Women in B2B Marketing – Détails, épisodes et analyse

** Originally published on February 1, 2023 **

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

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

Jen talks us all through:

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

Mentioned in this episode:

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

Emfluence - https://emarketingplatform.com/

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

Key Links:

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

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

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

Surbhi walks us through:

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

Key Links:

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

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

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

Jane and Catherine discuss:

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

Key Links:

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

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

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

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

Alessandra walks us through:

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

Key Links:

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

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

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

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

Allyson and Jane discuss:

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

Key Links:

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

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

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

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

Brianna walks through:

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

Key Links:

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

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

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

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

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

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

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

Tara and Jane discuss:

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

Key Links:

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

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

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

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

Nycole and Melissa help us unpack:

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

Key Links:

Guests:

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

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

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

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

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

Sydney walks us through:

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

Key Links:

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

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

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

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

**Introducing WIB2BM Roundtables**

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

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

In this episode:

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

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

Roundtable Speakers:

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

Host of WIB2BM: Jane Serra

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