Women in B2B Marketing
Business & Economics Podcasts
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
Location:
United States
Description:
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
Language:
English
Episodes
58: How Can Partnerships Drive Sales and Marketing Strategies in B2B? - with Jamie Tharp, Digital Access Program Director at UPS
5/1/2024
In this episode of "Women in B2B Marketing," host Jane Serra speaks with Jamie Tharp, UPS's Digital Access Program Director, about the nuances of B2B partnerships. With a rich background in strategic account management, Jamie shares her journey and the evolution of partnerships across various industries. They explore the importance of aligning partnerships with sales, marketing, and product teams, and Jamie highlights essential tools and metrics for success.
Jamie talks us through:
Key Links:
Guest: Jamie Tharp - https://www.linkedin.com/in/jtharp/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
Duration:00:45:33
57: Leading Your Marketing Team Through Change: Mergers, Acquisitions, and Rebrands - with Erica Morgenstern, CMO at Personify Health
4/24/2024
In this episode of "Women in B2B Marketing," host Jane Serra interviews Erica Morgenstern, CMO at Personify Health, about the intricacies of mergers and acquisitions and the journey of rebranding. Erica shares her accidental entry into marketing and the significance of empathy and communication during organizational changes. She discusses the strategic considerations behind the merger of Virgin Pulse and HealthComp, and the creation of Personify Health's new brand identity. Erica also touches on career growth, advocating for curiosity and the embrace of learning opportunities.
Erica walks us through:
Key Links:
Guest: Erica Morgenstern - https://www.linkedin.com/in/ericamorgenstern/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
Duration:00:42:08
56: Embracing a Squiggly Career: From Finance to Marketing to Coaching - with Alice Ko, Leadership Coach and Facilitator at Reframed Coaching
4/17/2024
In this episode of "Women in B2B Marketing," host Jane Serra and Alice Ko take us through Alice's fascinating transition from accounting to marketing and her evolution into a coaching expert. Alice shares how the CliftonStrengths assessment profoundly shaped her career path and her approach to team dynamics. They explore the timing and impact of such assessments for job seekers, leaders, and sales teams, emphasizing the importance of understanding individual strengths for effective coaching and team growth.
Alice and Jane talk through:
Key Links:
Guest: Alice Ko - https://www.linkedin.com/in/aliceko/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
Reframed Coaching - https://www.reframedcoaching.com/
[Book] The Squiggly Career - https://www.amazon.com/Squiggly-Career-Embrace-Opportunity-Through/dp/0241385849
Duration:00:43:49
55: Death to the Marketing Funnel - with Jody Spencer, CMO and GTM Growth Advisor
4/10/2024
In this episode of "Women in B2B Marketing," host Jane Serra engages with Jody Spencer, a seasoned fractional CMO and GTM growth advisor. They delve into the evolution of the marketing funnel into an "infinity loop," advocating for a customer-centric approach that focuses on quality interactions over quantity. Jody challenges outdated metrics and emphasizes the importance of adaptability in the fast-paced marketing landscape. They also discuss community-led growth and the shift from "go to market" to "go to network" strategies, highlighting the power of authentic relationships and community engagement.
Jody walks us through:
Key Links:
Guest: Jody Spencer - https://www.linkedin.com/in/jodyspencer/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
Duration:00:51:44
54: Driving B2B Marketing Growth while Navigating Life Transitions - with Olga Noha, CMO at SplitMetrics
4/3/2024
In this episode of "Women in B2B Marketing," host Jane Serra engages with Olga Noha, CMO at SplitMetrics, in a candid conversation about her unique journey from electrical engineering in Ukraine to leading marketing in the US. Olga shares the challenges and triumphs of her career, emphasizing the importance of content marketing, account-based marketing, and the impact of events in driving growth. She also touches on the difficulty of measuring event ROI and the "go giver" approach. The episode is a deep dive into Olga's professional growth, her expansion efforts in the US market, and her resilience in the face of personal and global challenges, offering inspiration and practical insights to marketing professionals.
Olga and Jane discuss:
Key Links:
Guest: Olga Noha - https://www.linkedin.com/in/olganoha/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
The Go-Giver - https://thegogiver.com/
Duration:00:41:43
53: Starting & Scaling Newsletters and Leveraging Product-Led Content - with Masooma Memon, B2B SaaS Content Marketer, for companies like Shopify, Vimeo, and Calendly
3/27/2024
In this episode of "Women in B2B Marketing," host Jane Serra speaks with seasoned B2B content marketer Masooma Memon. With experience at Shopify, Vimeo, and Calendly, Masooma shares her journey from content writing to B2B SaaS marketing, emphasizing the human connection in storytelling and the actionable value of content. They tackle overcoming self-doubt, the intricacies of launching and scaling newsletters, and the power of repurposing content, like turning webinar Q&As into fresh articles.
Masooma walks us through:
Key Links:
Guest: Masooma Memon - https://www.linkedin.com/in/masooma-memon/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
Masooma's newsletter: https://masooma.substack.com
Tools:
- VEED: https://www.veed.io
- ButterDocs: http://butterdocs.com
Duration:00:41:18
52: B2B Copywriting that Converts: Key Words, Frameworks, & CTAs - with Linda Melone, B2B Copywriter and Copy Strategist @ The Copy Worx
3/20/2024
In this episode of "Women in B2B Marketing," host Jane Serra speaks with Linda Melone, a seasoned B2B copywriter and strategist from The Copy Worx. Linda recounts her diverse career journey and shares her insights on the significance of customer-centric copy, the power of words, and the effectiveness of frameworks. The episode touches on the importance of clear CTAs, the influence of AI on copywriting, and the value of storytelling and emotional connection. Linda's reflections on her self-taught path and the benefits of corporate experience round out a conversation filled with expert advice for B2B marketers.
Linda and Jane talk about:
Key Links:
Guest: Linda Melone - https://www.linkedin.com/in/linda-melone/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
Linda's Site - https://thecopyworx.com/
Linda's Podcast - https://thecopyworx.com/podcast/
Duration:00:52:16
51: When it Comes to Executive Alignment & Proving Marketing Value, Revenue Solves All Problems - with Alice Walker, Senior Product & Partnership Marketing Manager at LeanData
3/13/2024
In this episode of "Women in B2B Marketing," host Jane Serra speaks with Alice Walker, Senior Product & Partnership Marketing Manager at LeanData, about her accidental entry into B2B marketing and her rise to a senior role. Alice discusses the challenges of breaking into a new industry, the synergy between product and partner marketing, and the importance of aligning with sales teams. They explore ecosystem-led growth, the value of partnerships, and competitive intelligence.
Alice also touches on executive alignment, the impact of motherhood on her career, and the importance of networking.
Alice walks us through:
Key Links:
Guest: Alice Walker - https://www.linkedin.com/in/aliceawalker/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
Duration:00:50:24
50: Conversations over Monologues, LinkedIn Takeovers, and All Things B2B Social Media Marketing - with Meryoli Arias, Head of Social Media & Senior Community Manager at Apollo.io
3/6/2024
In this episode of "Women in B2B Marketing," host Jane Serra speaks with Meryoli, Head of Social Media & Senior Community Manager at Apollo. They explore Meryoli's transition from journalism to social media management, emphasizing the importance of both self-teaching and formal education.
They also delve into Apollo's recent LinkedIn "job update" takeover campaign and what made it so successful.
Meryoli and Jane discuss:
Key Links:
Guest: Meryoli Arias - https://www.linkedin.com/in/meryoliarias/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
Duration:00:46:31
49: Transformational Marketing Leadership: It's All About Team Empowerment and Operational Excellence - with Mariana Cogan, CMO at Hexagon Manufacturing Intelligence
2/28/2024
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:
Key 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/
Duration:00:39:37
48: Leveraging a Neuromarketing Mindset & Storytelling in B2B Marketing - with Anne Murlowski, VP, Digital and Performance Marketing at Terminus
2/21/2024
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:
Key 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
Duration:00:45:46
47: Are CMOs Becoming Irrelevant? - with Lauren Clements, Head of Marketing at Pypestream
2/14/2024
In this episode of "Women in B2B Marketing," host Jane Serra speaks with Lauren Clements, Head of Marketing at Pypestream, about her journey in B2B marketing. They discuss the importance of mentorship, the various roles Lauren has explored within marketing, and the value of human connection in marketing strategies. They also dive into the changes in modern marketing... that may make the CMO role irrelevant.
Lauren walks us through:
Key Links:
Guest: Lauren Clements - https://www.linkedin.com/in/laurenmclements/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
Pypestream - https://www.pypestream.com/
Duration:00:51:35
46: Marketing B2B Services & Advertising Tips for Better Unit Economics - with Katie Hollar, VP of Marketing at Clutch
2/7/2024
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:
Key Links:
Guest: Katie Hollar - https://www.linkedin.com/in/katiehollar/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
Clutch - https://clutch.co/
Duration:00:42:40
45: Is Your Company Ready for True Global B2B Marketing? - with Nataly Kelly, Founder of Born to Be Global (B2BG)
12/27/2023
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:
Key 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/1523004436
Nataly's Newsletter: Making Global Work - https://www.linkedin.com/newsletters/7139295345749970944/
Duration:00:48:57
44: Product Marketers: The Arbiters of Customer Experience - with Christina Lord, Head of Product Marketing at SafetyCulture
12/20/2023
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:
Key Links:
Guest: Christina Lord - https://www.linkedin.com/in/christinatlord/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
Duration:00:48:32
43: Let's Talk About Women, Money, and Marketing - with Rashel Hariri, Marketing and Strategy Consultant, Fractional CMO, and Executive Advisor
12/13/2023
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:
Key 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
Duration:00:47:30
42: Forget the Funnel: Focus on What Best Serves Your Customers - with Georgiana Laudi, Co-Founder & CEO at Forget the Funnel
12/6/2023
In this episode of Women in B2B Marketing, host Jane Serra speaks with Georgiana Laudi, Co-Founder and CEO of Forget the Funnel. Gia shares her career journey and discusses the importance of customer-led growth in B2B marketing. She emphasizes the need for understanding customer experience, conducting regular customer research, and using data to inform marketing strategies. Gia also discusses the concept of product-led sales and growth, and the untapped potential in these areas.
Georgiana and Jane discuss:
Key Links:
Guest: Georgiana Laudi - https://www.linkedin.com/in/georgianalaudi/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
Forget the Funnel - https://forgetthefunnel.com/
Duration:00:44:46
41: What it Takes to Build a Brand - with Melissa Rosenthal, Chief Creative Officer at ClickUp
11/29/2023
In this episode of Women in B2B Marketing, host Jane Serra interviews Melissa Rosenthal, Chief Creative Officer at ClickUp. Melissa shares her journey from consumer-focused roles to B2B SaaS, emphasizing the importance of a collaborative team culture and a holistic approach to goals. Melissa also talks about her future, the importance of embracing discomfort, and the need for agility in a rapidly changing landscape.
Melissa talks through:
Key Links:
Guest: Melissa Rosenthal - https://www.linkedin.com/in/melissarosenthal5/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
Duration:00:50:23
40: How Internal Marketing Can Create Authentic Employee Advocacy - with Kerry-Ann Stimpson, CMO at JMMB Group
11/22/2023
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:
Key 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/
Duration:00:46:50
39: The 3 Most Under-Hyped Roles on Marketing Teams - with Jessica Gilmartin, Chief Marketing Officer at Calendly
11/15/2023
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:
Key Links:
Guest: Jessica Gilmartin - https://www.linkedin.com/in/jessicagilmartin/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
Calendly - https://calendly.com/
Duration:00:47:52