** Originally published on March 1, 2023 **

I hope you're enjoying these throwbacks! Truth be told, life has been LIFING lately, and I am a bit behind on getting new episodes out. BUT, I do not want to leave anyone hanging, so figured it was a good time to bump up some of my favorite episodes. Don't worry - new episodes coming soon! What should we cover next on the show? Who would you like to hear from? DM me, comment, or write a review to share feedback. I appreciate you! - Jane

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In this episode of "Women in B2B Marketing," host Jane Serra interviews Corrina Owens, well-known (and loved!) Fractional ABM and GTM Advisor. Corrina shares her transition from education to B2B marketing, emphasizing how her teaching skills in communication and multi-threading have been pivotal. They discuss the evolution of Account-Based Marketing (ABM), its applicability to businesses of all sizes, and the importance of strategic marketing over jargon. Corrina highlights the need to focus on business objectives and customer experience, advocating for authentic connections and community-building in marketing strategies.

Corrina and Jane discuss:

• Corrina Owens' transition from education to B2B marketing.
• The significance of Account-Based Marketing (ABM) and its evolution to ABX.
• The relevance of ABM for businesses of all sizes.
• The importance of strategic marketing over industry jargon.
• Building and maintaining customer relationships throughout the customer lifecycle.
• The role of technology in tracking customer sentiment and engagement.
• The impact of community and networking in marketing strategies.
• Effective communication styles and overcoming limiting beliefs in marketing.
• The value of writing and self-reflection in personal and professional growth.
• Engaging authentically with audiences on social media platforms.

Key Links:

Guest: Corrina Owens: https://www.linkedin.com/in/corrina-owens/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Mentioned in this episode:

Find Corrina on TikTok: https://www.tiktok.com/@featuring_corrina?lang=en

Corrina's Advice on building your personal brand: https://www.linkedin.com/posts/corrina-owens_b2bmarketing-marketingtips-personalbrand-activity-6942118841967652864--nmm?utm_source=share&utm_medium=member_desktop

Gender Bias with AI & Job Descriptions: https://joshbersin.com/podcast/

Which Marketing Jargon Should Be Left Behind: https://www.linkedin.com/posts/corrina-owens_marketing-marketingb2b-saas-activity-7013956814941609984-3q3l?utm_source=share&utm_medium=member_desktop

[POLL] Share Which Marketing Jargon You Want Gone: https://bit.ly/3KiEQZQ

** Originally published on February 15, 2023 **

Here's a star replay episode, another one of my favorites! Apparently, it's one of yours too - as one of the most downloaded episodes so far. Michelle does an amazing job walking through all things Operations for GTM. What should we cover next on the show? DM me, comment, or write a review to share feedback. I appreciate you! - Jane

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In this episode of "Women in B2B Marketing," host Jane Serra sits down with Michelle Kim, former Director of Sales Operations at Zendesk (now Senior Director, Sales & Customer Success Operations at Culture Amp). Michelle shares her career journey from sales to customer success operations and her current role in sales ops. The discussion highlights the distinctions between sales operations and revenue operations (rev ops), emphasizing the importance of communication and collaboration among sales, marketing, and customer success teams. Michelle also discusses challenges in forecasting, the balance between data and human elements, and offers advice for those new to operations. The episode provides valuable insights for marketing professionals aiming to enhance operational efficiency.

Michelle talks us through:

• Her professional journey from sales to customer success operations and sales operations.
• The distinction between sales operations and revenue operations (rev ops).
• The importance of communication and collaboration among sales, marketing, and customer success teams.
• Responsibilities and strategies involved in sales operations, including territory management and forecasting.
• The debate between centralized and decentralized operations models.
• Challenges in achieving accurate forecasting in a fluctuating economy.
• The significance of research and understanding existing processes in operations roles.
• Balancing data-driven decision-making with the human element in operations.
• Motivating team members by understanding individual motivations and aligning them with business objectives.
• Advice for individuals new to operations on self-management and identifying operationally inclined team members.

Key Links:

Guest: Michelle Kim: https://www.linkedin.com/in/michellejykim/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Mentioned in this episode:

Women in Revenue community: https://womeninrevenue.org/

The amazing Sydney Sloan (future WIB2BM guest!): https://www.linkedin.com/in/sydsloan/

Dimitri Tamparopoulos: https://www.linkedin.com/in/dimitri-tamparopoulos/

[Book Reco] How Women Rise: https://www.howwomenrise.com/

Michelle's Podcast Recommendations:

The Revenue Engine: https://podcasts.apple.com/us/podcast/the-revenue-engine/id1554168319

UnapologeTECH: https://podcasts.apple.com/us/podcast/unapologetech/id1526386752

Permission to Speak:

**Note from Jane** This week, it felt wrong to publish a typical marketing-focused episode, with a big election on many of our minds. So somehow, last minute, we gathered this amazing group of women leaders to talk about how they're handling this emotional time with their teams. I hope our conversation provides guidance, camaraderie, and a little hope during tumultuous times. - Jane

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In this special roundtable episode of "Women in B2B Marketing," host Jane Serra leads a discussion with 5 fellow women leaders in GTM on navigating the workplace during the emotionally charged 2024 U.S. Presidential election. The panel includes Anne Pao, Michelle Kim, Sarah Reese, Meg Thomman, and Purna Virji, who share insights on fostering a supportive work environment. They emphasize empathy, open communication, and mental health awareness, drawing from personal experiences, particularly from the 2016 election. The conversation also touches on handling political discussions professionally, advocating for respect and understanding.

Together, this group discusses:

• The impact of the 2024 election on workplace dynamics.
• Emotional toll of significant events like elections on employees.
• Importance of empathy and vulnerability in leadership.
• Strategies for creating a supportive work environment during stressful times.
• Normalizing conversations about mental health in the workplace.
• Navigating political discussions and differing beliefs in a professional setting.
• Balancing personal and professional identities regarding political views.
• Encouraging open communication and validation of feelings among team members.
• Practical strategies for supporting employees during election day, such as flexible schedules.
• Fostering a culture of respect and understanding in diverse workplaces.

Key Links:

Guests:

Anne Pao - Founder & CEO of Ignite Consulting - https://www.linkedin.com/in/annepao/

Michelle Kim - Entrepreneur, 3x VP Marketing - https://www.linkedin.com/in/michellejeankim/

Sarah Reece - Director of Demand Gen @ Orum - https://www.linkedin.com/in/sbethreece/

Purna Virji - Principle Consultant, Content Solutions @ Linkedin

- https://www.linkedin.com/in/purnavirji/

Meg Thomann - Communications Director @ Wedgewood Pharmacy

- https://www.linkedin.com/in/meg-thomann/

Host:

Jane Serra: https://www.linkedin.com/in/janeserra/

Book Recommendation:

• Difficult Conversations - https://www.amazon.com/Difficult-Conversations-Discuss-What-Matters/dp/0143118447

In this episode of "Women in B2B Marketing," host Jane Serra engages with Marion Siboni, founder and CEO of "La Creme de la STEM." With over a decade in tech, Marion shares her inspiring journey from employee to entrepreneur. The discussion highlights her initiative to support early-stage female founders in tech and science, addressing challenges like funding and community support. Marion emphasizes the importance of building a supportive network and gathering customer feedback.

Marion and Jane talk through:

• Marion's journey into the tech industry and her transition from employee to entrepreneur.
• The founding and mission of "La Creme de la STEM" to support early-stage female founders in tech and science.
• Challenges faced by women in the tech industry, particularly regarding funding and community support.
• The significance of building a supportive network for female entrepreneurs.
• The importance of customer feedback in refining business models and achieving product-market fit.
• Strategies for setting clear milestones and goals in entrepreneurship.
• Navigating the realities and challenges of entrepreneurship, including funding misconceptions.
• Practical advice for aspiring entrepreneurs, including research and financial mindfulness.
• The role of angel investing and understanding the investment landscape.
• The value of building genuine relationships beyond professional interests in business.

Key Links:

Guest: Marion Siboni: https://www.linkedin.com/in/marionsiboni/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

La Creme de la STEM: https://www.lacremedelastem.com/

Newsletter: https://lacremedelastem.substack.com/

Elephants, not Unicorns: https://prc.beehiiv.com/p/elephantsnotunicorns

Do Good While Doing Well: https://www.amazon.com/Good-While-Doing-Well-Financial/dp/B0CZY368YY/

** Originally published on December 21, 2022 **

This episode is a classic from when Women in B2B Marketing first launched - and how I met one of my good friends, Trinity Nguyen. The content and advice she shares is still super timely and applicable - and I'm hopeful we'll record a followup episode soon. Would you like that? What should we cover? DM me, comment, or write a review to share feedback. I appreciate you! - Jane

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In this episode of "Women in B2B Marketing," host Jane Serra sits down with Trinity Nguyen, CMO at UserGems. Trinity shares her journey into marketing, emphasizing the importance of sales and marketing alignment, multi-threading in sales strategies, and adapting to economic changes. They discuss the evolving role of CFOs in buying processes, the shift towards customer retention, and the challenges of measuring marketing effectiveness. The episode offers valuable insights for marketing professionals on strategic alignment, community engagement, and navigating the current economic landscape.

Trinity walks us through:

• The importance of multi-threading in sales strategies for closing deals.
• Alignment between sales and marketing teams for effective collaboration.
• The significance of a clear Ideal Customer Profile (ICP) for both teams.
• Challenges in coordinating outreach efforts between marketing and sales.
• Impact of the current economic climate on marketing strategies and customer profiles.
• Shift in focus towards customer retention and cost efficiency in marketing.
• The evolving role of CFOs in the buying process.
• Community-driven word-of-mouth marketing and its challenges in measurement.
• Personal growth, self-reflection, and self-advocacy in the marketing industry.
• The role of emotional intelligence and empathy in team management and personal development.

Key Links:

Guest: Trinity Nguyen: https://www.linkedin.com/in/trinitynguyen/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

UserGems: https://www.usergems.com/

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Liza Adams, an AI advisor and fractional CMO with over 20 years of B2B marketing experience. Liza shares her inspiring journey from immigrating from the Philippines to becoming a key figure in the B2B Marketing space. She discusses her three passions: elevating marketing's strategic value, advocating for diverse voices, and using business for good. Liza emphasizes the importance of understanding customers, building defensible market positions, and leveraging AI to enhance marketing effectiveness. The episode offers valuable insights for marketing professionals seeking to navigate today's complex business environment.

Liza and Jane talk about:

• Liza Adams' journey from immigrant to B2B marketing leader.
• The significance of elevating the strategic value of marketing.
• Advocacy for diverse voices in marketing teams.
• Utilizing business as a force for good and ethical practices.
• The transformative role of AI in enhancing marketing effectiveness.
• Understanding market positioning and competitive dynamics.
• The evolving role of marketers from tactical operators to strategic leaders.
• How AI can help transform marketers from tacticians to strategists, enhancing effectiveness and innovation.
• Innovative applications of AI in marketing strategies.
• Balancing AI-driven efficiency with the human element in marketing.
• Liza's favorite AI tools
• The importance of ethics and trust in brand building, especially in the AI era.

Key Links:

Guest: Liza Adams: https://www.linkedin.com/in/lizaadams/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Discussed in Episode:

Disrupt or Be Disrupted: AI's Verdict on Your Product's Defensibility

Competitive Defensibility Analyzer GPT

In this episode of "Women in B2B Marketing," host Jane Serra interviews Kerry Penny, SVP Global Head of Marketing and Employee Value Proposition at Kin + Carta, recently named CMO of the Year by Gartner. Kerry shares her career journey, from overcoming early economic challenges to transitioning from tech startups to B2B services. She highlights the complexities of marketing in the services sector, emphasizing the importance of personal relationships and trust. Kerry also discusses team building, the significance of internal culture, and aligning marketing with employee value propositions.

Kerry and Jane discuss:

• Kerry's career journey in B2B marketing and her transition from tech startups to B2B services.
• The challenges faced during economic downturns and their impact on career development.
• Differences between marketing in B2B services and SaaS, focusing on complexity and relationship-building.
• The concept of High Value Offers (HVOs) and their role in engaging potential clients.
• Importance of maintaining client relationships and managing expectations in consulting.
• Insights on team building, especially after mergers and acquisitions.
• The significance of internal culture and employee engagement in marketing strategies.
• Strategies for fostering a strong company culture, including recognition initiatives and employee involvement.
• The alignment of employee branding with recruitment efforts and its impact on business outcomes.
• Advice for women in B2B marketing on embracing curiosity, taking risks, and building relationships.

Key Links:

Guest: Kenny Penny: https://www.linkedin.com/in/kerrysugrue/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra welcomes Kacie Jenkins, Senior Vice President of Marketing at Sendoso. Kacie, who transitioned from a career as a country music artist to B2B marketing, shares her unique journey and insights. The discussion emphasizes the importance of human connections, authenticity, and personalization in marketing. Kacie highlights strategies for building effective teams, the evolving landscape of Account-Based Marketing (ABM), and the need for close collaboration between marketing and sales teams. The episode underscores the power of genuine relationships and thoughtful approaches in driving marketing success.

Kacie talks us through:

• Strategies for building high-performing marketing teams.
• The importance of human connections and authenticity in marketing.
• Insights into Account-Based Marketing (ABM) and its current trends.
• Sendoso's approach to selecting target accounts based on fit and intent signals.
• Various tools for tracking multi-touch attribution in marketing campaigns.
• Challenges faced by marketers, including the pressure for immediate results.
• The need for collaboration between marketing and sales teams.
• The significance of personalization in marketing outreach.
• Evaluating and adapting marketing strategies based on effectiveness.
• The role of thoughtful gifting in building relationships.
• Embracing individuality and diverse perspectives in the workplace.

Key Links:

Guest: Kacie Jenkins: https://www.linkedin.com/in/kaciejenkins/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/