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:differences in partnership models: including SaaS versus non-SaaS, referral-based partnerships versus reseller-based partnerships, and services enablement capacitythe evolving role of partnerships in the sales processthe role of partnerships in facilitating conversations between product teams and ecosystem ownersmetrics that matter most in partnerships, including share of wallet in volume-driven partnerships and traditional sales funnel metrics for sales-driven partnershipsthe power of relationships, especially post-COVID, and the hunger for human interactionleveraging partnerships to gain insights into the customer's experience and needsbuilding trust in partnerships, especially in white label or reseller situationsestablishing relationships with partners in new markets and understanding their needsfocusing on the value provided to the customer in partnerships and professional relationshipsKey Links:Guest: Jamie Tharp - https://www.linkedin.com/in/jtharp/Host: Jane Serra - https://www.linkedin.com/in/janeserra/

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:finding value and growth within organizationsher experience with mergers and acquisitions, including being on both sides of the process and the lessons learnedcreating a new brand post-merger launching the new brand and the timeline for the brand migration and market positioningthe impact of rebranding and the importance of thoughtful and strategic communication with the teamtips for leading teams through mergers, emphasizing the need to lean in and look for opportunities during uncomfortable phasesadvocating for yourself and adding valuethird-party partnerships and the shift from 1-to-1 marketing to a community-based approachthe value of leaning into new experiences and career pathsKey Links:Guest: Erica Morgenstern - https://www.linkedin.com/in/ericamorgenstern/Host: Jane Serra - https://www.linkedin.com/in/janeserra/

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:her squiggly career from Finance to Marketing to Coachingwhy nonprofit marketing is just like startup marketingwhen and why individuals should consider taking the CliftonStrengths assessment, including job seekers, managers, and those looking to excel in their roleshow individual assessments can help managers coach sales team members based on their unique strengths and personalitiesthe importance of investing in team growth and management skills, especially for new managersself-reflection and providing advice for individuals in the middle of a career pivot, including radical self-assessment and researchpersonal sprints for self-experimentation and decision-makingnavigating a squiggly career path and transitioning between full-time roles and consultingKey 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

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:The concept of "Death to the Funnel" and the shift from traditional funnel structures to an infinity loop in customer journeysEvolution of the traditional marketing funnel to the "infinity loop"Re-envisioning content and the customer journeyUse of TOFU, MOFU, and BOFU in marketingAdapting to signals from potential customersCommunity-led growth, its evolution, and the significance of authentic relationships and value provision within communitiesQuick thinking, experimentation, and adaptation in today's marketing landscapeCreating a community versus sponsoring a communityThe impact of imposter syndrome in the marketing industryOvercoming self-doubt and seeking help in career transitionsChallenging the notion of being the "smartest person in the room"Key Links:Guest: Jody Spencer - https://www.linkedin.com/in/jodyspencer/Host: Jane Serra - https://www.linkedin.com/in/janeserra/

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:marketing both SaaS & Servicesa personalized approach to content marketingchallenges in showcasing the ROI of eventsmarketing alignment with the sales and customer success teamsshifting from a "go-getter" approach to a "go-giver" mindsetOlga's experience and tips for those considering moving to another country for career and global experiencetransformation from zero brand awareness to a category leadergender equality in tech organizations and her intentional choice of the brands she works withnavigating life transitions - managing career growth while transitioning to a new company, becoming a mom, and dealing with the impact of the war in Ukrainethe importance of surrounding oneself with supportive and knowledgeable people, particularly women, and investing in personal growthOlga's 5 core values that she lives byKey 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/

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:Creative storytelling in B2B marketingStarting and scaling a newsletter and the potential benefitsOptimal timing for sending newslettersHer onboarding checklist for new clients, emphasizing the importance of understanding the client's goals and productThe concept of product led content and how it integrates the product's features into the content strategyInnovative Content Distribution and Repurposing/ Remixing ContentUtilizing subject matter experts (SMEs) from webinars to create expert round-up content relevant to the target audienceOvercoming Self-Doubt in MarketingKey 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.comTools: - VEED: https://www.veed.io- ButterDocs: http://butterdocs.com

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:defining and understanding a company's value propositiondifferent approaches to copywriting for various formats, such as ads, landing pages, and emailsthe impact of overused and meaningless marketing wordshow certain words in copywriting can change the perspective and engage the readerthe use of the Pain Agitation Solution and AIDA frameworks in copywriting for different formats, including landing pages and adsconsideration of visuals in relation to copywriting, including the impact of visuals on landing pages and adsconducting customer interviews to ensure the messaging remains relevantclear and relevant call-to-action to avoid bounce rates and increase conversionsthe impact of AI on copywriting and the importance of human storytellingunderrepresentation of women in copywriting and the unique perspective they bring to emotional copyKey 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/

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:challenges of transitioning into the healthcare industryproduct and partner marketing roles, the customer-centric approach and the need for diverse skillsecosystem-led growth and the importance of understanding customer pain pointsthe insights gained from partners in terms of competitive intelligenceworking closely with sales, understanding their needs, and building a true partnershipthe impact of the down economy on partner marketing efforts and the importance of executive alignmenttracking metrics, executive alignment, and the need for concrete measurements in partner marketingaligning with revenue, gaining executive trust, and the role of revenue in solving problemsdifferent methodologies and processes used in partner marketingthe positive impact of motherhood on her career, including increased intentionality, time management, and identity awarenessnetworking and fostering a community and leveraging personal connections in job searchesKey Links:Guest: Alice Walker - https://www.linkedin.com/in/aliceawalker/Host: Jane Serra - https://www.linkedin.com/in/janeserra/

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:strategy, creativity, and the human element in social media marketingthe impact of employee advocacy and user-generated contenttapping into the circle of influence of your employeeshow to decide which social media platforms to focus on LinkedIn takeovers & their authenticity, performance, and goalsbehind the scenes of the recent Apollo.io "job change" LinkedIn takeoverdrawing inspiration from outside the B2B industryavoidance of a one-size-fits-all approach in social media marketinggoals of social media marketing for B2B brandscreating conversations on social - not monologueshumanizing the brand, taking unique approaches, and valuing small actions in social media marketingmeaningful engagement and the potential pitfalls of focusing solely on vanity metricsthe value of starting a marketing career in an agency, providing exposure to various industries and marketing functionsovercoming perfectionism Key Links:Guest: Meryoli Arias - https://www.linkedin.com/in/meryoliarias/Host: Jane Serra - https://www.linkedin.com/in/janeserra/

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/

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

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:her transition from sales to various marketing rolesembracing curiosity and driving career growthsolving problems without being salesythe significance of building genuine communities and engaging with audiences beyond sales pitchesthe importance of follow-up and integration in event marketingthe future impact of AI in marketingskillset disparity between CMOs and junior marketersadaptability in leadership roles to keep up with industry changesrebranding and the mindset shift from sales-driven to a collaborative approachstaying updated and the need for continuous education in the fast-changing marketing landscapethe role of advocates in addressing biases, promoting diversity, and driving change in the workplaceKey Links:Guest: Lauren Clements - https://www.linkedin.com/in/laurenmclements/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Pypestream - https://www.pypestream.com/

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/

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/

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/

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

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:The Concept of Forget the FunnelIntegration of Product Marketing and Customer MarketingThe struggle, evaluation, and growth phasesCustomer-led Measurement and KPIsHow to leverage customer research to inform marketing strategiesThe need for a centralized customer experience mapConverting leads into high LTV customersOpportunities for product-led growthTargeting the right audience for product-led strategiesIdentifying the most appropriate customer experience and growth strategyGetting outside of the marketing bubbleKey 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/

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:titles and their significance: Chief Creative Officer vs. Chief Marketing Officer building a Strong, Differentiated, Memorable Brandthe misconception of overnight success how ClickUp initially cast a wide net to reach a broad audience and gradually focused on specific personas to create targeted campaignsher team's strategy behind their Superbowl adcreating a cohesive brand identity the importance of aligning with the company's vision and leadershipwhy taking Risks is necessary in Marketingwhen, how, and why to go head to head against your competitorshow difficult situations can turn out to be blessings in disguisethe Competitive Advantage of NaiveteKey Links:Guest: Melissa Rosenthal - https://www.linkedin.com/in/melissarosenthal5/Host: Jane Serra - https://www.linkedin.com/in/janeserra/

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/

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/