Women in B2B Marketing

Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing.

Women in B2B Marketing is a biweekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories of victory and defeat, challenge and triumph. Our goal is to inspire listeners to achieve more, strive for success, and feel a sense of understanding and community. This is a place where CMOs, VPs of Marketing, and all strong women B2B marketing leaders discuss their top tactics, strategies, and tips for building teams, leveraging trends, and ultimately rocking their marketing careers - however that looks to them. Leading marketing teams everywhere from fortune 500s to startups and challenger brands, these women share their stories of rising to the top - and how they overcame any obstacles that came their way. Made by and for women, insightful for all. Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing. LinkedIn: https://www.linkedin.com/in/janeserra/ Instagram: https://www.instagram.com/womeninb2bmarketing/ Twitter: https://twitter.com/womeninb2bmktg read less
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Episodes

49: Transformational Marketing Leadership: It's All About Team Empowerment and Operational Excellence - with Mariana Cogan, CMO at Hexagon Manufacturing Intelligence
4d ago
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 transformational leader. Mariana also shares her practice of running weekly empowerment sessions to foster team collaboration and accountability.Mariana talks us through:her career path, from the Mexican embassy to investment banking and then into marketingwinning the prestigious Forrester Program of the Year awardtransformative leadership, decision-making, and operational efficiencynavigating gender bias and sponsorshippersonal experiences in building a support system and finding advocates and sponsors in her careerthe changing role of product marketing in tech companies the impact of social media and personal brandingquality content creation in a saturated market and the role of product marketing in storytelling and engaging customersactivating and empowering a large team to become brand ambassadors and create valuable contentthe concept and purpose of weekly empowerment sessions to foster collaboration and empowerment within the teamadapting to remote work cultureKey Links:Guest: Mariana Cogan - https://www.linkedin.com/in/marianacogan/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Hispanic Executive Article: Mariana Prado Cogan Takes a Bold Approach - https://hispanicexecutive.com/mariana-prado-cogan-ptc/
48: Leveraging a Neuromarketing Mindset & Storytelling in B2B Marketing - with Anne Murlowski,  VP, Digital and Performance Marketing at Terminus
Feb 21 2024
48: Leveraging a Neuromarketing Mindset & Storytelling in B2B Marketing - with Anne Murlowski, VP, Digital and Performance Marketing at Terminus
In this episode of "Women in B2B Marketing," host Jane Serra speaks with Anne Murlowski, VP, Digital and Performance Marketing at Terminus, about her journey in B2B marketing and the integration of AI in content creation. They discuss the importance of understanding customer behavior, the role of content in generating demand, and maintaining a unique brand voice amidst AI advancements. Anne shares insights on the power of relationships in business, the challenges of lead attribution, and the significance of aligning sales and marketing efforts. They touch on the influence of "booktok" on the publishing industry and its marketing parallels with B2B strategies, emphasizing the value of community and supportive networks among women in the field.Anne and Jane discuss:the concept of neuromarketing and its role in understanding customer behaviorhow to understand deeper pain points and needs of customers in B2B marketingobserving user behavior and building relationships to gain insightscontent development and its role in demand generationthe changing landscape of SEO, AI, and content development and its impact on demand generationeffectiveness of AI in short form content creation compared to long form contentdangers of repetitive content in B2B marketing and the need for uniqueness in content creationimpact of referrals and building strong customer relationships for growthpartnerships and the challenges of attributing revenue to partnership effortsthe value of gated content and the need to move away from lead attribution in marketinginsight into corporate gifting strategies and the importance of giving meaningful gifts without turning them into advertisementsKey Links:Guest: Anne Murlowski - https://www.linkedin.com/in/annemurlowski/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ SaaSy Podcast - https://podcasts.apple.com/cy/podcast/saasy/id1714521302
46: Marketing B2B Services & Advertising Tips for Better Unit Economics - with Katie Hollar, VP of Marketing at Clutch
Feb 7 2024
46: Marketing B2B Services & Advertising Tips for Better Unit Economics - with Katie Hollar, VP of Marketing at Clutch
In this episode of Women in B2B Marketing, host Jane Serra interviews Katie Hollar, VP of Marketing at Clutch. They delve into the nuances of B2B marketing from a B2B Services perspective, with Katie sharing insights from her journey and the importance of having a strong point of view (POV) to stand out in the industry. They discuss the challenges of economic uncertainty and the strategies for navigating it.Katie and Jane talk through:Katie's experiences working in both large and small companies and the lessons learned from eachthe differences and challenges in marketing for B2B services compared to SaaS companiesstarting with a broad approach when testing new ad channels but keeping messaging targeted the impact of economic uncertainty on B2B services and the shift in project nature and demandthe benefits of niching downleveraging community amplification for brand reachdrawbacks of overengineering attribution models and the need for a more creative and influential approachavoiding lazy reporting and understanding the down-funnel impact of marketing effortsseeking autonomy and personal growth in career decisions, beyond being tied to a specific organizationbeing emotionally connected to work and the importance of caring "less" to maintain perspectiveKey Links:Guest: Katie Hollar - https://www.linkedin.com/in/katiehollar/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Clutch - https://clutch.co/
45: Is Your Company Ready for True Global B2B Marketing? - with Nataly Kelly, Founder of Born to Be Global (B2BG)
Dec 27 2023
45: Is Your Company Ready for True Global B2B Marketing? - with Nataly Kelly, Founder of Born to Be Global (B2BG)
In this episode of Women in B2B Marketing, host Jane Serra interviews global growth consultant Nataly Kelly. Nataly shares her extensive experience in B2B marketing, including her time as VP of Marketing at HubSpot. The conversation focuses on international and global B2B marketing, with Nataly emphasizing the importance of thorough research, customer engagement, and strategic alignment before expanding into new markets. Nataly walks us through:Going global from day one thanks to digital channelsConsidering factors such as product-market fit, pricing, payment methods, and customer retention when expanding globallyThe halo effect and the importance of talking to customersDetermining if a company is ready for international growthWhen and why businesses should consider having a physical presence or local experts in the countries they want to expand intoComplexities and tensions that come with adding new marketsManaging global teams and remote workThe importance of local perspectives in global strategyContracting with different entities and legal complexities in global businessKey Links:Guest: Nataly Kelly - https://www.linkedin.com/in/natalykelly/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Born to Be Global - https://borntobeglobal.com/[Nataly's Book] Take Your Company Global - https://www.amazon.com/Take-Your-Company-Global-International/dp/1523004436Nataly's Newsletter: Making Global Work - https://www.linkedin.com/newsletters/7139295345749970944/
44: Product Marketers: The Arbiters of Customer Experience - with Christina Lord, Head of Product Marketing at SafetyCulture
Dec 20 2023
44: Product Marketers: The Arbiters of Customer Experience - with Christina Lord, Head of Product Marketing at SafetyCulture
In this episode of Women in B2B Marketing, host Jane Serra interviews Christina Lord, Head of Product Marketing at SafetyCulture. Christina shares her career journey from customer success at Shopify in Canada to product marketing in Australia. She discusses the crucial role of product marketing in successful companies, emphasizing the importance of customer understanding, internal communication, and cross-functional collaboration. Christina and Jane discuss:Christina's career path, starting in Canada and transitioning to Australiahow product marketing combines technical aspects with storytelling and customer advocacythe importance of strong internal communication and alignment in telling the company's story and visionthe need for product marketing to collaborate and align with every division in the company, including marketing, product, and designchallenges and opportunities of adopting a mobile-first approach in product marketingavoiding miscommunication to ensure a smooth product launcheffective stakeholder management for collaboration and progressmeasuring success in product marketingthe small but growing community of product marketers in Australia and the development of product marketing as a professionbuilding global relationships within a company and exploring sponsorship opportunitiesKey Links:Guest: Christina Lord - https://www.linkedin.com/in/christinatlord/Host: Jane Serra - https://www.linkedin.com/in/janeserra/
43: Let's Talk About Women, Money, and Marketing - with Rashel Hariri, Marketing and Strategy Consultant, Fractional CMO, and Executive Advisor
Dec 13 2023
43: Let's Talk About Women, Money, and Marketing - with Rashel Hariri, Marketing and Strategy Consultant, Fractional CMO, and Executive Advisor
In this episode of Women in B2B Marketing, host Jane Serra speaks with Marketing and Strategy Consultant Rashel Hariri. They discuss Rashel's journey into marketing, her experiences working in corporate jobs, and her transition into entrepreneurship. Rashel shares her dislike for the term "hustle", her process of discovering her next project using the Japanese concept of ikigai, and the importance of finding joy in one's career. She also talks about her podcast "She's Interesting", the lack of representation of women in business, and the taboo around discussing money. Rashel talks us through:what inspired her to start her own business and create something of her ownusing the Japanese concept of ikigai to determine her purposejuggling multiple businesses and projectsfinding a balance between different seasons of worksetting boundaries and communication in work and personal lifethe lack of content that represents her as a woman of color in her mid-30s, married, and focused on business, money, and well-beingbreaking the taboo around talking about money the value of sharing investment opportunities in a communitysimilarities and differences between B2B and B2C marketingimplementing a long term marketing strategy and the time it takes to see resultsfocusing on what actually works in marketing and stripping out unnecessary tacticsthe importance of taking action and not waiting for perfectionKey Links:Guest: Rashel Hariri - https://www.linkedin.com/in/rashelhariri/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ She's Interesting Podcast - https://podcasts.apple.com/ca/podcast/shes-interesting-with-rashel-hariri/id1709503027
40: How Internal Marketing Can Create Authentic Employee Advocacy - with Kerry-Ann Stimpson, CMO at JMMB Group
Nov 22 2023
40: How Internal Marketing Can Create Authentic Employee Advocacy - with Kerry-Ann Stimpson, CMO at JMMB Group
In this episode of Women in B2B Marketing, host Jane Serra speaks with Kerry-Ann Stimpson, CMO at JMMB Group and Host of The Internal Marketing Podcast. Kerry-Ann shares her journey into marketing, her passion for the field, and the challenges she's faced. She discusses the concept of internal marketing, emphasizing its importance in engaging employees and fostering a positive company culture. Kerry-Ann also talks about employee advocacy on social media, the role of internal marketing in her job, and the benefits of her personal podcast. Lastly, she shares her approach to maintaining strong relationships with her team in a remote work setting.Kerry-Ann and Jane discuss:Internal Marketing and Employee Advocacy What internal marketing is and its distinction from internal commsHow internal marketing promotes engagement, breaks down silos, and creates an emotional connection with the brandEmployee Advocacy as a RESULT of proper Internal MarketingDefining advocates and their presence in the digital spaceAllowing employees to be authentic in their content creation and sharingMonitoring and tracking employee advocacy effortsCollaboration between employees' personal passion projects and the company brandMaintaining Relationships and Connection in a Remote Work EnvironmentCreating your personal PR planKey Links:Guest: Kerry-Ann Stimpson - https://www.linkedin.com/in/kerryastimpson/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ JMMB Group - https://jm.jmmb.com/The Internal Marketing Podcast - https://the-internal-marketing-podcast.simplecast.com/
39: The 3 Most Under-Hyped Roles on Marketing Teams - with Jessica Gilmartin, Chief Marketing Officer at Calendly
Nov 15 2023
39: The 3 Most Under-Hyped Roles on Marketing Teams - with Jessica Gilmartin, Chief Marketing Officer at Calendly
In this episode of Women in B2B Marketing, host Jane Serra welcomes Jessica Gilmartin, a three-time CMO with experience at Google, Dell, Lehman Brothers, and Calendly. Jessica shares her career journey, from investment banking to starting a successful yogurt business, and her transition into marketing. She discusses the importance of data-driven marketing, the 3 most undervalued marketing roles, and the significance of creating meaningful content. Jessica also emphasizes the importance of a learning environment, open communication, and addressing performance issues within a team. She concludes by advising listeners to prioritize their passion over societal expectations. Jessica walks us through:Understanding your target marketWhy the CEO should be a BIG factor in your next career moveThe role of data and hyper-personalization in marketing3 Most undervalued marketing teams: Analytics, Project Management, and Solutions Marketing Creating content that is different, unique, and high-qualityFostering an environment of psychological safety, accountability, and feedbackRecognizing when someone is not successful in their current role - and how to handle this as a managerAcknowledging culture bugsCreating a happy teamFollowing our passionsKey Links:Guest: Jessica Gilmartin - https://www.linkedin.com/in/jessicagilmartin/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Calendly - https://calendly.com/
38: *Crossover Episode* B2B Marketing Events Done Right & The Value of Connections - with Melissa Moody of 2 Pizza Marketing and Corrina Owens of Direct
Nov 8 2023
38: *Crossover Episode* B2B Marketing Events Done Right & The Value of Connections - with Melissa Moody of 2 Pizza Marketing and Corrina Owens of Direct
In this special *crossover* episode of Women in B2B Marketing, host Jane Serra reunites with two kickass women podcasters: Melissa Moody of 2 Pizza Marketing and Corrina Owens of Direct with Corrina & Taylor. Freshly back from attending an amazing event by Pavilion, GTM 2023, the women reunite to discuss what worked, what didn't, and what learnings we can apply to hosting and attending future events. Jane, Melissa, and Corrina talk through:How events can provide a pocket of happiness and connection in a difficult worldNailing the Target AudienceBalancing the Event StructureImportance of Diversity in keynote speakers Tips for attending eventsBeing intentional and present in conversationsBuilding connections and inclusivity at eventsSeeking feedback and self-reflectionPlanning and executing successful eventsExtending the Life of EventsDisruption of Traditional Event ModelsKey Links:Host: Melissa Moody - https://www.linkedin.com/in/melissammoody/Host: Corrina Owens - https://www.linkedin.com/in/corrina-owens/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ 2 Pizza Marketing - https://www.2pizzamarketing.com/Direct with Corrina & Taylor - https://podcasts.apple.com/us/podcast/direct-with-corrina-taylor/id1688175099Purple Cork - https://www.purplecork.wine/Wednesday Women - https://www.linkedin.com/company/wednesday-women/
37: The Art & Science of Marketing - with Deidre Hudson, Head of Revenue Marketing at Bloomfire
Nov 1 2023
37: The Art & Science of Marketing - with Deidre Hudson, Head of Revenue Marketing at Bloomfire
In this episode of Women in B2B Marketing, host Jane Serra welcomes Deidre Hudson, Head of Revenue Marketing at Bloomfire. They discuss the balance between art and science in marketing and the importance of data analytics. Deidre shares insights on the challenges of measuring the customer journey, the value of ROI calculators, and the resurgence of human-centric tactics. They also explore the concept of the Immediate Addressable Market (IAM) and the use of intent signals in marketing. Deidre talks us through:the art and science of marketingwhat doesn't need to be measuredthe importance of tracking campaigns - and potential impact of turning one offunderstanding the difference between growth and scalingthe concept of the bow tie and aligning sales, marketing, and product teamsrecognizing and valuing the smaller steps in the marketing funneldemonstrating ROI with a scaled-back tech stackconnecting with your target audience in a noisy environmentwhy TAMs are BULLSHITovercoming Imposter Syndromeembracing Authenticity as a LeaderKey Links:Guest: Deidre Hudson - https://www.linkedin.com/in/deidrehudson/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Bloomfire - https://bloomfire.com/Deidre's Book: How the Fuck Did I Get Here? - https://www.amazon.com/How-Did-Get-Here-Younger-ebook/dp/B0BR34PC4X10x Is Easier than 2x: How World-Class Entrepreneurs Achieve More by Doing Less - https://www.amazon.com/10x-Easier-than-World-Class-Entrepreneurs/dp/B0C2J7P6JQ/ref=sr_1_1?