88: Cultivating Community: The Heart of Effective ABM Strategies - with Corrina Owens, Fractional ABM and GTM Advisor | REPLAY EP 08

Women in B2B Marketing

1:03:38

Too many entrepreneurs get stuck on the business treadmill, hustling nonstop, unable to scale, and unknowingly stalling their growth. That’s where Dave Ramsey began. After crashing into $3 million in debt, he rebuilt from scratch, turning a small radio program into a national show with millions of listeners. With over three decades of experience in entrepreneurship, business growth, and content creation, he knows what it takes to build a lasting business. In this episode, Dave reveals the six drivers of long-term success, the five key stages of startup growth, and how he balances life as an entrepreneur and a content creator. In this episode, Hala and Dave will discuss: (00:00) Introduction (00:23) The Core Principles of Financial Freedom (05:42) Adapting to Change as a Content Creator (09:22) Balancing Content Creation and Entrepreneurship (12:34) How to Create a Clear Path in Business (15:19) The Truth About Starting a Business Today (18:22) The Six Drivers of Business Success (26:20) Shifting From Tactical to Strategic Thinking (29:44) The Five Stages of Business Growth (41:10) Leading with Care, Clarity, and Accountability (47:10) Identifying the Right Leadership Skills (48:35) Starting a Media Business as an Entrepreneur Dave Ramsey is a personal finance expert, radio personality, bestselling author, and the founder and CEO of Ramsey Solutions. Over the past three decades, he has built a legacy of helping millions achieve financial freedom. As the host of The Ramsey Show , Dave reaches more than 18 million listeners each week. He is the author of eight national bestselling books. His latest, Build a Business You Love , helps entrepreneurs navigate growth and overcome challenges at every stage. Sponsored By: Shopify - Sign up for a one-dollar-per-month trial period at youngandprofiting.co/shopify OpenPhone: Streamline and scale your customer communications with OpenPhone. Get 20% off your first 6 months at openphone.com/profiting Airbnb - Find yourself a co-host at airbnb.com/host Indeed - Get a $75 sponsored job credit at indeed.com/profiting RobinHood - Receive your 3% boost on annual IRA contributions, sign up at robinhood.com/gold Factor - Get 50% off your first box plus free shipping at factormeals.com/factorpodcast Rakuten - Save while shopping at rakuten.com Microsoft Teams - Stop paying for tools. Get everything you need, for free at aka.ms/profiting LinkedIn Marketing Solutions - Get a $100 credit on your next campaign at linkedin.com/profiting Resources Mentioned: Dave’s Book, Build a Business You Love: bit.ly/BuildaBusinessYouLove Dave’s Website: ramseysolutions.com Active Deals - youngandprofiting.com/deals Key YAP Links Reviews - ratethispodcast.com/yap Youtube - youtube.com/c/YoungandProfiting LinkedIn - linkedin.com/in/htaha/ Instagram - instagram.com/yapwithhala/ Social + Podcast Services: yapmedia.com Transcripts - youngandprofiting.com/episodes-new Entrepreneurship, Entrepreneurship Podcast, Business, Business Podcast, Self Improvement, Self-Improvement, Personal Development, Starting a Business, Strategy, Investing, Sales, Selling, Psychology, Productivity, Entrepreneurs, AI, Artificial Intelligence, Technology, Marketing, Negotiation, Money, Finance, Side Hustle, Mental Health, Career, Leadership, Mindset, Health, Growth Mindset, Side Hustle, Passive Income, Online Business, Solopreneur, Networking.…

рік тому 49:29

MP3•Головна епізоду

** Originally published on March 1, 2023 **

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

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

Corrina and Jane discuss:

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

Key Links:

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

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

Mentioned in this episode:

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

104 епізодів

88: Cultivating Community: The Heart of Effective ABM Strategies - with Corrina Owens, Fractional ABM and GTM Advisor | REPLAY EP 08

Women in B2B Marketing

published рік тому

Поширити

MP3•Головна епізоду

** Originally published on March 1, 2023 **

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

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

104 епізодів

Усі епізоди

Women in B2B Marketing

1
103: Forget Best Practices. Test Your Way to What Actually Works. - with Brandi Starr, COO at Tegrita 47:04

27 днів тому47:04

47:04

Like WIB2BM? Show us some love with a rating or review today! <3 -- In this episode of "Women in B2B Marketing," host Jane Serra speaks with Brandi Starr, COO of Tegrita, to discuss her multifaceted career and insights into effective B2B marketing. Brandi emphasizes the importance of understanding audience needs, advocating for tailored communication strategies and rigorous testing. She also addresses the pitfalls of "shiny object syndrome" and the risks of rapid strategic changes. Brandi shares a unique case study on controlled testing and underscores the value of community and authenticity in marketing. Brandi talks through: Her career evolution through boredom and curiosity How strategy and marketing automation became her sweet spot The evolution and enduring power of email marketing Email isn’t dead, but your playbook might be Testing hypotheses in B2B marketing to find what works Why memes work for SMBs but not always for enterprise Building an operations-first approach to client success Controlled piloting versus shiny object syndrome in marketing Wild case study: how a team of women in prison outperformed SDRs How community and impact became central to her career Brandi’s advice to her younger self: don’t shrink, don’t dim your light Key Links: Guest: Brandi Starr: https://www.linkedin.com/in/brandistarr/ Host: Jane Serra: https://www.linkedin.com/in/janeserra/…

Women in B2B Marketing

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102: Video Killed the White Paper Star: Creating Relatable Content in B2B - with Kristina Keene, Director of Brand and Content at Flip 43:52

5 weeks тому43:52

43:52

Like WIB2BM? Show us some love with a rating or review today! <3 -- In this episode of "Women in B2B Marketing," host Jane Serra talks to Kristina Keene, Director of Brand and Content at Flip. Kristina emphasizes authenticity and relatability, advocating for engaging, human-centered content over traditional gated materials like white papers. She highlights the power of video storytelling and shares her disdain for outdated marketing norms. The episode offers valuable insights for marketing professionals seeking to foster genuine connections and drive engagement in today's landscape. Kristina and Jane talk through: Kristina's unconventional journey into B2B marketing. Strategies for brand and content activation in the B2B space. The importance of authenticity and relatability in marketing. The shift away from traditional gated content like white papers. The effectiveness of video content and storytelling in engaging audiences. How to capture genuine personalities on camera, including techniques for warming up interviewees Innovative content formats, such as the "Flip or Flop" series. The role of personal branding and online presence in career development. Tools and techniques for enhancing efficiency in content creation. Navigating change and resilience in personal and professional life. The need for greater representation and diverse voices in B2B marketing. Key Links: Guest: Kristina Keene: https://www.linkedin.com/in/kristina-keene/ Host: Jane Serra: https://www.linkedin.com/in/janeserra/…

Women in B2B Marketing

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101: Trust the Vibe: Navigating Marketing Careers with Intuition & Impact - with Amrita Mathur, Marketing & Growth Consultant at Marketing Moonshots 45:19

6 weeks тому45:19

45:19

Like WIB2BM? Show us some love with a rating or review today! <3 -- In this episode of "Women in B2B Marketing," host Jane Serra speaks with Amrita Mather, founder of Marketing Moon Side and former marketing leader at Superside, Zapier, ClickUp, and Top Hat. Amrita shares her unique journey in B2B marketing, emphasizing the importance of company culture and leadership in evaluating job opportunities. The discussion covers her transition to consulting, the significance of a healthy budget and high-performing team, and current marketing trends. Amrita also highlights the empowering role of community and the value of reframing challenges into opportunities, offering valuable insights for marketing professionals. Amrita and Jane discuss: Amrita's unconventional journey into B2B marketing and her belief in serendipity. The importance of evaluating company culture and leadership when considering job opportunities. Criteria for assessing potential employers and the significance of mentorship and positive work environments. Challenges in gauging company culture during the interview process. Transitioning to consulting and applying evaluation criteria to potential clients. Marketing priorities and the significance of budget, team performance, and market dynamics. The impact of work-life balance and the necessity of hard work in the early stages of a new role. Current trends in B2B marketing, including messaging and storytelling. The role of community feedback and authentic user experiences in shaping marketing strategies. The evolving landscape of marketing and the need for brands to adapt to changing consumer behaviors. Key Links: Guest: Amrita Mathur: https://www.linkedin.com/in/amritamathur/ Host: Jane Serra: https://www.linkedin.com/in/janeserra/…

Women in B2B Marketing

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100: Cheers to 100! A Celebration, Lessons Learned, and What’s Next - with ME! Jane Serra, VP Growth Marketing at Daxtra and Creator of WIB2BM 33:40

7 weeks тому33:40

33:40

In this milestone 100th episode of "Women in B2B Marketing," host Jane Serra reflects on the podcast's journey, sharing her motivations and key lessons learned. Jane discusses the importance of amplifying women's voices in a male-dominated marketing landscape and expresses gratitude to her listeners. She highlights personal growth, overcoming imposter syndrome, and the value of building a supportive community. Jane also shares insights on embracing change, leveraging AI tools, and leading with authenticity. Jane talks about: Celebrating the 100th episode milestone!!!!!!! Motivation for starting the podcast and addressing gender representation in marketing Personal growth and increased confidence through podcasting Overcoming imposter syndrome and recognizing achievements Embracing change and continuous learning in marketing Utilization of AI tools for enhanced marketing efforts Importance of authenticity in leadership Collaboration and building cross-departmental relationships Understanding customer needs through direct engagement Future plans for community-building initiatives and content expansion - what's next for WIB2BM! --- Hi! Jane here :) Let me know what you think of this format - love it? Hate it? LMK if I should throw in some solo episodes once in a while - and if so, what feedback do you have/ how should I mix it up? Always looking for feedback to make this show valuable for YOU! Thank you for helping me make it to 100 episodes! I love you all. <3 ---- Key Links: 🎙 Host: Jane Serra – LinkedIn…

Women in B2B Marketing

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99: People Are the Media: How Influence is Reshaping B2B Marketing - with Shama Hyder, Founder & CEO of Zen Media | REPLAY EP 27 47:34

9 weeks тому47:34

47:34

**Originally published on August 23, 2023** This episode is a listener favorite – and it’s one of mine, too. I had the opportunity to chat with the brilliant Shama Hyder, CEO of Zen Media, bestselling author, and four-time LinkedIn Top Voice in Marketing. We covered so much in this conversation, from the evolution of B2B marketing to the rise of influencers and why brand-building matters more than ever. The insights she shares are just as relevant today as they were when we first recorded. Should we do a follow-up episode with Shama? What should we cover? DM me, comment, or leave a review—I’d love to hear your thoughts! - Jane --- In this episode of Women in B2B Marketing, host Jane Serra sits down with Shama Hyder, CEO of Zen Media, to discuss the evolving landscape of B2B marketing. Shama shares her journey from early social media pioneer to leading one of the top digital PR and marketing agencies. The conversation covers why B2B marketing is more complex than B2C, the importance of brand trust, and how businesses can navigate the shift from traditional sales-led models to a world driven by content, social proof, and dark social. Shama breaks down: Why B2B marketing is more challenging—and rewarding—than B2C The biggest mistake B2B companies make when it comes to brand-building Why sales-led organizations struggle in today’s buying landscape The role of dark social, zero-click content, and modern attribution strategies How PR and earned media can fuel demand generation and credibility The rise of B2B influencer marketing and why it’s gaining momentum Why repetition drives revenue and how to increase brand exposure Personal growth: thinking bigger, taking up space, and being unapologetic in your career Key Links: 🎙 Guest: Shama Hyder – LinkedIn | Zen Media 🎙 Host: Jane Serra – LinkedIn…

Women in B2B Marketing

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98: From Self-Doubt to Success: Lessons from a Solopreneur's Journey - with Lashay Lewis, Founder of Authority Plug (and BOFU Content Marketing Expert) 45:38

10 weeks тому45:38

45:38

Like WIB2BM? Show us some love with a rating or review today! <3 -- Get ready for goosebumps! In this episode of "Women in B2B Marketing," host Jane Serra chats with Lashay Lewis, founder of Authority Plug and a seasoned B2B expert. Lashay reflects on her solopreneur journey, discussing the evolution of her business and the valuable lessons learned. She shares insights on overcoming self-doubt, the importance of resilience, and the significance of pricing strategies. Lashay emphasizes the need for differentiation in consulting offers and the power of networking. The episode underscores the importance of community and support among women in business, encouraging listeners to connect and uplift each other in their professional journeys. Lashay talks us through: Personal growth and confidence building as a solopreneur Overcoming rejection and resilience in business Facing fears and the importance of doing things despite being scared Understanding various business models and positioning The cyclical nature of opportunities and the importance of perseverance Practical advice for transitioning to solopreneurship Creating systems and processes to enhance efficiency How to transform negative experiences into motivation, using rejection as fuel The significance of sharing knowledge and expertise Pricing strategies for consulting services, including tiered pricing models Differentiation in consulting offers and creative service packages The role of networking and community support in business success Encouragement for women to support each other in their professional journeys Key Links: Guest: Lashay Lewis: https://www.linkedin.com/in/lashaylewis/ Host: Jane Serra: https://www.linkedin.com/in/janeserra/ Talk BOFU Strategy with Lashay: https://savvycal.com/authorityplug/strategy…

Women in B2B Marketing

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97: Lean Into the Scary: Data, Growth, and Saying Yes in Marketing - with Saima Rashid, SVP Marketing & Revenue Analytics at 6sense 45:09

11 weeks тому45:09

45:09

Like WIB2BM? Show us some love with a rating or review today! <3 -- In this episode of "Women in B2B Marketing," host Jane Serra sits down with Saima Rashid, Senior Vice President of Marketing and Revenue Analytics at 6sense. Saima shares her unique journey into B2B marketing, emphasizing the critical role of data and analytics. The discussion covers building high-performing teams, the importance of community through initiatives like CMO Coffee Talks, and strategies for scaling marketing efforts. Saima also highlights the significance of clarity, collaboration, and embracing challenges for personal and professional growth. Saima and Jane discuss: Saima's unique career path and experiences in analytics and marketing. Identifying personal strengths and areas for improvement in leadership. The importance of data and analytics in marketing strategies. Building high-performing and engaged marketing teams. Creating a safe and supportive community for marketing professionals (CMO Coffee Talk). Challenges and strategies for scaling marketing teams. The significance of clarity and collaboration within organizations. Successful revenue generation tactics and the impact of AI on marketing efforts. Pivoting in response to unforeseen circumstances, especially in a dynamic marketing environment. Rallying teams around a mission that transcends just revenue goals. What makes a sponsorship successful, emphasizing pre-event planning and audience targeting. The role of mentorship and sponsorship in career advancement. Overcoming imposter syndrome and recognizing personal strengths. The dynamic and evolving nature of the marketing industry. Key Links: Guest: Saima Rashid: https://www.linkedin.com/in/saima-rashid/ Host: Jane Serra: https://www.linkedin.com/in/janeserra/…

Women in B2B Marketing

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96: Is Your Account Based Marketing Strategy Driving Revenue or Just Filling the Pipeline? - with Kristina Jaramillo, President at Personal ABM 44:09

12 weeks тому44:09

44:09

Like WIB2BM? Show us some love with a rating or review today! <3 -- In this episode of "Women in B2B Marketing," host Jane Serra delves into Account-Based Marketing (ABM) with Kristina Jaramillo, President of Personal ABM. They discuss the evolution of ABM, emphasizing its role in driving revenue and aligning sales and marketing efforts. Kristina highlights best practices, such as understanding the entire buyer's journey and creating tailored content. She also stresses the importance of strategic alignment and collaboration between sales and marketing teams. The episode provides valuable insights for marketing professionals looking to implement or refine their ABM strategies for better business outcomes. Jane and Kristina talk through: The definition and evolution of Account-Based Marketing (ABM) Best practices for implementing ABM strategies The importance of aligning sales and marketing efforts Focus on driving revenue rather than just filling the pipeline The role of tailored content and messaging in ABM Strategies for identifying and targeting key accounts The significance of understanding customer needs and organizational context Collaboration between sales and marketing teams for effective ABM Challenges and common mistakes in ABM implementation The long-term commitment required for successful ABM strategies Key Links: Guest: Kristina Jaramillo: https://www.linkedin.com/in/kristinajaramillo/ Host: Jane Serra: https://www.linkedin.com/in/janeserra/ Personal ABM: https://www.personalabm.com/…

Women in B2B Marketing

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95: Beyond the 80/20 Rule: The 4 Level Hierarchy to Linkedin Content - with Erica Schneider, Founder of Cut the Fluff 45:13

13 weeks тому45:13

45:13

Like WIB2BM? Show us some love with a rating or review today! <3 -- In this episode of "Women in B2B Marketing," host Jane Serra interviews Erica Schneider, founder of Cut the Fluff and a B2B content expert. Erica shares her unconventional journey from teaching English in Thailand to becoming a content marketing leader. They discuss the importance of simplicity in writing, the concept of "content sparring," and the need for marketers to adapt to evolving market signals. Erica highlights common pitfalls in B2B marketing, particularly on LinkedIn, and advocates for a conversational, relatable approach to content creation. Erica and Jane discuss: How Erica stumbled into content marketing and learned the trade through various roles The importance of simplicity in writing Erica's journey to becoming a solopreneur and the challenges of building a personal brand The concept of "content sparring" for collaborative content development Adapting your content - and career - to evolving market signals Common mistakes in B2B marketing, especially on LinkedIn The need for conversational content to foster genuine engagement Balancing entertaining content with business objectives Erica's 4-levek framework for categorizing LinkedIn content (e.g., marketing the problem, building in public) Authenticity in sales content and building trust Finding and maintaining your authentic voice and personality on LinkedIn The three phases of launch content: pre-launch, launch, and post-launch Key Links: Guest: Erica Schneider: https://www.linkedin.com/in/erica-schneider66/ Host: Jane Serra: https://www.linkedin.com/in/janeserra/ Erica's Website: https://www.ericaschneider.me/ Launch Content Playbook: https://launchcontentplaybook.com/ Rob Lennon: https://www.linkedin.com/in/rob-lennon/ Rob's AI Tool: https://reactor.is/ The Ezra Klein Podcast: https://www.nytimes.com/column/ezra-klein-podcast Wes Kao Newsletter: https://www.weskao.com/…

Women in B2B Marketing

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94: Signals, Strategies, and Success: How to Leverage AI for Better Outbound Performance - with Trinity Nguyen, CMO at UserGems 45:10

14 weeks тому45:10

45:10

Like WIB2BM? Show us some love with a rating or review today! <3 -- In this episode of "Women in B2B Marketing," host Jane Serra welcomes back Trinity Nguyen, the CMO at UserGems. They delve into the transformative role of AI in B2B marketing. Trinity shares her experiences with AI, emphasizing the potential to enhance productivity and streamline processes. The discussion covers the importance of human involvement, team dynamics, and the challenges of integrating AI responsibly. Trinity also highlights the need for educational programs to help recent graduates adapt to AI advancements. The episode concludes with insights on maintaining a positive outlook and fostering community collaboration. Trinity and Jane talk through: The evolving role of AI in B2B marketing. Initial skepticism and current acceptance of AI tools among marketers (including Trinity!). Best practices for implementing AI in marketing and GTM strategies. How Trinity's team integrates AI into their workflow, enhancing collaboration and efficiency. The significance of transparency in AI usage for building trust. Team dynamics and the integration of AI within marketing teams. Redefining the narrative around AI, focusing on its role as a supportive partner in marketing. Success metrics and the importance of continuous improvement. Common mistakes marketers make when leveraging signals in their strategies. The concept of "building in public" versus private sharing of insights. Positioning products as essential in the market. The future of marketing and the need for adaptation to technological advancements. Key Links: Guest: Trinity Nguyen: https://www.linkedin.com/in/trinitynguyen/ Host: Jane Serra: https://www.linkedin.com/in/janeserra/ Gem-E: https://www.usergems.com/outbound…

Women in B2B Marketing

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93: Break Through the Noise with a Good Story (Here's How) - with Gina Rau, Global Head of PR and Communications at 6sense 39:34

15 weeks тому39:34

39:34

Happy New Year, Friends! We're back! DM me on LinkedIn with any recs, requests, who you want to hear from, what you want to learn this year, or just to say hi. :) My ask this year? Please rate, review, and share the show. Helps us get in front of more people - and get more women on feeds, mics, and stages. Xo Jane ---- In this episode of "Women in B2B Marketing," host Jane Serra chats with Gina Rau, the Global Head of PR and Communications at 6Sense. With over 20 years of experience, Gina shares her career journey from consumer to B2B marketing, emphasizing the pivotal role of storytelling. She discusses the collaborative nature of crafting narratives within organizations and the importance of prioritizing impactful stories. Gina also touches on the evolving role of press releases and the significance of human connection in marketing communications. The episode offers valuable insights for marketers looking to enhance their storytelling and communication strategies. Gina and Jane discuss: Gina's career journey and transition from consumer marketing to B2B marketing. The critical role of storytelling in B2B marketing and communications. The collaborative nature of storytelling within organizations. Strategies for prioritizing and selecting impactful stories. The evolving role of press releases in modern marketing strategies. The significance of human connection in marketing communications. Engaging executives and thought leaders in crafting narratives. The importance of curiosity and openness to opportunities in career development. Planning for the future and the need for flexibility in marketing strategies. Advice for aspiring marketers on embracing non-linear career paths. Key Links: Guest: Gina Rau: https://www.linkedin.com/in/ginarau/ Host: Jane Serra: https://www.linkedin.com/in/janeserra/…

Women in B2B Marketing

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92: Be So Damn Good, You're Undeniable - with Tenisha Griggs, Founder & CEO, 37X Digital Marketing Agency 41:24

18 weeks тому41:24

41:24

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

Women in B2B Marketing

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91: Mindshare Marketing: How to Keep Your Brand Top-of-Mind in a Crowded Market - with Kelly Cheng, VP of Marketing at Goldcast 41:44

19 weeks тому41:44

41:44

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

Women in B2B Marketing

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90: The Massacre of Marketing: Challenges Facing Modern CMOs - with Emma Clayton, The Mary Poppins for Marketing Functions 43:41

20 weeks тому43:41

43:41

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…

Women in B2B Marketing

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89: B2B Marketers: Experts at Scaling the Fundamental Truths of Human Nature - with Naomi Nuta, Vice President Marketing at AptEdge 37:01

21 weeks тому37:01

37:01

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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88: Cultivating Community: The Heart of Effective ABM Strategies - with Corrina Owens, Fractional ABM and GTM Advisor | REPLAY EP 08 49:29

22 weeks тому49:29

49:29

** Originally published on March 1, 2023 ** I hope you're enjoying these throwbacks! Truth be told, life has been LIFING lately, and I am a bit behind on getting new episodes out. BUT, I do not want to leave anyone hanging, so figured it was a good time to bump up some of my favorite episodes. Don't worry - new episodes coming soon! What should we cover next on the show? Who would you like to hear from? DM me, comment, or write a review to share feedback. I appreciate you! - Jane -- In this episode of "Women in B2B Marketing," host Jane Serra interviews Corrina Owens, well-known (and loved!) Fractional ABM and GTM Advisor. Corrina shares her transition from education to B2B marketing, emphasizing how her teaching skills in communication and multi-threading have been pivotal. They discuss the evolution of Account-Based Marketing (ABM), its applicability to businesses of all sizes, and the importance of strategic marketing over jargon. Corrina highlights the need to focus on business objectives and customer experience, advocating for authentic connections and community-building in marketing strategies. Corrina and Jane discuss: Corrina Owens' transition from education to B2B marketing. The significance of Account-Based Marketing (ABM) and its evolution to ABX. The relevance of ABM for businesses of all sizes. The importance of strategic marketing over industry jargon. Building and maintaining customer relationships throughout the customer lifecycle. The role of technology in tracking customer sentiment and engagement. The impact of community and networking in marketing strategies. Effective communication styles and overcoming limiting beliefs in marketing. The value of writing and self-reflection in personal and professional growth. Engaging authentically with audiences on social media platforms. Key Links: Guest: Corrina Owens: https://www.linkedin.com/in/corrina-owens/ Host: Jane Serra: https://www.linkedin.com/in/janeserra/ Mentioned in this episode: Find Corrina on TikTok: https://www.tiktok.com/@featuring_corrina?lang=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…

Women in B2B Marketing

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87: The Human Element in GTM Operations: Balancing Data and Team Communication - with Michelle Kim, Senior Director, Sales & Customer Success Operations at Culture Amp | REPLAY EP 07 48:48

23 weeks тому48:48

48:48

** Originally published on February 15, 2023 ** Here's a star replay episode, another one of my favorites! Apparently, it's one of yours too - as one of the most downloaded episodes so far. Michelle does an amazing job walking through all things Operations for GTM. What should we cover next on the show? DM me, comment, or write a review to share feedback. I appreciate you! - Jane -- In this episode of "Women in B2B Marketing," host Jane Serra sits down with Michelle Kim, former Director of Sales Operations at Zendesk (now Senior Director, Sales & Customer Success Operations at Culture Amp). Michelle shares her career journey from sales to customer success operations and her current role in sales ops. The discussion highlights the distinctions between sales operations and revenue operations (rev ops), emphasizing the importance of communication and collaboration among sales, marketing, and customer success teams. Michelle also discusses challenges in forecasting, the balance between data and human elements, and offers advice for those new to operations. The episode provides valuable insights for marketing professionals aiming to enhance operational efficiency. Michelle talks us through: Her professional journey from sales to customer success operations and sales operations. The distinction between sales operations and revenue operations (rev ops). The importance of communication and collaboration among sales, marketing, and customer success teams. Responsibilities and strategies involved in sales operations, including territory management and forecasting. The debate between centralized and decentralized operations models. Challenges in achieving accurate forecasting in a fluctuating economy. The significance of research and understanding existing processes in operations roles. Balancing data-driven decision-making with the human element in operations. Motivating team members by understanding individual motivations and aligning them with business objectives. Advice for individuals new to operations on self-management and identifying operationally inclined team members. Key Links: Guest: Michelle Kim: https://www.linkedin.com/in/michellejykim/ Host: Jane Serra: https://www.linkedin.com/in/janeserra/ Mentioned in this episode: Women in Revenue community: https://womeninrevenue.org/ The amazing Sydney Sloan (future WIB2BM guest!): https://www.linkedin.com/in/sydsloan/ Dimitri Tamparopoulos: https://www.linkedin.com/in/dimitri-tamparopoulos/ [Book Reco] How Women Rise: https://www.howwomenrise.com/ Michelle's Podcast Recommendations: The Revenue Engine: https://podcasts.apple.com/us/podcast/the-revenue-engine/id1554168319 UnapologeTECH: https://podcasts.apple.com/us/podcast/unapologetech/id1526386752 Permission to Speak: https://podcasts.apple.com/us/podcast/permission-to-speak/id1491356006 Dear Asian Americans: https://podcasts.apple.com/us/podcast/dear-asian-americans/id1500293933 Speak as a Leader: https://podcasts.apple.com/us/podcast/speak-as-a-leader/id1647699850 Asian Hustle Network: https://podcasts.apple.com/us/podcast/asian-hustle-network/id1520338573 The Tao of Self-Confidence: https://podcasts.apple.com/us/podcast/the-tao-of-self-confidence/id1035011998 You Are The Brand: https://podcasts.apple.com/us/podcast/you-are-the-brand/id828811790…

Women in B2B Marketing

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86: 2024 U.S. Election Roundtable Leading Our Teams Through an Emotional Election Week - with 5 Special Guests and GTM Leaders 37:57

24 weeks тому37:57

37:57

**Note from Jane** This week, it felt wrong to publish a typical marketing-focused episode, with a big election on many of our minds. So somehow, last minute, we gathered this amazing group of women leaders to talk about how they're handling this emotional time with their teams. I hope our conversation provides guidance, camaraderie, and a little hope during tumultuous times. - Jane --- In this special roundtable episode of "Women in B2B Marketing," host Jane Serra leads a discussion with 5 fellow women leaders in GTM on navigating the workplace during the emotionally charged 2024 U.S. Presidential election. The panel includes Anne Pao, Michelle Kim, Sarah Reese, Meg Thomman, and Purna Virji, who share insights on fostering a supportive work environment. They emphasize empathy, open communication, and mental health awareness, drawing from personal experiences, particularly from the 2016 election. The conversation also touches on handling political discussions professionally, advocating for respect and understanding. Together, this group discusses: The impact of the 2024 election on workplace dynamics. Emotional toll of significant events like elections on employees. Importance of empathy and vulnerability in leadership. Strategies for creating a supportive work environment during stressful times. Normalizing conversations about mental health in the workplace. Navigating political discussions and differing beliefs in a professional setting. Balancing personal and professional identities regarding political views. Encouraging open communication and validation of feelings among team members. Practical strategies for supporting employees during election day, such as flexible schedules. Fostering a culture of respect and understanding in diverse workplaces. Key Links: Guests: Anne Pao - Founder & CEO of Ignite Consulting - https://www.linkedin.com/in/annepao/ Michelle Kim - Entrepreneur, 3x VP Marketing - https://www.linkedin.com/in/michellejeankim/ Sarah Reece - Director of Demand Gen @ Orum - https://www.linkedin.com/in/sbethreece/ Purna Virji - Principle Consultant, Content Solutions @ Linkedin - https://www.linkedin.com/in/purnavirji/ Meg Thomann - Communications Director @ Wedgewood Pharmacy - https://www.linkedin.com/in/meg-thomann/ Host: Jane Serra: https://www.linkedin.com/in/janeserra/ Book Recommendation: Difficult Conversations - https://www.amazon.com/Difficult-Conversations-Discuss-What-Matters/dp/0143118447…

Women in B2B Marketing

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85: Community-Driven Success: How Female Founders Thrive Together - with Marion Siboni, Founder & CEO at La Creme de la STEM 43:42

25 weeks тому43:42

43:42

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/…

Women in B2B Marketing

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84: The Orchestration Behind True Sales and Marketing Alignment - with Trinity Nguyen, CMO at UserGems | REPLAY EP 03 46:51

26 weeks тому46:51

46:51

** Originally published on December 21, 2022 ** This episode is a classic from when Women in B2B Marketing first launched - and how I met one of my good friends, Trinity Nguyen. The content and advice she shares is still super timely and applicable - and I'm hopeful we'll record a followup episode soon. Would you like that? What should we cover? DM me, comment, or write a review to share feedback. I appreciate you! - Jane -- In this episode of "Women in B2B Marketing," host Jane Serra sits down with Trinity Nguyen, CMO at UserGems. Trinity shares her journey into marketing, emphasizing the importance of sales and marketing alignment, multi-threading in sales strategies, and adapting to economic changes. They discuss the evolving role of CFOs in buying processes, the shift towards customer retention, and the challenges of measuring marketing effectiveness. The episode offers valuable insights for marketing professionals on strategic alignment, community engagement, and navigating the current economic landscape. Trinity walks us through: The importance of multi-threading in sales strategies for closing deals. Alignment between sales and marketing teams for effective collaboration. The significance of a clear Ideal Customer Profile (ICP) for both teams. Challenges in coordinating outreach efforts between marketing and sales. Impact of the current economic climate on marketing strategies and customer profiles. Shift in focus towards customer retention and cost efficiency in marketing. The evolving role of CFOs in the buying process. Community-driven word-of-mouth marketing and its challenges in measurement. Personal growth, self-reflection, and self-advocacy in the marketing industry. The role of emotional intelligence and empathy in team management and personal development. Key Links: Guest: Trinity Nguyen: https://www.linkedin.com/in/trinitynguyen/ Host: Jane Serra: https://www.linkedin.com/in/janeserra/ UserGems: https://www.usergems.com/…

Women in B2B Marketing

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83: Leveraging AI to Elevate Marketing’s Strategic Value - with Liza Adams, AI Advisor & Fractional CMO at GrowthPath Partners 48:56

27 weeks тому48:56

48:56

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 tools The importance of ethics and trust in brand building, especially in the AI era. Key Links: Guest: Liza Adams: https://www.linkedin.com/in/lizaadams/ Host: Jane Serra: https://www.linkedin.com/in/janeserra/ Discussed in Episode: Disrupt or Be Disrupted: AI's Verdict on Your Product's Defensibility Competitive Defensibility Analyzer GPT…

Women in B2B Marketing

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82: Employee Value Propositions: the Link Between Engaged Employees and Growth - with Kerry Penny, SVP Global Head of Marketing and Employee Value Proposition at Kin + Carta 40:52

28 weeks тому40:52

40:52

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/…

Women in B2B Marketing

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81: GTM Transformation with Alignment, Multi-touch Attribution, and Heart - with Kacie Jenkins, SVP Marketing at Sendoso 53:17

29 weeks тому53:17

53:17

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/…

Women in B2B Marketing

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80: The Best Framework for Marketing Efficiency: Streamline, Systematize, Automate, Outsource - with Sarah Noel Block, Marketing Consultant at Tiny Marketing 40:25

30 weeks тому40:25

40:25

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/…

Women in B2B Marketing

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79: The 3D Approach to Marketing (and Life): Define, Design, and Deploy - with Cat Valyi, CMO at Healthcare B2B Pros 54:32

31 weeks тому54:32

54:32

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/…

Women in B2B Marketing

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78: Community-Market-Fit & The Importance of Flexibility for B2B Leaders - with Noosh Baratpour, Co-Founder and CMO at Formaloo 38:50

32 weeks тому38:50

38:50

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/…

Women in B2B Marketing

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77: Lessons on Email Marketing, Self-Investment, and Cultivating Your Own Career - with Jen Capstraw, Fractional Evangelist at Idea Empire | REPLAY EP 06 1:01:43

33 weeks тому1:01:43

1:01:43

** 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/…

Women in B2B Marketing

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76: The Golden Triangle: Product Marketing, Brand, and Demand - with Surbhi Agarwal, CMO at Applied Intuition 46:56

34 weeks тому46:56

46:56

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/…

Women in B2B Marketing

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75: Lessons in Performance Branding and Team Dynamics - with Gwen Lafage, VP Marketing, Global Brand and Content at Sinch 46:15

35 weeks тому46:15

46:15

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/…

Women in B2B Marketing

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74: How Well Do We Really Know Our Ideal Customer Profile (ICP)? - with Talya Heller, Competitive Positioning Advisor and Founder at Down to a T 42:57

36 weeks тому42:57