Shows
Women in B2B Marketing127: Inside the Golden Triangle of Product, Brand, and Demand - with Surbhi Agarwal, 25+ Year Tech Executive | REPLAY EP 76Originally published on August 26, 2024This 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...
2025-11-1946 minWomen in B2B Marketing121: Reclaiming Marketing’s North Star with AI - with Liza Adams, AI Advisor & Fractional CMO at GrowthPath Partners | REPLAY EP 83**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-----------In this...
2025-09-2448 minWomen in B2B Marketing118: From Burnout to Buy In: Leading a No-BS Global Marketing Org - with Thao Ngo, SVP of Marketing at Uptempo | REPLAY EP 13**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...
2025-09-0344 minWomen in B2B Marketing117: The Real Work of Partner Marketing: Community, Collaboration, and Growth - with Neha Verma, Founder of the Partner Marketing CommunityIn 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 marketingThe story behind the Partner Marketing Community and why it’s...
2025-08-2733 minWomen in B2B Marketing116: Responsible To, Not For: Rethinking Revenue Enablement - with Sheevaun Thatcher, VP Revenue Enablement at DemandbaseIn 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...
2025-08-2053 minWomen in B2B Marketing115: Demystifying GTM Engineering: How to Architect Growth and Better Buying Experiences - with Ashley Artrip, GTM Engineering Manager at ClayIn 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.
2025-08-1338 minWomen in B2B Marketing114: Customer Marketing with Heart: Advocacy, Education, and Internal Champions - with Shannon Howard, Director of Customer & Content Marketing at IntellumIn 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...
2025-08-0641 minWomen in B2B Marketing113: Building the Netflix of Product Marketing - with Katie Berg, VP of Marketing at Klue | REPLAY EP 59** 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...
2025-07-3051 minWomen in B2B Marketing112: Marketing That Sells: Lessons from a Dual CMO-CRO - with Shachar Orren, Co-founder, CRO, & CMO at EX.COIn 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 m...
2025-07-2339 minWomen in B2B Marketing111: From Agency Hustle to CMO Truth Teller: Building Brands, Teams, and Backbone - with Natalie Cunningham, 2x SaaS CMOIn 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 (beyon...
2025-07-0949 minWomen in B2B Marketing110: From Creative to Credible: Why Marketers Must Own the Numbers - with Kim Tran, Former Head of Marketing & Business Development at GimmalIn 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....
2025-06-2556 minWomen in B2B Marketing109: Marketers of the Future Own GTM - and Build the Systems to Support It - with Chaenara O'Brien, Product Marketing Leader & Strategist at Thought BakeryIn 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 ca...
2025-06-1837 minWomen in B2B Marketing108: Inbox, Interrupted: How to Actually Win with B2B Email - with Kestrel Lemen, Senior Manager Lifecycle Marketing at Zillow | REPLAY EP 05** 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...
2025-06-1249 minWomen in B2B Marketing106: The 3Fs of Managing Up: How to Work with Leaders, Consultants, and Teams - with Leanna Adeola, VP Marketing & Chief Brand Strategist at Black Onyx Management, Inc.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...
2025-05-2844 minWomen in B2B Marketing105: The Playbook for Your First 90 Days as a Marketing Leader - with Leela Gill, Full-Stack B2B CMO | REPLAY EP 04** 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...
2025-05-2133 minWomen in B2B Marketing104: The Secret to B2B Messaging that Lands: Tap into Their Ego, Not Yours - with Rissy La Touche, Founder at Dimple StudioIn 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 Ja...
2025-05-1444 minWomen in B2B Marketing102: Video Killed the White Paper Star: Creating Relatable Content in B2B - with Kristina Keene, Director of Brand and Content at FlipLike WIB2BM? Show us some love with a rating or review today!
2025-03-1943 minWomen in B2B Marketing101: Trust the Vibe: Navigating Marketing Careers with Intuition & Impact - with Amrita Mathur, Marketing & Growth Consultant at Marketing MoonshotsLike WIB2BM? Show us some love with a rating or review today!
2025-03-1245 minWomen in B2B Marketing100: Cheers to 100! A Celebration, Lessons Learned, and What’s Next - with ME! Jane Serra, VP Growth Marketing at Daxtra and Creator of WIB2BMIn 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 marketingPersonal growth and increased...
2025-03-0533 minWomen in B2B Marketing99: People Are the Media: How Influence is Reshaping B2B Marketing - with Shama Hyder, Founder & CEO of Zen Media | REPLAY EP 27**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 m...
2025-02-1947 minWomen in B2B Marketing97: Lean Into the Scary: Data, Growth, and Saying Yes in Marketing - with Saima Rashid, SVP Marketing & Revenue Analytics at 6senseLike WIB2BM? Show us some love with a rating or review today!
2025-02-0545 minWomen in B2B Marketing96: Is Your Account Based Marketing Strategy Driving Revenue or Just Filling the Pipeline? - with Kristina Jaramillo, President at Personal ABMLike WIB2BM? Show us some love with a rating or review today!
2025-01-2944 minWomen in B2B Marketing95: Beyond the 80/20 Rule: The 4 Level Hierarchy to Linkedin Content - with Erica Schneider, Founder of Cut the FluffLike WIB2BM? Show us some love with a rating or review today!
2025-01-2245 minWomen in B2B Marketing94: Signals, Strategies, and Success: How to Leverage AI for Better Outbound Performance - with Trinity Nguyen, CMO at UserGemsLike WIB2BM? Show us some love with a rating or review today!
2025-01-1545 minWomen in B2B Marketing93: Break Through the Noise with a Good Story (Here's How) - with Gina Rau, Global Head of PR and Communications at 6senseHappy 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 y...
2025-01-0839 minWomen in B2B Marketing92: Be So Damn Good, You're Undeniable - with Tenisha Griggs, Founder & CEO, 37X Digital Marketing AgencyIn 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 s...
2024-12-1841 minWomen in B2B Marketing91: Mindshare Marketing: How to Keep Your Brand Top-of-Mind in a Crowded Market - with Kelly Cheng, VP of Marketing at GoldcastIn 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 t...
2024-12-1141 minWomen in B2B Marketing90: The Massacre of Marketing: Challenges Facing Modern CMOs - with Emma Clayton, The Mary Poppins for Marketing FunctionsIn 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:
2024-12-0443 minWomen in B2B Marketing88: Cultivating Community: The Heart of Effective ABM Strategies - with Corrina Owens, Fractional ABM and GTM Advisor | REPLAY EP 08** 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...
2024-11-2049 minWomen in B2B Marketing87: The Human Element in GTM Operations: Balancing Data and Team Communication - with Michelle Kim, Senior Director, Sales & Customer Success Operations at Culture Amp | REPLAY EP 07** 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, S...
2024-11-1348 minWomen in B2B Marketing86: **2024 U.S. Election Roundtable** Leading Our Teams Through an Emotional Election Week - with 5 Special Guests and GTM Leaders**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...
2024-11-0637 minWomen in B2B Marketing85: Community-Driven Success: How Female Founders Thrive Together - with Marion Siboni, Founder & CEO at La Creme de la STEMIn 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 o...
2024-10-3043 minWomen in B2B Marketing84: The Orchestration Behind True Sales and Marketing Alignment - with Trinity Nguyen, CMO at UserGems | REPLAY EP 03** 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, C...
2024-10-2346 minWomen in B2B Marketing83: Leveraging AI to Elevate Marketing’s Strategic Value - with Liza Adams, AI Advisor & Fractional CMO at GrowthPath PartnersIn 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 c...
2024-10-1648 minWomen in B2B Marketing82: Employee Value Propositions: the Link Between Engaged Employees and Growth - with Kerry Penny, SVP Global Head of Marketing and Employee Value Proposition at Kin + CartaIn 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 i...
2024-10-0940 minWomen in B2B Marketing80: The Best Framework for Marketing Efficiency: Streamline, Systematize, Automate, Outsource - with Sarah Noel Block, Marketing Consultant at Tiny MarketingIn 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:
2024-09-2540 minWomen in B2B Marketing78: Community-Market-Fit & The Importance of Flexibility for B2B Leaders - with Noosh Baratpour, Co-Founder and CMO at FormalooIn 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:
2024-09-1138 minWomen in B2B Marketing77: Lessons on Email Marketing, Self-Investment, and Cultivating Your Own Career - with Jen Capstraw, Fractional Evangelist at Idea Empire | REPLAY EP 06** 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...
2024-09-041h 01Women in B2B Marketing75: Lessons in Performance Branding and Team Dynamics - with Gwen Lafage, VP Marketing, Global Brand and Content at SinchIn 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.
2024-08-2146 minWomen in B2B Marketing74: How Well Do We Really Know Our Ideal Customer Profile (ICP)? - with Talya Heller, Competitive Positioning Advisor and Founder at Down to a TIn 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...
2024-08-1442 minWomen in B2B Marketing73: CPG or B2B: Customer Obsession Reigns - with Irem Isik, Head of Marketing at StorylyIn 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 a...
2024-08-0748 minWomen in B2B Marketing72: Understanding Your Buyer Journeys to Transform Your B2B Marketing Strategy - with Tas Bober, B2B SaaS Digital Marketing Advisor & Founder at Delphinium SolutionsIn 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.
2024-07-311h 00Women in B2B Marketing71: The Power of Word-of-Mouth: Fostering Trust in B2B Marketing - with Natalie Marcotullio, Head of Growth and Operations at NavatticIn 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...
2024-07-2446 minWomen in B2B Marketing70: Creating Meaningful Connections through Content (that Converts) - with Chelsea Castle, Head of Content at CloseIn 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 B2...
2024-07-1748 minWomen in B2B Marketing69: Measuring, Tracking, and Finance-Minded Marketing - with Margot Kashuba Lee, CMO at BelkinsIn 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...
2024-07-1038 minWomen in B2B Marketing68: Email Deliverability: Why it Matters and How to Improve it for B2B Sales and Marketing - with Maggie Blume, Deliverability Consultant at The Luster GroupIn 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...
2024-07-0344 minWomen in B2B Marketing67: Leading Marketing Transformation and Building Your Own Blueprints - with Catherine Solazzo, Chief Marketing Officer at SyntaxIn 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 processesChallenges...
2024-06-2647 minWomen in B2B Marketing66: Tactical Ways to Leverage AI for B2B Marketing - with Alessandra Colaci, AI Consultant and Founder of Humans + AIIn 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...
2024-06-1947 minWomen in B2B Marketing65: 2024 B2B Buying Report: It's All About Brand Awareness, Trust, and Transparency - with Allyson Havener, SVP of Marketing and Community at TrustRadiusIn 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...
2024-06-1245 minWomen in B2B Marketing64: Creating Your Portfolio Career, Layer by Layer - with Brianna Doe, Founder & CEO at VerbatimIn 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 schedulethe concept of a portfolio career and how...
2024-06-0545 minWomen in B2B Marketing63: Building a Strong Relationship with Sales: Communication, Collaboration, and Feedback - with Tara Robertson, Head of Demand Generation at Chili PiperIn 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 "...
2024-05-2943 minWomen in B2B Marketing62: Exploring Generational Attitudes and Challenges for Women in Leadership: A Deep Dive into the 'Balancing the Boardroom' Report - with Nycole Walsh, Senior Manager, Digital RevOps at Kickstand and Melissa Moody, Co-Founder of Wednesday WomenIn 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...
2024-05-2241 minWomen in B2B Marketing61: The Path to CMO: Networking & Building Meaningful Connections - with Sydney Sloan, CMO at DrataIn 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 growthher journey in B2B marketing and...
2024-05-1542 minWomen in B2B Marketing60: RT 1 - Introducing WIB2BM Roundtables: Is Marketing seen as a "pink collar" job?**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...
2024-05-1035 minWomen in B2B Marketing59: Crafting a Winning Owned Media Strategy: BTS of The Compete Network - with Katie Berg, VP Marketing at KlueIn 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 ZambiaThe launch of the Compete Network at Klue, a centralized...
2024-05-0851 minWomen in B2B Marketing58: How Can Partnerships Drive Sales and Marketing Strategies in B2B? - with Jamie Tharp, Digital Access Program Director at UPSIn 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 capacitythe evolving role of partnerships in t...
2024-05-0145 minWomen in B2B Marketing57: Leading Your Marketing Team Through Change: Mergers, Acquisitions, and Rebrands - with Erica Morgenstern, CMO at Personify HealthIn 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 organizationsher experience...
2024-04-2442 minWomen in B2B Marketing56: Embracing a Squiggly Career: From Finance to Marketing to Coaching - with Alice Ko, Leadership Coach and Facilitator at Reframed CoachingIn 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 Coachingwhy nonprofit marketing is just...
2024-04-1743 minWomen in B2B Marketing55: Death to the Marketing Funnel - with Jody Spencer, CMO and GTM Growth AdvisorIn 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...
2024-04-1051 minWomen in B2B Marketing54: Driving B2B Marketing Growth while Navigating Life Transitions - with Olga Noha, CMO at SplitMetricsIn 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...
2024-04-0341 minWomen in B2B Marketing53: Starting & Scaling Newsletters and Leveraging Product-Led Content - with Masooma Memon, B2B SaaS Content Marketer, for companies like Shopify, Vimeo, and CalendlyIn 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 marketingStarting and scaling a newsletter and the potential benefitsOptimal timing...
2024-03-2741 minWomen in B2B Marketing52: B2B Copywriting that Converts: Key Words, Frameworks, & CTAs - with Linda Melone, B2B Copywriter and Copy Strategist @ The Copy WorxIn 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.
2024-03-2052 minWomen in B2B Marketing51: When it Comes to Executive Alignment & Proving Marketing Value, Revenue Solves All Problems - with Alice Walker, Senior Product & Partnership Marketing Manager at LeanDataIn 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...
2024-03-1350 minWomen in B2B Marketing50: Conversations over Monologues, LinkedIn Takeovers, and All Things B2B Social Media Marketing - with Meryoli Arias, Head of Social Media & Senior Community Manager at Apollo.ioIn 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 marketingthe impact of employee advocacy and user-generated contenttapping into the circle of influence of your employeeshow to decide which social media...
2024-03-0646 minWomen in B2B Marketing49: Transformational Marketing Leadership: It's All About Team Empowerment and Operational Excellence - with Mariana Cogan, CMO at Hexagon Manufacturing IntelligenceIn 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...
2024-02-2839 minWomen in B2B Marketing48: Leveraging a Neuromarketing Mindset & Storytelling in B2B Marketing - with Anne Murlowski, VP, Digital and Performance Marketing at TerminusIn 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...
2024-02-2145 minWomen in B2B Marketing47: Are CMOs Becoming Irrelevant? - with Lauren Clements, Head of Marketing at PypestreamIn 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 rolesembracing curiosity and driving career growthsolving problems without being salesythe significance of building genuine communities and engaging with...
2024-02-1451 minWomen in B2B Marketing46: Marketing B2B Services & Advertising Tips for Better Unit Economics - with Katie Hollar, VP of Marketing at ClutchIn 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 eachthe differences and challenges in m...
2024-02-0742 minWomen in B2B Marketing45: Is Your Company Ready for True Global B2B Marketing? - with Nataly Kelly, Founder of Born to Be Global (B2BG)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 channelsConsidering factors such as product-market fit, pricing, payment methods, and customer retention when expanding globallyThe halo effect and the importance o...
2023-12-2748 minWomen in B2B Marketing44: Product Marketers: The Arbiters of Customer Experience - with Christina Lord, Head of Product Marketing at SafetyCultureIn 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 Australiahow product marketing combines technical aspects with storytelling and customer advocacythe importance of strong internal communication and alignment in telling the company's story a...
2023-12-2048 minWomen in B2B Marketing43: Let's Talk About Women, Money, and Marketing - with Rashel Hariri, Marketing and Strategy Consultant, Fractional CMO, and Executive AdvisorIn 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 t...
2023-12-1347 minWomen in B2B Marketing42: Forget the Funnel: Focus on What Best Serves Your Customers - with Georgiana Laudi, Co-Founder & CEO at Forget the FunnelIn 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 FunnelIntegration of Product Marketing and Customer MarketingThe struggle, evaluation, and growth phasesCustomer-led M...
2023-12-0644 minWomen in B2B Marketing41: What it Takes to Build a Brand - with Melissa Rosenthal, Chief Creative Officer at ClickUpIn 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 Brandthe misconception of overnight success how ClickUp initially cast a wide n...
2023-11-2950 minWomen in B2B Marketing40: How Internal Marketing Can Create Authentic Employee Advocacy - with Kerry-Ann Stimpson, CMO at JMMB GroupIn 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 t...
2023-11-2246 minWomen in B2B Marketing39: The 3 Most Under-Hyped Roles on Marketing Teams - with Jessica Gilmartin, Chief Marketing Officer at CalendlyIn 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. J...
2023-11-1547 minWomen in B2B Marketing38: *Crossover Episode* B2B Marketing Events Done Right & The Value of Connections - with Melissa Moody of 2 Pizza Marketing and Corrina Owens of DirectIn 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 worldNailing the Target AudienceBalancing the Event StructureImportance of Diversity in keynote speakers Tips f...
2023-11-0840 minWomen in B2B Marketing37: The Art & Science of Marketing - with Deidre Hudson, Head of Revenue Marketing at BloomfireIn 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 marketingwhat doesn't need to be measuredthe importance of tracking c...
2023-11-0144 minWomen in B2B Marketing36: Proving Marketing ROI & Taking Calculated Bets - with Pam Didner, B2B Marketing ConsultantIn 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 d...
2023-10-2536 minWomen in B2B Marketing35: Advocacy Marketing Metrics that Matter - with Natalie Gullatt, President of the Black Marketers Association of America (BMAA)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 marketingmetrics used to measure the success of advocacy marketingcurrent strategies for driving growth and revenuewhy c...
2023-10-1854 minWomen in B2B Marketing34: Performance Branding: Where Creativity and Data Go Hand in Hand - with Ann Boyd, Chief Marketing Officer at StoplightIn 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 strategiesmeasuring the impact of brand investmentquick improvements seen in share of voice through consistent p...
2023-10-1142 minWomen in B2B Marketing33: How to Activate Your Clients As Your Best Sales People - with Michelle Golladay, the VP of Marketing at DaasityIn 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 startupsthe significance of understanding budgets and managing p...
2023-10-0445 minWomen in B2B Marketing32: How Many Marketing Touches Does it Take to Close a B2B Deal? - with Laura Erdem, Sales Lead, Americas at DreamdataIn 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 collaborationthe (large) number of touches needed before a B2B deal is closedwhat data points to consider w...
2023-09-2743 minWomen in B2B Marketing31: Narrowing Down Your ICP: Does Personalization Really Matter? - with Deanna Shimota, CEO of GrowthMode MarketingIn 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 freelancingbuilding brand awareness to capture buyer interest in a crowded markettransitioning from lead generation to demand generationnarrowing down your target market to be more cost-effectivebalancing short term needs and long term growththe significance of understanding your I...
2023-09-2044 minWomen in B2B Marketing30: Leveraging Events as Pipeline Accelerators and Generators - with Shannon Curran, Vice President, Marketing at MadKuduIn 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 MarketingThe rise of generalists with specialized skillsExploring fractional work for career growthAligning sales and marketing through dataMQLs as a vanity metricOptimizing events for relationship building and deal a...
2023-09-1338 minWomen in B2B Marketing29: Customer-Centric Marketing: Why B2B Marketers Need to Prioritize Customer Research - with Tracey Doyle, CMO at Analytics8In 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 evolveddelivering a successful rebrand in under 4 months meeting with people across the company to assess current marketing programsconducting formal win-loss analyses to gather unbiased c...
2023-09-0644 minWomen in B2B Marketing28: Don't Cannibalize, Magnify Your Content Marketing with Strategic Repurposing - with Jess Cook, Head of Content at LassoIn 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 interestlimitations of AI in content marketingthe repurposing multiplier - repurposing content and leveraging existing assetsshifting team goals and individual goals in relation to business needs and...
2023-08-3042 minWomen in B2B Marketing27: Brand Marketing & The Messy Middle: The Evolution of B2B Buying - with Shama Hyder, Founder & CEO of Zen MediaIn 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 changedbrand and its influence on customers throughout their research and decision-making processleveraging trust, repetition, and engagement to drive revenuemeasuring the impact of ads - beyond clicksthe important role of PR in B2B marketingbenefits of leveraging influencers to reach niche communitiesher journey...
2023-08-2347 minWomen in B2B Marketing26: The Roles of Product and Marketing in a Product-Led Growth (PLG) GTM Motion - with Emily Popson, Senior Director of Demand Generation and Customer Marketing at CallRailIn 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 marketingThe integration of demand gen, web strategy, and customer marketing at CallRailThe importance...
2023-08-1647 minWomen in B2B Marketing25: Getting Marketing Results through Alignment, Accountability, and Acceleration - with Stacey Danheiser, Founder and Chief Growth Strategist at SHAKE MarketingIn 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 nuancesB2B vs B2C marketing budgetsStacey's A3 method for marketing results: alignment, accountability, and accelerationdifferent organizational structures for marketing teamsthe effectiveness of thought leadership programs and account-based marketing (ABM) in driving successleveraging books for demand genthe need for...
2023-08-0946 minWomen in B2B Marketing24: From Rebrands to Demand: Creating a Space for Experimentation and Learning from Failure - with Elizabeth Hague, Senior Director, Brand and Demand Marketing at VeryIn 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...
2023-08-0244 minWomen in B2B Marketing23: The Art of Sales and Marketing Alignment to Drive Revenue Growth - with Kacyn Goranson, Head of Marketing, Marketing Operations & Demand GenerationIn 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...
2023-07-2642 minWomen in B2B Marketing22: Elevate your B2B Content Marketing Game to Drive Conversions - with Lashay Lewis, SaaS Growth Advisor, Content Marketing Strategist, and Founder of Authority PlugIn 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...
2023-07-1956 minWomen in B2B Marketing21: Breaking Down Silos: Achieving Synergy through Integrated B2B Marketing - with Lisa Vecchio, Global Senior Director, Integrated Marketing at AircallIn 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...
2023-07-1245 minWomen in B2B Marketing20: How AI is Reshaping B2B Marketing: Strategies for Success with ChatGPT / GPT-4 - with Nicole Leffer, CMO AI Advisor at A. Catalyst, LLCIn 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...
2023-07-0553 minWomen in B2B Marketing19: The LinkedIn Advantage: Unleashing the Power of Personal Brands for Maximum Reach & Revenue - with Mandy McEwen, Founder & CEO of Mod Girl Marketing***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...
2023-06-2847 minWomen in B2B Marketing18: Privacy in B2B Marketing: Best Practices for Building Customer Trust - with Jodi Daniels, Founder & CEO of Red Clover AdvisorsIn 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 B2...
2023-06-2145 minWomen in B2B Marketing17: Efficiency and Revenue: Unlocking the Secrets of Successful B2B Content Production - with Camille Trent, Director of Content & Community at PeerSignal.orgIn 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...
2023-06-0743 minWomen in B2B Marketing16: Make 1+1=10: Amplifying Your Reach through Partner Marketing - with Ashley Scorpio, Senior Vice President, Revenue at Levitate FoundryIn 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 allthe importance of storytelling, whether selling a platform or an agendabuilding relationships with people from all walks of lifecreating win-win-win situations for everyone involved with partner marketingthe unfortunate trend of layoffs in partner...
2023-05-2443 minWomen in B2B Marketing14: Lead Generation Vs Demand Generation: The Need for Both - with Sarah Sehgal, Director, Demand Generation at FullStoryIn 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...
2023-04-2642 minWomen in B2B MarketingWomen in B2B Marketing: the Who, Why, and What Behind this New Podcast [Trailer]Welcome to the all new show for women in B2B marketing! As we finalilize the first few episodes, here's a little bit about me - Jane Serra, your host - and my reasons for launching this podcast.I'm so excited for this journey - and hope you'll be on it with me! Be sure to follow the show above to be notified when new episodes drop (every 2 weeks) - and please share and review to help us get in front of more ears. Want to be on the show?Connect...
2022-12-0403 min