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

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 relationships
Key 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 paths
Key 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 consulting
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

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 by
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/

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 Marketing
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