Women in B2B Marketing

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

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

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

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 marketingPersonal growth and increased confidence through podcastingOvercoming imposter syndrome and recognizing achievementsEmbracing change and continuous learning in marketingUtilization of AI tools for enhanced marketing effortsImportance of authenticity in leadershipCollaboration and building cross-departmental relationshipsUnderstanding customer needs through direct engagementFuture 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.

**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 B2CThe biggest mistake B2B companies make when it comes to brand-buildingWhy sales-led organizations struggle in today's buying landscapeThe role of dark social, zero-click content, and modern attribution strategiesHow PR and earned media can fuel demand generation and credibilityThe rise of B2B influencer marketing and why it's gaining momentumWhy repetition drives revenue and how to increase brand exposurePersonal growth: thinking bigger, taking up space, and being unapologetic in your careerKey Links:

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

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

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

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

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

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/

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Tenisha Griggs, founder and CEO of 37 Digital Marketing Agency. Tenisha shares her journey from AT&T to entrepreneurship, emphasizing the importance of personal branding and maintaining a balance between personal well-being and business success. She discusses the challenges of transitioning from a stable corporate job to the uncertainties of entrepreneurship and highlights the power of strong professional relationships. Tenisha and Jane discuss:Tenisha's journey into B2B marketing and entrepreneurship.Transition from corporate roles at AT&T and a tech company to starting her own agency.The significance of personal branding in attracting clients and opportunities.The emotional and financial challenges of entrepreneurship compared to corporate jobs.The importance of building and maintaining professional relationships.Strategies for effective B2B marketing, including humanizing brand messaging.Balancing personal life and business identity to prioritize well-being.The impact of rejection and the need for resilience in the entrepreneurial journey.Creating a positive work environment and fostering genuine relationships.Advice for aspiring entrepreneurs on networking and self-advocacy.Key Links:Guest: Tenisha Griggs: https://www.linkedin.com/in/tenishagriggs/Host: Jane Serra: https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra 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 contentThe evolving landscape of virtual and in-person events in marketing.Moving the BDR team under marketing for improved communication and collaborationStrategies for effective team management and collaboration.The significance of cultural fit in hiring and team dynamics.Innovative approaches to the interview process for marketing roles.The role of mentorship and relationship-building in career development.Time management techniques for professionals in fast-paced environments.Key Links:Guest: Kelly Cheng: https://www.linkedin.com/in/kellyhcheng/Host: Jane Serra: https://www.linkedin.com/in/janeserra/ LinkedIn Lessons Encore: Uplevel Your LinkedIn Profile and Posts with 10 Tips from Mark Jung: https://www.goldcast.io/blog-post/linkedin-lessons-encore

In this episode of "Women in B2B Marketing," host Jane Serra 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/191577179XCMOs on Boards: https://www.spencerstuart.com/research-and-insight/cmos-on-boards

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/

** 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=enCorrina'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_desktopGender 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

** 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/id1554168319UnapologeTECH: https://podcasts.apple.com/us/podcast/unapologetech/id1526386752Permission to Speak:

**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

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

** 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/

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 toolsThe 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 DefensibilityCompetitive Defensibility Analyzer GPT

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/

In this episode of "Women in B2B Marketing," host Jane Serra welcomes Kacie Jenkins, Senior Vice President of Marketing at Sendoso. Kacie, who transitioned from a career as a country music artist to B2B marketing, shares her unique journey and insights. The discussion emphasizes the importance of human connections, authenticity, and personalization in marketing. Kacie highlights strategies for building effective teams, the evolving landscape of Account-Based Marketing (ABM), and the need for close collaboration between marketing and sales teams. The episode underscores the power of genuine relationships and thoughtful approaches in driving marketing success.Kacie talks us through:Strategies for building high-performing marketing teams.The importance of human connections and authenticity in marketing.Insights into Account-Based Marketing (ABM) and its current trends.Sendoso's approach to selecting target accounts based on fit and intent signals.Various tools for tracking multi-touch attribution in marketing campaigns.Challenges faced by marketers, including the pressure for immediate results.The need for collaboration between marketing and sales teams.The significance of personalization in marketing outreach.Evaluating and adapting marketing strategies based on effectiveness.The role of thoughtful gifting in building relationships.Embracing individuality and diverse perspectives in the workplace.Key Links:Guest: Kacie Jenkins: https://www.linkedin.com/in/kaciejenkins/Host: Jane Serra: https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," 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/

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Cat Valyi, a veteran in B2B healthcare marketing. Cat, the CMO at Healthcare B2B Pros and Co-founder of Women with Dynamic Purpose, shares her 30-year journey, emphasizing the importance of empathy and understanding in healthcare marketing. She introduces her "3D Strategic Approach"—Define, Design, Deploy—highlighting its effectiveness in crafting impactful marketing strategies. Cat also discusses the significance of positive self-talk and community support for women, particularly in overcoming age-related challenges. Cat walks us through:The importance of understanding the healthcare industry and its regulations.The role of empathy in healthcare marketing and patient experience.The trend of preventative healthcare and empowering patients.Marketing strategies focused on identifying client and patient pain points.Cat's "3D Strategic Approach": Define, Design, and Deploy.The significance of mindset and positive self-talk for women, especially regarding age.The impact of community and support systems for women in their careers.The importance of personal branding and controlling one's narrative.Encouragement for women to pursue their passions and find purpose at any age.Key Links:Guest: Cat Valyi: https://www.linkedin.com/in/cat-valyi-b2bstrategicexpert/Host: Jane Serra: https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra 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/

** 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 marketingThe importance of email marketing in both B2B and B2C contextsChallenges faced by women in the marketing industryThe significance of investing in personal and professional developmentDifferences between B2B and B2C email marketing strategiesCommunity building and support for women in email marketingThe role of emotional and professional support in career fulfillmentSelf-advocacy and challenging the status quo in the workplaceImportance of personal branding and effective communication in job huntingResilience and maintaining a positive mindset in the face of adversityMentioned 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/nurtureKey Links:Guest: Jen Capstraw: https://www.linkedin.com/in/jencapstraw/Host: Jane Serra: https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra sits down with 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/

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/

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Talya Heller, a competitive positioning advisor and founder of Down to a T. Talya shares her career journey from industrial engineering to product marketing, emphasizing the importance of networking, especially after relocating to a new country. She provides insights into competitive positioning, discussing its strategic significance for both new and established companies. The episode highlights the value of embracing new opportunities, investing in personal development, and celebrating career milestones.Jane and Talya discuss:Career transitions from industrial engineering to product marketing.The significance of networking in career development, especially after relocating.The role of personal development in achieving long-term career success.Insights into competitive positioning for both new and established companies.The importance of defining and regularly updating the Ideal Customer Profile (ICP).Strategies for gathering insights to refine the ICP.The relationship and overlap between product management and product marketing.The evolving use of LinkedIn for professional networking and knowledge sharing.Embracing discomfort and taking risks as a pathway to growth.Celebrating career milestones and achievements within the B2B marketing community.Key Links:Guest: Talya Heller - https://www.linkedin.com/in/talyahellermba18/Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra 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 environmentsImportance of understanding the customer and being customer-obsessedSkills and experiences carried over from B2C to B2B marketingMarketing the emotional benefits of products rather than just the functional aspectsThe evolution of brand marketing in the B2B spaceThe concept of the "media company mindset" in B2B marketingBuilding partnerships and community engagementChallenges in conducting customer research in B2BThe significance of personal branding and networking in marketing careersKey Links:Guest: Irem Isik - https://www.linkedin.com/in/isikiremtr/Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra 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 journeysStrategies for creating effective landing pagesHow deep product knowledge enhances the quality of landing pagesSharing insights from landing page tests with other marketing teamsConcentrating on a few effective marketing channels rather than spreading efforts too thinWhy content syndication is just glorified list buyingThe role of sales experience in enhancing marketing effectivenessExperimentation and iteration in marketing strategiesInsights on collaboration between marketing and product teamsChallenges women face in the workplace, particularly in leadership rolesMentorship and support among women in marketingThe impact of workplace culture on women's career advancementChallenges and responsibilities of running a business while managing personal lifeTas's goal to support minority entrepreneurs and promote authenticity in entrepreneurshipKey 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/

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/

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 companiesHer experience in marketing to marketers and sales teams Understanding your audience and getting creative with contentChelsea's approach to the first 90 days in a new role and the importance of setting achievable goalsBuilding rapport within the team and cross-functionally in a new roleBalancing long-term planning and quick wins in a marketing roleThe shift from SEO-based content strategies to new distribution channels in B2B marketingChallenging oneself to think differently and avoid following trends for the sake of being differentRethinking the approach to LinkedIn takeovers, making it more organic and impactfulSeeking inspiration from diverse industries and the role of intuition in marketingFostering creativity, including optional brainstorms and the concept of brain writingDefining content that converts, focusing on building connections and trust before driving actionSignificance of a diverse mix of content types and mediums to resonate with the audienceUnique advantages of written and video content, with an example of successful framework contentThe value of qualitative feedback in measuring content success and the discussion on overrated content practices, emphasizing the need for authenticity and depthReturning to work after becoming a mom and the challenges of adjusting to a new version oneselfKey Links:Guest: Chelsea Castle - https://www.linkedin.com/in/chelseacastle/Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra interviews Margot Kashuba Lee, CMO at Belkins. Margot shares her unique career path from finance to marketing, driven by her passion for social media and community building. She discusses the importance of her finance background in shaping data-driven marketing strategies and bridging the gap between finance and marketing. Margot also highlights her approach to building high-performing teams, emphasizing soft skills and team chemistry. Margot and Jane talk through:Margot's transition from finance to marketing and her discovery of marketing strategies.The impact of her finance background on her role as a CMO and her approach to numbers and data-driven marketing.Building the right team and team structure to achieve company goals.Revenue-driving and demand strategies, including an omnichannel approach, account-based marketing, and thought leadership content.Challenges in measuring ABM campaigns and the tools used for tracking and analytics.Tracking the impact of omnichannel approach on cold email response rates and the importance of historical data for comparison.The changing landscape of cold email outreach and the need for personalized, validated databases and deliverability tools.Key Links:Guest: Margaret (Margot) Kashuba Lee - https://www.linkedin.com/in/leemargarita/Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra engages with Maggie Blume, a Deliverability Consultant at The Luster Group, to delve into the intricacies of email deliverability in the B2B sector. Maggie shares her journey from an introverted accountant to a successful sales professional, emphasizing the power of active listening and asking insightful questions. The discussion covers essential deliverability strategies, such as avoiding spam words, warming up new domains, and the importance of segmentation. Maggie also highlights the value of collaboration between sales and marketing and encourages women to embrace opportunities and build personal brands.Maggie and Jane discuss:Maggie's introverted nature and how it has become a strength in her sales career.The value of active listening and asking good questions in sales conversations.The importance of focusing on the prospect's needs rather than pushing a personal agenda.Understanding the significance of email deliverability for sales and marketing, and its impact on open rates.Key steps to improve deliverability, including consulting with software providers and IT teams.The impact of subscriber engagement on deliverability and the importance of managing subscriber lists effectively.The process of warming up a new domain to make it appear more human and improve email deliverability.Collaboration between sales and marketing, and how support content can lead to more leads.Key Links:Guest: Maggie Blume - https://www.linkedin.com/in/maggieblume/Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of "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 and strategies in setting a marketing foundation, establishing expectations, and gaining buy-in for transformationImportance of trust and collaboration in leadership - and why she never misses a deadlineShifting from reliance on sentiment to dataUse of agile frameworks and methodologies in marketing transformationIntegration of technology and tools for an efficient and collaborative work environmentThe 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 itContemplation of transitioning into a CEO role after CMOThe importance of self-analysis and finding one's identity and purposeKey Links:Guest: Catherine Solazzo - https://www.linkedin.com/in/catherine-solazzo/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ The Marketing Academy - https://themarketingacademy.org/us/the-fellowship/

In this episode of "Women in B2B Marketing," host Jane Serra 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 AIGuardrails for using AI, privacy, and handling sensitive dataHer clients' approach to AI initiatives and guidance on leveraging AI efficientlyPotential of AI in marketing and its impact on business relationshipsLeveraging AI for data analysis in marketing, including product marketingPractical advice on managing logistics for AI analysis and providing context for accurate analysisUse of AI tools like Midjourney, Magnifique, and Perplexity for image creation and data analysisEthical considerations and biases in AI, diversity and inclusion in training dataContinuous learning, experimentation, and embracing mistakes for growth and success in AI and marketing landscapeKey Links:Guest: Alessandra Colaci - https://www.linkedin.com/in/alessandraco/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Humans + AI: https://humansplus.ai/

In this 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 marketingSignificance of easy access to product information for buyersGrowing influence of millennials and Gen Z in the B2B buying processThe growth of buying committees in the enterprise and the shrinking buying groups in the mid-market and SMB segmentsThe top three factors that make buyers more likely to purchaseBuilding brand trust through review strategiesLeveraging proprietary research for marketing strategy and to build brand authorityTrustRadius' goal of driving consumption of the report to change industry perceptionsEmbracing mistakes and learning from them for personal and professional growthKey Links:Guest: Allyson Havener - https://www.linkedin.com/in/allyson-havener/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ 2024 B2B Buying Disconnect Report: The Year of the Brand Crisis

In this episode of "Women in B2B Marketing," host Jane Serra 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 to pursue multiple passions professionallystigma and nuances of job hopping in the corporate worldstrategies for staying organized and managing various projects and time effectivelyleveraging SOPs - standard operating procedure docs - to scalechallenges and opportunities in B2B influencer marketingestablishing clear goals and metrics with influcner partnerships and collaborationssetting boundaries and seeking mentorship in the early stages of a marketing careerKey Links:Guest: Brianna Doe - https://www.linkedin.com/in/brianna-doe/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Verbatim - https://www.weareverbatim.com/Brianna's Site - https://www.briannadoe.com/Stop the Scroll - https://podcasts.apple.com/us/podcast/stop-the-scroll-w-brianna-doe/id1732308502

In this episode of "Women in B2B Marketing," host Jane Serra 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 generationAlignment and collaboration between marketing and sales teamsCollecting and encouraging honest feedback - even anecdotal Documenting feedback, especially for events and sponsorshipsThe shift in influencer collaboration from distribution to early involvement in content creation, with an example of successful collaborationLimitations of traditional email nurturing and the move towards retargeting on LinkedIn as a non-traditional approach'The need for diverse event locationsHiring and building a strong team at Chili PiperRemote work setup and its impact on team collaborationIntegration of account-based marketing (ABM) and demand generationEvolution of the B2B marketing landscapeAdvice for young marketers to start sharing their thoughts and ideasKey Links:Guest: Tara Robertson - https://www.linkedin.com/in/taraarobertson/Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra 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 womenGenerational differences in attitudes towards leadership rolesThe impact of childhood messaging on women's confidence and career choicesChallenges women face in balancing family and professional responsibilitiesGender gaps in applying for speaking opportunities and societal conditioningThe importance of raising awareness and promoting events to prioritize diversity and inclusionBeing mindful of language and stereotypes when it comes to parenting and gender rolesEmbracing the "second voice" for personal growth and decision-makingEncouraging women to challenge gender stereotypes and pursue their goals with confidenceKey Links:Guests: Nycole Walsh - https://www.linkedin.com/in/nycole-walsh/Melissa Moody - https://www.linkedin.com/in/melissammoody/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Balancing the Boardroom - https://www.wednesdaywomen.org/post/balancing-the-boardroom-2024

In this episode of "Women in B2B Marketing," host Jane Serra chats with 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 transitioning into techbuilding a strong professional network and engaging with industry influencerstips for effective networking, making relevant connections, and the importance of being prepared for mentoring sessionsexploring career goals and the value of seeking advice from multiple sourcesovercoming discomfort in networking situations and the importance of putting oneself out theretransitioning into advisory and board rolesnavigating the competitive job-seeking landscapeasking 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 rightunderstanding one's worth and leveraging networks for job opportunitiesKey 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/

**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 CloudJulie Polito - Head of Brand + Content Communications @ OsanoKarrie Sanderson - CMO & GTM StrategistHost of WIB2BM: Jane SerraCMO Coffee Talk: https://6sense.com/cmo-coffee-talk/

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 ZambiaThe launch of the Compete Network at Klue, a centralized platform for content creators in the product marketing spaceThe collaborative nature of the network and its early success in promoting new podcastsThe focus on empowering creators and providing them with options rather than imposing payment plansThe goals of the Compete Network as a brand and company, including category ownership and resilience in the face of AI disruptionThe importance of doing things scrappy and proving value before overspendingThe process of reviewing and renewing shows, connecting content to the go-to-market strategy, and potential show revivalsThe belief in continuous learning and improvement through self-reflection and feedbackThe use of qualitative feedback to reinforce the success of the Compete NetworkThe belief in the power of community and the importance of owning access to audience communitiesManaging multiple responsibilities as a VP of Marketing and owning a thriving media hubKey Links:Guest: Katie Berg - https://www.linkedin.com/in/katiepberg/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ The Compete Network - https://thecompetenetwork.com/

In this episode of "Women in B2B Marketing," host Jane Serra 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 the sales processthe role of partnerships in facilitating conversations between product teams and ecosystem ownersmetrics that matter most in partnerships, including share of wallet in volume-driven partnerships and traditional sales funnel metrics for sales-driven partnershipsthe power of relationships, especially post-COVID, and the hunger for human interactionleveraging partnerships to gain insights into the customer's experience and needsbuilding trust in partnerships, especially in white label or reseller situationsestablishing relationships with partners in new markets and understanding their needsfocusing on the value provided to the customer in partnerships and professional relationshipsKey Links:Guest: Jamie Tharp - https://www.linkedin.com/in/jtharp/Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra 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 with mergers and acquisitions, including being on both sides of the process and the lessons learnedcreating a new brand post-merger launching the new brand and the timeline for the brand migration and market positioningthe impact of rebranding and the importance of thoughtful and strategic communication with the teamtips for leading teams through mergers, emphasizing the need to lean in and look for opportunities during uncomfortable phasesadvocating for yourself and adding valuethird-party partnerships and the shift from 1-to-1 marketing to a community-based approachthe value of leaning into new experiences and career pathsKey Links:Guest: Erica Morgenstern - https://www.linkedin.com/in/ericamorgenstern/Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra 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 like startup marketingwhen and why individuals should consider taking the CliftonStrengths assessment, including job seekers, managers, and those looking to excel in their roleshow individual assessments can help managers coach sales team members based on their unique strengths and personalitiesthe importance of investing in team growth and management skills, especially for new managersself-reflection and providing advice for individuals in the middle of a career pivot, including radical self-assessment and researchpersonal sprints for self-experimentation and decision-makingnavigating a squiggly career path and transitioning between full-time roles and consultingKey Links:Guest: Alice Ko - https://www.linkedin.com/in/aliceko/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Reframed Coaching - https://www.reframedcoaching.com/[Book] The Squiggly Career - https://www.amazon.com/Squiggly-Career-Embrace-Opportunity-Through/dp/0241385849

In this episode of "Women in B2B Marketing," host Jane Serra 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 journeysEvolution of the traditional marketing funnel to the "infinity loop"Re-envisioning content and the customer journeyUse of TOFU, MOFU, and BOFU in marketingAdapting to signals from potential customersCommunity-led growth, its evolution, and the significance of authentic relationships and value provision within communitiesQuick thinking, experimentation, and adaptation in today's marketing landscapeCreating a community versus sponsoring a communityThe impact of imposter syndrome in the marketing industryOvercoming self-doubt and seeking help in career transitionsChallenging the notion of being the "smartest person in the room"Key Links:Guest: Jody Spencer - https://www.linkedin.com/in/jodyspencer/Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra 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 & Servicesa personalized approach to content marketingchallenges in showcasing the ROI of eventsmarketing alignment with the sales and customer success teamsshifting from a "go-getter" approach to a "go-giver" mindsetOlga's experience and tips for those considering moving to another country for career and global experiencetransformation from zero brand awareness to a category leadergender equality in tech organizations and her intentional choice of the brands she works withnavigating life transitions - managing career growth while transitioning to a new company, becoming a mom, and dealing with the impact of the war in Ukrainethe importance of surrounding oneself with supportive and knowledgeable people, particularly women, and investing in personal growthOlga's 5 core values that she lives byKey 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/

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 marketingStarting and scaling a newsletter and the potential benefitsOptimal timing for sending newslettersHer onboarding checklist for new clients, emphasizing the importance of understanding the client's goals and productThe concept of product led content and how it integrates the product's features into the content strategyInnovative Content Distribution and Repurposing/ Remixing ContentUtilizing subject matter experts (SMEs) from webinars to create expert round-up content relevant to the target audienceOvercoming Self-Doubt in MarketingKey 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.comTools: - VEED: https://www.veed.io- ButterDocs: http://butterdocs.com