Episode 48

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Published on:

21st Feb 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 behavior
  • how to understand deeper pain points and needs of customers in B2B marketing
  • observing user behavior and building relationships to gain insights
  • content development and its role in demand generation
  • the changing landscape of SEO, AI, and content development and its impact on demand generation
  • effectiveness of AI in short form content creation compared to long form content
  • dangers of repetitive content in B2B marketing and the need for uniqueness in content creation
  • impact of referrals and building strong customer relationships for growth
  • partnerships and the challenges of attributing revenue to partnership efforts
  • the value of gated content and the need to move away from lead attribution in marketing
  • insight into corporate gifting strategies and the importance of giving meaningful gifts without turning them into advertisements

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

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About the Podcast

Women in B2B Marketing
A biweekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories. Our goal is to inspire listeners to achieve more, strive for success, and feel a sense of understanding and community.
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

About your host

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Jane Serra