Afleveringen
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In this episode of "Women in B2B Marketing," host Jane Serra speaks with Kelly Cheng, VP of Marketing at Goldcast. Kelly shares her transition from agency roles to in-house positions, emphasizing operational excellence and prioritization in B2B marketing. They discuss the evolving landscape of virtual and in-person events, the importance of building mindshare, and innovative marketing strategies. Kelly also highlights the significance of cultural fit in hiring and advocates for collaborative interview processes. The episode concludes with Kelly's advice on effective time management and the value of mentorship in professional growth.
Kelly and Jane talk through:
Kelly's career journey from agency roles to in-house marketing positions.Insights on B2B marketing strategies and audience engagement.The importance of operational excellence and prioritization in marketing.Challenges and rewards of marketing to marketers.Enhancing brand visibility and mindshare through various channels and authentic contentThe evolving landscape of virtual and in-person events in marketing.Moving the BDR team under marketing for improved communication and collaborationStrategies for effective team management and collaboration.The significance of cultural fit in hiring and team dynamics.Innovative approaches to the interview process for marketing roles.The role of mentorship and relationship-building in career development.Time management techniques for professionals in fast-paced environments.Key Links:
Guest: Kelly Cheng: https://www.linkedin.com/in/kellyhcheng/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
LinkedIn Lessons Encore: Uplevel Your LinkedIn Profile and Posts with 10 Tips from Mark Jung: https://www.goldcast.io/blog-post/linkedin-lessons-encore
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In this episode of "Women in B2B Marketing," host Jane Serra chats with Emma Clayton, a seasoned CMO, consultant, and bestselling author. They discuss the evolving role of the CMO, emphasizing the challenges faced by modern marketers in a rapidly changing landscape. Emma highlights the need for strategic marketing over short-term tactics and stresses the importance of hiring qualified marketers. The conversation also touches on the significance of curiosity and understanding customer needs. Both speakers advocate for a strategic approach to marketing, aiming to build meaningful connections and deliver value to customers.
Emma and Jane discuss:
The evolving role of the Chief Marketing Officer (CMO) in the current marketing landscape.Challenges faced by modern marketers, including unrealistic expectations from organizations.The perception of marketing and the qualifications of marketers, highlighting a lack of formal training.The impact of hiring practices on marketing effectiveness, particularly the trend of hiring sales-focused individuals for marketing roles.The importance of a strong marketing strategy in driving business success, especially during scaling.The need for alignment between marketing teams' skills and the overall business strategy.The significance of understanding the customer journey and building genuine connections with customers.The role of social media in shaping marketing practices and its potential to promote mediocrity.The necessity of prioritizing strategy over execution in marketing efforts.Advocating for a shift in how marketing is perceived and valued within organizations, emphasizing its strategic importance.Key Links:
Guest: Emma Clayton: https://www.linkedin.com/in/emma-clayton-bebrilliant/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
Brilliant Teams by Emma Clayton: https://www.amazon.com/Brilliant-Teams-Emma-Clayton/dp/191577179X
CMOs on Boards: https://www.spencerstuart.com/research-and-insight/cmos-on-boards
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Zijn er afleveringen die ontbreken?
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In this episode of "Women in B2B Marketing," host Jane Serra speaks with Naomi Nuta, Vice President of Marketing at AptEdge. Naomi shares her unconventional journey into B2B marketing, starting from a liberal arts background to roles in political communications and market research. She delves into her work in consumer neuroscience, emphasizing the impact of emotional and physiological responses on decision-making. Naomi highlights the importance of understanding the audience's context and emotional state when crafting marketing messages. The discussion also explores the parallels between B2B and B2C marketing, underscoring the significance of tone and delivery in effective communication.
Naomi talks us through:
Her unconventional career path into B2B marketing.The impact of political communications and market research on her marketing approach.Insights from consumer neuroscience regarding emotional and physiological responses in decision-making.The significance of understanding the audience's context and emotional state in crafting marketing messages.Parallels between B2B and B2C marketing, emphasizing emotional triggers in both sectors.The critical role of tone, pitch, and delivery in effective communication.Strategies for brand building and the importance of emotional engagement in marketing.The concept of "human in the loop" in AI development and the importance of user feedback.Key Links:
Guest: Naomi Nuta: https://www.linkedin.com/in/naomi-n/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
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** Originally published on March 1, 2023 **
I hope you're enjoying these throwbacks! Truth be told, life has been LIFING lately, and I am a bit behind on getting new episodes out. BUT, I do not want to leave anyone hanging, so figured it was a good time to bump up some of my favorite episodes. Don't worry - new episodes coming soon! What should we cover next on the show? Who would you like to hear from? DM me, comment, or write a review to share feedback. I appreciate you! - Jane
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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
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** 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
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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:
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**Note from Jane** This week, it felt wrong to publish a typical marketing-focused episode, with a big election on many of our minds. So somehow, last minute, we gathered this amazing group of women leaders to talk about how they're handling this emotional time with their teams. I hope our conversation provides guidance, camaraderie, and a little hope during tumultuous times. - Jane
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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
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In this episode of "Women in B2B Marketing," host Jane Serra engages with Marion Siboni, founder and CEO of "La Creme de la STEM." With over a decade in tech, Marion shares her inspiring journey from employee to entrepreneur. The discussion highlights her initiative to support early-stage female founders in tech and science, addressing challenges like funding and community support. Marion emphasizes the importance of building a supportive network and gathering customer feedback.
Marion and Jane talk through:
Marion's journey into the tech industry and her transition from employee to entrepreneur.The founding and mission of "La Creme de la STEM" to support early-stage female founders in tech and science.Challenges faced by women in the tech industry, particularly regarding funding and community support.The significance of building a supportive network for female entrepreneurs.The importance of customer feedback in refining business models and achieving product-market fit.Strategies for setting clear milestones and goals in entrepreneurship.Navigating the realities and challenges of entrepreneurship, including funding misconceptions.Practical advice for aspiring entrepreneurs, including research and financial mindfulness.The role of angel investing and understanding the investment landscape.The value of building genuine relationships beyond professional interests in business.Key Links:
Guest: Marion Siboni: https://www.linkedin.com/in/marionsiboni/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
La Creme de la STEM: https://www.lacremedelastem.com/
Newsletter: https://lacremedelastem.substack.com/
Elephants, not Unicorns: https://prc.beehiiv.com/p/elephantsnotunicorns
Do Good While Doing Well: https://www.amazon.com/Good-While-Doing-Well-Financial/dp/B0CZY368YY/
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** Originally published on December 21, 2022 **
This episode is a classic from when Women in B2B Marketing first launched - and how I met one of my good friends, Trinity Nguyen. The content and advice she shares is still super timely and applicable - and I'm hopeful we'll record a followup episode soon. Would you like that? What should we cover? DM me, comment, or write a review to share feedback. I appreciate you! - Jane
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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/
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In this episode of "Women in B2B Marketing," host Jane Serra speaks with Liza Adams, an AI advisor and fractional CMO with over 20 years of B2B marketing experience. Liza shares her inspiring journey from immigrating from the Philippines to becoming a key figure in the B2B Marketing space. She discusses her three passions: elevating marketing's strategic value, advocating for diverse voices, and using business for good. Liza emphasizes the importance of understanding customers, building defensible market positions, and leveraging AI to enhance marketing effectiveness. The episode offers valuable insights for marketing professionals seeking to navigate today's complex business environment.
Liza and Jane talk about:
Liza Adams' journey from immigrant to B2B marketing leader.The significance of elevating the strategic value of marketing.Advocacy for diverse voices in marketing teams.Utilizing business as a force for good and ethical practices.The transformative role of AI in enhancing marketing effectiveness.Understanding market positioning and competitive dynamics.The evolving role of marketers from tactical operators to strategic leaders.How AI can help transform marketers from tacticians to strategists, enhancing effectiveness and innovation.Innovative applications of AI in marketing strategies.Balancing AI-driven efficiency with the human element in marketing.Liza's favorite AI toolsThe importance of ethics and trust in brand building, especially in the AI era.Key Links:
Guest: Liza Adams: https://www.linkedin.com/in/lizaadams/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
Discussed in Episode:
Disrupt or Be Disrupted: AI's Verdict on Your Product's Defensibility
Competitive Defensibility Analyzer GPT
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In this episode of "Women in B2B Marketing," host Jane Serra interviews Kerry Penny, SVP Global Head of Marketing and Employee Value Proposition at Kin + Carta, recently named CMO of the Year by Gartner. Kerry shares her career journey, from overcoming early economic challenges to transitioning from tech startups to B2B services. She highlights the complexities of marketing in the services sector, emphasizing the importance of personal relationships and trust. Kerry also discusses team building, the significance of internal culture, and aligning marketing with employee value propositions.
Kerry and Jane discuss:
Kerry's career journey in B2B marketing and her transition from tech startups to B2B services.The challenges faced during economic downturns and their impact on career development.Differences between marketing in B2B services and SaaS, focusing on complexity and relationship-building.The concept of High Value Offers (HVOs) and their role in engaging potential clients.Importance of maintaining client relationships and managing expectations in consulting.Insights on team building, especially after mergers and acquisitions.The significance of internal culture and employee engagement in marketing strategies.Strategies for fostering a strong company culture, including recognition initiatives and employee involvement.The alignment of employee branding with recruitment efforts and its impact on business outcomes.Advice for women in B2B marketing on embracing curiosity, taking risks, and building relationships.Key Links:
Guest: Kenny Penny: https://www.linkedin.com/in/kerrysugrue/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
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In this episode of "Women in B2B Marketing," host Jane Serra welcomes Kacie Jenkins, Senior Vice President of Marketing at Sendoso. Kacie, who transitioned from a career as a country music artist to B2B marketing, shares her unique journey and insights. The discussion emphasizes the importance of human connections, authenticity, and personalization in marketing. Kacie highlights strategies for building effective teams, the evolving landscape of Account-Based Marketing (ABM), and the need for close collaboration between marketing and sales teams. The episode underscores the power of genuine relationships and thoughtful approaches in driving marketing success.
Kacie talks us through:
Strategies for building high-performing marketing teams.The importance of human connections and authenticity in marketing.Insights into Account-Based Marketing (ABM) and its current trends.Sendoso's approach to selecting target accounts based on fit and intent signals.Various tools for tracking multi-touch attribution in marketing campaigns.Challenges faced by marketers, including the pressure for immediate results.The need for collaboration between marketing and sales teams.The significance of personalization in marketing outreach.Evaluating and adapting marketing strategies based on effectiveness.The role of thoughtful gifting in building relationships.Embracing individuality and diverse perspectives in the workplace.Key Links:
Guest: Kacie Jenkins: https://www.linkedin.com/in/kaciejenkins/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
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In this episode of "Women in B2B Marketing," host Jane Serra interviews Sarah Noel Black, a marketing consultant and host of the "Tiny Marketing Podcast." Sarah shares her journey from managing marketing for seven brands solo to developing her "streamline, systematize, automate, outsource" framework. She discusses overcoming fears of hiring virtual assistants, the importance of strategic planning, and engaging stakeholders. Sarah emphasizes focusing on key marketing channels, leveraging customer insights, and the growing trend of micro offers. The episode provides actionable strategies for marketing professionals to enhance efficiency and drive business growth.
Sarah and Jane discuss:
Sarah's journey into marketing and experiences as a solo marketer for multiple brands.Development of a marketing framework: Streamline Systematize Automate Outsource.Importance of strategic planning and stakeholder engagement in marketing.Concept and implementation of gateway offers to build client trust.Overcoming challenges and pushback in adopting new marketing strategies.Significance of personalization in marketing approaches.Managing multiple brands and the challenges of diverse stakeholder needs.Setting boundaries to streamline communication and manage expectations.Utilizing technology and automation to enhance marketing efficiency.Trends in marketing, including the shift towards micro offers and personal branding.Key Links:
Guest: Sarah Noel Block: https://www.linkedin.com/in/sarahnoelblock/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
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In this episode of "Women in B2B Marketing," host Jane Serra speaks with Cat Valyi, a veteran in B2B healthcare marketing. Cat, the CMO at Healthcare B2B Pros and Co-founder of Women with Dynamic Purpose, shares her 30-year journey, emphasizing the importance of empathy and understanding in healthcare marketing. She introduces her "3D Strategic Approach"—Define, Design, Deploy—highlighting its effectiveness in crafting impactful marketing strategies. Cat also discusses the significance of positive self-talk and community support for women, particularly in overcoming age-related challenges.
Cat walks us through:
The importance of understanding the healthcare industry and its regulations.The role of empathy in healthcare marketing and patient experience.The trend of preventative healthcare and empowering patients.Marketing strategies focused on identifying client and patient pain points.Cat's "3D Strategic Approach": Define, Design, and Deploy.The significance of mindset and positive self-talk for women, especially regarding age.The impact of community and support systems for women in their careers.The importance of personal branding and controlling one's narrative.Encouragement for women to pursue their passions and find purpose at any age.Key Links:
Guest: Cat Valyi: https://www.linkedin.com/in/cat-valyi-b2bstrategicexpert/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
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In this episode of "Women in B2B Marketing," host Jane Serra interviews Noosh Baratpour, Co-Founder and CMO of Formula. They discuss Noosh's transition from web development to marketing, her entrepreneurial journey, and the founding of Formaloo, which focuses on automation for startups. Noosh emphasizes the importance of flexibility and community engagement in entrepreneurship. She shares insights on managing a marketing team, prioritizing customer engagement, and leveraging community feedback for product development. The episode provides valuable advice for marketing professionals on adapting to industry changes and fostering a supportive community to drive growth.
Noosh and Jane discuss:
The founding and mission of Formaloo, focusing on automation for startups.The significance of flexibility and adaptability in marketing and entrepreneurship.Strategies for community engagement and building a supportive user environment.The role of community-driven feedback in product development.Insights on managing community dynamics and addressing user concerns.The concept of "community market fit" and its impact on product-led growth.Why marketing leaders can't be obsessed with KPIs.The importance of intrinsic motivation over incentives for community engagement.Career journey lessons, including the value of networking and volunteering.Advice for aspiring marketers on leveraging technical skills in marketing strategies.Key Links:
Guest: Noosh Baratpour: https://www.linkedin.com/in/noosh-baratpour/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
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** 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 marketingThe importance of email marketing in both B2B and B2C contextsChallenges faced by women in the marketing industryThe significance of investing in personal and professional developmentDifferences between B2B and B2C email marketing strategiesCommunity building and support for women in email marketingThe role of emotional and professional support in career fulfillmentSelf-advocacy and challenging the status quo in the workplaceImportance of personal branding and effective communication in job huntingResilience and maintaining a positive mindset in the face of adversityMentioned in this episode:
Women of Email - https://womenofemail.org/
Emfluence - https://emarketingplatform.com/
The Ins and Outs of a Strategic Nurture Campaign - https://jen.tips/nurture
Key Links:
Guest: Jen Capstraw: https://www.linkedin.com/in/jencapstraw/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
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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/
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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/
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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/
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In this episode of "Women in B2B Marketing," host Jane Serra sits down with Irem Isik, Head of Marketing at Storyly, who shares her journey from B2C roles at Unilever and Nestlé to leading marketing in a B2B startup. Erin discusses the transition from structured corporate environments to the dynamic startup world, emphasizing the importance of understanding customer needs and adaptability. Key takeaways include the significance of maintaining brand authenticity, leveraging content as a marketing asset, and building genuine relationships. Erin also highlights the evolving landscape of B2B marketing, where emotional connections and a customer-centric approach are crucial for success.
Irem and Jane talk through:
Differences between large corporations and startup environmentsImportance of understanding the customer and being customer-obsessedSkills and experiences carried over from B2C to B2B marketingMarketing the emotional benefits of products rather than just the functional aspectsThe evolution of brand marketing in the B2B spaceThe concept of the "media company mindset" in B2B marketingBuilding partnerships and community engagementChallenges in conducting customer research in B2BThe significance of personal branding and networking in marketing careersKey Links:
Guest: Irem Isik - https://www.linkedin.com/in/isikiremtr/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
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In this episode of "Women in B2B Marketing," host Jane Serra sits down with Tas Bober, B2B SaaS Digital Marketing Advisor & Founder at Delphinium Solutions. Tas shares her unique journey from journalism to marketing, emphasizing the importance of understanding product marketing and buyer journeys for effective landing pages. She discusses her experiences in sales, the challenges women face in the workplace, and the significance of supportive leadership. The episode offers valuable insights into digital marketing strategies, particularly around landing pages and paid media ads, and underscores the power of resilience and continuous learning in career growth.
Tas and Jane discuss:
The importance of understanding product marketing and buyer journeysStrategies for creating effective landing pagesHow deep product knowledge enhances the quality of landing pagesSharing insights from landing page tests with other marketing teamsConcentrating on a few effective marketing channels rather than spreading efforts too thinWhy content syndication is just glorified list buyingThe role of sales experience in enhancing marketing effectivenessExperimentation and iteration in marketing strategiesInsights on collaboration between marketing and product teamsChallenges women face in the workplace, particularly in leadership rolesMentorship and support among women in marketingThe impact of workplace culture on women's career advancementChallenges and responsibilities of running a business while managing personal lifeTas's goal to support minority entrepreneurs and promote authenticity in entrepreneurshipKey Links:
Guest: Tas Bober - https://www.linkedin.com/in/tasbober/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
Mentioned in Episode:
Laura Nguyen - Executive Coach (Burnout) - https://www.linkedin.com/in/lauran546/
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