.linkedin.com/feed/update/urn:li:activity:7071994914909147136/

Nicole's Voice-Training Prompt - https://www.linkedin.com/feed/update/urn:li:activity:7074164063026429952/

In this episode of Women in B2B Marketing, host Jane Serra interviews Ann Boyd, CMO at Stoplight. They talk about the balance between brand and demand in marketing, measuring the impact of brand investments, and the importance of understanding audience perception. They also emphasize the importance of collaboration, being a good colleague, and giving candid feedback.

Ann and Jane discuss:

• various marketing titles and the evolving role of marketing in driving business growth
• find a balance between brand-focused and revenue-focused marketing strategies
• measuring the impact of brand investment
• quick improvements seen in share of voice through consistent posting and updating content
• the death of high production value videos
• building credibility and loyalty with thought leadership
• the "conference effect" and its impact on earning potential
• bringing your voice to the table confidently and speaking your mind

Key Links:

Guest: Ann Boyd - https://www.linkedin.com/in/annjb/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Stoplight: https://stoplight.io/

Mentioned in Episode:

Julia Boorstin - the "conference effect" - https://juliaboorstin.com/

No Good Marketing - https://nogood.io/

Like WIB2BM? Show us some love with a rating or review today! <3

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In this episode of "Women in B2B Marketing," host Jane Serra delves into Account-Based Marketing (ABM) with Kristina Jaramillo, President of Personal ABM. They discuss the evolution of ABM, emphasizing its role in driving revenue and aligning sales and marketing efforts. Kristina highlights best practices, such as understanding the entire buyer's journey and creating tailored content. She also stresses the importance of strategic alignment and collaboration between sales and marketing teams. The episode provides valuable insights for marketing professionals looking to implement or refine their ABM strategies for better business outcomes.

Jane and Kristina talk through:

• The definition and evolution of Account-Based Marketing (ABM)
• Best practices for implementing ABM strategies
• The importance of aligning sales and marketing efforts
• Focus on driving revenue rather than just filling the pipeline
• The role of tailored content and messaging in ABM
• Strategies for identifying and targeting key accounts
• The significance of understanding customer needs and organizational context
• Collaboration between sales and marketing teams for effective ABM
• Challenges and common mistakes in ABM implementation
• The long-term commitment required for successful ABM strategies

Key Links:

Guest: Kristina Jaramillo: https://www.linkedin.com/in/kristinajaramillo/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Personal ABM: https://www.personalabm.com/

In this episode of "Women in B2B Marketing," host Jane Serra engages with Marion Siboni, founder and CEO of "La Creme de la STEM." With over a decade in tech, Marion shares her inspiring journey from employee to entrepreneur. The discussion highlights her initiative to support early-stage female founders in tech and science, addressing challenges like funding and community support. Marion emphasizes the importance of building a supportive network and gathering customer feedback.

Marion and Jane talk through:

• Marion's journey into the tech industry and her transition from employee to entrepreneur.
• The founding and mission of "La Creme de la STEM" to support early-stage female founders in tech and science.
• Challenges faced by women in the tech industry, particularly regarding funding and community support.
• The significance of building a supportive network for female entrepreneurs.
• The importance of customer feedback in refining business models and achieving product-market fit.
• Strategies for setting clear milestones and goals in entrepreneurship.
• Navigating the realities and challenges of entrepreneurship, including funding misconceptions.
• Practical advice for aspiring entrepreneurs, including research and financial mindfulness.
• The role of angel investing and understanding the investment landscape.
• The value of building genuine relationships beyond professional interests in business.

Key Links:

Guest: Marion Siboni: https://www.linkedin.com/in/marionsiboni/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

La Creme de la STEM: https://www.lacremedelastem.com/

Newsletter: https://lacremedelastem.substack.com/

Elephants, not Unicorns: https://prc.beehiiv.com/p/elephantsnotunicorns

Do Good While Doing Well: https://www.amazon.com/Good-While-Doing-Well-Financial/dp/B0CZY368YY/

**Note from Jane** This week, it felt wrong to publish a typical marketing-focused episode, with a big election on many of our minds. So somehow, last minute, we gathered this amazing group of women leaders to talk about how they're handling this emotional time with their teams. I hope our conversation provides guidance, camaraderie, and a little hope during tumultuous times. - Jane

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In this special roundtable episode of "Women in B2B Marketing," host Jane Serra leads a discussion with 5 fellow women leaders in GTM on navigating the workplace during the emotionally charged 2024 U.S. Presidential election. The panel includes Anne Pao, Michelle Kim, Sarah Reese, Meg Thomman, and Purna Virji, who share insights on fostering a supportive work environment. They emphasize empathy, open communication, and mental health awareness, drawing from personal experiences, particularly from the 2016 election. The conversation also touches on handling political discussions professionally, advocating for respect and understanding.

Together, this group discusses:

• The impact of the 2024 election on workplace dynamics.
• Emotional toll of significant events like elections on employees.
• Importance of empathy and vulnerability in leadership.
• Strategies for creating a supportive work environment during stressful times.
• Normalizing conversations about mental health in the workplace.
• Navigating political discussions and differing beliefs in a professional setting.
• Balancing personal and professional identities regarding political views.
• Encouraging open communication and validation of feelings among team members.
• Practical strategies for supporting employees during election day, such as flexible schedules.
• Fostering a culture of respect and understanding in diverse workplaces.

Key Links:

Guests:

Anne Pao - Founder & CEO of Ignite Consulting - https://www.linkedin.com/in/annepao/

Michelle Kim - Entrepreneur, 3x VP Marketing - https://www.linkedin.com/in/michellejeankim/

Sarah Reece - Director of Demand Gen @ Orum - https://www.linkedin.com/in/sbethreece/

Purna Virji - Principle Consultant, Content Solutions @ Linkedin

- https://www.linkedin.com/in/purnavirji/

Meg Thomann - Communications Director @ Wedgewood Pharmacy

- https://www.linkedin.com/in/meg-thomann/

Host:

Jane Serra: https://www.linkedin.com/in/janeserra/

Book Recommendation:

• Difficult Conversations - https://www.amazon.com/Difficult-Conversations-Discuss-What-Matters/dp/0143118447

**BONUS EPISODE** For the month of March, in honor of Women's History Month and International Women's Day, Women in B2B Marketing will publish a new episode every Wednesday (instead of the usual biweekly cadence) - enjoy! And remember to rate, review, and share!

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From marketing leadership roles at large brands like Salesforce and Cisco, to running marketing at start-ups and SMBs, 20+ year marketing expert Karyn Scott walks through what she's learned at each - and why she's now diving into being a Fractional CMO.

In this episode, Karyn talks about:

• How she found herself becoming a Fractional CMO - and what it's like so far!
• The importance of letting everything hit you to see what sticks
• Why communication is a superpower for all marketers
• Finding what lights you up
• How (and why) to create a personal board of directors (I love this!)
• Getting started as an advisor or board member
• Mentorship - why it matters, how to begin
• Her 2 top pieces of advice

Key Links:

Guest: Karyn Scott - https://www.linkedin.com/in/karynscott/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Mentioned in this episode:

TrueBridge Network: https://truebridgenetwork.com/

Global Mentorship Initiative: https://globalmentorship.org/

Park & Battery: https://www.parkandbattery.com/

FarmWise: https://farmwiselabs.com/

How I Built This [podcast]: https://www.npr.org/series/490248027/how-i-built-this

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Jamie Tharp, UPS's Digital Access Program Director, about the nuances of B2B partnerships. With a rich background in strategic account management, Jamie shares her journey and the evolution of partnerships across various industries. They explore the importance of aligning partnerships with sales, marketing, and product teams, and Jamie highlights essential tools and metrics for success. 

Jamie talks us through:

• differences in partnership models: including SaaS versus non-SaaS, referral-based partnerships versus reseller-based partnerships, and services enablement capacity
• the evolving role of partnerships in the sales process
• the role of partnerships in facilitating conversations between product teams and ecosystem owners
• metrics that matter most in partnerships, including share of wallet in volume-driven partnerships and traditional sales funnel metrics for sales-driven partnerships
• the power of relationships, especially post-COVID, and the hunger for human interaction
• leveraging partnerships to gain insights into the customer's experience and needs
• building trust in partnerships, especially in white label or reseller situations
• establishing relationships with partners in new markets and understanding their needs
• focusing on the value provided to the customer in partnerships and professional relationships

Key Links:

Guest: Jamie Tharp - https://www.linkedin.com/in/jtharp/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Anne Murlowski, VP, Digital and Performance Marketing at Terminus, about her journey in B2B marketing and the integration of AI in content creation. They discuss the importance of understanding customer behavior, the role of content in generating demand, and maintaining a unique brand voice amidst AI advancements.

Anne shares insights on the power of relationships in business, the challenges of lead attribution, and the significance of aligning sales and marketing efforts. They touch on the influence of "booktok" on the publishing industry and its marketing parallels with B2B strategies, emphasizing the value of community and supportive networks among women in the field.

Anne and Jane discuss:

• the concept of neuromarketing and its role in understanding customer behavior
• how to understand deeper pain points and needs of customers in B2B marketing
• observing user behavior and building relationships to gain insights
• content development and its role in demand generation
• the changing landscape of SEO, AI, and content development and its impact on demand generation
• effectiveness of AI in short form content creation compared to long form content
• dangers of repetitive content in B2B marketing and the need for uniqueness in content creation
• impact of referrals and building strong customer relationships for growth
• partnerships and the challenges of attributing revenue to partnership efforts
• the value of gated content and the need to move away from lead attribution in marketing
• insight into corporate gifting strategies and the importance of giving meaningful gifts without turning them into advertisements

Key Links:

Guest: Anne Murlowski - https://www.linkedin.com/in/annemurlowski/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

SaaSy Podcast - https://podcasts.apple.com/cy/podcast/saasy/id1714521302

In this episode, Trinity Nguyen, VP Marketing & Account Development at UserGems, chats about the importance of multi-threading, sales and marketing alignment, and Account Based Marketing (ABM) attribution.

This in-depth chat dives into:

ADRs/ SDRs/ BDRs - should they report to sales or marketing?

How do you align Sales and Marketing? Align your goals - and compensation.

Clear attribution windows and hyper focus for ABM success.

Self-reported attribution: does it work?

The importance of an experimental budget.

What channels should we double down on.

Mentioned in episode:

UserGems: https://www.usergems.com/

Guest: Trinity Nguyen: https://www.linkedin.com/in/trinitynguyen/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

If you enjoyed this episode - please follow, download, share, and review!

Thanks for your support.

In this episode of Women in B2B Marketing, host Jane Serra interviews Katie Hollar, VP of Marketing at Clutch. They delve into the nuances of B2B marketing from a B2B Services perspective, with Katie sharing insights from her journey and the importance of having a strong point of view (POV) to stand out in the industry. They discuss the challenges of economic uncertainty and the strategies for navigating it.

Katie and Jane talk through:

• Katie's experiences working in both large and small companies and the lessons learned from each
• the differences and challenges in marketing for B2B services compared to SaaS companies
• starting with a broad approach when testing new ad channels but keeping messaging targeted
• the impact of economic uncertainty on B2B services and the shift in project nature and demand
• the benefits of niching down
• leveraging community amplification for brand reach
• drawbacks of overengineering attribution models and the need for a more creative and influential approach
• avoiding lazy reporting and understanding the down-funnel impact of marketing efforts
• seeking autonomy and personal growth in career decisions, beyond being tied to a specific organization
• being emotionally connected to work and the importance of caring "less" to maintain perspective

Key Links:

Guest: Katie Hollar - https://www.linkedin.com/in/katiehollar/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Clutch - https://clutch.co/

In episode 4, Leela Gill, CMO at 1health, walks us through the first 30/60/90 days in a B2B Marketing Leadership role.

Listen to Leela (a 3-time B2B CMO allstar!) discuss:

• How to establish leadership in a new B2B Marketing role
• The importance of having a community
• Changes in the B2B buyers' journey
• What channels are working today
• The difference between B2B Influencers, Brand Ambassadors, and Raving Fans - and why we need all 3
• Her love/hate relationship with email marketing
• 2023 B2B Marketing predictions

Jane's favorite quote of the episode:

Don't ask for feedback, ask for advice.

Key Links:

Guest: Leela Gill: https://www.linkedin.com/in/leelagill/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

If you enjoyed this episode - please follow, download, share, and review!

Thanks for your support.

What a raw, candid chat with Jen Capstraw - a woman of many titles, including President & Co-Founder of the high-impact community Women of Email, Co-Host & Co-Creator of acclaimed podcast Humans of Email, frequent (and inspiring) public speaker, and Fractional Evangelist at her own consulting company.

Important to Note that Jen is taking a sabattical at the time of this recording and episode publication. **Thank you for still taking the time to chat with me, Jen!**

Jen talks us through:

• Her unique career path from 6x award winning journalist to passionate and renowned Email Marketing guru
• Why there's a need for communities like Women of Email (and the amazing impact they have had)
• The Broken Rung Theory & the gender pay gap in email marketing
• The importance of investing in yourself - even if you need to charge your credit card
• How/ why to embrace feedback, challenges, and different perspectives
• And that time she screamed "you're a sexist!" at her company's president (spolier: he deserved it)

Mentioned in this episode:

Women of Email - https://womenofemail.org/

Emfluence - https://emarketingplatform.com/

The Ins and Outs of a Strategic Nurture Campaign - https://jen.tips/nurture

Key Links:

Guest: Jen Capstraw: https://www.linkedin.com/in/jencapstraw/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra sits down with Tas Bober, B2B SaaS Digital Marketing Advisor & Founder at Delphinium Solutions. Tas shares her unique journey from journalism to marketing, emphasizing the importance of understanding product marketing and buyer journeys for effective landing pages. She discusses her experiences in sales, the challenges women face in the workplace, and the significance of supportive leadership. The episode offers valuable insights into digital marketing strategies, particularly around landing pages and paid media ads, and underscores the power of resilience and continuous learning in career growth.

Tas and Jane discuss:

• The importance of understanding product marketing and buyer journeys
• Strategies for creating effective landing pages
• How deep product knowledge enhances the quality of landing pages
• Sharing insights from landing page tests with other marketing teams
• Concentrating on a few effective marketing channels rather than spreading efforts too thin
• Why content syndication is just glorified list buying
• The role of sales experience in enhancing marketing effectiveness
• Experimentation and iteration in marketing strategies
• Insights on collaboration between marketing and product teams
• Challenges women face in the workplace, particularly in leadership roles
• Mentorship and support among women in marketing
• The impact of workplace culture on women's career advancement
• Challenges and responsibilities of running a business while managing personal life
• Tas's goal to support minority entrepreneurs and promote authenticity in entrepreneurship

Key Links:

Guest: Tas Bober - https://www.linkedin.com/in/tasbober/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Mentioned in Episode:

Laura Nguyen - Executive Coach (Burnout) - https://www.linkedin.com/in/lauran546/

This episode of Women in B2B Marketing features an interview with Purna Virji, Principal Consultant, Content Solutions at LinkedIn and author of High Impact Content Marketing (coming out July 3, 2023).

Jane and Purna discuss Purna's journey in writing her book, her extensive background in content marketing, and her experience working with different industries.

Purna talks all about high-impact content, including:

• the importance of diversity, equality, and inclusion in content marketing
• leveraging wording, language, and visuals to break stereotypes
• how to effectively study your audience
• her approach to creating high-impact content
• repurposing content so it can live many lifetimes
• designing for one, solving for many
• understanding audience needs
• starting with the why when creating content
• finding her purpose
• advice on finding a mentor and mentoring others

Key Links:

Guest: Purna Virji - https://www.linkedin.com/in/purnavirji/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Pre-order Purna's Book, High-Impact Content Marketing: Strategies to Make Your Content Intentional, Engaging and Effective, here:

Straight from the publisher: https://www.koganpage.com/product/high-impact-content-marketing-9781398608436

On Amazon: https://a.co/d/fUuL6kL

In this episode of Women in B2B Marketing, host Jane Serra speaks with Georgiana Laudi, Co-Founder and CEO of Forget the Funnel. Gia shares her career journey and discusses the importance of customer-led growth in B2B marketing. She emphasizes the need for understanding customer experience, conducting regular customer research, and using data to inform marketing strategies. Gia also discusses the concept of product-led sales and growth, and the untapped potential in these areas.

Georgiana and Jane discuss:

• The Concept of Forget the Funnel
• Integration of Product Marketing and Customer Marketing
• The struggle, evaluation, and growth phases
• Customer-led Measurement and KPIs
• How to leverage customer research to inform marketing strategies
• The need for a centralized customer experience map
• Converting leads into high LTV customers
• Opportunities for product-led growth
• Targeting the right audience for product-led strategies
• Identifying the most appropriate customer experience and growth strategy
• Getting outside of the marketing bubble

Key Links:

Guest: Georgiana Laudi - https://www.linkedin.com/in/georgianalaudi/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Forget the Funnel - https://forgetthefunnel.com/

There's a lot of chatter around RevOps lately, so Michelle joins us to talk through the world of Revenue Operations - from Sales through Customer Success and Marketing. What makes each and every Ops team work more efficiently and ultimately drive more revenue for B2B brands?

Michelle talks us through:

• Keeping the revenue engine running smoothly
• The #1 skill for a successful RevOps professional
• Different org structures: centralized vs decentralized RevOps
• Forecast accuracy - how this has changed over the last few years, and how Michelle's team has achieved 1-5% forecast accuracy (wow!)
• How revenue operations can differ at smaller brands vs more mature, enterprise brands
• The importance of a "Secondment" - or job rotation, or an internal internship - gaining exposure to different teams within your oganization

Key Links:

Guest: Michelle Kim: https://www.linkedin.com/in/michellejykim/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Mentioned in this episode:

Women in Revenue community: https://womeninrevenue.org/

The amazing Sydney Sloan (future WIB2BM guest!): https://www.linkedin.com/in/sydsloan/

Dimitri Tamparopoulos: https://www.linkedin.com/in/dimitri-tamparopoulos/

[Book Reco] How Women Rise: https://www.howwomenrise.com/

Michelle's Podcast Recommendations:

The Revenue Engine: https://podcasts.apple.com/us/podcast/the-revenue-engine/id1554168319

UnapologeTECH: https://podcasts.apple.com/us/podcast/unapologetech/id1526386752

Permission to Speak: https://podcasts.apple.com/us/podcast/permission-to-speak/id1491356006

Dear Asian Americans: https://podcasts.apple.com/us/podcast/dear-asian-americans/id1500293933

Speak as a Leader: https://podcasts.apple.com/us/podcast/speak-as-a-leader/id1647699850

Asian Hustle Network: https://podcasts.apple.com/us/podcast/asian-hustle-network/id1520338573

The Tao of Self-Confidence: https://podcasts.apple.com/us/podcast/the-tao-of-self-confidence/id1035011998

You Are The Brand: https://podcasts.apple.com/us/podcast/you-are-the-brand/id828811790

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Talya Heller, a competitive positioning advisor and founder of Down to a T. Talya shares her career journey from industrial engineering to product marketing, emphasizing the importance of networking, especially after relocating to a new country. She provides insights into competitive positioning, discussing its strategic significance for both new and established companies. The episode highlights the value of embracing new opportunities, investing in personal development, and celebrating career milestones.

Jane and Talya discuss:

• Career transitions from industrial engineering to product marketing.
• The significance of networking in career development, especially after relocating.
• The role of personal development in achieving long-term career success.
• Insights into competitive positioning for both new and established companies.
• The importance of defining and regularly updating the Ideal Customer Profile (ICP).
• Strategies for gathering insights to refine the ICP.
• The relationship and overlap between product management and product marketing.
• The evolving use of LinkedIn for professional networking and knowledge sharing.
• Embracing discomfort and taking risks as a pathway to growth.
• Celebrating career milestones and achievements within the B2B marketing community.

Key Links:

Guest: Talya Heller - https://www.linkedin.com/in/talyahellermba18/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra chats with B2B rockstar Sydney Sloan, CMO of Drata, about the power of personal branding and networking for career advancement. Sydney also shares her B2B marketing journey, emphasizing the need to understand the market and be passionate about solving customer problems. She advises listeners on building networks, engaging with industry influencers, and the steps to transition into advisory and board roles.

Sydney walks us through:

• the importance of personal branding and its impact on career growth
• her journey in B2B marketing and transitioning into tech
• building a strong professional network and engaging with industry influencers
• tips for effective networking, making relevant connections, and the importance of being prepared for mentoring sessions
• exploring career goals and the value of seeking advice from multiple sources
• overcoming discomfort in networking situations and the importance of putting oneself out there
• transitioning into advisory and board roles
• navigating the competitive job-seeking landscape
• asking the right questions when looking for a new role to ensure the fit is right, and the value of regularly assessing if the role still feels right
• understanding one's worth and leveraging networks for job opportunities

Key Links:

Guest: Sydney Sloan - https://www.linkedin.com/in/sydsloan/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Women in Revenue - https://womeninrevenue.org/

Breaking the Tech Ceiling - https://www.breakingthetechceiling.com/

In this inspiring episode of Women in B2B Marketing, host Jane Serra interviews Lashay Lewis, a SaaS growth advisor, content strategist, and Founder of Authority Plug. They discuss Lashay's journey in B2B marketing and content creation, as well as various topics related to content marketing, strategy, and the importance of mental health.

Lashay shares her experiences with imposter syndrome and overcoming negativity, and offers insights on the current economic climate's impact on content marketing. They also touch on the rise of fractional executives, the role of AI in content creation, and the importance of storytelling and ROI in content marketing.

Lashay and Jane discuss:

• Lashay's Transition from E-commerce to B2B SaaS
• the importance of bottom-of-funnel (BOFU) content for quick wins and revenue attribution
• creating visual frameworks to help content marketers learn by doing
• embracing your weaknesses - you read that right!
• overcoming imposter syndrome to build your personal brand
• Specificity and strong content in the current economic climate
• tracking metrics in content marketing with Looker Studio, GA
• Using case studies to drive conversions
• Lashay's career hurdles and overcoming setbacks
• Hustle Culture and Mental Health

Key Links:

Guest: Lashay Lewis - https://www.linkedin.com/in/lashaylewis/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Authority Plug - https://authorityplug.com/

Lashay's Content Marketing Dashboard - https://authorityplug.com/#contentdashboard

In this episode of the Women in B2B Marketing podcast, host Jane Serra interviews Sarah Sehgal, Director of Demand Gen at FullStory. They discuss Sarah's journey in B2B marketing, her unique team structure, and the importance of being flexible and adaptable in B2B marketing.

They also delve into topics such as lead gen versus demand gen, account-based marketing, and proving the ROI of marketing efforts. Sarah emphasizes the importance of collaboration between sales and marketing teams, as well as the need for data-driven decision making in B2B marketing.

Sarah covers topics like:

• Having marketing operations and performance media both roll into Demand Generation
• The challenges of turnover and moving quickly in a fast-paced environment
• Lead gen versus demand gen
• The challenges of moving away from lead funnels
• Proving the Value of Intent Data
• Proving the worth of paid social to finance
• How to become a voice of change and snag speaking opportunities

Key Links:

Guest: Sarah Sehgal - https://www.linkedin.com/in/sarahgsehgal/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra speaks with seasoned B2B content marketer Masooma Memon. With experience at Shopify, Vimeo, and Calendly, Masooma shares her journey from content writing to B2B SaaS marketing, emphasizing the human connection in storytelling and the actionable value of content. They tackle overcoming self-doubt, the intricacies of launching and scaling newsletters, and the power of repurposing content, like turning webinar Q&As into fresh articles.

Masooma walks us through:

• Creative storytelling in B2B marketing
• Starting and scaling a newsletter and the potential benefits
• Optimal timing for sending newsletters
• Her onboarding checklist for new clients, emphasizing the importance of understanding the client's goals and product
• The concept of product led content and how it integrates the product's features into the content strategy
• Innovative Content Distribution and Repurposing/ Remixing Content
• Utilizing subject matter experts (SMEs) from webinars to create expert round-up content relevant to the target audience
• Overcoming Self-Doubt in Marketing

Key Links:

Guest: Masooma Memon - https://www.linkedin.com/in/masooma-memon/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Masooma's newsletter: https://masooma.substack.com

Tools:

- VEED: https://www.veed.io

- ButterDocs: http://butterdocs.com

Like WIB2BM? Show us some love with a rating or review today! <3

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In this episode of "Women in B2B Marketing," host Jane Serra speaks with Amrita Mather, founder of Marketing Moon Side and former marketing leader at Superside, Zapier, ClickUp, and Top Hat. Amrita shares her unique journey in B2B marketing, emphasizing the importance of company culture and leadership in evaluating job opportunities. The discussion covers her transition to consulting, the significance of a healthy budget and high-performing team, and current marketing trends. Amrita also highlights the empowering role of community and the value of reframing challenges into opportunities, offering valuable insights for marketing professionals.

Amrita and Jane discuss:

• Amrita's unconventional journey into B2B marketing and her belief in serendipity.
• The importance of evaluating company culture and leadership when considering job opportunities.
• Criteria for assessing potential employers and the significance of mentorship and positive work environments.
• Challenges in gauging company culture during the interview process.
• Transitioning to consulting and applying evaluation criteria to potential clients.
• Marketing priorities and the significance of budget, team performance, and market dynamics.
• The impact of work-life balance and the necessity of hard work in the early stages of a new role.
• Current trends in B2B marketing, including messaging and storytelling.
• The role of community feedback and authentic user experiences in shaping marketing strategies.
• The evolving landscape of marketing and the need for brands to adapt to changing consumer behaviors.

Key Links:

Guest: Amrita Mathur: https://www.linkedin.com/in/amritamathur/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

In this episode of Women in B2B Marketing, host Jane Serra interviews Pam Didner, an award-winning B2B marketing consultant, keynote speaker, and Fractional CMO at Glimpse. They discuss the importance of tangible and intangible impacts in marketing, with Pam emphasizing the need to balance both. Pam also shares her journey from accounting to marketing, stressing the importance of supportive mentors. The conversation covers the challenges of marketing in today's digital world, the need for strategic and adaptable approaches, and the importance of understanding a company's business model and aligning marketing efforts accordingly.

Pam and Jane discuss:

• delivering tangible and Intangible Value
• how to demonstrate marketing ROI in the context of sales revenue
• the need for every marketer to be a CRM marketer
• adapting email marketing strategies
• running win back campaigns for dormant accounts
• making ROI fun to align sales and marketing teams
• the power of the PAUSE - why marketers should take time to think when things are not working
• current challenges faced by B2B marketers
• understanding the why behind decisions before diving into the how

Key Links:

Guest: Pam Didner - https://www.linkedin.com/in/pamdidner/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Pam Didner Consulting & Speaking - https://pamdidner.com/

In this episode of "Women in B2B Marketing," host Jane Serra is joined by Melissa Moody and Nycole Walsh to dissect their "Balancing the Boardroom" research report. They delve into gender equity in leadership, the impact of societal norms on women's career choices, and the balancing act of family and work life. The conversation reveals generational shifts in leadership aspirations and the hurdles women face in seeking speaking opportunities.

Emphasizing the need for systemic change and allyship, the speakers share personal stories and stress the importance of language in shaping gender roles. They conclude with empowering advice for women to trust their inner voice and challenge stereotypes, urging listeners to spread the word and continue the dialogue for a more inclusive professional landscape.

Nycole and Melissa help us unpack:

• The importance of addressing disparities in leadership representation for women
• Generational differences in attitudes towards leadership roles
• The impact of childhood messaging on women's confidence and career choices
• Challenges women face in balancing family and professional responsibilities
• Gender gaps in applying for speaking opportunities and societal conditioning
• The importance of raising awareness and promoting events to prioritize diversity and inclusion
• Being mindful of language and stereotypes when it comes to parenting and gender roles
• Embracing the "second voice" for personal growth and decision-making
• Encouraging women to challenge gender stereotypes and pursue their goals with confidence

Key Links:

Guests:

Nycole Walsh - https://www.linkedin.com/in/nycole-walsh/

Melissa Moody - https://www.linkedin.com/in/melissammoody/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Balancing the Boardroom - https://www.wednesdaywomen.org/post/balancing-the-boardroom-2024

In this episode of "Women in B2B Marketing," host Jane Serra chats with Katie Berg, VP of Marketing at Klue, about the innovative Compete Network. Katie recounts her unique marketing journey, from events marketing to nonprofit work in Africa, and how it shaped her approach to B2B marketing. They delve into the creation of Klue's Compete Network, a centralized hub for product marketers to access and share content.

Katie and Jane discuss:

• Katie Berg's unconventional journey into marketing and her experiences in Ghana and Zambia
• The launch of the Compete Network at Klue, a centralized platform for content creators in the product marketing space
• The collaborative nature of the network and its early success in promoting new podcasts
• The focus on empowering creators and providing them with options rather than imposing payment plans
• The goals of the Compete Network as a brand and company, including category ownership and resilience in the face of AI disruption
• The importance of doing things scrappy and proving value before overspending
• The process of reviewing and renewing shows, connecting content to the go-to-market strategy, and potential show revivals
• The belief in continuous learning and improvement through self-reflection and feedback
• The use of qualitative feedback to reinforce the success of the Compete Network
• The belief in the power of community and the importance of owning access to audience communities
• Managing multiple responsibilities as a VP of Marketing and owning a thriving media hub

Key Links:

Guest: Katie Berg - https://www.linkedin.com/in/katiepberg/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

The Compete Network - https://thecompetenetwork.com/

In this episode of Women in B2B Marketing, host Jane Serra interviews Natalie Gullatt, a B2B marketing expert and the President of the Black Marketers Association of America (BMAA). Natalie shares her career journey, discussing her transition from law to marketing and her experience in various industries.

Natalie talks us through:

• the differences between B2B and B2C marketing, highlighting the broader range of responsibilities for B2B marketers
• the importance of customer-centricity, customer success managers, and advocacy marketing
• metrics used to measure the success of advocacy marketing
• current strategies for driving growth and revenue
• why content creation is only valuable if it is effectively distributed to the target audience
• high costs and low conversion rates of in-person events
• the role of customer marketers in retaining and generating revenue from existing customers
• the BMAA and its mission to empower and support black marketers
• why companies must be committed to diversity, equity, and inclusion

Key Links:

Guest: Natalie Gullatt - https://www.linkedin.com/in/nataliegullatt/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Black Marketers Association of America (BMAA): https://blackmarketers.org/

** For the month of March, in honor of Women's History Month and International Women's Day, Women in B2B Marketing will publish a new episode every Wednesday (instead of the usual biweekly cadence) - enjoy! And remember to rate, review, and share! **

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Is retention the new demand gen? We're hearing it everywhere lately. Asha May, longtime Customer Experience and Customer Marketing leader, walks us through why she's glad the post-sales side of B2B Marketing is finally having its moment (and why it really needs to stay in the spotlight). She also shares some heartfelt advice on career pivots, re-entering the workforce after time off, and the importance of staying curious.

Asha talks through:

• Her career path from Accountant to Gartner Analyst to Award-Winning Customer Marketer
• The Post-Sales side of B2B Marketing
• Why marketers must pay attention to the post-contract Customer Experience
• The key roles to Customer Success (from a Marketing standpoint)
• Helping the customer get to that "first value"
• How to set up sales enablement to garner customer feedback and identify advocates
• ^^ Then how to build and nurture that bank of advocates
• CABs vs communities: who joins which?
• Mastering life pivots: re-entering the workforce after time off
• Breaking out of your comfort zone to feel empowered
• Why she's DONE with "vanity metrics"

Key Links:

Guest: Asha May - https://www.linkedin.com/in/ashamay/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Asha's Recommendations:

• Politicology: https://podcasts.apple.com/us/podcast/politicology/id1514968525
• Adam Grant's Think Again: https://www.amazon.com/Think-Again-Power-Knowing-What/dp/1984878107
• How Will You Measure Your Life: https://www.amazon.com/How-Will-Measure-Your-Life/dp/0062102419/ref=sr_1_1?crid=1J2N7XL3T29K0&keywords=how+will+you+measure+your+life&qid=1679454236&sprefix=how+will+you+measure+your+life%2Caps%2C107&sr=8-1
• Gain Grow Retain: https://podcasts.apple.com/us/podcast/gain-grow-retain/id1476256054
• Career Blast in a Half by Loren Greiff: https://podcasts.apple.com/us/podcast/career-blast-in-a-half/id1670977528
• WIB2BM Ep # 9 with Karyn Scott: https://womeninb2bmarketing.com/episode/09-smb-marketing-enterprise-marketing-and-being-a-fractional-cmo-with-karyn-scott-fractional-cmo-board-member-advisor
• Customer-Led Groove:

Like WIB2BM? Show us some love with a rating or review today! <3

--

In this episode of "Women in B2B Marketing," host Jane Serra welcomes back Trinity Nguyen, the CMO at UserGems. They delve into the transformative role of AI in B2B marketing. Trinity shares her experiences with AI, emphasizing the potential to enhance productivity and streamline processes. The discussion covers the importance of human involvement, team dynamics, and the challenges of integrating AI responsibly. Trinity also highlights the need for educational programs to help recent graduates adapt to AI advancements. The episode concludes with insights on maintaining a positive outlook and fostering community collaboration.

Trinity and Jane talk through:

• The evolving role of AI in B2B marketing.
• Initial skepticism and current acceptance of AI tools among marketers (including Trinity!).
• Best practices for implementing AI in marketing and GTM strategies.
• How Trinity's team integrates AI into their workflow, enhancing collaboration and efficiency.
• The significance of transparency in AI usage for building trust.
• Team dynamics and the integration of AI within marketing teams.
• Redefining the narrative around AI, focusing on its role as a supportive partner in marketing.
• Success metrics and the importance of continuous improvement.
• Common mistakes marketers make when leveraging signals in their strategies.
• The concept of "building in public" versus private sharing of insights.
• Positioning products as essential in the market.
• The future of marketing and the need for adaptation to technological advancements.

Key Links:

Guest: Trinity Nguyen: https://www.linkedin.com/in/trinitynguyen/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Gem-E: https://www.usergems.com/outbound

In this episode of "Women in B2B Marketing," host Jane Serra engages with Jody Spencer, a seasoned fractional CMO and GTM growth advisor. They delve into the evolution of the marketing funnel into an "infinity loop," advocating for a customer-centric approach that focuses on quality interactions over quantity. Jody challenges outdated metrics and emphasizes the importance of adaptability in the fast-paced marketing landscape. They also discuss community-led growth and the shift from "go to market" to "go to network" strategies, highlighting the power of authentic relationships and community engagement.

Jody walks us through:

• The concept of "Death to the Funnel" and the shift from traditional funnel structures to an infinity loop in customer journeys
• Evolution of the traditional marketing funnel to the "infinity loop"
• Re-envisioning content and the customer journey
• Use of TOFU, MOFU, and BOFU in marketing
• Adapting to signals from potential customers
• Community-led growth, its evolution, and the significance of authentic relationships and value provision within communities
• Quick thinking, experimentation, and adaptation in today's marketing landscape
• Creating a community versus sponsoring a community
• The impact of imposter syndrome in the marketing industry
• Overcoming self-doubt and seeking help in career transitions
• Challenging the notion of being the "smartest person in the room"

Key Links:

Guest: Jody Spencer - https://www.linkedin.com/in/jodyspencer/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra interviews Erica Morgenstern, CMO at Personify Health, about the intricacies of mergers and acquisitions and the journey of rebranding. Erica shares her accidental entry into marketing and the significance of empathy and communication during organizational changes. She discusses the strategic considerations behind the merger of Virgin Pulse and HealthComp, and the creation of Personify Health's new brand identity. Erica also touches on career growth, advocating for curiosity and the embrace of learning opportunities.

Erica walks us through:

• finding value and growth within organizations
• her experience with mergers and acquisitions, including being on both sides of the process and the lessons learned
• creating a new brand post-merger
• launching the new brand and the timeline for the brand migration and market positioning
• the impact of rebranding and the importance of thoughtful and strategic communication with the team
• tips for leading teams through mergers, emphasizing the need to lean in and look for opportunities during uncomfortable phases
• advocating for yourself and adding value
• third-party partnerships and the shift from 1-to-1 marketing to a community-based approach
• the value of leaning into new experiences and career paths

Key Links:

Guest: Erica Morgenstern - https://www.linkedin.com/in/ericamorgenstern/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Meryoli, Head of Social Media & Senior Community Manager at Apollo. They explore Meryoli's transition from journalism to social media management, emphasizing the importance of both self-teaching and formal education.

They also delve into Apollo's recent LinkedIn "job update" takeover campaign and what made it so successful.

Meryoli and Jane discuss:

• strategy, creativity, and the human element in social media marketing
• the impact of employee advocacy and user-generated content
• tapping into the circle of influence of your employees
• how to decide which social media platforms to focus on
• LinkedIn takeovers & their authenticity, performance, and goals
• behind the scenes of the recent Apollo.io "job change" LinkedIn takeover
• drawing inspiration from outside the B2B industry
• avoidance of a one-size-fits-all approach in social media marketing
• goals of social media marketing for B2B brands
• creating conversations on social - not monologues
• humanizing the brand, taking unique approaches, and valuing small actions in social media marketing
• meaningful engagement and the potential pitfalls of focusing solely on vanity metrics
• the value of starting a marketing career in an agency, providing exposure to various industries and marketing functions
• overcoming perfectionism

Key Links:

Guest: Meryoli Arias - https://www.linkedin.com/in/meryoliarias/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

** Originally published on March 1, 2023 **

I hope you're enjoying these throwbacks! Truth be told, life has been LIFING lately, and I am a bit behind on getting new episodes out. BUT, I do not want to leave anyone hanging, so figured it was a good time to bump up some of my favorite episodes. Don't worry - new episodes coming soon! What should we cover next on the show? Who would you like to hear from? DM me, comment, or write a review to share feedback. I appreciate you! - Jane

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In this episode of "Women in B2B Marketing," host Jane Serra interviews Corrina Owens, well-known (and loved!) Fractional ABM and GTM Advisor. Corrina shares her transition from education to B2B marketing, emphasizing how her teaching skills in communication and multi-threading have been pivotal. They discuss the evolution of Account-Based Marketing (ABM), its applicability to businesses of all sizes, and the importance of strategic marketing over jargon. Corrina highlights the need to focus on business objectives and customer experience, advocating for authentic connections and community-building in marketing strategies.

Corrina and Jane discuss:

• Corrina Owens' transition from education to B2B marketing.
• The significance of Account-Based Marketing (ABM) and its evolution to ABX.
• The relevance of ABM for businesses of all sizes.
• The importance of strategic marketing over industry jargon.
• Building and maintaining customer relationships throughout the customer lifecycle.
• The role of technology in tracking customer sentiment and engagement.
• The impact of community and networking in marketing strategies.
• Effective communication styles and overcoming limiting beliefs in marketing.
• The value of writing and self-reflection in personal and professional growth.
• Engaging authentically with audiences on social media platforms.

Key Links:

Guest: Corrina Owens: https://www.linkedin.com/in/corrina-owens/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Mentioned in this episode:

Find Corrina on TikTok: https://www.tiktok.com/@featuring_corrina?lang=en

Corrina's Advice on building your personal brand: https://www.linkedin.com/posts/corrina-owens_b2bmarketing-marketingtips-personalbrand-activity-6942118841967652864--nmm?utm_source=share&utm_medium=member_desktop

Gender Bias with AI & Job Descriptions: https://joshbersin.com/podcast/

Which Marketing Jargon Should Be Left Behind: https://www.linkedin.com/posts/corrina-owens_marketing-marketingb2b-saas-activity-7013956814941609984-3q3l?utm_source=share&utm_medium=member_desktop

[POLL] Share Which Marketing Jargon You Want Gone: https://bit.ly/3KiEQZQ

Happy New Year, Friends! We're back! DM me on LinkedIn with any recs, requests, who you want to hear from, what you want to learn this year, or just to say hi. :)

My ask this year? Please rate, review, and share the show. Helps us get in front of more people - and get more women on feeds, mics, and stages.

Xo Jane

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In this episode of "Women in B2B Marketing," host Jane Serra chats with Gina Rau, the Global Head of PR and Communications at 6Sense. With over 20 years of experience, Gina shares her career journey from consumer to B2B marketing, emphasizing the pivotal role of storytelling. She discusses the collaborative nature of crafting narratives within organizations and the importance of prioritizing impactful stories. Gina also touches on the evolving role of press releases and the significance of human connection in marketing communications. The episode offers valuable insights for marketers looking to enhance their storytelling and communication strategies.

Gina and Jane discuss:

• Gina's career journey and transition from consumer marketing to B2B marketing.
• The critical role of storytelling in B2B marketing and communications.
• The collaborative nature of storytelling within organizations.
• Strategies for prioritizing and selecting impactful stories.
• The evolving role of press releases in modern marketing strategies.
• The significance of human connection in marketing communications.
• Engaging executives and thought leaders in crafting narratives.
• The importance of curiosity and openness to opportunities in career development.
• Planning for the future and the need for flexibility in marketing strategies.
• Advice for aspiring marketers on embracing non-linear career paths.

Key Links:

Guest: Gina Rau: https://www.linkedin.com/in/ginarau/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra welcomes Chelsea Castle, Head of Content and Brand at Close. They delve into Chelsea's career journey, from journalism to tech marketing, and her new role's challenges. Chelsea shares her strategies for the first 90 days in a new position, emphasizing rapport-building and impactful contributions. The discussion highlights current content marketing trends, the importance of authenticity, and the need for creativity. They also explore balancing strategic planning with quick wins and the significance of qualitative feedback.

Chelsea and Jane discuss:

• Chelsea's transition from journalism to B2B marketing and content strategy at tech companies
• Her experience in marketing to marketers and sales teams
• Understanding your audience and getting creative with content
• Chelsea's approach to the first 90 days in a new role and the importance of setting achievable goals
• Building rapport within the team and cross-functionally in a new role
• Balancing long-term planning and quick wins in a marketing role
• The shift from SEO-based content strategies to new distribution channels in B2B marketing
• Challenging oneself to think differently and avoid following trends for the sake of being different
• Rethinking the approach to LinkedIn takeovers, making it more organic and impactful
• Seeking inspiration from diverse industries and the role of intuition in marketing
• Fostering creativity, including optional brainstorms and the concept of brain writing
• Defining content that converts, focusing on building connections and trust before driving action
• Significance of a diverse mix of content types and mediums to resonate with the audience
• Unique advantages of written and video content, with an example of successful framework content
• The value of qualitative feedback in measuring content success and the discussion on overrated content practices, emphasizing the need for authenticity and depth
• Returning to work after becoming a mom and the challenges of adjusting to a new version oneself

Key Links:

Guest: Chelsea Castle - https://www.linkedin.com/in/chelseacastle/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of Women in B2B Marketing, host Jane Serra interviews Laura Erdem, Sales Leader of the Americas at Dreamdata. They discuss collaboration between sales and marketing in B2B, the importance of understanding the buyer's journey and attribution data, and the value of content marketing and organic social media. Laura shares her personal branding experience and the lessons she learned from trying to convert followers into leads.

Laura talks through:

• the importance of sales and marketing collaboration
• the (large) number of touches needed before a B2B deal is closed
• what data points to consider when identifying quality (over quantity)
• controversy surrounding attribution methods and analysis
• building her personal brand on social media and the impact it had on website traffic
• lessons learned from the failed attempt at directly converting on LinkedIn
• the need for regular communication and collaboration between sales and marketing teams to align messaging and improve revenue generation
• leveraging proper tracking and data analysis to support marketing decisions and defend budget allocations in B2B marketing

Key Links:

Guest: Laura Erdem - https://www.linkedin.com/in/lerdem/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Dreamdata - https://dreamdata.io/

In this episode of Women in B2B Marketing, host Jane Serra interviews global growth consultant Nataly Kelly. Nataly shares her extensive experience in B2B marketing, including her time as VP of Marketing at HubSpot. The conversation focuses on international and global B2B marketing, with Nataly emphasizing the importance of thorough research, customer engagement, and strategic alignment before expanding into new markets.

Nataly walks us through:

• Going global from day one thanks to digital channels
• Considering factors such as product-market fit, pricing, payment methods, and customer retention when expanding globally
• The halo effect and the importance of talking to customers
• Determining if a company is ready for international growth
• When and why businesses should consider having a physical presence or local experts in the countries they want to expand into
• Complexities and tensions that come with adding new markets
• Managing global teams and remote work
• The importance of local perspectives in global strategy
• Contracting with different entities and legal complexities in global business

Key Links:

Guest: Nataly Kelly - https://www.linkedin.com/in/natalykelly/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Born to Be Global - https://borntobeglobal.com/

[Nataly's Book] Take Your Company Global - https://www.amazon.com/Take-Your-Company-Global-International/dp/1523004436

Nataly's Newsletter: Making Global Work - https://www.linkedin.com/newsletters/7139295345749970944/

You've likely seen her face or heard her voice - the light-spreading and knowledge dropping Corrina Owens is everywhere lately: lucky for us! Corrina joins Women in B2B Marketing to chat all about Account Based Marketing - what's working, what's not, and what is simply getting on her nerves.

Corrina walks us through:

• The difference between ABM and ABX
• Why Community is the biggest ABM channel right now
• How AI like ChatGPT is getting it wrong
• Her ABM mindset of: strategy first, then technology
• Who ABM works for (spoiler alert: it works for everyone!)
• The ultimate ABM martech stack
• Her hatred of marketing jargon (ha - see link below!)

Corrina even shares some tips on getting out there and building your personal brand. (She's killing it on TikTok - and has 10k+ followers on LinkedIn!)

Key Links:

Guest: Corrina Owens: https://www.linkedin.com/in/corrina-owens/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Mentioned in this episode:

Corrina's podcast: https://podcast.gong.io/public/76/Reveal%3A-The-Revenue-Intelligence-Podcast-05b3e1e1/cfcdfcdb

Gong: https://www.gong.io/

Find Corrina on TikTok: https://www.tiktok.com/@featuring_corrina?lang=en

Corrina's Advice on building your personal brand: https://www.linkedin.com/posts/corrina-owens_b2bmarketing-marketingtips-personalbrand-activity-6942118841967652864--nmm?utm_source=share&utm_medium=member_desktop

Gender Bias with AI & Job Descriptions: https://joshbersin.com/podcast/

Which Marketing Jargon Should Be Left Behind: https://www.linkedin.com/posts/corrina-owens_marketing-marketingb2b-saas-activity-7013956814941609984-3q3l?utm_source=share&utm_medium=member_desktop

[POLL] Share Which Marketing Jargon You Want Gone: https://bit.ly/3KiEQZQ

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Linda Melone, a seasoned B2B copywriter and strategist from The Copy Worx. Linda recounts her diverse career journey and shares her insights on the significance of customer-centric copy, the power of words, and the effectiveness of frameworks. The episode touches on the importance of clear CTAs, the influence of AI on copywriting, and the value of storytelling and emotional connection. Linda's reflections on her self-taught path and the benefits of corporate experience round out a conversation filled with expert advice for B2B marketers.

Linda and Jane talk about:

• defining and understanding a company's value proposition
• different approaches to copywriting for various formats, such as ads, landing pages, and emails
• the impact of overused and meaningless marketing words
• how certain words in copywriting can change the perspective and engage the reader
• the use of the Pain Agitation Solution and AIDA frameworks in copywriting for different formats, including landing pages and ads
• consideration of visuals in relation to copywriting, including the impact of visuals on landing pages and ads
• conducting customer interviews to ensure the messaging remains relevant
• clear and relevant call-to-action to avoid bounce rates and increase conversions
• the impact of AI on copywriting and the importance of human storytelling
• underrepresentation of women in copywriting and the unique perspective they bring to emotional copy

Key Links:

Guest: Linda Melone - https://www.linkedin.com/in/linda-melone/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Linda's Site - https://thecopyworx.com/

Linda's Podcast - https://thecopyworx.com/podcast/

When we think B2B Markeiting, we often focus on SaaS or services (eg agencies, consultancies). Sandra Rand, former VP of Corporate Marketing at Amazon aggregater Thrasio, sits down to discuss a different side of B2B Marketing.

Sandra and Jane chat about:

• making events work for demand generation in 2022
• shifting your career path from PR to Marketing leadership]
• the joy of building a marketing plan and team from scratch
• keeping a hunger for learning
• ^^ especially because as we all know, the only thing constant in marketing is change
• how Gen Z is changing the landscape for women in marketing

Notable Mantras from this conversation:

1. Ask the questions. Be that person - we all need her.
2. Done is better than perfect.
3. Show up in a bigger way - Take up space.
4. Lead by example [for your team].
5. API: Assume Positive Intent.

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Guest: https://www.linkedin.com/in/sandraproulxrand/

** At the time of recording, Sandra was VP Corporate Marketing at Thrasio. She is now VP Marketing at GETIDA.

If you enjoyed this episode - follow, download, share, and review!

Thanks for your support.

In this inspiring episode of Women in B2B Marketing, Jane Serra interviews Stacey Danheiser, the founder of SHAKE Marketing, about her journey into B2B marketing. Stacey shares her transition from consumer marketing to B2B marketing, becoming a sought-after consultant and published author of 3+ marketing books.

Jane and Stacey discuss:

• understanding foreign markets and cultural nuances
• B2B vs B2C marketing budgets
• Stacey's A3 method for marketing results: alignment, accountability, and acceleration
• different organizational structures for marketing teams
• the effectiveness of thought leadership programs and account-based marketing (ABM) in driving success
• leveraging books for demand gen
• the need for a distinct and niche perspective when writing a book
• Stacey's mastermind program that empowers women marketers to gain confidence and excel in their careers

Key Links:

Guest: Stacey Danheiser - https://www.linkedin.com/in/staceydanheiser/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Stacey's Power Book: https://www.amazon.com/Look-Inside-Organization-Winning-Marketing-ebook/dp/B0C22BXVTV/https://www.amazon.com/Look-Inside-Organization-Winning-Marketing-ebook/dp/B0C22BXVTV/

Value-ology: https://shakemktg.com/value-ology

SHAKE Marketing: https://www.shakemktg.com/

In this episode of Women in B2B Marketing, host Jane Serra welcomes Deidre Hudson, Head of Revenue Marketing at Bloomfire. They discuss the balance between art and science in marketing and the importance of data analytics. Deidre shares insights on the challenges of measuring the customer journey, the value of ROI calculators, and the resurgence of human-centric tactics. They also explore the concept of the Immediate Addressable Market (IAM) and the use of intent signals in marketing.

Deidre talks us through:

• the art and science of marketing
• what doesn't need to be measured
• the importance of tracking campaigns - and potential impact of turning one off
• understanding the difference between growth and scaling
• the concept of the bow tie and aligning sales, marketing, and product teams
• recognizing and valuing the smaller steps in the marketing funnel
• demonstrating ROI with a scaled-back tech stack
• connecting with your target audience in a noisy environment
• why TAMs are BULLSHIT
• overcoming Imposter Syndrome
• embracing Authenticity as a Leader

Key Links:

Guest: Deidre Hudson - https://www.linkedin.com/in/deidrehudson/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Bloomfire - https://bloomfire.com/

Deidre's Book: How the Fuck Did I Get Here? - https://www.amazon.com/How-Did-Get-Here-Younger-ebook/dp/B0BR34PC4X

10x Is Easier than 2x: How World-Class Entrepreneurs Achieve More by Doing Less - https://www.amazon.com/10x-Easier-than-World-Class-Entrepreneurs/dp/B0C2J7P6JQ/ref=sr_1_1?

In episode 5, Kestrel Lemen, Senior Strategist at Seguno Software and "Queen of Email Marketing" in my eyes, goes deep into the status of email in 2023.

Kestrel covers all things e-mail marketing, including:

• Her forever-love of Bronto <3
• What metrics matter now in Email Marketing
• How/ when Open Rates are still worth looking at (maybe)
• B2B vs B2C Email Marketing: the real difference
• The importance of bulletproof (table-based) buttons
• Secrets to mastering your subject lines
• What to test, test, test
• The "Golden Rule" of Email marketing

Key Links:

Guest: Kestrel Lemen: https://www.linkedin.com/in/kestrellemen/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Mentioned in this Episode:

Women of email: https://womenofemail.org/ (per Kestrel, the Facebook group is really awesome)

Email Geeks Slack: https://email.geeks.chat/

Tools Referenced:

Litmus: https://www.litmus.com/

Email on acid: https://www.emailonacid.com/

*Bonus Tip*

Good place to find email examples: https://reallygoodemails.com/

If you enjoyed this episode - please follow, download, share, and review!

Thanks for your support.

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Naomi Nuta, Vice President of Marketing at AptEdge. Naomi shares her unconventional journey into B2B marketing, starting from a liberal arts background to roles in political communications and market research. She delves into her work in consumer neuroscience, emphasizing the impact of emotional and physiological responses on decision-making. Naomi highlights the importance of understanding the audience's context and emotional state when crafting marketing messages. The discussion also explores the parallels between B2B and B2C marketing, underscoring the significance of tone and delivery in effective communication.

Naomi talks us through:

• Her unconventional career path into B2B marketing.
• The impact of political communications and market research on her marketing approach.
• Insights from consumer neuroscience regarding emotional and physiological responses in decision-making.
• The significance of understanding the audience's context and emotional state in crafting marketing messages.
• Parallels between B2B and B2C marketing, emphasizing emotional triggers in both sectors.
• The critical role of tone, pitch, and delivery in effective communication.
• Strategies for brand building and the importance of emotional engagement in marketing.
• The concept of "human in the loop" in AI development and the importance of user feedback.

Key Links:

Guest: Naomi Nuta: https://www.linkedin.com/in/naomi-n/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

In this episode of Women in B2B Marketing, host Jane Serra welcomes Jessica Gilmartin, a three-time CMO with experience at Google, Dell, Lehman Brothers, and Calendly. Jessica shares her career journey, from investment banking to starting a successful yogurt business, and her transition into marketing.

She discusses the importance of data-driven marketing, the 3 most undervalued marketing roles, and the significance of creating meaningful content. Jessica also emphasizes the importance of a learning environment, open communication, and addressing performance issues within a team. She concludes by advising listeners to prioritize their passion over societal expectations.

Jessica walks us through:

• Understanding your target market
• Why the CEO should be a BIG factor in your next career move
• The role of data and hyper-personalization in marketing
• 3 Most undervalued marketing teams: Analytics, Project Management, and Solutions Marketing
• Creating content that is different, unique, and high-quality
• Fostering an environment of psychological safety, accountability, and feedback
• Recognizing when someone is not successful in their current role - and how to handle this as a manager
• Acknowledging culture bugs
• Creating a happy team
• Following our passions

Key Links:

Guest: Jessica Gilmartin - https://www.linkedin.com/in/jessicagilmartin/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Calendly - https://calendly.com/

In this episode of "Women in B2B Marketing," host Jane Serra engages with Maggie Blume, a Deliverability Consultant at The Luster Group, to delve into the intricacies of email deliverability in the B2B sector. Maggie shares her journey from an introverted accountant to a successful sales professional, emphasizing the power of active listening and asking insightful questions. The discussion covers essential deliverability strategies, such as avoiding spam words, warming up new domains, and the importance of segmentation. Maggie also highlights the value of collaboration between sales and marketing and encourages women to embrace opportunities and build personal brands.

Maggie and Jane discuss:

• Maggie's introverted nature and how it has become a strength in her sales career.
• The value of active listening and asking good questions in sales conversations.
• The importance of focusing on the prospect's needs rather than pushing a personal agenda.
• Understanding the significance of email deliverability for sales and marketing, and its impact on open rates.
• Key steps to improve deliverability, including consulting with software providers and IT teams.
• The impact of subscriber engagement on deliverability and the importance of managing subscriber lists effectively.
• The process of warming up a new domain to make it appear more human and improve email deliverability.
• Collaboration between sales and marketing, and how support content can lead to more leads.

Key Links:

Guest: Maggie Blume - https://www.linkedin.com/in/maggieblume/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of the Women in B2B Marketing podcast, host Jane Serra welcomes Ashley Scorpio, SVP Revenue at Levitate Foundry, to discuss her career path from politics to B2B marketing - and why Partner Marketing is her top B2B Strategy.

Ashley and Jane dive into:

• Ashley's career path from politics to partnerships: and how marketing is leveraged across it all
• the importance of storytelling, whether selling a platform or an agenda
• building relationships with people from all walks of life
• creating win-win-win situations for everyone involved with partner marketing
• the unfortunate trend of layoffs in partner marketing
• the importance of executive buy-in when it comes to Partnerships
• the benefits of having partnerships, marketing, and sales under one person
• being intentional about your career and where you spend your time

Key Links:

Guest: Ashley Scorpio - https://www.linkedin.com/in/ashleyscorpio/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Levitate Foundry - https://levitatefoundry.com/

Our Village United - Elevate - https://ourvillageunited.org/elevate/

In this episode of Women in B2B Marketing, host Jane Serra interviews Lisa Vecchio, the Global Senior Director of Integrated Marketing at Aircall. They discuss Lisa's journey in the B2B marketing industry and delve into the concept of integrated marketing.

Lisa explains the importance of aligning teams and messaging to create a centralized approach to marketing. They also touch on the significance of retention in marketing campaigns and the challenges of being a global marketer. Lisa shares her experiences and offers advice on career mapping and self-reflection.

Lisa talks through:

• the importance of telling a consistent story across all marketing channels
• measuring the impact of integrated marketing efforts
• identifying opportunities and fixing issues by analyzing data
• creating a messaging framework and targeting strategy
• maximizing the impact of integrated campaigns
• balancing brand and demand in integrated marketing
• the value of building relationships with fellow marketers
• managing international teams
• localization and when to build local teams
• the importance of advocating for yourself

Key Links:

Guest: Lisa Vecchio - https://www.linkedin.com/in/lisavecchio/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

The Marketing Academy program - https://themarketingacademy.org/

In this episode of Women in B2B Marketing, host Jane Serra interviews Michelle Golladay, the VP of Marketing at Daasity. Michelle shares her journey into B2B marketing, her experience working at IBM and an art gallery in London, highlighting the differences between large corporations and startups. Michelle also talks about her management roles and the challenges she's faced, emphasizing the importance of empathy and observing her own managers.

Michelle talks about:

• the speed to impact and the availability of resources and mentorship in large corporations compared to startups
• the significance of understanding budgets and managing people
• how she learned through mentorship and personal experiences
• three different management styles - which to emmulate and which to avoid
• how to activate your clients as your best sales people
• various types of asks that can be made of clients, and the need for strong relationships
• different co-marketing activities that can be done with clients
• the evolution of a good customer advisory board

Key Links:

Guest: Michelle Golladay - https://www.linkedin.com/in/michellegolladay/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Daasity: https://www.daasity.com/

In this episode of the Women in B2B Marketing show, host Jane Serra speaks with Jodi Daniels, Founder and CEO of Red Clover Advisors, about the importance of privacy for both B2B and B2C marketers.

Jodi emphasizes the need for accurate data collection, data hygiene, and transparent communication with customers. She also discusses the impact of recent privacy laws on B2B and B2C marketers and predicts that more states will pass privacy legislation in the future.

Jane and Jodi discuss:

• Differences between privacy concerns for B2B and B2C marketers
• The Impact of Recent Laws on Cookies and Data Collection
• Tips for exporting and importing data
• Common mistakes in cookie banners and privacy notices
• The importance of building trust with customers before collecting data
• Risks of using AI in relation to privacy
• Which tools to leverage - and which to avoid - when it comes to privacy
• What companies are doing privacy right

Tune in to learn how to build trust with customers through solid privacy practices and avoid costly privacy breaches.

Key Links:

Guest: Jodi Daniels - https://www.linkedin.com/in/jodihoffmandaniels/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Red Clover Advisors - https://redcloveradvisors.com/

She Said Privacy/He Said Security Podcast - https://open.spotify.com/show/5q8B2oYUPajIvmvZiLa4K4?si=d952a3d9b1dd4778

Book Recommendations:

• "Privacy Law Fundamentals" by Dan Solove and Paul Schwartz
• "Building Trust One Byte at a Time" by Jodi Daniels, Justin Daniels
• "Never Split the Difference" by Chris Voss

In this episode of "Women in B2B Marketing," host Jane Serra chats with Emma Clayton, a seasoned CMO, consultant, and bestselling author. They discuss the evolving role of the CMO, emphasizing the challenges faced by modern marketers in a rapidly changing landscape. Emma highlights the need for strategic marketing over short-term tactics and stresses the importance of hiring qualified marketers. The conversation also touches on the significance of curiosity and understanding customer needs. Both speakers advocate for a strategic approach to marketing, aiming to build meaningful connections and deliver value to customers.

Emma and Jane discuss:

• The evolving role of the Chief Marketing Officer (CMO) in the current marketing landscape.
• Challenges faced by modern marketers, including unrealistic expectations from organizations.
• The perception of marketing and the qualifications of marketers, highlighting a lack of formal training.
• The impact of hiring practices on marketing effectiveness, particularly the trend of hiring sales-focused individuals for marketing roles.
• The importance of a strong marketing strategy in driving business success, especially during scaling.
• The need for alignment between marketing teams' skills and the overall business strategy.
• The significance of understanding the customer journey and building genuine connections with customers.
• The role of social media in shaping marketing practices and its potential to promote mediocrity.
• The necessity of prioritizing strategy over execution in marketing efforts.
• Advocating for a shift in how marketing is perceived and valued within organizations, emphasizing its strategic importance.

Key Links:

Guest: Emma Clayton: https://www.linkedin.com/in/emma-clayton-bebrilliant/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Brilliant Teams by Emma Clayton: https://www.amazon.com/Brilliant-Teams-Emma-Clayton/dp/191577179X

CMOs on Boards: https://www.spencerstuart.com/research-and-insight/cmos-on-boards

In this episode of Women in B2B Marketing, host Jane Serra interviews Shannon Curran, VP of Marketing at MadKudu. Shannon discusses the changing landscape of marketing teams, growing the top of the sales funnel, optimizing events for quality, and leveraging data to optimize for pipeline. She also emphasizes the need for clear direction, coaching, and authentic leadership.

Shannon and Jane discuss:

• Shannon's transition from VC to B2B Marketing
• The rise of generalists with specialized skills
• Exploring fractional work for career growth
• Aligning sales and marketing through data
• MQLs as a vanity metric
• Optimizing events for relationship building and deal acceleration
• How to choose which events to invest in based on attendee lists and cost-benefit analysis.
• Predicting ROI on events based on quality index
• Investing in employee growth and psychological safety

Key Links:

Guest: Shannon Curran - https://www.linkedin.com/in/shannon-sweeny-curran-55332942/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

MadKudu - https://www.madkudu.com/