Women in B2B Marketing
Women in B2B Marketing is a weekly podcast that shares real-life stories of success and setbacks from women marketing leaders. CMOs, VPs, and other B2B marketing professionals discuss tactics, strategies, and tips for building teams, using trends, and advancing their careers. Guests come from Fortune 500 companies, startups, and challenger brands, and they explain how they reached senior roles and overcame obstacles. The show aims to motivate marketers at all levels and build a sense of community. It is hosted by Jane Serra, who has more than 17 years of experience in B2B marketing.
Episodes
128: Burnout, Boundaries, and the Power of Asking for What You Need - with Leslie Forde, CEO and Founder of Mom's Hierarchy of Needs
Leslie Forde is the CEO and founder of Mom's Hierarchy of Needs, a long-time B2B marketer, a strategic advisor to HubSpot, and the author of Repair with Self Care. She also runs the longest running national parent study on pandemic and post pandemic mental health. In this episode of Women in B2B Marketing, we talk about the emotional, mental, and logistical load carried by working women and why bu
127: Inside the Golden Triangle of Product, Brand, and Demand - with Surbhi Agarwal, 25+ Year Tech Executive | REPLAY EP 76
Originally published on August 26, 2024This replay features the wonderful Surbhi Agarwal, 25+ year industry vet and former CMO at Applied Intuition. We talked about her path from engineering to product marketing to the CMO seat, what really changes when you leave companies like Intel and Google for a fast moving startup, and why she builds marketing around trust, clarity, and collaboration.Surbhi’
126: The Core of Product Marketing: Curiosity, Context, and Customer Obsession - with Kim Winter, VP Marketing at (announcing soon!)
Kim Winter has spent nearly a decade building and scaling product marketing across Yotpo and multi product orgs. In this episode of Women in B2B Marketing, we unpack how true product marketing starts with market context and the voice of the customer, then fuels everything from positioning to pipeline.Kim shares how to operationalize VOC with CS, why PMM should own recurring deliverables like quart
125: Process Over Outcomes: The Real Path to GTM Efficiency - with Sidney Waterfall, VP Marketing at OpenBrand
Sidney Waterfall has led agencies, advised high-growth teams, and now runs marketing in-house at OpenBrand. In this episode of Women in B2B Marketing, we unpack how focusing on process, not outcomes, builds momentum, clarity, and GTM efficiency that actually lasts.Sidney shares how her team runs PR without an agency, uses proprietary data to earn credibility, and measures what truly moves the busi
124: How AI Is Changing PR (and Why It’s Having a Comeback) - with Molly George, CEO & Founder of Kickstand
Molly George has spent her career inside B2B tech and on the agency side. Today she is the CEO and founder of Kickstand, a PR and research firm helping brands win in an AI-shaped search world.In this episode of Women in B2B Marketing, we unpack why PR is having a comeback in B2B, how AI search is changing the playbook, and what modern comms leaders are doing to show up in the consideration set. We
123: Building, Bootstrapping, and Doing It Your Way - with Ruta Sudmantaite of Lava Metrics and Emma Davies of Thesmia AI
Ruta Sudmantaite and Emma Davies have built their careers across marketing, consulting, and now tech entrepreneurship. After meeting as teammates at a B2B SaaS company, they went on to become fractional CMOs, podcast co-hosts of Blame It On Marketing, and founders of their own startups - Lava Metrics, a marketing analytics platform, and Thesmia AI, a low-cost AI assistant for HR teams.In this epis
122: Fun, Focus, and No Duds: Life as a CMO + CRO - with Amanda McGuckin Hager, CMO/CRO at TrueDialog
Recorded IRL at Pavilion’s GTM2025, Washington DC!Amanda McGuckin Hager has worn many hats in her career—sales, marketing, fractional consulting—and today she holds two big ones: CMO and CRO at TrueDialog. After starting out in sales and quickly realizing her heart was in marketing, Amanda built a path through Austin’s B2B tech community, leading teams, experimenting with growth plays, and eventua
121: Reclaiming Marketing’s North Star with AI - with Liza Adams, AI Advisor & Fractional CMO at GrowthPath Partners | REPLAY EP 83
**Originally published on October 16, 2024**This replay features the brilliant Liza Adams - AI advisor, fractional CMO, and one of the top 50 CMOs to watch in 2024. We talked about her journey from Manila to Michigan, why gratitude fuels her leadership, and how she’s spent 20+ years helping B2B tech companies elevate marketing from “tactical” to truly strategic.Liza’s perspective on AI, trust, and
120: Scrappy (Not Crappy!) Ways to Build Brand and Pipeline Without Big Budgets - with Paige Tills, VP of Marketing at #samsales
Paige Tills didn’t set out to be a marketer. After starting in international relations and higher ed, she pivoted into business development at #samsales - where she built her way into marketing and ultimately grew into the role of VP of Marketing. Paige has built her role from the ground up, shaping the company’s content engine, experimenting with paid and organic channels, and scaling what starte
119: Punching Above Your Weight Starts with Reputation - with Michelle Denogean, CMO at Mindtrip
Michelle Denogean has one of those careers that makes you stop and take notes. From dreaming of Super Bowl ads to running marketing at eHarmony and Edmunds, advising dozens of startups, writing a book, and now leading as CMO at Mindtrip—she’s lived the full spectrum of B2B and B2C.In this conversation, we dig into what’s working in B2B marketing today, how to scale reputation and relationships, an
118: From Burnout to Buy In: Leading a No-BS Global Marketing Org - with Thao Ngo, SVP of Marketing at Uptempo | REPLAY EP 13
**Originally published on April 12, 2023**This episode features the one and only Thao Ngo - SVP of Marketing at Uptempo and a total gem of a leader. We talked about building team culture across time zones, leading through three back-to-back acquisitions, and why she ditched PR and the company podcast (and what’s actually working instead).Thao’s smart, hilarious, and brutally honest in the best way
117: The Real Work of Partner Marketing: Community, Collaboration, and Growth - with Neha Verma, Founder of the Partner Marketing Community
In this episode of Women in B2B Marketing, Jane Serra sits down with Neha Verma, founder of the Partner Marketing Community and a 15+ year marketing leader, to explore the evolving world of partner marketing.Neha shares her journey from studying economics in New Zealand to becoming a global voice in partner marketing - and how an “accidental” career move turned into her passion and purpose. Togeth
116: Responsible To, Not For: Rethinking Revenue Enablement - with Sheevaun Thatcher, VP Revenue Enablement at Demandbase
In this episode of Women in B2B Marketing, Jane Serra sits down with Sheevaun Thatcher, VP of Revenue Enablement at Demandbase, to unpack what enablement really means when done right.With decades of experience spanning pre-sales, sales, and enablement leadership, Sheevaun shares the lessons learned from building programs that actually move the needle on productivity, retention, and revenue influen
115: Demystifying GTM Engineering: How to Architect Growth and Better Buying Experiences - with Ashley Artrip, GTM Engineering Manager at Clay
In this episode of Women in B2B Marketing, Jane Serra chats with Ashley Artrip, GTM Engineering Manager at Clay, author of Career Design, and host of Career Advice You Never Got, to demystify one of the fastest-emerging roles in revenue: go-to-market engineering.Ashley shares her unconventional path from career coaching and entrepreneurship to helping companies architect systems that accelerate gr
114: Customer Marketing with Heart: Advocacy, Education, and Internal Champions - with Shannon Howard, Director of Customer & Content Marketing at Intellum
In this episode of Women in B2B Marketing, Jane Serra sits down with Shannon Howard, Director of Customer and Content Marketing at Intellum, to talk about the real work behind building lasting customer relationships that drive retention, advocacy, and long-term brand love.From her early days in B2C to leading customer marketing in SaaS, Shannon shares how she has learned to scale connection withou
113: Building the Netflix of Product Marketing - with Katie Berg, VP of Marketing at Klue | REPLAY EP 59
** Originally published on May 8, 2024 **Katie Berg coined a phrase in this episode that stuck with me so much I literally made stickers: F*ck it Energy. It’s about saying yes to big, scary opportunities, chasing fear instead of avoiding it, and putting yourself out there even when you’re not sure you’re ready.And honestly? I think we could all use a little more of that energy right now - which is
112: Marketing That Sells: Lessons from a Dual CMO-CRO - with Shachar Orren, Co-founder, CRO, & CMO at EX.CO
In this episode of Women in B2B Marketing, host Jane Serra chats with Shachar Oren, co-founder, CRO, and CMO at EX.CO—a rare triple-title leader with a journalist’s storytelling soul and a sharp eye on revenue.Shachar’s unconventional journey from writing film reviews to building a video-first adtech company is full of insight for any marketer navigating career pivots, cross-functional leadership,
111: From Agency Hustle to CMO Truth Teller: Building Brands, Teams, and Backbone - with Natalie Cunningham, 2x SaaS CMO
In this episode of Women in B2B Marketing, host Jane Serra sits down with Natalie Cunningham, a two-time SaaS CMO, former agency leader, and one of LinkedIn’s most refreshingly honest voices in marketing.Natalie’s journey from rural Tennessee to the C-suite is packed with lessons on resilience, leadership, and pushing past “professional” expectations. She opens up about what it really means to ste
110: From Creative to Credible: Why Marketers Must Own the Numbers - with Kim Tran, Former Head of Marketing & Business Development at Gimmal
In this episode of Women in B2B Marketing, host Jane Serra chats with Kim Tran, a full stack marketing leader who helped take Gimmal to a successful exit as Head of Marketing and Business Development.Kim's path into marketing was anything but linear. She started in First Amendment law before building a career focused on growth, brand transformation, and operational rigor across fintech, edtech, an
109: Marketers of the Future Own GTM - and Build the Systems to Support It - with Chaenara O'Brien, Product Marketing Leader & Strategist at Thought Bakery
In this episode of "Women in B2B Marketing," host Jane Serra is joined by Chaenara O’Brien - a sharp strategist who splits her time between leading digital GTM at vFunction and consulting with startups via Thought Bakery.Chaenara brings a refreshingly grounded, systems-first lens to modern marketing, shaped by a background in energy trading, operations, and engineering services. The conversation u
108: Inbox, Interrupted: How to Actually Win with B2B Email - with Kestrel Lemen, Senior Manager Lifecycle Marketing at Zillow | REPLAY EP 05
** Originally published on January 18, 2023 **This episode is a favorite for anyone who's ever argued about buttons vs hyperlinks, wondered if open rates still matter, or just wants to get better at email without sounding like a spam bot.Kestrel Lemen is an email powerhouse: part strategist, part storyteller, and hands down one of the most insightful voices in email marketing. Her take on what act
107: Oops, We Did it Again: Marketing F*ckups and Fixes - live panel discussion with Kacie Jenkins (SVP Marketing, Sendoso) and Trinity Nguyen (CMO, UserGems)
***Recorded LIVE at WIB2BM LIVE ATLANTA***In this first-ever LIVE IN PERSON episode of "Women in B2B Marketing," host Jane Serra sits down with Trinity Nguyen (CMO at UserGems) and Kacie Jenkins (SVP of Marketing at Sendoso) for an unfiltered conversation about the mistakes, missteps, and full-on f*ckups that shape great marketing leaders.They open up about failed campaigns, tool disasters, event
106: The 3Fs of Managing Up: How to Work with Leaders, Consultants, and Teams - with Leanna Adeola, VP Marketing & Chief Brand Strategist at Black Onyx Management, Inc.
In this episode of "Women in B2B Marketing," host Jane Serra chats with Leanna Adeola, VP of Marketing and Chief Brand Strategist at Black Onyx Management. Leanna, recognized as one of the "Top 40 Under 40" by the Indianapolis Business Journal, shares her journey through various marketing roles, from agency work to in-house positions. They discuss the challenges of integrating management consultan
105: The Playbook for Your First 90 Days as a Marketing Leader - with Leela Gill, Full-Stack B2B CMO | REPLAY EP 04
** Originally published on January 4, 2023 **This episode is an early gem from when the podcast first launched and features the incredibly sharp Leela Gill, a three-time CMO and builder of high-growth B2B teams. Her advice on navigating the first 30-60-90 days in a new marketing leadership role is timeless. And her take on KPIs, internal branding, and enabling your sales team as thought leaders? S
104: The Secret to B2B Messaging that Lands: Tap into Their Ego, Not Yours - with Rissy La Touche, Founder at Dimple Studio
In this episode of "Women in B2B Marketing," host Jane Serra speaks with Rissy La Touche, a seasoned marketer, advisor, speaker, and founder of Dimple Studio. Rissy shares her journey from B2C/B2B marketing to business owner, discussing the challenges and rewards of entrepreneurship. The episode delves into the importance of clear communication, self-promotion, and public speaking in B2B
103: Forget Best Practices. Test Your Way to What Actually Works. - with Brandi Starr, COO at Tegrita
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 als
102: Video Killed the White Paper Star: Creating Relatable Content in B2B - with Kristina Keene, Director of Brand and Content at Flip
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 an
101: Trust the Vibe: Navigating Marketing Careers with Intuition & Impact - with Amrita Mathur, Marketing & Growth Consultant at Marketing Moonshots
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 oppo
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
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 supporti
99: People Are the Media: How Influence is Reshaping B2B Marketing - with Shama Hyder, Founder & CEO of Zen Media | REPLAY EP 27
**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
98: From Self-Doubt to Success: Lessons from a Solopreneur's Journey - with Lashay Lewis, Founder of Authority Plug (and BOFU Content Marketing Expert)
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 se
97: Lean Into the Scary: Data, Growth, and Saying Yes in Marketing - with Saima Rashid, SVP Marketing & Revenue Analytics at 6sense
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 impo
96: Is Your Account Based Marketing Strategy Driving Revenue or Just Filling the Pipeline? - with Kristina Jaramillo, President at Personal ABM
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 understan
95: Beyond the 80/20 Rule: The 4 Level Hierarchy to Linkedin Content - with Erica Schneider, Founder of Cut the Fluff
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 "c
94: Signals, Strategies, and Success: How to Leverage AI for Better Outbound Performance - with Trinity Nguyen, CMO at UserGems
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 importa
93: Break Through the Noise with a Good Story (Here's How) - with Gina Rau, Global Head of PR and Communications at 6sense
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 R
92: Be So Damn Good, You're Undeniable - with Tenisha Griggs, Founder & CEO, 37X Digital Marketing Agency
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 jo
91: Mindshare Marketing: How to Keep Your Brand Top-of-Mind in a Crowded Market - with Kelly Cheng, VP of Marketing at Goldcast
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 strateg
90: The Massacre of Marketing: Challenges Facing Modern CMOs - with Emma Clayton, The Mary Poppins for Marketing Functions
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 markete
89: B2B Marketers: Experts at Scaling the Fundamental Truths of Human Nature - with Naomi Nuta, Vice President Marketing at AptEdge
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 respons
88: Cultivating Community: The Heart of Effective ABM Strategies - with Corrina Owens, Fractional ABM and GTM Advisor | REPLAY EP 08
** 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
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
** 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 o
86: **2024 U.S. Election Roundtable** Leading Our Teams Through an Emotional Election Week - with 5 Special Guests and GTM Leaders
**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 spe
85: Community-Driven Success: How Female Founders Thrive Together - with Marion Siboni, Founder & CEO at La Creme de la STEM
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 emp
84: The Orchestration Behind True Sales and Marketing Alignment - with Trinity Nguyen, CMO at UserGems | REPLAY EP 03
** 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.
83: Leveraging AI to Elevate Marketing’s Strategic Value - with Liza Adams, AI Advisor & Fractional CMO at GrowthPath Partners
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,
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
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 se
81: GTM Transformation with Alignment, Multi-touch Attribution, and Heart - with Kacie Jenkins, SVP Marketing at Sendoso
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 fo
80: The Best Framework for Marketing Efficiency: Streamline, Systematize, Automate, Outsource - with Sarah Noel Block, Marketing Consultant at Tiny Marketing
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 plan
79: The 3D Approach to Marketing (and Life): Define, Design, and Deploy - with Cat Valyi, CMO at Healthcare B2B Pros
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 eff
78: Community-Market-Fit & The Importance of Flexibility for B2B Leaders - with Noosh Baratpour, Co-Founder and CMO at Formaloo
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
77: Lessons on Email Marketing, Self-Investment, and Cultivating Your Own Career - with Jen Capstraw, Fractional Evangelist at Idea Empire | REPLAY EP 06
** 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
76: The Golden Triangle: Product Marketing, Brand, and Demand - with Surbhi Agarwal, CMO at Applied Intuition
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 betwe
75: Lessons in Performance Branding and Team Dynamics - with Gwen Lafage, VP Marketing, Global Brand and Content at Sinch
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 highlig
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
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 sign
73: CPG or B2B: Customer Obsession Reigns - with Irem Isik, Head of Marketing at Storyly
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 tak
72: Understanding Your Buyer Journeys to Transform Your B2B Marketing Strategy - with Tas Bober, B2B SaaS Digital Marketing Advisor & Founder at Delphinium Solutions
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
71: The Power of Word-of-Mouth: Fostering Trust in B2B Marketing - with Natalie Marcotullio, Head of Growth and Operations at Navattic
In this episode of "Women in B2B Marketing," host Jane Serra interviews Natalie Marcotullio, the Head of Growth and Operations at Navattic. They explore Natalie's journey into B2B marketing, her insights on the evolution of SEO, and the importance of creating valuable content. Natalie emphasizes brand awareness and value creation over direct conversions, and discusses the collaborative development
70: Creating Meaningful Connections through Content (that Converts) - with Chelsea Castle, Head of Content at Close
In this episode of "Women in B2B Marketing," host Jane Serra welcomes Chelsea Castle, Head of Content and Brand at Close. They delve into Chelsea's career journey, from journalism to tech marketing, and her new role's challenges. Chelsea shares her strategies for the first 90 days in a new position, emphasizing rapport-building and impactful contributions. The discussion highlights current content
69: Measuring, Tracking, and Finance-Minded Marketing - with Margot Kashuba Lee, CMO at Belkins
In this episode of "Women in B2B Marketing," host Jane Serra interviews Margot Kashuba Lee, CMO at Belkins. Margot shares her unique career path from finance to marketing, driven by her passion for social media and community building. She discusses the importance of her finance background in shaping data-driven marketing strategies and bridging the gap between finance and marketing. Margot also hi
68: Email Deliverability: Why it Matters and How to Improve it for B2B Sales and Marketing - with Maggie Blume, Deliverability Consultant at The Luster Group
In this episode of "Women in B2B Marketing," host Jane Serra engages with Maggie Blume, a Deliverability Consultant at The Luster Group, to delve into the intricacies of email deliverability in the B2B sector. Maggie shares her journey from an introverted accountant to a successful sales professional, emphasizing the power of active listening and asking insightful questions. The discussion covers
67: Leading Marketing Transformation and Building Your Own Blueprints - with Catherine Solazzo, Chief Marketing Officer at Syntax
In this episode of "Women in B2B Marketing," host Jane Serra interviews Catherine Solazzo, CMO at Syntax. Catherine shares her career journey, starting as an intern at IBM and evolving into leadership roles. She discusses the challenges and strategies involved in leading marketing transformation, emphasizing the importance of trust, data-driven decision-making, and agile methodologies. Catherine a
66: Tactical Ways to Leverage AI for B2B Marketing - with Alessandra Colaci, AI Consultant and Founder of Humans + AI
In this episode of "Women in B2B Marketing," host Jane Serra interviews Alessandra Colaci, an AI consultant and founder of Humans Plus AI. Alessandra shares her journey from B2C to B2B marketing and her transition into AI. They discuss the practical applications of AI tools like ChatGPT, emphasizing the importance of providing context and experimenting with different approaches. Alessandra offers
65: 2024 B2B Buying Report: It's All About Brand Awareness, Trust, and Transparency - with Allyson Havener, SVP of Marketing and Community at TrustRadius
In this episode of "Women in B2B Marketing," host Jane Serra welcomes Allyson Havener, SVP of Marketing and Community at TrustRadius. Allyson shares insights from the B2B Buying Disconnect report by TrustRadius and Pavilion. She emphasizes the value of leveraging customer reviews, original content, and proprietary research to build brand trust and influence buyer decisions. Allyson also highlights
64: Creating Your Portfolio Career, Layer by Layer - with Brianna Doe, Founder & CEO at Verbatim
In this episode of "Women in B2B Marketing," host Jane Serra welcomes Brianna Doe, Founder & CEO at Verbatim. Brianna delves into how she built her "portfolio career," revealing her creative passions and her role as a guiding light on LinkedIn, where she created a job board to help others. The conversation touches on her organizational strategies, the nuances of B2B influencer marketing, and t
63: Building a Strong Relationship with Sales: Communication, Collaboration, and Feedback - with Tara Robertson, Head of Demand Generation at Chili Piper
In this episode of "Women in B2B Marketing," host Jane Serra sits down with Tara Robertson, Head of Demand Gen at Chili Piper, for a rich discussion on the intersection of brand and demand generation. Tara shares her marketing journey, emphasizing the importance of brand strength, sales alignment, and the power of collaboration for successful marketing initiatives. They explore the value of honest
62: Exploring Generational Attitudes and Challenges for Women in Leadership: A Deep Dive into the 'Balancing the Boardroom' Report - with Nycole Walsh, Senior Manager, Digital RevOps at Kickstand and Melissa Moody, Co-Founder of Wednesday Women
In this episode of "Women in B2B Marketing," host Jane Serra is joined by Melissa Moody and Nycole Walsh to dissect their "Balancing the Boardroom" research report. They delve into gender equity in leadership, the impact of societal norms on women's career choices, and the balancing act of family and work life. The conversation reveals generational shifts in leadership aspirations and the hurdles
61: The Path to CMO: Networking & Building Meaningful Connections - with Sydney Sloan, CMO at Drata
In this episode of "Women in B2B Marketing," host Jane Serra chats with B2B rockstar Sydney Sloan, CMO of Drata, about the power of personal branding and networking for career advancement. Sydney also shares her B2B marketing journey, emphasizing the need to understand the market and be passionate about solving customer problems. She advises listeners on building networks, engaging with industry i
60: RT 1 - Introducing WIB2BM Roundtables: Is Marketing seen as a "pink collar" job?
**Introducing WIB2BM Roundtables** A new monthly episode - published the second Friday of every month. Don't worry, the usual weekly episodes will still publish every Wednesday. We're adding additional formats to engage more women and see what you enjoy best!Like (or don't like) the new roundtable format? Feel free to share feedback directly with Jane: jane@womeninb2bmarketing.com or via LinkedIn:
59: Crafting a Winning Owned Media Strategy: BTS of The Compete Network - with Katie Berg, VP Marketing at Klue
In this episode of "Women in B2B Marketing," host Jane Serra chats with Katie Berg, VP of Marketing at Klue, about the innovative Compete Network. Katie recounts her unique marketing journey, from events marketing to nonprofit work in Africa, and how it shaped her approach to B2B marketing. They delve into the creation of Klue's Compete Network, a centralized hub for product marketers to access an
58: How Can Partnerships Drive Sales and Marketing Strategies in B2B? - with Jamie Tharp, Digital Access Program Director at UPS
In this episode of "Women in B2B Marketing," host Jane Serra speaks with Jamie Tharp, UPS's Digital Access Program Director, about the nuances of B2B partnerships. With a rich background in strategic account management, Jamie shares her journey and the evolution of partnerships across various industries. They explore the importance of aligning partnerships with sales, marketing, and product teams,
57: Leading Your Marketing Team Through Change: Mergers, Acquisitions, and Rebrands - with Erica Morgenstern, CMO at Personify Health
In this episode of "Women in B2B Marketing," host Jane Serra interviews Erica Morgenstern, CMO at Personify Health, about the intricacies of mergers and acquisitions and the journey of rebranding. Erica shares her accidental entry into marketing and the significance of empathy and communication during organizational changes. She discusses the strategic considerations behind the merger of Virgin Pu
56: Embracing a Squiggly Career: From Finance to Marketing to Coaching - with Alice Ko, Leadership Coach and Facilitator at Reframed Coaching
In this episode of "Women in B2B Marketing," host Jane Serra and Alice Ko take us through Alice's fascinating transition from accounting to marketing and her evolution into a coaching expert. Alice shares how the CliftonStrengths assessment profoundly shaped her career path and her approach to team dynamics. They explore the timing and impact of such assessments for job seekers, leaders, and sales
55: Death to the Marketing Funnel - with Jody Spencer, CMO and GTM Growth Advisor
In this episode of "Women in B2B Marketing," host Jane Serra engages with Jody Spencer, a seasoned fractional CMO and GTM growth advisor. They delve into the evolution of the marketing funnel into an "infinity loop," advocating for a customer-centric approach that focuses on quality interactions over quantity. Jody challenges outdated metrics and emphasizes the importance of adaptability in the fa
54: Driving B2B Marketing Growth while Navigating Life Transitions - with Olga Noha, CMO at SplitMetrics
In this episode of "Women in B2B Marketing," host Jane Serra engages with Olga Noha, CMO at SplitMetrics, in a candid conversation about her unique journey from electrical engineering in Ukraine to leading marketing in the US. Olga shares the challenges and triumphs of her career, emphasizing the importance of content marketing, account-based marketing, and the impact of events in driving growth.
53: Starting & Scaling Newsletters and Leveraging Product-Led Content - with Masooma Memon, B2B SaaS Content Marketer, for companies like Shopify, Vimeo, and Calendly
In this episode of "Women in B2B Marketing," host Jane Serra speaks with seasoned B2B content marketer Masooma Memon. With experience at Shopify, Vimeo, and Calendly, Masooma shares her journey from content writing to B2B SaaS marketing, emphasizing the human connection in storytelling and the actionable value of content. They tackle overcoming self-doubt, the intricacies of launching and scaling
52: B2B Copywriting that Converts: Key Words, Frameworks, & CTAs - with Linda Melone, B2B Copywriter and Copy Strategist @ The Copy Worx
In this episode of "Women in B2B Marketing," host Jane Serra speaks with Linda Melone, a seasoned B2B copywriter and strategist from The Copy Worx. Linda recounts her diverse career journey and shares her insights on the significance of customer-centric copy, the power of words, and the effectiveness of frameworks. The episode touches on the importance of clear CTAs, the influence of AI on copywri
51: When it Comes to Executive Alignment & Proving Marketing Value, Revenue Solves All Problems - with Alice Walker, Senior Product & Partnership Marketing Manager at LeanData
In this episode of "Women in B2B Marketing," host Jane Serra speaks with Alice Walker, Senior Product & Partnership Marketing Manager at LeanData, about her accidental entry into B2B marketing and her rise to a senior role. Alice discusses the challenges of breaking into a new industry, the synergy between product and partner marketing, and the importance of aligning with sales teams. They exp
50: Conversations over Monologues, LinkedIn Takeovers, and All Things B2B Social Media Marketing - with Meryoli Arias, Head of Social Media & Senior Community Manager at Apollo.io
In this episode of "Women in B2B Marketing," host Jane Serra speaks with Meryoli, Head of Social Media & Senior Community Manager at Apollo. They explore Meryoli's transition from journalism to social media management, emphasizing the importance of both self-teaching and formal education. They also delve into Apollo's recent LinkedIn "job update" takeover campaign and what made it so successfu
49: Transformational Marketing Leadership: It's All About Team Empowerment and Operational Excellence - with Mariana Cogan, CMO at Hexagon Manufacturing Intelligence
In this episode of "Women in B2B Marketing," host Jane Serra speaks with Mariana Cogan, CMO of Americas at Hexagon Manufacturing Intelligence. Mariana recounts her unique career path, starting at the Mexican embassy and as a TV presenter in Japan, before entering the marketing field. She discusses her customer-centric marketing philosophy, operational efficiency, and becoming known as a transforma
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