Women in B2B Marketing

In this episode of Women in B2B Marketing, host Jane Serra interviews Jess Cook, Head of Content at Lasso and co-host of the podcast "That's Marketing, Baby." They walk through Jess's journey into B2B marketing, the importance of copywriting and content creation in the B2B world, and strategies for successful content marketing. Jess and Jane discuss:how copywriting plays a crucial role in grabbing attention and generating interestlimitations of AI in content marketingthe repurposing multiplier - repurposing content and leveraging existing assetsshifting team goals and individual goals in relation to business needs and growththe importance of branded organic search in increasing brand awarenesspersonal branding and overcoming imposter syndromeJess's tips for consistent posting on LinkedIn and managing work-life balanceKey Links:Guest: Jess Cook - https://www.linkedin.com/in/jesscook-contentmarketing/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Lasso - https://www.lasso.io/

In this episode of Women in B2B Marketing, host Jane Serra interviews Shama Hyder, Founder & CEO of Zen Media. They discuss Shama's journey into B2B marketing, the challenges and opportunities in the industry, and the importance of building a strong brand. Shama talks through:how the buying process in B2B has changedbrand and its influence on customers throughout their research and decision-making processleveraging trust, repetition, and engagement to drive revenuemeasuring the impact of ads - beyond clicksthe important role of PR in B2B marketingbenefits of leveraging influencers to reach niche communitiesher journey as an entrepreneur in B2B marketingcreating environments where you can thrive.Key Links:Guest: Shama Hyder - https://www.linkedin.com/in/shamahyder/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Zen Media - https://zenmedia.com/

In this episode of Women in B2B Marketing, Jane Serra interviews Emily Popson, Senior Director of Demand Generation and Customer Marketing at CallRail. Emily discusses the importance of cross-functional collaboration and building empathy among teams. She also talks about conversion optimization, product-led growth (PLG), and strategies for optimizing the onboarding process. Emily emphasizes the significance of data-driven decision-making and the use of AI-powered tools in marketing. Jane and Emily talk through:Emily's journey from studying law to a career in marketingThe integration of demand gen, web strategy, and customer marketing at CallRailThe importance of understanding UX & incorporating personalizationCollaboration and communication between teamsIcebreaker activities and personal connectionsEmily's passion for product-led growth (PLG)What makes PLG work best (product and marketing collaboration ftw!)Exposing users to premium featuresThe significance of trust-building channels and tactics in marketing campaignsCreating Capacity with AIKey Links:Guest: Emily Popson - https://www.linkedin.com/in/emilypopson/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ CallRail: https://www.callrail.com/

In this inspiring episode of Women in B2B Marketing, Jane Serra interviews Stacey Danheiser, the founder of SHAKE Marketing, about her journey into B2B marketing. Stacey shares her transition from consumer marketing to B2B marketing, becoming a sought-after consultant and published author of 3+ marketing books. Jane and Stacey discuss: understanding foreign markets and cultural nuancesB2B vs B2C marketing budgetsStacey's A3 method for marketing results: alignment, accountability, and accelerationdifferent organizational structures for marketing teamsthe effectiveness of thought leadership programs and account-based marketing (ABM) in driving successleveraging books for demand genthe need for a distinct and niche perspective when writing a bookStacey's mastermind program that empowers women marketers to gain confidence and excel in their careersKey Links:Guest: Stacey Danheiser - https://www.linkedin.com/in/staceydanheiser/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Stacey's Power Book: https://www.amazon.com/Look-Inside-Organization-Winning-Marketing-ebook/dp/B0C22BXVTV/https://www.amazon.com/Look-Inside-Organization-Winning-Marketing-ebook/dp/B0C22BXVTV/Value-ology: https://shakemktg.com/value-ologySHAKE Marketing: https://www.shakemktg.com/

In this episode of Women in B2B Marketing, Jane Serra interviews Elizabeth Hague, Senior Director of Brand and Demand Marketing at Very. They discuss authenticity in the workplace, the challenges and appeal of B2B marketing, strategies for successful rebranding, and how brand and demand work best together. Elizabeth delves into the world of rebranding, highlighting the inherent risks involved in making changes to a brand. She shares her experiences, both good and bad, and emphasizes the importance of having an organized operations plan for a successful rebrand.Elizabeth talks through:the value and cost of rebrandingher framework for rebrands (which involves interviewing the head and lieutenant of each department twice!)consequences of a rebrand gone wrongbuilding a high performing teamcreating a space for experimentation and learning from failurepersonalization and authenticity in marketingsynergy between brand and demand marketingunderstanding customer pain points to ensure effective marketing and product market fitKey Links:Guest: Elizabeth Hague - https://www.linkedin.com/in/followelizabeth/Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of Women in B2B Marketing, host Jane Serra interviews Kacyn Goranson, a marketing leader with 15 years of varied expertise in B2B marketing. Kacyn shares her journey into marketing and explains why she prefers B2B marketing due to her engineering background. They discuss the importance of revenue as a metric for marketing success and the need for alignment between marketing and sales efforts. They also touch on go-to-market strategies, building and maintaining a community, content engagement, account-based marketing, and the importance of personalization and customer treatment. Kacyn and Jane discuss:Kacyn's preference for B2B over B2C or B2B2CExploration of tools and methods for tracking and analyzing the effectiveness of marketing and sales effortsThe importance of aligning marketing and sales efforts and the feedback loop between themGo-to-market (GTM) strategies and community-led growthThe importance of personalization in ABMBuilding Relationships for Long-Term SuccessThe Power of Thoughtful Gestures$17 professional AI headshots Key Links:Guest: Kacyn Goranson - https://www.linkedin.com/in/kacyngoranson/Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this inspiring episode of Women in B2B Marketing, host Jane Serra interviews Lashay Lewis, a SaaS growth advisor, content strategist, and Founder of Authority Plug. They discuss Lashay's journey in B2B marketing and content creation, as well as various topics related to content marketing, strategy, and the importance of mental health. Lashay shares her experiences with imposter syndrome and overcoming negativity, and offers insights on the current economic climate's impact on content marketing. They also touch on the rise of fractional executives, the role of AI in content creation, and the importance of storytelling and ROI in content marketing. Lashay and Jane discuss:Lashay's Transition from E-commerce to B2B SaaSthe importance of bottom-of-funnel (BOFU) content for quick wins and revenue attributioncreating visual frameworks to help content marketers learn by doingembracing your weaknesses - you read that right!overcoming imposter syndrome to build your personal brandSpecificity and strong content in the current economic climatetracking metrics in content marketing with Looker Studio, GAUsing case studies to drive conversionsLashay's career hurdles and overcoming setbacksHustle Culture and Mental HealthKey Links:Guest: Lashay Lewis - https://www.linkedin.com/in/lashaylewis/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Authority Plug - https://authorityplug.com/Lashay's Content Marketing Dashboard - https://authorityplug.com/#contentdashboard

In this episode of Women in B2B Marketing, host Jane Serra interviews Lisa Vecchio, the Global Senior Director of Integrated Marketing at Aircall. They discuss Lisa's journey in the B2B marketing industry and delve into the concept of integrated marketing. Lisa explains the importance of aligning teams and messaging to create a centralized approach to marketing. They also touch on the significance of retention in marketing campaigns and the challenges of being a global marketer. Lisa shares her experiences and offers advice on career mapping and self-reflection. Lisa talks through:the importance of telling a consistent story across all marketing channelsmeasuring the impact of integrated marketing efforts identifying opportunities and fixing issues by analyzing datacreating a messaging framework and targeting strategymaximizing the impact of integrated campaignsbalancing brand and demand in integrated marketingthe value of building relationships with fellow marketersmanaging international teamslocalization and when to build local teamsthe importance of advocating for yourselfKey Links:Guest: Lisa Vecchio - https://www.linkedin.com/in/lisavecchio/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ The Marketing Academy program - https://themarketingacademy.org/

In this podcast episode, host Jane Serra chats with guest Nicole Leffer, a tech marketing leader and CMO AI (Artificial intelligence) advisor. They discuss Nicole's background in marketing and her transition into the B2B SaaS space, where she now helps companies leverage AI in their marketing strategies. They delve into the topic of generative AI, specifically large language models like GPT-4, explaining how they work and their applications in content creation. Nicole also provides advice on using AI systems for writing style, voice training, content creation, SEO optimization, and marketing strategy development. She emphasizes the need for human involvement and fact-checking in the AI process. Nicole and Jane discuss:Differences between GPT-3 and GPT-4The continuous learning and improvement of AI modelsHow to create a prompt for an AI system to analyze writing style, tone, and voiceNicole'S step-by-step process for using AI to generate a blog postThe current limitations of AI Using AI for problem-solving and researchCommon mistakes of underestimating AI's capabilities and overestimating the need for complete automationWhat are "Hallucinations" in the world of AIThe importance of human involvement when leveraging AIGetting started with AI - what to do what not to do, and what to keep in mindKey Links:Guest: Nicole Leffer - https://www.linkedin.com/in/nicoleleffer/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Work with Nicole - https://nicoleleffer.com/ai-advisor-links/How to use ChatGPT + Anyword to craft marketing copy that performs - https://www.linkedin.com/feed/update/urn:li:activity:7071994914909147136/Nicole's Voice-Training Prompt - https://www.linkedin.com/feed/update/urn:li:activity:7074164063026429952/

***Big news*** WIB2BM is going weekly! Follow the show for a new episode every Wednesday morning. Are you struggling to make an impact on LinkedIn? Wondering how to navigate the ever-changing algorithm and increase engagement? In this episode of Women in B2B Marketing, host Jane Serra sits down with Mandy McEwen, THE LinkedIn guru, to uncover the most valuable lesson for success on the platform.So, what's the secret? It's all about personal branding. Mandy shares her insights on how companies can leverage their employees' personal brands to grow their online presence. She reveals the biggest changes on LinkedIn, including the shift towards valuing human connections over company pages. Mandy also provides practical tips on content creation, engagement strategies, and the power of commenting.Mandy walks us through:The importance of personal branding on LinkedInChanges in LinkedIn's algorithm and engagement strategiesHashtags, Keywords, and SEO on LinkedInThe power of a good commentHow to leverage AI tools - she shares a great (free) one!New LinkedIn tools for B2B prospectingWhy companies cannot neglect to leverage People and Relationships on LinkedInBuilding a genuine community on LinkedInIf you're ready to take your LinkedIn game to the next level, this episode is a must-listen. Get ready to build a genuine community, provide authentic value, and transform your LinkedIn presence. Key Links:Guest: Mandy McEwen - https://www.linkedin.com/in/mandymcewen/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Mod Girl Marketing/ Luminetics - https://www.luminetics.io/Richard van der Blom (LinkedIn algorithm guru) - https://www.linkedin.com/in/richardvanderblom/

In this episode of the Women in B2B Marketing show, host Jane Serra speaks with Jodi Daniels, Founder and CEO of Red Clover Advisors, about the importance of privacy for both B2B and B2C marketers. Jodi emphasizes the need for accurate data collection, data hygiene, and transparent communication with customers. She also discusses the impact of recent privacy laws on B2B and B2C marketers and predicts that more states will pass privacy legislation in the future. Jane and Jodi discuss:Differences between privacy concerns for B2B and B2C marketersThe Impact of Recent Laws on Cookies and Data CollectionTips for exporting and importing dataCommon mistakes in cookie banners and privacy noticesThe importance of building trust with customers before collecting dataRisks of using AI in relation to privacyWhich tools to leverage - and which to avoid - when it comes to privacyWhat companies are doing privacy rightTune in to learn how to build trust with customers through solid privacy practices and avoid costly privacy breaches.Key Links:Guest: Jodi Daniels - https://www.linkedin.com/in/jodihoffmandaniels/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Red Clover Advisors - https://redcloveradvisors.com/She Said Privacy/He Said Security Podcast - https://open.spotify.com/show/5q8B2oYUPajIvmvZiLa4K4?si=d952a3d9b1dd4778Book Recommendations:"Privacy Law Fundamentals" by Dan Solove and Paul Schwartz"Building Trust One Byte at a Time" by Jodi Daniels, Justin Daniels"Never Split the Difference" by Chris Voss

In this episode of the Women in B2B Marketing podcast, host Jane Serra welcomes Camille Trent, Director of Content & Community at PeerSignal.org and host of the podcast Content Logistics. Discover how Camille's journey led her from dreams of working in B2C advertising to a successful career in the tech startup world, and how she transitioned into B2B marketing. We also dive into the concept of content logistics and how this approach can help you create exceptional content marketing.In this WIB2BM episode, Camille shares:her expertise on efficient, scalable content production processes that drive revenuethe different stages from gathering raw materials to outlining and quality assurancevaluable tips for acing any interview situationhow to find the perfect representative for your company or brand in a podcastthe secrets to creating content that truly stands out in a competitive industrytips on selecting the right content distribution channel(s)PeerSignal's latest SaaS research findings - including which categories are growing right nowKey Links:Guest: Camille Trent - https://www.linkedin.com/in/camillehansentrent/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ PeerSignal - https://peersignal.org/Content Logistics Podcast - https://open.spotify.com/show/0JRqtMbwb5CvgcLubidIT1?si=4dc37d70a9164a10

In this episode of the Women in B2B Marketing podcast, host Jane Serra welcomes Ashley Scorpio, SVP Revenue at Levitate Foundry, to discuss her career path from politics to B2B marketing - and why Partner Marketing is her top B2B Strategy. Ashley and Jane dive into:Ashley's career path from politics to partnerships: and how marketing is leveraged across it allthe importance of storytelling, whether selling a platform or an agendabuilding relationships with people from all walks of lifecreating win-win-win situations for everyone involved with partner marketingthe unfortunate trend of layoffs in partner marketingthe importance of executive buy-in when it comes to Partnershipsthe benefits of having partnerships, marketing, and sales under one personbeing intentional about your career and where you spend your timeKey Links:Guest: Ashley Scorpio - https://www.linkedin.com/in/ashleyscorpio/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Levitate Foundry - https://levitatefoundry.com/Our Village United - Elevate - https://ourvillageunited.org/elevate/

This episode of Women in B2B Marketing features an interview with Purna Virji, Principal Consultant, Content Solutions at LinkedIn and author of High Impact Content Marketing (coming out July 3, 2023). Jane and Purna discuss Purna's journey in writing her book, her extensive background in content marketing, and her experience working with different industries. Purna talks all about high-impact content, including:the importance of diversity, equality, and inclusion in content marketing leveraging wording, language, and visuals to break stereotypeshow to effectively study your audienceher approach to creating high-impact content repurposing content so it can live many lifetimesdesigning for one, solving for manyunderstanding audience needsstarting with the why when creating contentfinding her purposeadvice on finding a mentor and mentoring othersKey Links:Guest: Purna Virji - https://www.linkedin.com/in/purnavirji/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Pre-order Purna's Book, High-Impact Content Marketing: Strategies to Make Your Content Intentional, Engaging and Effective, here:Straight from the publisher: https://www.koganpage.com/product/high-impact-content-marketing-9781398608436On Amazon: https://a.co/d/fUuL6kL

In this episode of the Women in B2B Marketing podcast, host Jane Serra interviews Sarah Sehgal, Director of Demand Gen at FullStory. They discuss Sarah's journey in B2B marketing, her unique team structure, and the importance of being flexible and adaptable in B2B marketing. They also delve into topics such as lead gen versus demand gen, account-based marketing, and proving the ROI of marketing efforts. Sarah emphasizes the importance of collaboration between sales and marketing teams, as well as the need for data-driven decision making in B2B marketing. Sarah covers topics like:Having marketing operations and performance media both roll into Demand GenerationThe challenges of turnover and moving quickly in a fast-paced environmentLead gen versus demand genThe challenges of moving away from lead funnelsProving the Value of Intent DataProving the worth of paid social to financeHow to become a voice of change and snag speaking opportunitiesKey Links:Guest: Sarah Sehgal - https://www.linkedin.com/in/sarahgsehgal/Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of Women in B2B Marketing, Jane interviews Thao Ngo, SVP Marketing at Uptempo, about her career journey and experiences with Uptempo's recent company mergers and rebranding. Thao brings the passion and energy that we all try to muster each morning - she genuinely loves what she does and works hard to hit her team goals. Her key to success? She makes sure she incorporates fun into day to day work, for her and her team. Thao talks through:the importance of building a strong team culture in a virtual settingwhy we shouldn't take ourselves too seriouslyevaluating the number and purpose of meetings the complexities of bringing together 3 established brands and teamshow she forces herself to unplugher secret to engaging her audience (spoiler alert: it involves community)bringing the sales development team back under marketing the importance of authenticity and innovation why she's her own favorite toolKey Links:Guest: Thao Ngo - https://www.linkedin.com/in/thaongo/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Mentioned in this episode:[Book] “Who thought that was a good idea?” from Alyssa MastromonacoWomen in Marketing Operations Interviews: Lead with Confidence SeriesUptempo's slack group: The Huddle[Book] Real Self Care by Pooja Lakshmin MDUptempo - Enterprise Marketing Operations Software

** For the month of March, in honor of Women's History Month and International Women's Day, Women in B2B Marketing will publish a new episode every Wednesday (instead of the usual biweekly cadence) - enjoy! And remember to rate, review, and share! **----"Stories translate across industries" - Caitlin Cassady, Vice President of Marketing at Beyond, has made several pivots in her career. From reporting to PR, then to brand/comms for MarTech, and now leading the marketing team for revenue management software for the vacation rental industry. One thing that has remained consistent throughout - is her love of storytelling. Caitlin talks all about:Her journey from comms and branding to VP MarketingHow to leverage data to enhance your storyThe 2 martech tools she can't live without right nowWhy revenue is a team sportMarketing to 2 very different ICPsLeveraging AI for content creation Taking time to pause and reflect - and apply learnings, continuouslyHow to market your marketing team - and why we often forget to do this as marketing leadersHer Facebook content testing strategy Why we should always ask a shit ton of questionsHer thoughts on the booming creator economyWhat she learned when she switched to a new verticalKey Links:Guest: Caitlin Cassady - https://www.linkedin.com/in/caitlincassady/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Caitlin's Recommendations:Imagine it ForwardPlay BiggerJasperAsanaBeyondJocelyn Brown (a CS Rockstar)

** For the month of March, in honor of Women's History Month and International Women's Day, Women in B2B Marketing will publish a new episode every Wednesday (instead of the usual biweekly cadence) - enjoy! And remember to rate, review, and share! **----Is retention the new demand gen? We're hearing it everywhere lately. Asha May, longtime Customer Experience and Customer Marketing leader, walks us through why she's glad the post-sales side of B2B Marketing is finally having its moment (and why it really needs to stay in the spotlight). She also shares some heartfelt advice on career pivots, re-entering the workforce after time off, and the importance of staying curious.Asha talks through:Her career path from Accountant to Gartner Analyst to Award-Winning Customer MarketerThe Post-Sales side of B2B MarketingWhy marketers must pay attention to the post-contract Customer ExperienceThe key roles to Customer Success (from a Marketing standpoint)Helping the customer get to that "first value"How to set up sales enablement to garner customer feedback and identify advocates^^ Then how to build and nurture that bank of advocatesCABs vs communities: who joins which?Mastering life pivots: re-entering the workforce after time off Breaking out of your comfort zone to feel empoweredWhy she's DONE with "vanity metrics"Key Links:Guest: Asha May - https://www.linkedin.com/in/ashamay/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Asha's Recommendations:Politicology: https://podcasts.apple.com/us/podcast/politicology/id1514968525 Adam Grant's Think Again: https://www.amazon.com/Think-Again-Power-Knowing-What/dp/1984878107How Will You Measure Your Life: https://www.amazon.com/How-Will-Measure-Your-Life/dp/0062102419/ref=sr_1_1?crid=1J2N7XL3T29K0&amp;keywords=how+will+you+measure+your+life&amp;qid=1679454236&amp;sprefix=how+will+you+measure+your+life%2Caps%2C107&amp;sr=8-1Gain Grow Retain: https://podcasts.apple.com/us/podcast/gain-grow-retain/id1476256054Career Blast in a Half by Loren Greiff: https://podcasts.apple.com/us/podcast/career-blast-in-a-half/id1670977528WIB2BM Ep # 9 with Karyn Scott: https://womeninb2bmarketing.com/episode/09-smb-marketing-enterprise-marketing-and-being-a-fractional-cmo-with-karyn-scott-fractional-cmo-board-member-advisor Customer-Led Groove: <a href="https://podcasts.apple.com/us/podcast/customer-led-groove/id1648001135" rel="noopener noreferrer"...

** For the month of March, in honor of Women's History Month and International Women's Day, Women in B2B Marketing will publish a new episode every Wednesday (instead of the usual biweekly cadence) - enjoy! And remember to rate, review, and share! **----Listen to seasoned 20+ year marketing leader, frequent industry speaker, mentor, board member, and DEI advocate Sharon Harris, CMO, Digital Commerce at Ascential. From work-life balance to creating better connections via your marketing channels, Sharon turns our focus to the humans behind B2B Marketing - and our customers, prospects. This enlightening episode is very timely with the current state of B2B, SaaS, and the overall economy. I hope it inspires you to take control of what you can and accept what you cannot.Sharon shares inspiring takes on:Her career path from investment banking to marketing leadershipThe importance of storytelling in all depths of MarketingWhy she doesn't believe in work-life balanceShowing up authentically and fully in all aspects of your lifeCreating a culture of collaborationHer keys to a successful, productive, and balanced dayCreating content that is both informative and entertainingWhy we all need more levity in our lives right nowFinding opportunity through adversity - it's never the end, only a new beginningFocusing on your accomplishments, not your setbacksKey Links:Guest: Sharon Harris - https://www.linkedin.com/in/sharon-harris/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Sharon's Recommendations: Mastering Metail - https://podcasts.apple.com/us/podcast/mastering-metail/id16334267673 Years Ahead - https://podcasts.apple.com/us/podcast/3-years-ahead/id1646610100A Dose of Black Joy and Caffeine - https://podcasts.apple.com/us/podcast/a-dose-of-black-joy-and-caffeine/id1626574207Lighter by Yung Pueblo - https://www.amazon.com/Lighter-Connect-Present-Expand-Future/dp/0593233174

**BONUS EPISODE** For the month of March, in honor of Women's History Month and International Women's Day, Women in B2B Marketing will publish a new episode every Wednesday (instead of the usual biweekly cadence) - enjoy! And remember to rate, review, and share! ----From marketing leadership roles at large brands like Salesforce and Cisco, to running marketing at start-ups and SMBs, 20+ year marketing expert Karyn Scott walks through what she's learned at each - and why she's now diving into being a Fractional CMO.In this episode, Karyn talks about:How she found herself becoming a Fractional CMO - and what it's like so far!The importance of letting everything hit you to see what sticksWhy communication is a superpower for all marketersFinding what lights you upHow (and why) to create a personal board of directors (I love this!)Getting started as an advisor or board memberMentorship - why it matters, how to beginHer 2 top pieces of adviceKey Links:Guest: Karyn Scott - https://www.linkedin.com/in/karynscott/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Mentioned in this episode:TrueBridge Network: https://truebridgenetwork.com/ Global Mentorship Initiative: https://globalmentorship.org/Park &amp; Battery: https://www.parkandbattery.com/FarmWise: https://farmwiselabs.com/How I Built This [podcast]: https://www.npr.org/series/490248027/how-i-built-this

You've likely seen her face or heard her voice - the light-spreading and knowledge dropping Corrina Owens is everywhere lately: lucky for us! Corrina joins Women in B2B Marketing to chat all about Account Based Marketing - what's working, what's not, and what is simply getting on her nerves.Corrina walks us through:The difference between ABM and ABXWhy Community is the biggest ABM channel right nowHow AI like ChatGPT is getting it wrongHer ABM mindset of: strategy first, then technologyWho ABM works for (spoiler alert: it works for everyone!)The ultimate ABM martech stackHer hatred of marketing jargon (ha - see link below!)Corrina even shares some tips on getting out there and building your personal brand. (She's killing it on TikTok - and has 10k+ followers on LinkedIn!)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:Corrina's podcast: https://podcast.gong.io/public/76/Reveal%3A-The-Revenue-Intelligence-Podcast-05b3e1e1/cfcdfcdbGong: https://www.gong.io/ Find Corrina on TikTok: https://www.tiktok.com/@featuring_corrina?lang=enCorrina's Advice on building your personal brand: https://www.linkedin.com/posts/corrina-owens_b2bmarketing-marketingtips-personalbrand-activity-6942118841967652864--nmm?utm_source=share&amp;utm_medium=member_desktopGender Bias with AI &amp; 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&amp;utm_medium=member_desktop[POLL] Share Which Marketing Jargon You Want Gone: https://bit.ly/3KiEQZQ

There's a lot of chatter around RevOps lately, so Michelle joins us to talk through the world of Revenue Operations - from Sales through Customer Success and Marketing. What makes each and every Ops team work more efficiently and ultimately drive more revenue for B2B brands?Michelle talks us through:Keeping the revenue engine running smoothlyThe #1 skill for a successful RevOps professionalDifferent org structures: centralized vs decentralized RevOpsForecast accuracy - how this has changed over the last few years, and how Michelle's team has achieved 1-5% forecast accuracy (wow!)How revenue operations can differ at smaller brands vs more mature, enterprise brands The importance of a "Secondment" - or job rotation, or an internal internship - gaining exposure to different teams within your oganizationKey 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/id1526386752Permission to Speak: https://podcasts.apple.com/us/podcast/permission-to-speak/id1491356006Dear Asian Americans: https://podcasts.apple.com/us/podcast/dear-asian-americans/id1500293933Speak as a Leader: https://podcasts.apple.com/us/podcast/speak-as-a-leader/id1647699850Asian Hustle Network: https://podcasts.apple.com/us/podcast/asian-hustle-network/id1520338573The Tao of Self-Confidence: https://podcasts.apple.com/us/podcast/the-tao-of-self-confidence/id1035011998You Are The Brand: https://podcasts.apple.com/us/podcast/you-are-the-brand/id828811790

What a raw, candid chat with Jen Capstraw - a woman of many titles, including President &amp; Co-Founder of the high-impact community Women of Email, Co-Host &amp; Co-Creator of acclaimed podcast Humans of Email, frequent (and inspiring) public speaker, and Fractional Evangelist at her own consulting company. Important to Note that Jen is taking a sabattical at the time of this recording and episode publication. **Thank you for still taking the time to chat with me, Jen!** Jen talks us through:Her unique career path from 6x award winning journalist to passionate and renowned Email Marketing guruWhy there's a need for communities like Women of Email (and the amazing impact they have had)The Broken Rung Theory &amp; the gender pay gap in email marketingThe importance of investing in yourself - even if you need to charge your credit cardHow/ why to embrace feedback, challenges, and different perspectivesAnd that time she screamed "you're a sexist!" at her company's president (spolier: he deserved it)Mentioned in this episode:Women of Email - https://womenofemail.org/Emfluence - https://emarketingplatform.com/The Ins and Outs of a Strategic Nurture Campaign - https://jen.tips/nurture Key Links:Guest: Jen Capstraw: https://www.linkedin.com/in/jencapstraw/Host: Jane Serra: https://www.linkedin.com/in/janeserra/

In episode 5, Kestrel Lemen, Senior Strategist at Seguno Software and "Queen of Email Marketing" in my eyes, goes deep into the status of email in 2023.Kestrel covers all things e-mail marketing, including:Her forever-love of Bronto &lt;3 What metrics matter now in Email MarketingHow/ when Open Rates are still worth looking at (maybe)B2B vs B2C Email Marketing: the real differenceThe importance of bulletproof (table-based) buttonsSecrets to mastering your subject linesWhat to test, test, testThe "Golden Rule" of Email marketing Key Links:Guest: Kestrel Lemen: https://www.linkedin.com/in/kestrellemen/ Host: Jane Serra: https://www.linkedin.com/in/janeserra/ Mentioned in this Episode:Women of email: https://womenofemail.org/ (per Kestrel, the Facebook group is really awesome)Email Geeks Slack: https://email.geeks.chat/Tools Referenced: Litmus: https://www.litmus.com/Email on acid: https://www.emailonacid.com/*Bonus Tip*Good place to find email examples: https://reallygoodemails.com/If you enjoyed this episode - please follow, download, share, and review! Thanks for your support.

In episode 4, Leela Gill, CMO at 1health, walks us through the first 30/60/90 days in a B2B Marketing Leadership role.Listen to Leela (a 3-time B2B CMO allstar!) discuss:How to establish leadership in a new B2B Marketing roleThe importance of having a communityChanges in the B2B buyers' journeyWhat channels are working todayThe difference between B2B Influencers, Brand Ambassadors, and Raving Fans - and why we need all 3Her love/hate relationship with email marketing2023 B2B Marketing predictionsJane's favorite quote of the episode:Don't ask for feedback, ask for advice.Key Links:Guest: Leela Gill: https://www.linkedin.com/in/leelagill/ Host: Jane Serra: https://www.linkedin.com/in/janeserra/ If you enjoyed this episode - please follow, download, share, and review! Thanks for your support.

In this episode, Trinity Nguyen, VP Marketing &amp; Account Development at UserGems, chats about the importance of multi-threading, sales and marketing alignment, and Account Based Marketing (ABM) attribution.This in-depth chat dives into:ADRs/ SDRs/ BDRs - should they report to sales or marketing?How do you align Sales and Marketing? Align your goals - and compensation.Clear attribution windows and hyper focus for ABM success.Self-reported attribution: does it work?The importance of an experimental budget.What channels should we double down on.Mentioned in episode:UserGems: https://www.usergems.com/Guest: Trinity Nguyen: https://www.linkedin.com/in/trinitynguyen/Host: Jane Serra: https://www.linkedin.com/in/janeserra/If you enjoyed this episode - please follow, download, share, and review! Thanks for your support.

When we think B2B Markeiting, we often focus on SaaS or services (eg agencies, consultancies). Sandra Rand, former VP of Corporate Marketing at Amazon aggregater Thrasio, sits down to discuss a different side of B2B Marketing.Sandra and Jane chat about:making events work for demand generation in 2022shifting your career path from PR to Marketing leadership]the joy of building a marketing plan and team from scratchkeeping a hunger for learning^^ especially because as we all know, the only thing constant in marketing is changehow Gen Z is changing the landscape for women in marketingNotable Mantras from this conversation:Ask the questions. Be that person - we all need her.Done is better than perfect.Show up in a bigger way - Take up space.Lead by example [for your team].API: Assume Positive Intent.Host: Jane Serra: https://www.linkedin.com/in/janeserra/Guest: https://www.linkedin.com/in/sandraproulxrand/** At the time of recording, Sandra was VP Corporate Marketing at Thrasio. She is now VP Marketing at GETIDA.If you enjoyed this episode - follow, download, share, and review! Thanks for your support.

In this episode, Jillian Ryan, Senior Director, Content Strategy at Brightcove, talks all things content marketing: content marketing strategyspeaking to and connecting with your audiencegetting your work to rank on the SERPthe importance of ensuring high quality valuable contentrepurposing content for all teams to leverageand so much more.Jillian asked key questions in this episode:How do you measure authentic storytelling?What are you adding to the conversation?And we also discuss: how to handle constructive feedback (and when to ignore it).the transition from journalism to marketingMentioned in episode:StoryBrand with Don Miller: https://storybrand.com/M2M community: https://www.linkedin.com/company/marketers2marketers/Host: Jane Serra: https://www.linkedin.com/in/janeserra/Guest: Jillian Ryan: https://www.linkedin.com/in/jillianryanwriter/If you enjoyed this episode - follow, download, share, and review! Thanks for your support.

Welcome to the all new show for women in B2B marketing! As we finalilize the first few episodes, here's a little bit about me - Jane Serra, your host - and my reasons for launching this podcast.I'm so excited for this journey - and hope you'll be on it with me! Be sure to follow the show above to be notified when new episodes drop (every 2 weeks) - and please share and review to help us get in front of more ears. Want to be on the show?Connect with me on LI: https://www.linkedin.com/in/janeserra