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

Here is what we cover:

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

Key Links:

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

Her book, Repair with Self Care:

https://a.co/d/fu3UGes

Mom's Hierarchy of Needs

https://momshierarchyofneeds.com

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

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

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

- Jane

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

This episode covers:

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

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

Key Links

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

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

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

Here’s what we cover:

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

Key Links:

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

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

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

Here’s what we cover:

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

Key Links:

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

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

Here’s what we cover:

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

Key Links:

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

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

Here’s what we cover:

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

Key Links:

Guests:

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

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

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

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

Lava Metrics: https://lavametrics.com/

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

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

––

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

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

Here’s what we cover:

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

Key Links:

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

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

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

––

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

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

- Jane

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

This episode covers:

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

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

Key Links:

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

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

Discussed in Episode:

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

Competitive Defensibility Analyzer GPT

––

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

Here’s what we cover:

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

Key Links:

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

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

––

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

Here’s what we cover:

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

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

Key Links:

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

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

––

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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

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

This episode covers:

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

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

Key Links:

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

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

––

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

Together, Jane and Neha dive into:

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

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

Key Links:

Guest: Neha Verma – LinkedIn

Host: Jane Serra – LinkedIn

––

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

Jane and Sheevaun dive into:

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

Key Links:

Guest: Sheevaun Thatcher – LinkedIn

Host: Jane Serra – LinkedIn

Sheevaun's LinkedIn Articles Mentioned:

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

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

Jane and Ashley cover:

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

Key Links:

Guest: Ashley Artrip – LinkedIn

Host: Jane Serra – LinkedIn

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

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

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

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

––

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

Jane and Shannon get into:

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

Key Links:

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

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

––

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

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

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

– Jane

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

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

Jane and Katie dig into:

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

Key Links:

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

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

––

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

Jane and Shachar dig into:

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

Key Links:

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

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

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

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

Jane and Natalie explore:

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

Key Links:

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

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

––

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

Jane and Kim explore:

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

Key Links:

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

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

––

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

Jane and Chaenara dig into:

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

Key Links:

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

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

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

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

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

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

— Jane

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

They get into:

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

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

Key Links:

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

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

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

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

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

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

This live panel unpacks:

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

Key Links:

Guests:

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

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

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

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

Leanna and Jane talk through:

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

Key Links:

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

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

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

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

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

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

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

— Jane

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

Leela shares insights on:

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

Key Links:

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

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

Rissy and Jane discuss:

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

Key Links:

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

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

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

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

Brandi talks through:

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

Key Links:

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

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

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

Kristina and Jane talk through:

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

Key Links:

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

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

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

Amrita and Jane discuss:

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

Key Links:

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

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

Jane talks about:

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

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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.

<3

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Key Links:

🎙 Host: Jane Serra – LinkedIn

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

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

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

Shama breaks down:

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

Key Links:

🎙 Guest: Shama Hyder – LinkedIn | Zen Media

🎙 Host: Jane Serra – LinkedIn

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

Lashay talks us through:

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

Key Links:

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

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

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

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

Saima and Jane discuss:

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

Key Links:

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

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

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

Jane and Kristina talk through:

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

Key Links:

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

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

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

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

Erica and Jane discuss:

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

Key Links:

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

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

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

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

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

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

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

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

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

Trinity and Jane talk through:

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

Key Links:

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

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

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

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

Xo Jane

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

Gina and Jane discuss:

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

Key Links:

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

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

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/

Kelly and Jane talk through:

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

Key Links:

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

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

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

Emma and Jane discuss:

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

Key Links:

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

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

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

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

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/

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

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

Corrina and Jane discuss:

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

Key Links:

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

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

Mentioned in this episode:

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

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

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

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

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

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

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

Michelle talks us through:

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

Key Links:

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

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

Mentioned in this episode:

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

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

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

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

Michelle's Podcast Recommendations:

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

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

Permission to Speak: ** 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.

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

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

Mentioned in this episode:

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

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

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

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

Michelle's Podcast Recommendations:

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

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

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

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

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

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

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

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

---

In this 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

Marion and Jane talk through:

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

Key Links:

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

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

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

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

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

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

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/

Liza and Jane talk about:

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

Key Links:

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

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

Discussed in Episode:

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

Competitive Defensibility Analyzer GPT

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/

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/

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/

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/

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/

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

--

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

Jen talks us all through:

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

Mentioned in this episode:

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

Emfluence - https://emarketingplatform.com/

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

Key Links:

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

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

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/

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/

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/

Irem and Jane talk through:

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

Key Links:

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

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

Tas and Jane discuss:

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

Key Links:

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

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

Mentioned in Episode:

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

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/

Chelsea and Jane discuss:

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

Key Links:

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

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

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/

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/

Jane and Catherine discuss:

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

Key Links:

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

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

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

Alessandra walks us through:

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

Key Links:

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

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

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

Allyson and Jane discuss:

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

Key Links:

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

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

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

Brianna walks through:

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

Key Links:

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

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

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

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

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

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

Tara and Jane discuss:

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

Key Links:

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

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

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

Nycole and Melissa help us unpack:

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

Key Links:

Guests:

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

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

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

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

Sydney walks us through:

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

Key Links:

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

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

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

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

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

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

In this episode:

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

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

Roundtable Speakers:

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

Host of WIB2BM: Jane Serra

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

Katie and Jane discuss:

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

Key Links:

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

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

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

Jamie talks us through:

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

Key Links:

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

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

Erica walks us through:

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

Key Links:

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

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

Alice and Jane talk through:

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

Key Links:

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

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

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

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

Jody walks us through:

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

Key Links:

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

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

Olga and Jane discuss:

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

Key Links:

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

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

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

Masooma walks us through:

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

Key Links:

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

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

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

Tools:

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

- ButterDocs: http://butterdocs.com

Linda and Jane talk about:

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

Key Links:

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

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

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

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

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

Alice walks us through:

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

Key Links:

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

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

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

Meryoli and Jane discuss:

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

Key Links:

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

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

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

Mariana talks us through:

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

Key Links:

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

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

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

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

Anne and Jane discuss:

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

Key Links:

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

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

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

Lauren walks us through:

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

Key Links:

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

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

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

Katie and Jane talk through:

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

Key Links:

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

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

Clutch - https://clutch.co/

Nataly walks us through:

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

Key Links:

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

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

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

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

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

Christina and Jane discuss:

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

Key Links:

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

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

Rashel talks us through:

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

Key Links:

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

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

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

Georgiana and Jane discuss:

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

Key Links:

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

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

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

Melissa talks through:

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

Key Links:

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

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

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

Kerry-Ann and Jane discuss:

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

Key Links:

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

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

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

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

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

Jessica walks us through:

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

Key Links:

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

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

Calendly - https://calendly.com/

Jane, Melissa, and Corrina talk through:

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

Key Links:

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

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

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

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

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

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

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

Deidre talks us through:

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

Key Links:

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

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

Bloomfire - https://bloomfire.com/

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

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

Pam and Jane discuss:

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

Key Links:

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

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

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

Natalie talks us through:

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

Key Links:

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

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

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

Ann and Jane discuss:

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

Key Links:

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

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

Stoplight: https://stoplight.io/

Mentioned in Episode:

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

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

Michelle talks about:

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

Key Links:

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

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

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

Laura talks through:

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

Key Links:

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

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

Dreamdata - https://dreamdata.io/

Deanna talks through:

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

Key Links:

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

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

GrowthMode Marketing - https://growthmodemarketing.com/

Shannon and Jane discuss:

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

Key Links:

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

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

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

Tracey walks us through:

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

Key Links:

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

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

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

Jess and Jane discuss:

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

Key Links:

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

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

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

Shama talks through:

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

Key Links:

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

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

Zen Media - https://zenmedia.com/

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

Jane and Emily talk through:

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

Key Links:

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

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

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

Jane and Stacey discuss:

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

Key Links:

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

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

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

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

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

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

Elizabeth talks through:

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

Key Links:

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

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

Kacyn and Jane discuss:

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

Key Links:

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

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

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

Lashay and Jane discuss:

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

Key Links:

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

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

Authority Plug - https://authorityplug.com/

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

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

Lisa talks through:

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

Key Links:

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

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

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

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

Nicole and Jane discuss:

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

Key Links:

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

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

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

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

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

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

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

Mandy walks us through:

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

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

Key Links:

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

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

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

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

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

Jane and Jodi discuss:

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

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

Key Links:

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

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

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

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

Book Recommendations:

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

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

In this WIB2BM episode, Camille shares:

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

Key Links:

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

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

PeerSignal - https://peersignal.org/

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

Ashley and Jane dive into:

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

Key Links:

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

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

Levitate Foundry - https://levitatefoundry.com/

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

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

Purna talks all about high-impact content, including:

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

Key Links:

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

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

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

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

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

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

Sarah covers topics like:

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

Key Links:

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

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

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

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

Thao talks through:

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

Key Links:

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

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

Mentioned in this episode:

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

Women in Marketing Operations Interviews: Lead with Confidence Series

Uptempo's slack group: The Huddle

[Book] Real Self Care by Pooja Lakshmin MD

Uptempo - Enterprise Marketing Operations Software

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

Caitlin talks all about:

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

Key Links:

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

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

Caitlin's Recommendations:

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

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

Asha talks through: