Women in B2B Marketing

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Leslie Forde is the CEO and founder of Mom's Hierarchy of Needs, a long-time B2B marketer, a strategic advisor to HubSpot, and the author of Repair with Self Care. She also runs the longest running national parent study on pandemic and post pandemic mental health. In this episode of Women in B2B Marketing, we talk about the emotional, mental, and logistical load carried by working women and why burnout has quietly become a default state for so many of us.

Leslie shares why women struggle to ask for what we need, how the past five years have reshaped the caregiving landscape, and what leaders and companies can do to support caregivers instead of unintentionally burning them out. We also unpack the rise of the Hype Women movement, the importance of making space for asks, and how community can fuel both confidence and belonging.

Here is what we cover:

Why self care scores have dropped below pre pandemic levels in her national study
Warning signs of burnout that appear long before we notice them
Why high achieving women struggle to ask for help or support
The unseen load mothers carry and how it affects work, relationships, and health
What employers misunderstand about caregivers and the simple changes that matter
Why ERGs often run on unpaid labor from women and how leaders can fix that
The link between psychological safety, vulnerability, and the ability to ask for what you need
How the Hype Women movement creates space for community, courage, and honest requesting
Why many mothers feel like they are failing in every role and what actually drives that feeling
How women can start reclaiming time, rest, and care in realistic attainable ways

Key Links:

Guest: Leslie Forde: https://www.linkedin.com/in/leslieforde

Her book, Repair with Self Care:

https://a.co/d/fu3UGes

Mom's Hierarchy of Needs

https://momshierarchyofneeds.com

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

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Originally published on August 26, 2024

This replay features the wonderful Surbhi Agarwal, 25+ year industry vet and former CMO at Applied Intuition. We talked about her path from engineering to product marketing to the CMO seat, what really changes when you leave companies like Intel and Google for a fast moving startup, and why she builds marketing around trust, clarity, and collaboration.

Surbhi’s story as an immigrant navigating visa setbacks, rebuilding her career across three countries, and eventually helping grow a business to 10M ARR is powerful. Her honesty about leadership, resilience, and finding your voice as a woman in B2B has stuck with me ever since.

- Jane

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In this episode of Women in B2B Marketing, host Jane Serra sits down with Surbhi Agarwal, 25+ year tech exec. Surbhi shares how she went from engineering and sales into product, then product marketing, and into the CMO role, and why she still thinks like a product marketer every single day.

This episode covers:

Surbhi’s path from electrical engineer in India to CMO in Silicon Valley
What she learned moving from Intel and Google to a messy, fast paced startup
Why she believes product marketing is the strategic core of marketing, not a “support” function
Her “golden triangle” model connecting product marketing, demand generation, and brand
How she reorganized a 70 person global marketing team, broke down silos, and cut spend while improving performance
The difference between running marketing in a hardware world where failure is not an option and in a software world where shipping at 80 percent is the norm
How she uses OKRs, RACI, and skip level conversations to create clarity and psychological safety
The early career visa setback that forced her to move back to India, then to London, Taiwan, and France, and how that built resilience and a deep customer mindset
Her “full glass of trust” philosophy and how she builds collaborative, high trust teams across cultures and time zones
Why she tells younger women to stop assuming men and women are treated the same at work, and to find their voice and negotiate earlier

Surbhi also shares the kind of honest advice we do not hear enough in leadership circles, including why waiting quietly to be rewarded rarely works, and how women can navigate ambition inside systems that are still far from equal.

Key Links

Guest: Surbhi Agarwal, 25+ year Tech Executive/ CMO: https://www.linkedin.com/in/surbhiagarwal/

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

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Kim Winter has spent nearly a decade building and scaling product marketing across Yotpo and multi product orgs. In this episode of Women in B2B Marketing, we unpack how true product marketing starts with market context and the voice of the customer, then fuels everything from positioning to pipeline.

Kim shares how to operationalize VOC with CS, why PMM should own recurring deliverables like quarterly competitive reviews and persona refreshes, and what changes when PMM reports into product, the CMO, or directly to the CEO. We also dig into the rising path from PMM to CMO, and how to keep marketing intentional instead of turning into a production shop.

Here’s what we cover:

The “bottom of the pyramid” for PMM: market context, competitive landscape, and VOC
How PMM focus shifts by product stage, from finding fit to scaling mature lines
Design partners vs customer advisory boards, and when to use each
Recurring PMM deliverables that create visibility and influence across the org
Where PMM should sit and how KPIs shift under Product vs CMO vs CEO
Why PMM fuels customer marketing and tight alignment with Sales and CS
Debunking the “PMM = messaging at the end” misconception
Making marketing intentional: tie every output to a clear goal and buyer need
Practical ways to gather customer insight fast without boiling the ocean
The PMM to CMO trend and what makes product marketers strong marketing leaders

Key Links:

Guest: Kim Winter: https://www.linkedin.com/in/kim-winter/

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

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Sidney Waterfall has led agencies, advised high-growth teams, and now runs marketing in-house at OpenBrand. In this episode of Women in B2B Marketing, we unpack how focusing on process, not outcomes, builds momentum, clarity, and GTM efficiency that actually lasts.

Sidney shares how her team runs PR without an agency, uses proprietary data to earn credibility, and measures what truly moves the business forward. From pipeline coverage to process discipline, she offers a refreshingly honest take on what modern marketing leadership really looks like.

Here’s what we cover:

Why “process over outcomes” is the mindset every marketing leader needs
How OpenBrand built long-term PR credibility through data, not hype
Obsessing over inputs instead of chasing metrics
Partnering with finance to tie marketing to business outcomes
The frameworks Sidney uses to track rolling pipeline coverage and GTM efficiency
Redefining pipeline sources to align sales and marketing around shared success
How to build a team culture that learns from what doesn’t work
What Sidney learned moving from consulting to in-house leadership

Key Links:

Guest: Sidney Waterfall: https://www.linkedin.com/in/sidneywaterfall/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/

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Molly George has spent her career inside B2B tech and on the agency side. Today she is the CEO and founder of Kickstand, a PR and research firm helping brands win in an AI-shaped search world.

In this episode of Women in B2B Marketing, we unpack why PR is having a comeback in B2B, how AI search is changing the playbook, and what modern comms leaders are doing to show up in the consideration set. We also get into Molly’s founder story, the power of setbacks, and practical ways to make PR work alongside demand, content, and product marketing.

Here’s what we cover:

PR’s real job in B2B and why quick wins are the wrong expectation
AI search and brand visibility: how citations shape consideration
Owned vs earned in 2025: your site, plus offsite owned profiles like G2, AWS, Wikipedia
Press releases today: when they help train models and when wires waste budget
Formatting for LLMs: structure, subheads, and consistent boilerplates across properties
Using query data to guide narratives, pitches, and thought leadership
Reddit for B2B: participate with value, not a megaphone
Budget shifts: why teams are moving dollars from classic SEO to brand and PR
Starting an agency while employed, finding the tipping point, and trusting your gut

Key Links:

Guest: Molly George: https://www.linkedin.com/in/molly-george-kickstand/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
Kickstand: https://meetkickstand.com/
Kickstand Research Report on AI and GTM: https://meetkickstand.com/landing/the-zero-click-era-is-here-are-you-ready-to-show-up/

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Ruta Sudmantaite and Emma Davies have built their careers across marketing, consulting, and now tech entrepreneurship. After meeting as teammates at a B2B SaaS company, they went on to become fractional CMOs, podcast co-hosts of Blame It On Marketing, and founders of their own startups - Lava Metrics, a marketing analytics platform, and Thesmia AI, a low-cost AI assistant for HR teams.

In this episode, we talk about building while bootstrapping, the realities of fractional consulting, what it’s like to start companies with your friends (and partners), and how they bring kindness, candor, and community into every room they enter.

Here’s what we cover:

How Ruta and Emma went from coworkers to fractional CMOs and co-founders
The differences between starting a consulting practice and a tech company
Why they believe “two heads are better than one” in fractional work
Building products without outside funding - patience, scrappiness, and first customers
How to disagree kindly, give feedback, and earn trust with in-house teams
Why executive presence doesn’t have to look like a suit or a script
Creating community through honesty: confessions walls, career couches, and real talk
The power of female allies, industry besties, and personal boards of directors
And yes, Ruta’s side business selling sourdough starter - and what it taught her about SEO

Key Links:

Guests:

Ruta Sudmantaite: https://www.linkedin.com/in/rutasudmantaite/

Emma Davies: https://www.linkedin.com/in/emmadavies1989/

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

Thesmia AI: https://www.thesmia.ai/

Lava Metrics: https://lavametrics.com/

Blame it on Marketing Podcast: https://open.spotify.com/show/3X0IiwUIupVa4tCNg8AMpR?si=5d01dceb2c6d4c86

Ruta's Epic UK Sourdough co: https://getsourdough.co.uk/

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Recorded IRL at Pavilion’s GTM2025, Washington DC!

Amanda McGuckin Hager has worn many hats in her career—sales, marketing, fractional consulting—and today she holds two big ones: CMO and CRO at TrueDialog. After starting out in sales and quickly realizing her heart was in marketing, Amanda built a path through Austin’s B2B tech community, leading teams, experimenting with growth plays, and eventually taking on dual leadership of sales and marketing.

In this episode, we unpack Amanda’s journey, her approach to building strong cultures without “duds,” why she’s protective of her CMO title, and how she’s testing AI and search in practical, creative ways.

Here’s what we cover:

Amanda’s early pivot from sales into marketing (and why it stuck)
What it really looks like to be both CMO and CRO at the same time
Resetting a sales org from comp plans to quotas to team structure
Why fewer silos and more shared accountability reduce finger pointing
How to spot (and avoid) “duds” when building teams
The role of fun and positivity in high-performing leadership
Fractional marketing lessons: variety, freedom, and choosing clients
Why Amanda protects the CMO title (even while running sales)
Experiments with LLM optimization, long-tail queries, and AI tools
Guarding deep work time with “no meeting” blocks and shitty first drafts

Key Links:

Guest: Amanda McGuckin Hager: https://www.linkedin.com/in/amanda/

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

Recorded live from Pavilion's GTM2025: https://attendgtm.com/

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Originally published on October 16, 2024

This replay features the brilliant Liza Adams - AI advisor, fractional CMO, and one of the top 50 CMOs to watch in 2024. We talked about her journey from Manila to Michigan, why gratitude fuels her leadership, and how she’s spent 20+ years helping B2B tech companies elevate marketing from “tactical” to truly strategic.

Liza’s perspective on AI, trust, and building defensible moats is refreshing and practical - I left this convo inspired and with about ten new quotes for my wall.

- Jane

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In this episode of Women in B2B Marketing, host Jane Serra sits down with Liza Adams, AI advisor and fractional CMO. Liza shares how her engineering roots shaped her early entry into AI, and why she’s passionate about marketing’s role as a strategic driver of business growth (not just the “campaigns and events team”).

This episode covers:

Liza’s journey from immigrant roots in the Philippines to tech executive in the U.S.
Why marketing must reclaim its North Star: deep customer understanding
The three passions guiding her career: elevating marketing’s strategic value, championing diverse voices, and using business as a force for good
Practical frameworks for evaluating product-market fit and building defensible moats
How AI can shrink research cycles, spark alignment, and elevate marketers from tacticians to strategists
Trust as the ultimate differentiator - why “brand building” is really “trust building”
Examples of how teams are using custom GPTs to boost productivity and decision-making
Her advice to CMOs in today’s “pressure cooker” environment

Liza also shares the golden rule of modern marketing: be an amazing human first, then an amazing marketer. (yesssssss!!)

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

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Paige Tills didn’t set out to be a marketer. After starting in international relations and higher ed, she pivoted into business development at #samsales - where she built her way into marketing and ultimately grew into the role of VP of Marketing. Paige has built her role from the ground up, shaping the company’s content engine, experimenting with paid and organic channels, and scaling what started as one newsletter into a multi-channel brand presence.

In this conversation, we dive into Paige’s journey, her lessons learned on newsletters, social, ads, webinars, YouTube, and AI, and what it takes to market with personality, precision, and scrappiness.

Here’s what we cover:

Saying yes to pivots and building a career in unexpected places
How #samsales scaled from one newsletter to a full content ecosystem
Zero-click content and why click-through isn’t always the goal
LinkedIn ads, thought-leader campaigns, and what not to do with targeting
YouTube lessons: shorts, long-form, and CTAs that actually work
Why founder-led brands win - and what to do if you don’t have one
Making webinars engaging without the slide deck snoozefest
Early AI + LLM experiments: traffic, Wikipedia, and Reddit potential
The role of personal storytelling and motherhood moments on LinkedIn

Key Links:

Guest: Paige Tills: https://www.linkedin.com/in/paige-tills/

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

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Michelle Denogean has one of those careers that makes you stop and take notes. From dreaming of Super Bowl ads to running marketing at eHarmony and Edmunds, advising dozens of startups, writing a book, and now leading as CMO at Mindtrip—she’s lived the full spectrum of B2B and B2C.

In this conversation, we dig into what’s working in B2B marketing today, how to scale reputation and relationships, and the career lessons Michelle learned the hard way (and turned into her leadership superpower).

Here’s what we cover:

Why “reputation” resonates more than “brand” with startup founders
Customer-as-hero marketing and the power of relationships in B2B
Scrappy (not crappy!) ways to build brand without big budgets
How to “punch above your weight” as a startup and look bigger than you are
The decline of email as a pure demand channel (and what to do instead)
Why culture is your frontline brand asset
How tough feedback reshaped Michelle’s leadership style
Breaking out of the box: taking on projects beyond your role
Networking early and outside your company to open career doors

This one is packed with practical takeaways and some real talk about the realities of leading teams, advising founders, and building reputation in 2025.

Key Links:

Guest: Michelle Denogean: https://www.linkedin.com/in/michelledenogean/

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

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Originally published on April 12, 2023

This episode features the one and only Thao Ngo - SVP of Marketing at Uptempo and a total gem of a leader. We talked about building team culture across time zones, leading through three back-to-back acquisitions, and why she ditched PR and the company podcast (and what’s actually working instead).

Thao’s smart, hilarious, and brutally honest in the best way. One of my fave convos.

Jane

In this episode of Women in B2B Marketing, host Jane Serra interviews Thao Ngo, SVP of Marketing at Uptempo. Thao shares her unique journey from early-career marketing student to global marketing leader - and the lessons she’s learned from decades in high tech, M&A chaos, and building high-performing, human-first teams.

This episode covers:

Leading through three acquisitions (and merging tools, teams, and time zones)
The chaos and lessons of combining CRMs, MAPs, websites, and work cultures
How to actually build team culture on Zoom (hint: not forced virtual lunches)
Why they paused their podcast, PR, and newsletter, and what’s working better
The live, no-recording MOPs huddles that build real community
Her onboarding playbook, including a slide on "how to work with the CMO"
Burnout prevention tips like calendar audits, Slack boundaries, and no-meeting blocks
How Thao uses Slack photos and custom statuses to lead with personality
What it's like to lead as an Asian woman in tech, and how she speaks up when it counts

Thao also shares why building trust and being yourself is the most powerful tool a marketer can have.

Key Links:

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

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

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In this episode of Women in B2B Marketing, Jane Serra sits down with Neha Verma, founder of the Partner Marketing Community and a 15+ year marketing leader, to explore the evolving world of partner marketing.

Neha shares her journey from studying economics in New Zealand to becoming a global voice in partner marketing - and how an “accidental” career move turned into her passion and purpose.

Together, Jane and Neha dive into:

How Neha pivoted from economics into marketing and discovered a career in partner marketing
The story behind the Partner Marketing Community and why it’s intentionally focused on collaboration, not selling
Why partner marketing is resurging as companies lean on ecosystem growth and relationships
The top challenges for partner marketers today: budget cuts, AI adoption, and navigating layoffs
Why partner marketing is a critical revenue driver that should never be first on the chopping block
How to measure partner marketing impact when attribution is messy (and why “marketing vs sales credit” should end)
The role of partner enablement and field marketing in staying top-of-mind and driving account growth
How to manage partnerships when a partner goes silent - and when it’s time to move on
Neha’s advice for marketers: focus on impact, people, and health more than titles

If you’ve ever wondered how to thrive in partner marketing, build stronger collaborations, or simply get off the “marketing vs sales credit” hamster wheel, this conversation is packed with insights you can put to work.

Key Links:

Guest: Neha Verma – LinkedIn

Host: Jane Serra – LinkedIn

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In this episode of Women in B2B Marketing, Jane Serra sits down with Sheevaun Thatcher, VP of Revenue Enablement at Demandbase, to unpack what enablement really means when done right.

With decades of experience spanning pre-sales, sales, and enablement leadership, Sheevaun shares the lessons learned from building programs that actually move the needle on productivity, retention, and revenue influence. Far from “just training” or “content delivery,” her approach treats enablement as a true business within a business - complete with strategy, investors, and measurable outcomes.

Jane and Sheevaun dive into:

Sheevaun’s career path from pre-sales into enablement and the lessons learned through each “version” of enablement she built
What revenue enablement really means (hint: it touches everyone who influences revenue, not just sales)
The difference between being responsible to sales versus responsible for revenue
The five key questions that keep enablement focused on what matters most
The four pillars of enablement: GTM clarity, aligned content, just-in-time training, and tribal knowledge
How to align enablement with marketing and product to ensure content is actually adopted and useful in customer conversations
Why “standard demos” and “budget questions” don’t work - and better approaches to both
The role of coaching, why high performers don’t always make strong managers, and how to train managers to actually coach
How AI and just-in-time enablement are changing how sellers learn and apply skills
When a company is really ready for enablement (and why your first hire should be senior, not junior)

Key Links:

Guest: Sheevaun Thatcher – LinkedIn

Host: Jane Serra – LinkedIn

Sheevaun's LinkedIn Articles Mentioned:

https://www.linkedin.com/pulse/r2n4-enablement-keystone-sheevaun-thatcher-cpc-tsqcc/
https://www.linkedin.com/pulse/my-5-fave-enablement-questions-sheevaun-thatcher-cpc-xr7gf/

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In this episode of Women in B2B Marketing, Jane Serra chats with Ashley Artrip, GTM Engineering Manager at Clay, author of Career Design, and host of Career Advice You Never Got, to demystify one of the fastest-emerging roles in revenue: go-to-market engineering.

Ashley shares her unconventional path from career coaching and entrepreneurship to helping companies architect systems that accelerate growth and create better buying experiences. From her work at Clay (where GTM engineering was born) to her own startup journey, she reveals why intentionality and creative problem-solving are at the heart of every successful go-to-market motion.

Jane and Ashley cover:

What GTM engineering actually is – and why it’s not just “rev ops with a new name”
How to design systems that reduce friction across marketing, sales, and customer success
Real-world examples of value-led prospecting from brands like Canva and Vanta
Why GTM engineers need both systems chops and business acumen
The role AI plays in building smarter, more efficient revenue processes
When to hire your first GTM engineer (and when to recognize you already have one)
How to approach tools like Clay without falling into “blank canvas syndrome”
The career skills that make great GTM engineers – and how to build them

Key Links:

Guest: Ashley Artrip – LinkedIn

Host: Jane Serra – LinkedIn

Ashley’s Newsletter: Engineering Revenue - a GTM engineer’s playbook for success, written by Ashley Artrip.

Ashley’s Book: Career Design: Design Your Career to Change Your Life by Ashley Artrip, published December 2022.

Ashley’s Podcast: Career Advice You Never Got - a career‑transition playbook hosted by Ashley Artrip, tackling all those questions you wish you’d been told.

Clay University / GTM Resources: Clay University and blog for learning GTM and Clay tools.

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In this episode of Women in B2B Marketing, Jane Serra sits down with Shannon Howard, Director of Customer and Content Marketing at Intellum, to talk about the real work behind building lasting customer relationships that drive retention, advocacy, and long-term brand love.

From her early days in B2C to leading customer marketing in SaaS, Shannon shares how she has learned to scale connection without losing the human touch. The conversation covers what customer marketing really owns (hint: it is not just case studies), how to enable internal teams to advocate alongside your customers, and the power of being relentlessly curious about the people you serve.

Jane and Shannon get into:

Why customer marketing is about more than just advocacy and what else belongs under its umbrella
How to stay close to your customers even without a big team or budget
The overlooked art of marketing internal programs like customer education
Why reverse multithreading and relationship redundancy matter more than ever
Approaching customers for feedback in ways that feel natural, not transactional
Turning negative experiences into opportunities to create new advocates
The value of surprising and delighting customers, including supporting causes they care about
How customer marketing can also play a big role in Customer Success enablement
Expanding the definition of “customer” to include past, future, and even non-paying advocates
Building trust with customers by treating them like people, not just personas

Key Links:

Guest: Shannon Howard: https://www.linkedin.com/in/shannonlagassehoward/

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

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Originally published on May 8, 2024

Katie Berg coined a phrase in this episode that stuck with me so much I literally made stickers: F*ck it Energy. It’s about saying yes to big, scary opportunities, chasing fear instead of avoiding it, and putting yourself out there even when you’re not sure you’re ready.

And honestly? I think we could all use a little more of that energy right now - which is why I’m bringing this one back from the archives. Katie’s story of building Klue’s Compete Network from scratch and carving her own path in marketing is just as powerful today as it was when we first recorded.

Should I bring Katie back for a follow-up? DM me, comment, or leave a review to tell me what you’d love us to cover next.

– Jane

In this episode of Women in B2B Marketing, host Jane Serra sits down with Katie Berg, VP of Marketing at Klue, to dive into how she turned a scrappy idea into one of the most innovative owned media plays in B2B: the Compete Network.

From starting her career in events marketing and taking a bold leap to work in Zambia, to building Klue’s media hub that now fuels their category leadership, Katie shares the real story of saying yes to big risks, chasing fear, and creating content that actually lands.

Jane and Katie dig into:

How the idea for the Compete Network was born (on a run!) and why it stuck
The scrappy steps Klue took to build a media hub before owned media was “a thing”
What it really takes to launch and scale multiple shows under one brand
Why consistency and format matter as much as the content itself
Lessons learned from producing four podcasts at once - and what Katie would do differently
How teasers and “movie-style” launches helped Klue’s shows break through
The future of B2B media hubs
Why attribution alone isn’t enough - and how qualitative feedback can be a marketer’s gold mine
Why women need more “f*** it energy” in content creation

Key Links:

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

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

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In this episode of Women in B2B Marketing, host Jane Serra chats with Shachar Oren, co-founder, CRO, and CMO at EX.CO—a rare triple-title leader with a journalist’s storytelling soul and a sharp eye on revenue.

Shachar’s unconventional journey from writing film reviews to building a video-first adtech company is full of insight for any marketer navigating career pivots, cross-functional leadership, and the ever-blurry line between brand and revenue. She shares what it’s really like owning both sales and marketing, how it’s changed her approach as a CMO, and why she believes marketers need to stop undervaluing themselves.

Jane and Shachar dig into:

What it’s like to lead both marketing and sales as a co-founder
How a background in journalism led Shachar into B2B tech and startup leadership
The power of sitting in on sales calls - and how it transformed her team’s approach
Why sales decks often fall short, and how to build enablement materials that sellers actually use
What led EX.CO to eliminate webinars and double down on events
How offline tactics like in-person events and direct mail became their top growth channels
Why marketers struggle to get internal credit - and how to start changing that
The nuances of tying marketing roles to revenue goals and compensation
What the lack of CMOs on corporate boards says about how marketing is perceived
How reframing our own value as marketers can shift our influence inside the org
Navigating the balance between creativity, storytelling, and business outcomes
Building community through thoughtful, hybrid campaigns that connect people online and off

Key Links:

Guest: Shachar Orren: https://www.linkedin.com/in/shacharo/

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

Shachar's Article on Fast Company: https://www.fastcompany.com/91265760/numbers-and-narratives-the-strategic-advantage-of-uniting-the-cmo-and-cro-roles

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In this episode of Women in B2B Marketing, host Jane Serra sits down with Natalie Cunningham, a two-time SaaS CMO, former agency leader, and one of LinkedIn’s most refreshingly honest voices in marketing.

Natalie’s journey from rural Tennessee to the C-suite is packed with lessons on resilience, leadership, and pushing past “professional” expectations. She opens up about what it really means to step into a CMO role, lead through rebrands, and advocate for yourself—without shrinking your voice.

Jane and Natalie explore:

The real difference between being a VP and a CMO (beyond the title)
How to lead with honesty and impact, even when it comes with risk
Why rebrands fall apart after the “fun part”—and how to avoid it
The power of healthy conflict and treating peers as your first team
How being vocal on LinkedIn can cost you... and why it’s still worth it
Why “managing a team is like parenting” is a tired (and harmful) trope
The importance of community when you’re the only woman in the room

Key Links:

Guest: Natalie Cunningham: https://www.linkedin.com/in/nataliercunningham/

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

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In this episode of Women in B2B Marketing, host Jane Serra chats with Kim Tran, a full stack marketing leader who helped take Gimmal to a successful exit as Head of Marketing and Business Development.

Kim's path into marketing was anything but linear. She started in First Amendment law before building a career focused on growth, brand transformation, and operational rigor across fintech, edtech, and data governance. With a background in psychology and a clear-eyed view of how teams and businesses scale, Kim shares the mindset shifts and tactical lessons that shaped her journey.

Jane and Kim explore:

Why marketers need to become financial and data stewards to earn trust and influence
How to market marketing internally and build advocates across the org
What it really takes to modernize a legacy brand without losing its core
How to approach marketing during an acquisition and speak to buyers, not just customers
The importance of protecting your team’s emotional and mental bandwidth
How to pitch yourself and take up space, especially as a woman in leadership
Why failing safely is more realistic than failing fast

Key Links:

Guest: Kim Tran: https://www.linkedin.com/in/kimtrandc/

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

––

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In this episode of "Women in B2B Marketing," host Jane Serra is joined by Chaenara O’Brien - a sharp strategist who splits her time between leading digital GTM at vFunction and consulting with startups via Thought Bakery.

Chaenara brings a refreshingly grounded, systems-first lens to modern marketing, shaped by a background in energy trading, operations, and engineering services. The conversation unpacks what it really takes to build future-ready go-to-market teams, avoid burnout, and lead with both curiosity and clarity in a time of constant change.

Jane and Chaenara dig into:

How her career in ops + energy trading led to B2B marketing leadership
What “scenario planning” actually means - and how to make it actionable
Why marketers need to stop reacting and start building systems
How AI is reshaping what it means to “do more with less”
Creating space for failure and curiosity on high-performing teams
Why outdated ideas of brand control and executive presence need to go
What GTM leadership should look like - and where it’s headed
Outgrowing tech and how to protect your spark

Key Links:

Guest: Chaenara O'Brien: https://www.linkedin.com/in/chaenara/

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

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Originally published on January 18, 2023

This episode is a favorite for anyone who's ever argued about buttons vs hyperlinks, wondered if open rates still matter, or just wants to get better at email without sounding like a spam bot.

Kestrel Lemen is an email powerhouse: part strategist, part storyteller, and hands down one of the most insightful voices in email marketing. Her take on what actually drives conversions, how to balance plain text with visuals, and what marketers still get wrong about newsletters is full of gold.

It’s one I still reference, and if email is even remotely in your job description, you’ll want to give this one a listen.

Want a part two with Kestrel? Leave a review, drop a DM, or just say the word.

— Jane

In this episode of Women in B2B Marketing, host Jane Serra sits down with Kestrel Lemen, email marketing expert and former Senior Strategist at Seguno Software (now Senior Manager Lifecycle Marketing at Zillow!) From her start in the art world to building Bronto’s London office and becoming an email force in both B2B and B2C, Kestrel’s journey is as fascinating as it is full of lessons.

They get into:

The difference (and surprising similarities) between B2B and B2C email strategies
Visual vs. plain text emails - and when each actually performs best
What’s still true about email above the fold (and what’s totally changed)
The metrics you should be tracking now - and which ones are just vanity
Spam triggers, button design, and real talk on segmentation
How privacy laws like GDPR and Apple MPP are reshaping email as we know it
Why your “free Yeti cooler” giveaway is probably not the move
Building emails that convert and don’t annoy
Plus: how to keep your resume “conversion-optimized” for your future self

If email is part of your job - or just gives you heartburn - this episode is a goldmine.

Key Links:

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

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

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

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Recorded LIVE at WIB2BM LIVE ATLANTA

In this first-ever LIVE IN PERSON episode of "Women in B2B Marketing," host Jane Serra sits down with Trinity Nguyen (CMO at UserGems) and Kacie Jenkins (SVP of Marketing at Sendoso) for an unfiltered conversation about the mistakes, missteps, and full-on f*ckups that shape great marketing leaders.

They open up about failed campaigns, tool disasters, event regrets, and how they’ve built teams that don’t just tolerate failure - they learn from it. From creating psychological safety to pushing back on prescriptive execs (even the ones with AI patents), this episode is a candid look at what it really takes to lead with empathy, resilience, and a little rebellion.

Packed with tactical advice, personal stories, and plenty of f-bombs, it’s a masterclass in growing your team-and yourself-through the hard stuff.

This live panel unpacks:

Why failure is a must-have in high-performing marketing teams
How to build psychological safety without babying your team
Tactics for turning a f*ck-up into a team-wide learning moment
The CEO “parking lot” trick for pushing back on prescriptive leadership
How to evaluate AI tools (and avoid shiny object syndrome)
What to do when your event investment flops—and how to design ones that actually work
The power of structured gatherings and thoughtful details at live events
Career pivots, personal advisory boards, and defining your authentic marketing path
How to create space for younger team members to build resilience and take ownership

Key Links:

Guests:

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

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

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

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In this episode of "Women in B2B Marketing," host Jane Serra chats with Leanna Adeola, VP of Marketing and Chief Brand Strategist at Black Onyx Management. Leanna, recognized as one of the "Top 40 Under 40" by the Indianapolis Business Journal, shares her journey through various marketing roles, from agency work to in-house positions. They discuss the challenges of integrating management consultants, emphasizing transparency and collaboration. Leanna highlights the evolving nature of B2B marketing, stressing the importance of authenticity, relationship-building, and balancing value with sales.

Leanna and Jane talk through:

Leanna’s career path from agency to in-house to consultancy leadership
Why her agency background helps her empathize with brand-side complexity
How she balances in-house marketing with client-facing consulting
Tactics for making brand messaging stick internally
How Canva and quick videos help reinforce brand standards
Advice for building trust when bringing in external consultants
The 3Fs framework for managing up: Framing, Frequency, For Others
How to communicate effectively with boards, CEOs, and CFOs
The human side of B2B: building relationships, not just pipeline
Why outdated ideas of executive presence are holding us back
The power of thought leadership and long-term brand affinity
Her advice: remember what drew you to marketing and protect that spark

Key Links:

Guest: Leanna Adeola: https://www.linkedin.com/in/ladeola/

^^ And follow her on IG: https://www.instagram.com/leannaadeola

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

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Originally published on January 4, 2023

This episode is an early gem from when the podcast first launched and features the incredibly sharp Leela Gill, a three-time CMO and builder of high-growth B2B teams. Her advice on navigating the first 30-60-90 days in a new marketing leadership role is timeless. And her take on KPIs, internal branding, and enabling your sales team as thought leaders? Still fire.

It’s one of those episodes I come back to often, and I hope you’ll find value in it too.

Want a follow-up with Leela? Drop a comment, review, or DM me. I'm all ears.

— Jane

In this episode of "Women in B2B Marketing," host Jane Serra interviews Leela Gill, accomplished B2B CMO and former CMO at One Health. Leela shares her journey from engineer to three-time CMO and how that technical foundation still shapes her marketing leadership today. The conversation covers what great CMOs prioritize in their first 90 days, the importance of intentional leadership, and why internal culture-building is just as critical as pipeline metrics.

Leela shares insights on:

How to audit a new company and create your first 90-day plan
Navigating pressure from sales while staying strategic
Building trust with technical teams as a marketing leader
Why pipeline and net revenue retention are the new must-track KPIs
The evolving role of brand ambassadors, influencers, and raving fans
How to turn your sales team into thought leaders
Rethinking email marketing (and why LinkedIn might be your new ESP)
Why "helping is the new selling"
The rise of customer marketing and cross-functional alignment
Advice for women entering B2B marketing: ask for advice, not feedback, and find a rockstar mentor

Key Links:

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

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

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In this episode of "Women in B2B Marketing," host Jane Serra speaks with Rissy La Touche, a seasoned marketer, advisor, speaker, and founder of Dimple Studio. Rissy shares her journey from B2C/B2B marketing to business owner, discussing the challenges and rewards of entrepreneurship. The episode delves into the importance of clear communication, self-promotion, and public speaking in B2B marketing. Rissy emphasizes the value of understanding customer insights and tailoring value messaging. She also shares her experiences managing multiple marketing channels and offers advice to young marketers on trusting their instincts.

Rissy and Jane discuss:

How Rissy moved from NYC to Amsterdam and launched her consultancy, Dimple Studio
The mindset shift from freelancer to business owner
Learning to promote yourself without feeling cringe
Leveraging buyer ego in B2B messaging while keeping your own in check
What it really means to not gatekeep in marketing
Why most B2B messaging misses the mark
How to build value messaging that drives sales enablement
The story of a value prop that unlocked new revenue
Getting speaking gigs and lessons from her first keynote
Why helping your buyer look good is the ultimate marketing strategy

Key Links:

Guest: Rissy La Touche: https://www.linkedin.com/in/rissylatouche/

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

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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/

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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/

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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/

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In this milestone 100th episode of "Women in B2B Marketing," host Jane Serra reflects on the podcast's journey, sharing her motivations and key lessons learned. Jane discusses the importance of amplifying women's voices in a male-dominated marketing landscape and expresses gratitude to her listeners. She highlights personal growth, overcoming imposter syndrome, and the value of building a supportive community. Jane also shares insights on embracing change, leveraging AI tools, and leading with authenticity.

Jane talks about:

Celebrating the 100th episode milestone!!!!!!!
Motivation for starting the podcast and addressing gender representation in marketing
Personal growth and increased confidence through podcasting
Overcoming imposter syndrome and recognizing achievements
Embracing change and continuous learning in marketing
Utilization of AI tools for enhanced marketing efforts
Importance of authenticity in leadership
Collaboration and building cross-departmental relationships
Understanding customer needs through direct engagement
Future plans for community-building initiatives and content expansion - what's next for WIB2BM!

Hi! Jane here :)

Let me know what you think of this format - love it? Hate it? LMK if I should throw in some solo episodes once in a while - and if so, what feedback do you have/ how should I mix it up?

Always looking for feedback to make this show valuable for YOU!

Thank you for helping me make it to 100 episodes! I love you all.

Key Links:

🎙 Host: Jane Serra – LinkedIn

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*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

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

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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

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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/

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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/

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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/

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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

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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

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/

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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/

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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

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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

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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/

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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

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

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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

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: 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

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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

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

Difficult Conversations: How to Discuss What Matters Most

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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/

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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

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/

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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

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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/

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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/

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In this episode of "Women in B2B Marketing," host Jane Serra interviews Sarah Noel Black, a marketing consultant and host of the "Tiny Marketing Podcast." Sarah shares her journey from managing marketing for seven brands solo to developing her "streamline, systematize, automate, outsource" framework. She discusses overcoming fears of hiring virtual assistants, the importance of strategic planning, and engaging stakeholders. Sarah emphasizes focusing on key marketing channels, leveraging customer insights, and the growing trend of micro offers. The episode provides actionable strategies for marketing professionals to enhance efficiency and drive business growth.

Sarah and Jane discuss:

Sarah's journey into marketing and experiences as a solo marketer for multiple brands.
Development of a marketing framework: Streamline Systematize Automate Outsource.
Importance of strategic planning and stakeholder engagement in marketing.
Concept and implementation of gateway offers to build client trust.
Overcoming challenges and pushback in adopting new marketing strategies.
Significance of personalization in marketing approaches.
Managing multiple brands and the challenges of diverse stakeholder needs.
Setting boundaries to streamline communication and manage expectations.
Utilizing technology and automation to enhance marketing efficiency.
Trends in marketing, including the shift towards micro offers and personal branding.

Key Links:

Guest: Sarah Noel Block: https://www.linkedin.com/in/sarahnoelblock/

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

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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/

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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/

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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

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/

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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/

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In this episode of "Women in B2B Marketing," host Jane Serra welcomes Gwen Lafage, VP of Brand and Content at Sinch, to discuss her journey in marketing. Gwen shares insights from her experiences in both B2C and B2B sectors, emphasizing the evolution of marketing tactics and the critical role of storytelling in branding. They explore how brand campaigns integrate with demand generation and highlight the importance of human connection in marketing. The conversation also delves into the value of transferable skills in career transitions and the necessity of self-advocacy and internal communication within marketing teams.

Gwen and Jane talk through:

Valuing human connections in brand marketing and relationships.
Gwen's journey from B2C to B2B marketing.
Advantages of agency experience for in-house roles, including context switching skills.
Integration of brand campaigns with demand generation efforts.
The concept of "performance branding" and its impact on business results.
The importance of understanding business goals in campaign development.
Linking product features to overarching brand narratives in campaigns.
Linking complex technical updates to customer stories, enhancing understanding and engagement.
Collaboration between brand, product marketing, and regional teams for campaign success.
Insights into the difficulties of forming effective teams post-reorganization, especially after acquisitions.
Maintaining a forward-moving mindset amidst organizational changes.
The necessity of self-advocacy and visibility in the workplace.

Key Links:

Guest: Gwen Lafage - https://www.linkedin.com/in/gwen-lafage/

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

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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/

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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/

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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/

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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/

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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/

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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/

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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/

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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/

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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/

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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

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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

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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/

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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

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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/

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*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/

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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/

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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/

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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/

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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

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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/

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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/

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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

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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/

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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/

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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/

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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/

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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

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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/

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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/

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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/

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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/

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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

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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/

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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/

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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/

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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/

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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/

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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?

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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/

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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/

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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/

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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/

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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/

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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/

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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/

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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/

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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/

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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/

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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/

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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/

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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/

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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/

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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

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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/

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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/

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*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/

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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

Never Split the Difference: Negotiating As If Your Life Depended On It

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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

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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/

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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

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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/

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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

Who Thought This Was a Good Idea?: And Other Questions You Should Have Answers to When You Work in the White House

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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

Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets

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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: https://podcasts.apple.com/us/podcast/customer-led-groove/id1648001135

Think Again: The Power of Knowing What You Don't Know

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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

Lighter: Let Go of the Past, Connect with the Present, and Expand the Future

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*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

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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

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

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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: