** Originally published on February 1, 2023 **

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

--

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

Jen talks us all through:

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

Mentioned in this episode:

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

Emfluence - https://emarketingplatform.com/

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

Key Links:

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

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

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/

In this episode of "Women in B2B Marketing," host Jane Serra chats with Katie Berg, VP of Marketing at Klue, about the innovative Compete Network. Katie recounts her unique marketing journey, from events marketing to nonprofit work in Africa, and how it shaped her approach to B2B marketing. They delve into the creation of Klue's Compete Network, a centralized hub for product marketers to access and share content.

Katie and Jane discuss:

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

Key Links:

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

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

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

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Jamie Tharp, UPS's Digital Access Program Director, about the nuances of B2B partnerships. With a rich background in strategic account management, Jamie shares her journey and the evolution of partnerships across various industries. They explore the importance of aligning partnerships with sales, marketing, and product teams, and Jamie highlights essential tools and metrics for success. 

Jamie talks us through:

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

Key Links:

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

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

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

Gwen and Jane talk through:

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

Key Links:

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

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

In this episode of "Women in B2B Marketing," host Jane Serra interviews Erica Morgenstern, CMO at Personify Health, about the intricacies of mergers and acquisitions and the journey of rebranding. Erica shares her accidental entry into marketing and the significance of empathy and communication during organizational changes. She discusses the strategic considerations behind the merger of Virgin Pulse and HealthComp, and the creation of Personify Health's new brand identity. Erica also touches on career growth, advocating for curiosity and the embrace of learning opportunities.

Erica walks us through:

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

Key Links:

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

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

In this episode of "Women in B2B Marketing," host Jane Serra and Alice Ko take us through Alice's fascinating transition from accounting to marketing and her evolution into a coaching expert. Alice shares how the CliftonStrengths assessment profoundly shaped her career path and her approach to team dynamics. They explore the timing and impact of such assessments for job seekers, leaders, and sales teams, emphasizing the importance of understanding individual strengths for effective coaching and team growth.

Alice and Jane talk through:

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

Key Links:

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

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

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

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

In this episode of "Women in B2B Marketing," host Jane Serra engages with Jody Spencer, a seasoned fractional CMO and GTM growth advisor. They delve into the evolution of the marketing funnel into an "infinity loop," advocating for a customer-centric approach that focuses on quality interactions over quantity. Jody challenges outdated metrics and emphasizes the importance of adaptability in the fast-paced marketing landscape. They also discuss community-led growth and the shift from "go to market" to "go to network" strategies, highlighting the power of authentic relationships and community engagement.

Jody walks us through:

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

Key Links:

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

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

In this episode of "Women in B2B Marketing," host Jane Serra engages with Olga Noha, CMO at SplitMetrics, in a candid conversation about her unique journey from electrical engineering in Ukraine to leading marketing in the US. Olga shares the challenges and triumphs of her career, emphasizing the importance of content marketing, account-based marketing, and the impact of events in driving growth. She also touches on the difficulty of measuring event ROI and the "go giver" approach. The episode is a deep dive into Olga's professional growth, her expansion efforts in the US market, and her resilience in the face of personal and global challenges, offering inspiration and practical insights to marketing professionals.

Olga and Jane discuss:

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

Key Links:

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

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

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

In this episode of "Women in B2B Marketing," host Jane Serra speaks with seasoned B2B content marketer Masooma Memon. With experience at Shopify, Vimeo, and Calendly, Masooma shares her journey from content writing to B2B SaaS marketing, emphasizing the human connection in storytelling and the actionable value of content. They tackle overcoming self-doubt, the intricacies of launching and scaling newsletters, and the power of repurposing content, like turning webinar Q&As into fresh articles.

Masooma walks us through:

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

Key Links:

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

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

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

Tools:

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

- ButterDocs: http://butterdocs.com

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Linda Melone, a seasoned B2B copywriter and strategist from The Copy Worx. Linda recounts her diverse career journey and shares her insights on the significance of customer-centric copy, the power of words, and the effectiveness of frameworks. The episode touches on the importance of clear CTAs, the influence of AI on copywriting, and the value of storytelling and emotional connection. Linda's reflections on her self-taught path and the benefits of corporate experience round out a conversation filled with expert advice for B2B marketers.

Linda and Jane talk about:

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

Key Links:

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

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

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

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

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Alice Walker, Senior Product & Partnership Marketing Manager at LeanData, about her accidental entry into B2B marketing and her rise to a senior role. Alice discusses the challenges of breaking into a new industry, the synergy between product and partner marketing, and the importance of aligning with sales teams. They explore ecosystem-led growth, the value of partnerships, and competitive intelligence.

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

Alice walks us through:

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

Key Links:

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

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

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Meryoli, Head of Social Media & Senior Community Manager at Apollo. They explore Meryoli's transition from journalism to social media management, emphasizing the importance of both self-teaching and formal education.

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

Meryoli and Jane discuss:

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

Key Links:

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

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

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Mariana Cogan, CMO of Americas at Hexagon Manufacturing Intelligence. Mariana recounts her unique career path, starting at the Mexican embassy and as a TV presenter in Japan, before entering the marketing field. She discusses her customer-centric marketing philosophy, operational efficiency, and becoming known as a transformational leader.

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

Mariana talks us through:

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

Key Links:

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

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

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

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Anne Murlowski, VP, Digital and Performance Marketing at Terminus, about her journey in B2B marketing and the integration of AI in content creation. They discuss the importance of understanding customer behavior, the role of content in generating demand, and maintaining a unique brand voice amidst AI advancements.

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

Anne and Jane discuss:

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

Key Links:

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

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

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

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Talya Heller, a competitive positioning advisor and founder of Down to a T. Talya shares her career journey from industrial engineering to product marketing, emphasizing the importance of networking, especially after relocating to a new country. She provides insights into competitive positioning, discussing its strategic significance for both new and established companies. The episode highlights the value of embracing new opportunities, investing in personal development, and celebrating career milestones.

Jane and Talya discuss:

• Career transitions from industrial engineering to product marketing.
• The significance of networking in career development, especially after relocating.
• The role of personal development in achieving long-term career success.
• Insights into competitive positioning for both new and established companies.
• The importance of defining and regularly updating the Ideal Customer Profile (ICP).
• Strategies for gathering insights to refine the ICP.
• The relationship and overlap between product management and product marketing.
• The evolving use of LinkedIn for professional networking and knowledge sharing.
• Embracing discomfort and taking risks as a pathway to growth.
• Celebrating career milestones and achievements within the B2B marketing community.

Key Links:

Guest: Talya Heller - https://www.linkedin.com/in/talyahellermba18/

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

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Lauren Clements, Head of Marketing at Pypestream, about her journey in B2B marketing. They discuss the importance of mentorship, the various roles Lauren has explored within marketing, and the value of human connection in marketing strategies. They also dive into the changes in modern marketing... that may make the CMO role irrelevant.

Lauren walks us through:

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

Key Links:

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

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

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

In this episode of Women in B2B Marketing, host Jane Serra interviews Katie Hollar, VP of Marketing at Clutch. They delve into the nuances of B2B marketing from a B2B Services perspective, with Katie sharing insights from her journey and the importance of having a strong point of view (POV) to stand out in the industry. They discuss the challenges of economic uncertainty and the strategies for navigating it.

Katie and Jane talk through:

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

Key Links:

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

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

Clutch - https://clutch.co/

In this episode of Women in B2B Marketing, host Jane Serra interviews global growth consultant Nataly Kelly. Nataly shares her extensive experience in B2B marketing, including her time as VP of Marketing at HubSpot. The conversation focuses on international and global B2B marketing, with Nataly emphasizing the importance of thorough research, customer engagement, and strategic alignment before expanding into new markets.

Nataly walks us through:

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

Key Links:

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

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

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

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

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

In this episode of Women in B2B Marketing, host Jane Serra interviews Christina Lord, Head of Product Marketing at SafetyCulture. Christina shares her career journey from customer success at Shopify in Canada to product marketing in Australia. She discusses the crucial role of product marketing in successful companies, emphasizing the importance of customer understanding, internal communication, and cross-functional collaboration.

Christina and Jane discuss:

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

Key Links:

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

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

In this episode of Women in B2B Marketing, host Jane Serra speaks with Marketing and Strategy Consultant Rashel Hariri. They discuss Rashel's journey into marketing, her experiences working in corporate jobs, and her transition into entrepreneurship. Rashel shares her dislike for the term "hustle", her process of discovering her next project using the Japanese concept of ikigai, and the importance of finding joy in one's career. She also talks about her podcast "She's Interesting", the lack of representation of women in business, and the taboo around discussing money.

Rashel talks us through:

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

Key Links:

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

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

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

In this episode of Women in B2B Marketing, host Jane Serra speaks with Georgiana Laudi, Co-Founder and CEO of Forget the Funnel. Gia shares her career journey and discusses the importance of customer-led growth in B2B marketing. She emphasizes the need for understanding customer experience, conducting regular customer research, and using data to inform marketing strategies. Gia also discusses the concept of product-led sales and growth, and the untapped potential in these areas.

Georgiana and Jane discuss:

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

Key Links:

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

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

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

In this episode of Women in B2B Marketing, host Jane Serra interviews Melissa Rosenthal, Chief Creative Officer at ClickUp. Melissa shares her journey from consumer-focused roles to B2B SaaS, emphasizing the importance of a collaborative team culture and a holistic approach to goals. Melissa also talks about her future, the importance of embracing discomfort, and the need for agility in a rapidly changing landscape.

Melissa talks through:

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

Key Links:

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

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

In this episode of Women in B2B Marketing, host Jane Serra speaks with Kerry-Ann Stimpson, CMO at JMMB Group and Host of The Internal Marketing Podcast. Kerry-Ann shares her journey into marketing, her passion for the field, and the challenges she's faced.

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

Kerry-Ann and Jane discuss:

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

Key Links:

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

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

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

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

In this episode of Women in B2B Marketing, host Jane Serra welcomes Jessica Gilmartin, a three-time CMO with experience at Google, Dell, Lehman Brothers, and Calendly. Jessica shares her career journey, from investment banking to starting a successful yogurt business, and her transition into marketing.

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

Jessica walks us through:

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

Key Links:

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

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

Calendly - https://calendly.com/

In this special *crossover* episode of Women in B2B Marketing, host Jane Serra reunites with two kickass women podcasters: Melissa Moody of 2 Pizza Marketing and Corrina Owens of Direct with Corrina & Taylor. Freshly back from attending an amazing event by Pavilion, GTM 2023, the women reunite to discuss what worked, what didn't, and what learnings we can apply to hosting and attending future events.

Jane, Melissa, and Corrina talk through:

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

Key Links:

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

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

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

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

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

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

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

In this episode of "Women in B2B Marketing," host Jane Serra sits down with Irem Isik, Head of Marketing at Storyly, who shares her journey from B2C roles at Unilever and Nestlé to leading marketing in a B2B startup. Erin discusses the transition from structured corporate environments to the dynamic startup world, emphasizing the importance of understanding customer needs and adaptability. Key takeaways include the significance of maintaining brand authenticity, leveraging content as a marketing asset, and building genuine relationships. Erin also highlights the evolving landscape of B2B marketing, where emotional connections and a customer-centric approach are crucial for success.

Irem and Jane talk through:

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

Key Links:

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

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

In this episode of Women in B2B Marketing, host Jane Serra welcomes Deidre Hudson, Head of Revenue Marketing at Bloomfire. They discuss the balance between art and science in marketing and the importance of data analytics. Deidre shares insights on the challenges of measuring the customer journey, the value of ROI calculators, and the resurgence of human-centric tactics. They also explore the concept of the Immediate Addressable Market (IAM) and the use of intent signals in marketing.

Deidre talks us through:

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

Key Links:

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

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

Bloomfire - https://bloomfire.com/

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

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

In this episode of Women in B2B Marketing, host Jane Serra interviews Pam Didner, an award-winning B2B marketing consultant, keynote speaker, and Fractional CMO at Glimpse. They discuss the importance of tangible and intangible impacts in marketing, with Pam emphasizing the need to balance both. Pam also shares her journey from accounting to marketing, stressing the importance of supportive mentors. The conversation covers the challenges of marketing in today's digital world, the need for strategic and adaptable approaches, and the importance of understanding a company's business model and aligning marketing efforts accordingly.

Pam and Jane discuss:

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

Key Links:

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

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

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

In this episode of Women in B2B Marketing, host Jane Serra interviews Natalie Gullatt, a B2B marketing expert and the President of the Black Marketers Association of America (BMAA). Natalie shares her career journey, discussing her transition from law to marketing and her experience in various industries.

Natalie talks us through:

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

Key Links:

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

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

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

In this episode of Women in B2B Marketing, host Jane Serra interviews Ann Boyd, CMO at Stoplight. They talk about the balance between brand and demand in marketing, measuring the impact of brand investments, and the importance of understanding audience perception. They also emphasize the importance of collaboration, being a good colleague, and giving candid feedback.

Ann and Jane discuss:

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

Key Links:

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

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

Stoplight: https://stoplight.io/

Mentioned in Episode:

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

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

In this episode of Women in B2B Marketing, host Jane Serra interviews Michelle Golladay, the VP of Marketing at Daasity. Michelle shares her journey into B2B marketing, her experience working at IBM and an art gallery in London, highlighting the differences between large corporations and startups. Michelle also talks about her management roles and the challenges she's faced, emphasizing the importance of empathy and observing her own managers.

Michelle talks about:

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

Key Links:

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

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

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

In this episode of Women in B2B Marketing, host Jane Serra interviews Laura Erdem, Sales Leader of the Americas at Dreamdata. They discuss collaboration between sales and marketing in B2B, the importance of understanding the buyer's journey and attribution data, and the value of content marketing and organic social media. Laura shares her personal branding experience and the lessons she learned from trying to convert followers into leads.

Laura talks through:

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

Key Links:

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

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

Dreamdata - https://dreamdata.io/

In this episode of Women in B2B Marketing, host Jane Serra interviews Deanna Shimota, CEO of GrowthMode Marketing and creator of "The Demand Gen Fix" podcast. Deanna shares her 20 years of experience in B2B marketing and discusses the challenges and complexities of the field.

Deanna talks through:

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

Key Links:

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

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

GrowthMode Marketing - https://growthmodemarketing.com/

In this episode of Women in B2B Marketing, host Jane Serra interviews Shannon Curran, VP of Marketing at MadKudu. Shannon discusses the changing landscape of marketing teams, growing the top of the sales funnel, optimizing events for quality, and leveraging data to optimize for pipeline. She also emphasizes the need for clear direction, coaching, and authentic leadership.

Shannon and Jane discuss:

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

Key Links:

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

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

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

In this episode of Women in B2B Marketing, host Jane Serra interviews Tracey Doyle, the CMO of Analytics8. Tracy shares her approach to customer research, including conducting yearly win-loss analysis and personally interviewing top customers. She also highlights the importance of aligning sales, marketing, and customer success teams and discusses the challenges of accurately tracking lead sources.

Tracey walks us through:

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

Key Links:

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

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

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

In this episode of Women in B2B Marketing, host Jane Serra interviews Jess Cook, Head of Content at Lasso and co-host of the podcast "That's Marketing, Baby." They walk through Jess's journey into B2B marketing, the importance of copywriting and content creation in the B2B world, and strategies for successful content marketing.

Jess and Jane discuss:

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

Key Links:

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

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

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

In this episode of "Women in B2B Marketing," host Jane Serra sits down with Tas Bober, B2B SaaS Digital Marketing Advisor & Founder at Delphinium Solutions. Tas shares her unique journey from journalism to marketing, emphasizing the importance of understanding product marketing and buyer journeys for effective landing pages. She discusses her experiences in sales, the challenges women face in the workplace, and the significance of supportive leadership. The episode offers valuable insights into digital marketing strategies, particularly around landing pages and paid media ads, and underscores the power of resilience and continuous learning in career growth.

Tas and Jane discuss:

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

Key Links:

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

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

Mentioned in Episode:

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

In this episode of Women in B2B Marketing, host Jane Serra interviews Shama Hyder, Founder & CEO of Zen Media. They discuss Shama's journey into B2B marketing, the challenges and opportunities in the industry, and the importance of building a strong brand.

Shama talks through:

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

Key Links:

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

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

Zen Media - https://zenmedia.com/

In this episode of Women in B2B Marketing, Jane Serra interviews Emily Popson, Senior Director of Demand Generation and Customer Marketing at CallRail.

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

Jane and Emily talk through:

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

Key Links:

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

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

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

In this inspiring episode of Women in B2B Marketing, Jane Serra interviews Stacey Danheiser, the founder of SHAKE Marketing, about her journey into B2B marketing. Stacey shares her transition from consumer marketing to B2B marketing, becoming a sought-after consultant and published author of 3+ marketing books.

Jane and Stacey discuss:

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

Key Links:

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

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

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

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

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

In this episode of Women in B2B Marketing, Jane Serra interviews Elizabeth Hague, Senior Director of Brand and Demand Marketing at Very. They discuss authenticity in the workplace, the challenges and appeal of B2B marketing, strategies for successful rebranding, and how brand and demand work best together.

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

Elizabeth talks through:

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

Key Links:

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

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