Episodes
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** Originally published on February 15, 2023 **
Here's a star replay episode, another one of my favorites! Apparently, it's one of yours too - as one of the most downloaded episodes so far. Michelle does an amazing job walking through all things Operations for GTM. What should we cover next on the show? DM me, comment, or write a review to share feedback. I appreciate you! - Jane
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In this episode of "Women in B2B Marketing," host Jane Serra sits down with Michelle Kim, former Director of Sales Operations at Zendesk (now Senior Director, Sales & Customer Success Operations at Culture Amp). Michelle shares her career journey from sales to customer success operations and her current role in sales ops. The discussion highlights the distinctions between sales operations and revenue operations (rev ops), emphasizing the importance of communication and collaboration among sales, marketing, and customer success teams. Michelle also discusses challenges in forecasting, the balance between data and human elements, and offers advice for those new to operations. The episode provides valuable insights for marketing professionals aiming to enhance operational efficiency.
Michelle talks us through:
Her professional journey from sales to customer success operations and sales operations.The distinction between sales operations and revenue operations (rev ops).The importance of communication and collaboration among sales, marketing, and customer success teams.Responsibilities and strategies involved in sales operations, including territory management and forecasting.The debate between centralized and decentralized operations models.Challenges in achieving accurate forecasting in a fluctuating economy.The significance of research and understanding existing processes in operations roles.Balancing data-driven decision-making with the human element in operations.Motivating team members by understanding individual motivations and aligning them with business objectives.Advice for individuals new to operations on self-management and identifying operationally inclined team members.Key Links:
Guest: Michelle Kim: https://www.linkedin.com/in/michellejykim/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
Mentioned in this episode:
Women in Revenue community: https://womeninrevenue.org/
The amazing Sydney Sloan (future WIB2BM guest!): https://www.linkedin.com/in/sydsloan/
Dimitri Tamparopoulos: https://www.linkedin.com/in/dimitri-tamparopoulos/
[Book Reco] How Women Rise: https://www.howwomenrise.com/
Michelle's Podcast Recommendations:
The Revenue Engine: https://podcasts.apple.com/us/podcast/the-revenue-engine/id1554168319
UnapologeTECH: https://podcasts.apple.com/us/podcast/unapologetech/id1526386752
Permission to Speak:
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**Note from Jane** This week, it felt wrong to publish a typical marketing-focused episode, with a big election on many of our minds. So somehow, last minute, we gathered this amazing group of women leaders to talk about how they're handling this emotional time with their teams. I hope our conversation provides guidance, camaraderie, and a little hope during tumultuous times. - Jane
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In this special roundtable episode of "Women in B2B Marketing," host Jane Serra leads a discussion with 5 fellow women leaders in GTM on navigating the workplace during the emotionally charged 2024 U.S. Presidential election. The panel includes Anne Pao, Michelle Kim, Sarah Reese, Meg Thomman, and Purna Virji, who share insights on fostering a supportive work environment. They emphasize empathy, open communication, and mental health awareness, drawing from personal experiences, particularly from the 2016 election. The conversation also touches on handling political discussions professionally, advocating for respect and understanding.
Together, this group discusses:
The impact of the 2024 election on workplace dynamics.Emotional toll of significant events like elections on employees.Importance of empathy and vulnerability in leadership.Strategies for creating a supportive work environment during stressful times.Normalizing conversations about mental health in the workplace.Navigating political discussions and differing beliefs in a professional setting.Balancing personal and professional identities regarding political views.Encouraging open communication and validation of feelings among team members.Practical strategies for supporting employees during election day, such as flexible schedules.Fostering a culture of respect and understanding in diverse workplaces.Key Links:
Guests:
Anne Pao - Founder & CEO of Ignite Consulting - https://www.linkedin.com/in/annepao/
Michelle Kim - Entrepreneur, 3x VP Marketing - https://www.linkedin.com/in/michellejeankim/
Sarah Reece - Director of Demand Gen @ Orum - https://www.linkedin.com/in/sbethreece/
Purna Virji - Principle Consultant, Content Solutions @ Linkedin
- https://www.linkedin.com/in/purnavirji/
Meg Thomann - Communications Director @ Wedgewood Pharmacy
- https://www.linkedin.com/in/meg-thomann/
Host:
Jane Serra: https://www.linkedin.com/in/janeserra/
Book Recommendation:
Difficult Conversations - https://www.amazon.com/Difficult-Conversations-Discuss-What-Matters/dp/0143118447
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Missing episodes?
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In this episode of "Women in B2B Marketing," host Jane Serra engages with Marion Siboni, founder and CEO of "La Creme de la STEM." With over a decade in tech, Marion shares her inspiring journey from employee to entrepreneur. The discussion highlights her initiative to support early-stage female founders in tech and science, addressing challenges like funding and community support. Marion emphasizes the importance of building a supportive network and gathering customer feedback.
Marion and Jane talk through:
Marion's journey into the tech industry and her transition from employee to entrepreneur.The founding and mission of "La Creme de la STEM" to support early-stage female founders in tech and science.Challenges faced by women in the tech industry, particularly regarding funding and community support.The significance of building a supportive network for female entrepreneurs.The importance of customer feedback in refining business models and achieving product-market fit.Strategies for setting clear milestones and goals in entrepreneurship.Navigating the realities and challenges of entrepreneurship, including funding misconceptions.Practical advice for aspiring entrepreneurs, including research and financial mindfulness.The role of angel investing and understanding the investment landscape.The value of building genuine relationships beyond professional interests in business.Key Links:
Guest: Marion Siboni: https://www.linkedin.com/in/marionsiboni/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
La Creme de la STEM: https://www.lacremedelastem.com/
Newsletter: https://lacremedelastem.substack.com/
Elephants, not Unicorns: https://prc.beehiiv.com/p/elephantsnotunicorns
Do Good While Doing Well: https://www.amazon.com/Good-While-Doing-Well-Financial/dp/B0CZY368YY/
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** Originally published on December 21, 2022 **
This episode is a classic from when Women in B2B Marketing first launched - and how I met one of my good friends, Trinity Nguyen. The content and advice she shares is still super timely and applicable - and I'm hopeful we'll record a followup episode soon. Would you like that? What should we cover? DM me, comment, or write a review to share feedback. I appreciate you! - Jane
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In this episode of "Women in B2B Marketing," host Jane Serra sits down with Trinity Nguyen, CMO at UserGems. Trinity shares her journey into marketing, emphasizing the importance of sales and marketing alignment, multi-threading in sales strategies, and adapting to economic changes. They discuss the evolving role of CFOs in buying processes, the shift towards customer retention, and the challenges of measuring marketing effectiveness. The episode offers valuable insights for marketing professionals on strategic alignment, community engagement, and navigating the current economic landscape.
Trinity walks us through:
The importance of multi-threading in sales strategies for closing deals.Alignment between sales and marketing teams for effective collaboration.The significance of a clear Ideal Customer Profile (ICP) for both teams.Challenges in coordinating outreach efforts between marketing and sales.Impact of the current economic climate on marketing strategies and customer profiles.Shift in focus towards customer retention and cost efficiency in marketing.The evolving role of CFOs in the buying process.Community-driven word-of-mouth marketing and its challenges in measurement.Personal growth, self-reflection, and self-advocacy in the marketing industry.The role of emotional intelligence and empathy in team management and personal development.Key Links:
Guest: Trinity Nguyen: https://www.linkedin.com/in/trinitynguyen/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
UserGems: https://www.usergems.com/
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In this episode of "Women in B2B Marketing," host Jane Serra speaks with Liza Adams, an AI advisor and fractional CMO with over 20 years of B2B marketing experience. Liza shares her inspiring journey from immigrating from the Philippines to becoming a key figure in the B2B Marketing space. She discusses her three passions: elevating marketing's strategic value, advocating for diverse voices, and using business for good. Liza emphasizes the importance of understanding customers, building defensible market positions, and leveraging AI to enhance marketing effectiveness. The episode offers valuable insights for marketing professionals seeking to navigate today's complex business environment.
Liza and Jane talk about:
Liza Adams' journey from immigrant to B2B marketing leader.The significance of elevating the strategic value of marketing.Advocacy for diverse voices in marketing teams.Utilizing business as a force for good and ethical practices.The transformative role of AI in enhancing marketing effectiveness.Understanding market positioning and competitive dynamics.The evolving role of marketers from tactical operators to strategic leaders.How AI can help transform marketers from tacticians to strategists, enhancing effectiveness and innovation.Innovative applications of AI in marketing strategies.Balancing AI-driven efficiency with the human element in marketing.Liza's favorite AI toolsThe importance of ethics and trust in brand building, especially in the AI era.Key Links:
Guest: Liza Adams: https://www.linkedin.com/in/lizaadams/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
Discussed in Episode:
Disrupt or Be Disrupted: AI's Verdict on Your Product's Defensibility
Competitive Defensibility Analyzer GPT
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In this episode of "Women in B2B Marketing," host Jane Serra interviews Kerry Penny, SVP Global Head of Marketing and Employee Value Proposition at Kin + Carta, recently named CMO of the Year by Gartner. Kerry shares her career journey, from overcoming early economic challenges to transitioning from tech startups to B2B services. She highlights the complexities of marketing in the services sector, emphasizing the importance of personal relationships and trust. Kerry also discusses team building, the significance of internal culture, and aligning marketing with employee value propositions.
Kerry and Jane discuss:
Kerry's career journey in B2B marketing and her transition from tech startups to B2B services.The challenges faced during economic downturns and their impact on career development.Differences between marketing in B2B services and SaaS, focusing on complexity and relationship-building.The concept of High Value Offers (HVOs) and their role in engaging potential clients.Importance of maintaining client relationships and managing expectations in consulting.Insights on team building, especially after mergers and acquisitions.The significance of internal culture and employee engagement in marketing strategies.Strategies for fostering a strong company culture, including recognition initiatives and employee involvement.The alignment of employee branding with recruitment efforts and its impact on business outcomes.Advice for women in B2B marketing on embracing curiosity, taking risks, and building relationships.Key Links:
Guest: Kenny Penny: https://www.linkedin.com/in/kerrysugrue/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
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In this episode of "Women in B2B Marketing," host Jane Serra welcomes Kacie Jenkins, Senior Vice President of Marketing at Sendoso. Kacie, who transitioned from a career as a country music artist to B2B marketing, shares her unique journey and insights. The discussion emphasizes the importance of human connections, authenticity, and personalization in marketing. Kacie highlights strategies for building effective teams, the evolving landscape of Account-Based Marketing (ABM), and the need for close collaboration between marketing and sales teams. The episode underscores the power of genuine relationships and thoughtful approaches in driving marketing success.
Kacie talks us through:
Strategies for building high-performing marketing teams.The importance of human connections and authenticity in marketing.Insights into Account-Based Marketing (ABM) and its current trends.Sendoso's approach to selecting target accounts based on fit and intent signals.Various tools for tracking multi-touch attribution in marketing campaigns.Challenges faced by marketers, including the pressure for immediate results.The need for collaboration between marketing and sales teams.The significance of personalization in marketing outreach.Evaluating and adapting marketing strategies based on effectiveness.The role of thoughtful gifting in building relationships.Embracing individuality and diverse perspectives in the workplace.Key Links:
Guest: Kacie Jenkins: https://www.linkedin.com/in/kaciejenkins/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
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In this episode of "Women in B2B Marketing," host Jane Serra interviews Sarah Noel Black, a marketing consultant and host of the "Tiny Marketing Podcast." Sarah shares her journey from managing marketing for seven brands solo to developing her "streamline, systematize, automate, outsource" framework. She discusses overcoming fears of hiring virtual assistants, the importance of strategic planning, and engaging stakeholders. Sarah emphasizes focusing on key marketing channels, leveraging customer insights, and the growing trend of micro offers. The episode provides actionable strategies for marketing professionals to enhance efficiency and drive business growth.
Sarah and Jane discuss:
Sarah's journey into marketing and experiences as a solo marketer for multiple brands.Development of a marketing framework: Streamline Systematize Automate Outsource.Importance of strategic planning and stakeholder engagement in marketing.Concept and implementation of gateway offers to build client trust.Overcoming challenges and pushback in adopting new marketing strategies.Significance of personalization in marketing approaches.Managing multiple brands and the challenges of diverse stakeholder needs.Setting boundaries to streamline communication and manage expectations.Utilizing technology and automation to enhance marketing efficiency.Trends in marketing, including the shift towards micro offers and personal branding.Key Links:
Guest: Sarah Noel Block: https://www.linkedin.com/in/sarahnoelblock/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
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In this episode of "Women in B2B Marketing," host Jane Serra speaks with Cat Valyi, a veteran in B2B healthcare marketing. Cat, the CMO at Healthcare B2B Pros and Co-founder of Women with Dynamic Purpose, shares her 30-year journey, emphasizing the importance of empathy and understanding in healthcare marketing. She introduces her "3D Strategic Approach"—Define, Design, Deploy—highlighting its effectiveness in crafting impactful marketing strategies. Cat also discusses the significance of positive self-talk and community support for women, particularly in overcoming age-related challenges.
Cat walks us through:
The importance of understanding the healthcare industry and its regulations.The role of empathy in healthcare marketing and patient experience.The trend of preventative healthcare and empowering patients.Marketing strategies focused on identifying client and patient pain points.Cat's "3D Strategic Approach": Define, Design, and Deploy.The significance of mindset and positive self-talk for women, especially regarding age.The impact of community and support systems for women in their careers.The importance of personal branding and controlling one's narrative.Encouragement for women to pursue their passions and find purpose at any age.Key Links:
Guest: Cat Valyi: https://www.linkedin.com/in/cat-valyi-b2bstrategicexpert/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
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In this episode of "Women in B2B Marketing," host Jane Serra interviews Noosh Baratpour, Co-Founder and CMO of Formula. They discuss Noosh's transition from web development to marketing, her entrepreneurial journey, and the founding of Formaloo, which focuses on automation for startups. Noosh emphasizes the importance of flexibility and community engagement in entrepreneurship. She shares insights on managing a marketing team, prioritizing customer engagement, and leveraging community feedback for product development. The episode provides valuable advice for marketing professionals on adapting to industry changes and fostering a supportive community to drive growth.
Noosh and Jane discuss:
The founding and mission of Formaloo, focusing on automation for startups.The significance of flexibility and adaptability in marketing and entrepreneurship.Strategies for community engagement and building a supportive user environment.The role of community-driven feedback in product development.Insights on managing community dynamics and addressing user concerns.The concept of "community market fit" and its impact on product-led growth.Why marketing leaders can't be obsessed with KPIs.The importance of intrinsic motivation over incentives for community engagement.Career journey lessons, including the value of networking and volunteering.Advice for aspiring marketers on leveraging technical skills in marketing strategies.Key Links:
Guest: Noosh Baratpour: https://www.linkedin.com/in/noosh-baratpour/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
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** Originally published on February 1, 2023 **
This episode is one of my first few recordings - and still one of my favorites. I hope you enjoy - DM me, comment, or write a review to share feedback. Thank you! - Jane
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In this special REPLAY episode of "Women in B2B Marketing," host Jane Serra interviews Jen Capstraw, a leading email marketing expert and co-founder of Women of Email. Jen shares her career journey from media and journalism to email marketing, emphasizing the channel's critical role in both B2B and B2C contexts. The conversation highlights the challenges and opportunities within email marketing, the importance of investing in professional development, and the need for supportive workplace champions. Jen's insights and personal stories offer valuable lessons on self-advocacy, resilience, and the power of community in navigating the marketing industry.
Jen talks us all through:
Her career journey from media and journalism to email marketingThe importance of email marketing in both B2B and B2C contextsChallenges faced by women in the marketing industryThe significance of investing in personal and professional developmentDifferences between B2B and B2C email marketing strategiesCommunity building and support for women in email marketingThe role of emotional and professional support in career fulfillmentSelf-advocacy and challenging the status quo in the workplaceImportance of personal branding and effective communication in job huntingResilience and maintaining a positive mindset in the face of adversityMentioned in this episode:
Women of Email - https://womenofemail.org/
Emfluence - https://emarketingplatform.com/
The Ins and Outs of a Strategic Nurture Campaign - https://jen.tips/nurture
Key Links:
Guest: Jen Capstraw: https://www.linkedin.com/in/jencapstraw/
Host: Jane Serra: https://www.linkedin.com/in/janeserra/
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In this episode of "Women in B2B Marketing," host Jane Serra sits down with Surbhi Agarwal, the CMO at Applied Intuition. Surbhi shares her impressive career journey, transitioning from engineering and sales to various marketing roles, ultimately becoming a CMO. With experience at industry giants like Intel and Google, as well as startups, Surbhi offers valuable insights into the differences between large corporations and startups, the critical role of product marketing, and leadership strategies. She emphasizes adaptability, continuous learning, and the importance of advocating for oneself in the workplace.
Surbhi walks us through:
Her career journey from engineering to CMO in B2B marketing.Experiences in both large corporations and startups.The importance of product marketing in understanding product-market fit and business strategy.Challenges faced by product marketers, including lead generation and collaboration.The extensive responsibilities faced by product marketers in various aspects of the business.Her admiration for the demand generation function and its high-pressure environment.The impact of organizational silos on marketing efficiency and effectiveness.The Golden Triangle: defining functional pillars and setting clear objectives for team collaboration.Strategies for fostering collaboration and alignment within marketing teams.Adapting to different cultures while working internationally despite visa restrictions.The significance of psychological safety, trust, and open communication in leadership.Gender inequality in the workplace and the importance of advocacy for women.Lessons on resilience, adaptability, and continuous learning in career development.Key Links:
Guest: Surbhi Agarwal - https://www.linkedin.com/in/surbhiagarwal/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
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In this episode of "Women in B2B Marketing," host Jane Serra welcomes Gwen Lafage, VP of Brand and Content at Sinch, to discuss her journey in marketing. Gwen shares insights from her experiences in both B2C and B2B sectors, emphasizing the evolution of marketing tactics and the critical role of storytelling in branding. They explore how brand campaigns integrate with demand generation and highlight the importance of human connection in marketing. The conversation also delves into the value of transferable skills in career transitions and the necessity of self-advocacy and internal communication within marketing teams.
Gwen and Jane talk through:
Valuing human connections in brand marketing and relationships.Gwen's journey from B2C to B2B marketing.Advantages of agency experience for in-house roles, including context switching skills.Integration of brand campaigns with demand generation efforts.The concept of "performance branding" and its impact on business results.The importance of understanding business goals in campaign development.Linking product features to overarching brand narratives in campaigns.Linking complex technical updates to customer stories, enhancing understanding and engagement.Collaboration between brand, product marketing, and regional teams for campaign success.Insights into the difficulties of forming effective teams post-reorganization, especially after acquisitions.Maintaining a forward-moving mindset amidst organizational changes.The necessity of self-advocacy and visibility in the workplace.Key Links:
Guest: Gwen Lafage - https://www.linkedin.com/in/gwen-lafage/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
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In this episode of "Women in B2B Marketing," host Jane Serra speaks with Talya Heller, a competitive positioning advisor and founder of Down to a T. Talya shares her career journey from industrial engineering to product marketing, emphasizing the importance of networking, especially after relocating to a new country. She provides insights into competitive positioning, discussing its strategic significance for both new and established companies. The episode highlights the value of embracing new opportunities, investing in personal development, and celebrating career milestones.
Jane and Talya discuss:
Career transitions from industrial engineering to product marketing.The significance of networking in career development, especially after relocating.The role of personal development in achieving long-term career success.Insights into competitive positioning for both new and established companies.The importance of defining and regularly updating the Ideal Customer Profile (ICP).Strategies for gathering insights to refine the ICP.The relationship and overlap between product management and product marketing.The evolving use of LinkedIn for professional networking and knowledge sharing.Embracing discomfort and taking risks as a pathway to growth.Celebrating career milestones and achievements within the B2B marketing community.Key Links:
Guest: Talya Heller - https://www.linkedin.com/in/talyahellermba18/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
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In this episode of "Women in B2B Marketing," host Jane Serra sits down with Irem Isik, Head of Marketing at Storyly, who shares her journey from B2C roles at Unilever and Nestlé to leading marketing in a B2B startup. Erin discusses the transition from structured corporate environments to the dynamic startup world, emphasizing the importance of understanding customer needs and adaptability. Key takeaways include the significance of maintaining brand authenticity, leveraging content as a marketing asset, and building genuine relationships. Erin also highlights the evolving landscape of B2B marketing, where emotional connections and a customer-centric approach are crucial for success.
Irem and Jane talk through:
Differences between large corporations and startup environmentsImportance of understanding the customer and being customer-obsessedSkills and experiences carried over from B2C to B2B marketingMarketing the emotional benefits of products rather than just the functional aspectsThe evolution of brand marketing in the B2B spaceThe concept of the "media company mindset" in B2B marketingBuilding partnerships and community engagementChallenges in conducting customer research in B2BThe significance of personal branding and networking in marketing careersKey Links:
Guest: Irem Isik - https://www.linkedin.com/in/isikiremtr/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
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In this episode of "Women in B2B Marketing," host Jane Serra sits down with Tas Bober, B2B SaaS Digital Marketing Advisor & Founder at Delphinium Solutions. Tas shares her unique journey from journalism to marketing, emphasizing the importance of understanding product marketing and buyer journeys for effective landing pages. She discusses her experiences in sales, the challenges women face in the workplace, and the significance of supportive leadership. The episode offers valuable insights into digital marketing strategies, particularly around landing pages and paid media ads, and underscores the power of resilience and continuous learning in career growth.
Tas and Jane discuss:
The importance of understanding product marketing and buyer journeysStrategies for creating effective landing pagesHow deep product knowledge enhances the quality of landing pagesSharing insights from landing page tests with other marketing teamsConcentrating on a few effective marketing channels rather than spreading efforts too thinWhy content syndication is just glorified list buyingThe role of sales experience in enhancing marketing effectivenessExperimentation and iteration in marketing strategiesInsights on collaboration between marketing and product teamsChallenges women face in the workplace, particularly in leadership rolesMentorship and support among women in marketingThe impact of workplace culture on women's career advancementChallenges and responsibilities of running a business while managing personal lifeTas's goal to support minority entrepreneurs and promote authenticity in entrepreneurshipKey Links:
Guest: Tas Bober - https://www.linkedin.com/in/tasbober/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
Mentioned in Episode:
Laura Nguyen - Executive Coach (Burnout) - https://www.linkedin.com/in/lauran546/
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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 of a buyers report with Chili Piper. The conversation also highlights the impact of digital platforms like LinkedIn on professional networking and the significance of understanding customer needs and sales enablement.
Natalie talks through:
The evolution of SEO and its current relevance in digital marketing.The importance of creating valuable content that addresses customer needs.Collaboration on a buyers report with Chili Piper to enhance B2B buying experiences.Strategies for measuring success focused on brand awareness rather than direct conversions.The significance of understanding customer pain points and sales enablement.Challenges and successes of working in a small marketing team within a larger organization.How she collaborates with advisors for product and marketing insights.Identifying inefficiencies in business communication and operations.The impact of digital platforms like LinkedIn on professional networking and marketing.The role of word-of-mouth marketing in generating leads and building trust.Key Links:
Guest: Natalie Marcotullio - https://www.linkedin.com/in/natalie-marcotullio/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
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In this episode of "Women in B2B Marketing," host Jane Serra welcomes 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 marketing trends, the importance of authenticity, and the need for creativity. They also explore balancing strategic planning with quick wins and the significance of qualitative feedback.
Chelsea and Jane discuss:
Chelsea's transition from journalism to B2B marketing and content strategy at tech companiesHer experience in marketing to marketers and sales teams Understanding your audience and getting creative with contentChelsea's approach to the first 90 days in a new role and the importance of setting achievable goalsBuilding rapport within the team and cross-functionally in a new roleBalancing long-term planning and quick wins in a marketing roleThe shift from SEO-based content strategies to new distribution channels in B2B marketingChallenging oneself to think differently and avoid following trends for the sake of being differentRethinking the approach to LinkedIn takeovers, making it more organic and impactfulSeeking inspiration from diverse industries and the role of intuition in marketingFostering creativity, including optional brainstorms and the concept of brain writingDefining content that converts, focusing on building connections and trust before driving actionSignificance of a diverse mix of content types and mediums to resonate with the audienceUnique advantages of written and video content, with an example of successful framework contentThe value of qualitative feedback in measuring content success and the discussion on overrated content practices, emphasizing the need for authenticity and depthReturning to work after becoming a mom and the challenges of adjusting to a new version oneselfKey Links:
Guest: Chelsea Castle - https://www.linkedin.com/in/chelseacastle/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
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In this episode of "Women in B2B Marketing," host Jane Serra interviews 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 highlights her approach to building high-performing teams, emphasizing soft skills and team chemistry.
Margot and Jane talk through:
Margot's transition from finance to marketing and her discovery of marketing strategies.The impact of her finance background on her role as a CMO and her approach to numbers and data-driven marketing.Building the right team and team structure to achieve company goals.Revenue-driving and demand strategies, including an omnichannel approach, account-based marketing, and thought leadership content.Challenges in measuring ABM campaigns and the tools used for tracking and analytics.Tracking the impact of omnichannel approach on cold email response rates and the importance of historical data for comparison.The changing landscape of cold email outreach and the need for personalized, validated databases and deliverability tools.Key Links:
Guest: Margaret (Margot) Kashuba Lee - https://www.linkedin.com/in/leemargarita/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
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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 essential deliverability strategies, such as avoiding spam words, warming up new domains, and the importance of segmentation. Maggie also highlights the value of collaboration between sales and marketing and encourages women to embrace opportunities and build personal brands.
Maggie and Jane discuss:
Maggie's introverted nature and how it has become a strength in her sales career.The value of active listening and asking good questions in sales conversations.The importance of focusing on the prospect's needs rather than pushing a personal agenda.Understanding the significance of email deliverability for sales and marketing, and its impact on open rates.Key steps to improve deliverability, including consulting with software providers and IT teams.The impact of subscriber engagement on deliverability and the importance of managing subscriber lists effectively.The process of warming up a new domain to make it appear more human and improve email deliverability.Collaboration between sales and marketing, and how support content can lead to more leads.Key Links:
Guest: Maggie Blume - https://www.linkedin.com/in/maggieblume/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
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