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© Copyright 2025 Podcast Host: Jane Serra, 17+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing.
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Women in B2B Marketing is a weekly 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, 17+ 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
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, 17+ 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
123 Episodes
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Recorded IRL at Pavilion’s GTM2025, Washington DC!Amanda McGuckin Hager has worn many hats in her career—sales, marketing, fractional consulting—and today she holds two big ones: CMO and CRO at TrueDialog. After starting out in sales and quickly realizing her heart was in marketing, Amanda built a path through Austin’s B2B tech community, leading teams, experimenting with growth plays, and eventually taking on dual leadership of sales and marketing.In this episode, we unpack Amanda’s journey, her approach to building strong cultures without “duds,” why she’s protective of her CMO title, and how she’s testing AI and search in practical, creative ways.Here’s what we cover:Amanda’s early pivot from sales into marketing (and why it stuck)What it really looks like to be both CMO and CRO at the same timeResetting a sales org from comp plans to quotas to team structureWhy fewer silos and more shared accountability reduce finger pointingHow to spot (and avoid) “duds” when building teamsThe role of fun and positivity in high-performing leadershipFractional marketing lessons: variety, freedom, and choosing clientsWhy Amanda protects the CMO title (even while running sales)Experiments with LLM optimization, long-tail queries, and AI toolsGuarding deep work time with “no meeting” blocks and shitty first draftsKey Links:Guest: Amanda McGuckin Hager: https://www.linkedin.com/in/amanda/Host: Jane Serra: https://www.linkedin.com/in/janeserra/Recorded live from Pavilion's GTM2025: https://attendgtm.com/––Like WIB2BM? Show us some love with a rating or review. It helps us reach more
**Originally published on October 16, 2024**This replay features the brilliant Liza Adams - AI advisor, fractional CMO, and one of the top 50 CMOs to watch in 2024. We talked about her journey from Manila to Michigan, why gratitude fuels her leadership, and how she’s spent 20+ years helping B2B tech companies elevate marketing from “tactical” to truly strategic.Liza’s perspective on AI, trust, and building defensible moats is refreshing and practical - I left this convo inspired and with about ten new quotes for my wall.- Jane-----------In this episode of Women in B2B Marketing, host Jane Serra sits down with Liza Adams, AI advisor and fractional CMO. Liza shares how her engineering roots shaped her early entry into AI, and why she’s passionate about marketing’s role as a strategic driver of business growth (not just the “campaigns and events team”).This episode covers:Liza’s journey from immigrant roots in the Philippines to tech executive in the U.S.Why marketing must reclaim its North Star: deep customer understandingThe three passions guiding her career: elevating marketing’s strategic value, championing diverse voices, and using business as a force for goodPractical frameworks for evaluating product-market fit and building defensible moatsHow AI can shrink research cycles, spark alignment, and elevate marketers from tacticians to strategistsTrust as the ultimate differentiator - why “brand building” is really “trust building”Examples of how teams are using custom GPTs to boost productivity and decision-makingHer advice to CMOs in today’s “pressure cooker” environmentLiza also shares the golden rule of modern marketing: be an amazing human first, then an amazing marketer. (yesssssss!!)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 DefensibilityCompetitive Defensibility Analyzer GPT––Like WIB2BM? Show us some love with a rating or review. It helps us reach more listeners. <3
Paige Tills didn’t set out to be a marketer. After starting in international relations and higher ed, she pivoted into business development at #samsales - where she built her way into marketing and ultimately grew into the role of VP of Marketing. Paige has built her role from the ground up, shaping the company’s content engine, experimenting with paid and organic channels, and scaling what started as one newsletter into a multi-channel brand presence.In this conversation, we dive into Paige’s journey, her lessons learned on newsletters, social, ads, webinars, YouTube, and AI, and what it takes to market with personality, precision, and scrappiness.Here’s what we cover:Saying yes to pivots and building a career in unexpected placesHow #samsales scaled from one newsletter to a full content ecosystemZero-click content and why click-through isn’t always the goalLinkedIn ads, thought-leader campaigns, and what not to do with targetingYouTube lessons: shorts, long-form, and CTAs that actually workWhy founder-led brands win - and what to do if you don’t have oneMaking webinars engaging without the slide deck snoozefestEarly AI + LLM experiments: traffic, Wikipedia, and Reddit potentialThe role of personal storytelling and motherhood moments on LinkedInKey Links:Guest: Paige Tills: https://www.linkedin.com/in/paige-tills/Host: Jane Serra: https://www.linkedin.com/in/janeserra/––Like WIB2BM? Show us some love with a rating or review. It helps us reach more listeners. <3
Michelle Denogean has one of those careers that makes you stop and take notes. From dreaming of Super Bowl ads to running marketing at eHarmony and Edmunds, advising dozens of startups, writing a book, and now leading as CMO at Mindtrip—she’s lived the full spectrum of B2B and B2C.In this conversation, we dig into what’s working in B2B marketing today, how to scale reputation and relationships, and the career lessons Michelle learned the hard way (and turned into her leadership superpower).Here’s what we cover:Why “reputation” resonates more than “brand” with startup foundersCustomer-as-hero marketing and the power of relationships in B2BScrappy (not crappy!) ways to build brand without big budgetsHow to “punch above your weight” as a startup and look bigger than you areThe decline of email as a pure demand channel (and what to do instead)Why culture is your frontline brand assetHow tough feedback reshaped Michelle’s leadership styleBreaking out of the box: taking on projects beyond your roleNetworking early and outside your company to open career doorsThis one is packed with practical takeaways and some real talk about the realities of leading teams, advising founders, and building reputation in 2025.Key Links:Guest: Michelle Denogean: https://www.linkedin.com/in/michelledenogean/Host: Jane Serra: https://www.linkedin.com/in/janeserra/––Like WIB2BM? Show us some love with a rating or review. It helps us reach more listeners. <3
**Originally published on April 12, 2023**This episode features the one and only Thao Ngo - SVP of Marketing at Uptempo and a total gem of a leader. We talked about building team culture across time zones, leading through three back-to-back acquisitions, and why she ditched PR and the company podcast (and what’s actually working instead).Thao’s smart, hilarious, and brutally honest in the best way. One of my fave convos.- Jane-----------In this episode of Women in B2B Marketing, host Jane Serra interviews Thao Ngo, SVP of Marketing at Uptempo. Thao shares her unique journey from early-career marketing student to global marketing leader - and the lessons she’s learned from decades in high tech, M&A chaos, and building high-performing, human-first teams.This episode covers:Leading through three acquisitions (and merging tools, teams, and time zones)The chaos and lessons of combining CRMs, MAPs, websites, and work culturesHow to actually build team culture on Zoom (hint: not forced virtual lunches)Why they paused their podcast, PR, and newsletter, and what’s working betterThe live, no-recording MOPs huddles that build real communityHer onboarding playbook, including a slide on "how to work with the CMO"Burnout prevention tips like calendar audits, Slack boundaries, and no-meeting blocksHow Thao uses Slack photos and custom statuses to lead with personalityWhat it's like to lead as an Asian woman in tech, and how she speaks up when it countsThao also shares why building trust and being yourself is the most powerful tool a marketer can have.Key Links:Guest: Thao Ngo: https://www.linkedin.com/in/thaongo/Host: Jane Serra: https://www.linkedin.com/in/janeserra/––Like WIB2BM? Show us some love with a rating or review. It helps us reach more listeners. <3
In this episode of Women in B2B Marketing, Jane Serra sits down with Neha Verma, founder of the Partner Marketing Community and a 15+ year marketing leader, to explore the evolving world of partner marketing.Neha shares her journey from studying economics in New Zealand to becoming a global voice in partner marketing - and how an “accidental” career move turned into her passion and purpose. Together, Jane and Neha dive into:How Neha pivoted from economics into marketing and discovered a career in partner marketingThe story behind the Partner Marketing Community and why it’s intentionally focused on collaboration, not sellingWhy partner marketing is resurging as companies lean on ecosystem growth and relationshipsThe top challenges for partner marketers today: budget cuts, AI adoption, and navigating layoffsWhy partner marketing is a critical revenue driver that should never be first on the chopping blockHow to measure partner marketing impact when attribution is messy (and why “marketing vs sales credit” should end)The role of partner enablement and field marketing in staying top-of-mind and driving account growthHow to manage partnerships when a partner goes silent - and when it’s time to move onNeha’s advice for marketers: focus on impact, people, and health more than titlesIf you’ve ever wondered how to thrive in partner marketing, build stronger collaborations, or simply get off the “marketing vs sales credit” hamster wheel, this conversation is packed with insights you can put to work.Key Links:Guest: Neha Verma – LinkedIn Host: Jane Serra – LinkedIn––Like WIB2BM? Show us some love with a rating or review. It helps us get these amazing women in front of the bigger audience they deserve.
In this episode of Women in B2B Marketing, Jane Serra sits down with Sheevaun Thatcher, VP of Revenue Enablement at Demandbase, to unpack what enablement really means when done right.With decades of experience spanning pre-sales, sales, and enablement leadership, Sheevaun shares the lessons learned from building programs that actually move the needle on productivity, retention, and revenue influence. Far from “just training” or “content delivery,” her approach treats enablement as a true business within a business - complete with strategy, investors, and measurable outcomes.Jane and Sheevaun dive into:Sheevaun’s career path from pre-sales into enablement and the lessons learned through each “version” of enablement she builtWhat revenue enablement really means (hint: it touches everyone who influences revenue, not just sales)The difference between being responsible to sales versus responsible for revenueThe five key questions that keep enablement focused on what matters mostThe four pillars of enablement: GTM clarity, aligned content, just-in-time training, and tribal knowledgeHow to align enablement with marketing and product to ensure content is actually adopted and useful in customer conversationsWhy “standard demos” and “budget questions” don’t work - and better approaches to bothThe role of coaching, why high performers don’t always make strong managers, and how to train managers to actually coachHow AI and just-in-time enablement are changing how sellers learn and apply skillsWhen a company is really ready for enablement (and why your first hire should be senior, not junior)Key Links:Guest: Sheevaun Thatcher – LinkedIn Host: Jane Serra – LinkedInSheevaun's LinkedIn Articles Mentioned:https://www.linkedin.com/pulse/r2n4-enablement-keystone-sheevaun-thatcher-cpc-tsqcc/https://www.linkedin.com/pulse/my-5-fave-enablement-questions-sheevaun-thatcher-cpc-xr7gf/––Like WIB2BM? Show us some love with a rating or review. It helps us get these amazing women in front of the bigger audience they deserve.
In this episode of Women in B2B Marketing, Jane Serra chats with Ashley Artrip, GTM Engineering Manager at Clay, author of Career Design, and host of Career Advice You Never Got, to demystify one of the fastest-emerging roles in revenue: go-to-market engineering.Ashley shares her unconventional path from career coaching and entrepreneurship to helping companies architect systems that accelerate growth and create better buying experiences. From her work at Clay (where GTM engineering was born) to her own startup journey, she reveals why intentionality and creative problem-solving are at the heart of every successful go-to-market motion.Jane and Ashley cover:What GTM engineering actually is – and why it’s not just “rev ops with a new name”How to design systems that reduce friction across marketing, sales, and customer successReal-world examples of value-led prospecting from brands like Canva and VantaWhy GTM engineers need both systems chops and business acumenThe role AI plays in building smarter, more efficient revenue processesWhen to hire your first GTM engineer (and when to recognize you already have one)How to approach tools like Clay without falling into “blank canvas syndrome”The career skills that make great GTM engineers – and how to build themKey Links:Guest: Ashley Artrip – LinkedIn Host: Jane Serra – LinkedInAshley’s Newsletter: Engineering Revenue - a GTM engineer’s playbook for success, written by Ashley Artrip.Ashley’s Book: Career Design: Design Your Career to Change Your Life by Ashley Artrip, published December 2022.Ashley’s Podcast: Career Advice You Never Got - a career‑transition playbook hosted by Ashley Artrip, tackling all those questions you wish you’d been told. Clay University / GTM Resources: Clay University and blog for learning GTM and Clay tools.––Like WIB2BM? Show us some love with a rating or review. It helps us get these amazing women in front of the bigger audience they deserve.
In this episode of Women in B2B Marketing, Jane Serra sits down with Shannon Howard, Director of Customer and Content Marketing at Intellum, to talk about the real work behind building lasting customer relationships that drive retention, advocacy, and long-term brand love.From her early days in B2C to leading customer marketing in SaaS, Shannon shares how she has learned to scale connection without losing the human touch. The conversation covers what customer marketing really owns (hint: it is not just case studies), how to enable internal teams to advocate alongside your customers, and the power of being relentlessly curious about the people you serve.Jane and Shannon get into:Why customer marketing is about more than just advocacy and what else belongs under its umbrellaHow to stay close to your customers even without a big team or budgetThe overlooked art of marketing internal programs like customer educationWhy reverse multithreading and relationship redundancy matter more than everApproaching customers for feedback in ways that feel natural, not transactionalTurning negative experiences into opportunities to create new advocatesThe value of surprising and delighting customers, including supporting causes they care aboutHow customer marketing can also play a big role in Customer Success enablementExpanding the definition of “customer” to include past, future, and even non-paying advocatesBuilding trust with customers by treating them like people, not just personasKey Links:Guest: Shannon Howard: https://www.linkedin.com/in/shannonlagassehoward/Host: Jane Serra: https://www.linkedin.com/in/janeserra/––Like WIB2BM? Show us some love with a rating or review. It helps us reach more women marketers ready to take the mic.
** Originally published on May 8, 2024 **Katie Berg coined a phrase in this episode that stuck with me so much I literally made stickers: F*ck it Energy. It’s about saying yes to big, scary opportunities, chasing fear instead of avoiding it, and putting yourself out there even when you’re not sure you’re ready.And honestly? I think we could all use a little more of that energy right now - which is why I’m bringing this one back from the archives. Katie’s story of building Klue’s Compete Network from scratch and carving her own path in marketing is just as powerful today as it was when we first recorded.Should I bring Katie back for a follow-up? DM me, comment, or leave a review to tell me what you’d love us to cover next. – Jane-----------In this episode of Women in B2B Marketing, host Jane Serra sits down with Katie Berg, VP of Marketing at Klue, to dive into how she turned a scrappy idea into one of the most innovative owned media plays in B2B: the Compete Network.From starting her career in events marketing and taking a bold leap to work in Zambia, to building Klue’s media hub that now fuels their category leadership, Katie shares the real story of saying yes to big risks, chasing fear, and creating content that actually lands.Jane and Katie dig into:How the idea for the Compete Network was born (on a run!) and why it stuckThe scrappy steps Klue took to build a media hub before owned media was “a thing”What it really takes to launch and scale multiple shows under one brandWhy consistency and format matter as much as the content itselfLessons learned from producing four podcasts at once - and what Katie would do differentlyHow teasers and “movie-style” launches helped Klue’s shows break throughThe future of B2B media hubsWhy attribution alone isn’t enough - and how qualitative feedback can be a marketer’s gold mineWhy women need more “f*** it energy” in content creationKey Links:Guest: Katie Berg: https://www.linkedin.com/in/katiepberg/Host: Jane Serra: https://www.linkedin.com/in/janeserra/––Like WIB2BM? Show us some love with a rating or review. It helps us reach more listeners. <3
In this episode of Women in B2B Marketing, host Jane Serra chats with Shachar Oren, co-founder, CRO, and CMO at EX.CO—a rare triple-title leader with a journalist’s storytelling soul and a sharp eye on revenue.Shachar’s unconventional journey from writing film reviews to building a video-first adtech company is full of insight for any marketer navigating career pivots, cross-functional leadership, and the ever-blurry line between brand and revenue. She shares what it’s really like owning both sales and marketing, how it’s changed her approach as a CMO, and why she believes marketers need to stop undervaluing themselves.Jane and Shachar dig into:What it’s like to lead both marketing and sales as a co-founderHow a background in journalism led Shachar into B2B tech and startup leadershipThe power of sitting in on sales calls - and how it transformed her team’s approachWhy sales decks often fall short, and how to build enablement materials that sellers actually useWhat led EX.CO to eliminate webinars and double down on eventsHow offline tactics like in-person events and direct mail became their top growth channelsWhy marketers struggle to get internal credit - and how to start changing thatThe nuances of tying marketing roles to revenue goals and compensationWhat the lack of CMOs on corporate boards says about how marketing is perceivedHow reframing our own value as marketers can shift our influence inside the orgNavigating the balance between creativity, storytelling, and business outcomesBuilding community through thoughtful, hybrid campaigns that connect people online and offKey Links:Guest: Shachar Orren: https://www.linkedin.com/in/shacharo/Host: Jane Serra: https://www.linkedin.com/in/janeserra/Shachar's Article on Fast Company: https://www.fastcompany.com/91265760/numbers-and-narratives-the-strategic-advantage-of-uniting-the-cmo-and-cro-roles ––Like WIB2BM? Show us some love with a rating or review. It helps us reach more women marketers ready to take the mic.
In this episode of Women in B2B Marketing, host Jane Serra sits down with Natalie Cunningham, a two-time SaaS CMO, former agency leader, and one of LinkedIn’s most refreshingly honest voices in marketing.Natalie’s journey from rural Tennessee to the C-suite is packed with lessons on resilience, leadership, and pushing past “professional” expectations. She opens up about what it really means to step into a CMO role, lead through rebrands, and advocate for yourself—without shrinking your voice.Jane and Natalie explore:The real difference between being a VP and a CMO (beyond the title)How to lead with honesty and impact, even when it comes with riskWhy rebrands fall apart after the “fun part”—and how to avoid itThe power of healthy conflict and treating peers as your first teamHow being vocal on LinkedIn can cost you... and why it’s still worth itWhy “managing a team is like parenting” is a tired (and harmful) tropeThe importance of community when you’re the only woman in the roomKey Links:Guest: Natalie Cunningham: https://www.linkedin.com/in/nataliercunningham/Host: Jane Serra: https://www.linkedin.com/in/janeserra/ ––Like WIB2BM? Show us some love with a rating or review. It helps us reach more women marketers ready to take the mic.
In this episode of Women in B2B Marketing, host Jane Serra chats with Kim Tran, a full stack marketing leader who helped take Gimmal to a successful exit as Head of Marketing and Business Development.Kim's path into marketing was anything but linear. She started in First Amendment law before building a career focused on growth, brand transformation, and operational rigor across fintech, edtech, and data governance. With a background in psychology and a clear-eyed view of how teams and businesses scale, Kim shares the mindset shifts and tactical lessons that shaped her journey.Jane and Kim explore:Why marketers need to become financial and data stewards to earn trust and influenceHow to market marketing internally and build advocates across the orgWhat it really takes to modernize a legacy brand without losing its coreHow to approach marketing during an acquisition and speak to buyers, not just customersThe importance of protecting your team’s emotional and mental bandwidthHow to pitch yourself and take up space, especially as a woman in leadershipWhy failing safely is more realistic than failing fastKey Links:Guest: Kim Tran: https://www.linkedin.com/in/kimtrandc/Host: Jane Serra: https://www.linkedin.com/in/janeserra/ ––Like WIB2BM? Show us some love with a rating or review. It helps us reach more women marketers ready to take the mic.
In this episode of "Women in B2B Marketing," host Jane Serra is joined by Chaenara O’Brien - a sharp strategist who splits her time between leading digital GTM at vFunction and consulting with startups via Thought Bakery.Chaenara brings a refreshingly grounded, systems-first lens to modern marketing, shaped by a background in energy trading, operations, and engineering services. The conversation unpacks what it really takes to build future-ready go-to-market teams, avoid burnout, and lead with both curiosity and clarity in a time of constant change.Jane and Chaenara dig into:How her career in ops + energy trading led to B2B marketing leadershipWhat “scenario planning” actually means - and how to make it actionableWhy marketers need to stop reacting and start building systemsHow AI is reshaping what it means to “do more with less”Creating space for failure and curiosity on high-performing teamsWhy outdated ideas of brand control and executive presence need to goWhat GTM leadership should look like - and where it’s headedOutgrowing tech and how to protect your sparkKey Links:Guest: Chaenara O'Brien: https://www.linkedin.com/in/chaenara/Host: Jane Serra: https://www.linkedin.com/in/janeserra/ --Like WIB2BM? Show us some love with a rating or review today! <3
** Originally published on January 18, 2023 **This episode is a favorite for anyone who's ever argued about buttons vs hyperlinks, wondered if open rates still matter, or just wants to get better at email without sounding like a spam bot.Kestrel Lemen is an email powerhouse: part strategist, part storyteller, and hands down one of the most insightful voices in email marketing. Her take on what actually drives conversions, how to balance plain text with visuals, and what marketers still get wrong about newsletters is full of gold.It’s one I still reference, and if email is even remotely in your job description, you’ll want to give this one a listen.Want a part two with Kestrel? Leave a review, drop a DM, or just say the word.— Jane--In this episode of Women in B2B Marketing, host Jane Serra sits down with Kestrel Lemen, email marketing expert and former Senior Strategist at Seguno Software (now Senior Manager Lifecycle Marketing at Zillow!) From her start in the art world to building Bronto’s London office and becoming an email force in both B2B and B2C, Kestrel’s journey is as fascinating as it is full of lessons.They get into:The difference (and surprising similarities) between B2B and B2C email strategiesVisual vs. plain text emails - and when each actually performs bestWhat’s still true about email above the fold (and what’s totally changed)The metrics you should be tracking now - and which ones are just vanitySpam triggers, button design, and real talk on segmentationHow privacy laws like GDPR and Apple MPP are reshaping email as we know itWhy your “free Yeti cooler” giveaway is probably not the moveBuilding emails that convert and don’t annoyPlus: how to keep your resume “conversion-optimized” for your future selfIf email is part of your job - or just gives you heartburn - this episode is a goldmine.Key Links:Guest: Kestrel Lemen: https://www.linkedin.com/in/kestrellemen/Host: Jane Serra: https://www.linkedin.com/in/janeserra/ Community: Women of Email - https://womenofemail.org/
***Recorded LIVE at WIB2BM LIVE ATLANTA***In this first-ever LIVE IN PERSON episode of "Women in B2B Marketing," host Jane Serra sits down with Trinity Nguyen (CMO at UserGems) and Kacie Jenkins (SVP of Marketing at Sendoso) for an unfiltered conversation about the mistakes, missteps, and full-on f*ckups that shape great marketing leaders.They open up about failed campaigns, tool disasters, event regrets, and how they’ve built teams that don’t just tolerate failure - they learn from it. From creating psychological safety to pushing back on prescriptive execs (even the ones with AI patents), this episode is a candid look at what it really takes to lead with empathy, resilience, and a little rebellion.Packed with tactical advice, personal stories, and plenty of f-bombs, it’s a masterclass in growing your team-and yourself-through the hard stuff.This live panel unpacks:Why failure is a must-have in high-performing marketing teamsHow to build psychological safety without babying your teamTactics for turning a f*ck-up into a team-wide learning momentThe CEO “parking lot” trick for pushing back on prescriptive leadershipHow to evaluate AI tools (and avoid shiny object syndrome)What to do when your event investment flops—and how to design ones that actually workThe power of structured gatherings and thoughtful details at live eventsCareer pivots, personal advisory boards, and defining your authentic marketing pathHow to create space for younger team members to build resilience and take ownershipKey Links:Guests: Kacie Jenkins: https://www.linkedin.com/in/kaciejenkins/Trinity Nguyen: https://www.linkedin.com/in/trinitynguyen/Host: Jane Serra: https://www.linkedin.com/in/janeserra/ --Like WIB2BM? Show us some love with a rating or review today! <3
In this episode of "Women in B2B Marketing," host Jane Serra chats with Leanna Adeola, VP of Marketing and Chief Brand Strategist at Black Onyx Management. Leanna, recognized as one of the "Top 40 Under 40" by the Indianapolis Business Journal, shares her journey through various marketing roles, from agency work to in-house positions. They discuss the challenges of integrating management consultants, emphasizing transparency and collaboration. Leanna highlights the evolving nature of B2B marketing, stressing the importance of authenticity, relationship-building, and balancing value with sales. Leanna and Jane talk through:Leanna’s career path from agency to in-house to consultancy leadershipWhy her agency background helps her empathize with brand-side complexityHow she balances in-house marketing with client-facing consultingTactics for making brand messaging stick internallyHow Canva and quick videos help reinforce brand standardsAdvice for building trust when bringing in external consultantsThe 3Fs framework for managing up: Framing, Frequency, For OthersHow to communicate effectively with boards, CEOs, and CFOsThe human side of B2B: building relationships, not just pipelineWhy outdated ideas of executive presence are holding us backThe power of thought leadership and long-term brand affinityHer advice: remember what drew you to marketing and protect that sparkKey Links:Guest: Leanna Adeola: https://www.linkedin.com/in/ladeola/^^ And follow her on IG: https://www.instagram.com/leannaadeolaHost: Jane Serra: https://www.linkedin.com/in/janeserra/ --Like WIB2BM? Show us some love with a rating or review today! <3
** Originally published on January 4, 2023 **This episode is an early gem from when the podcast first launched and features the incredibly sharp Leela Gill, a three-time CMO and builder of high-growth B2B teams. Her advice on navigating the first 30-60-90 days in a new marketing leadership role is timeless. And her take on KPIs, internal branding, and enabling your sales team as thought leaders? Still fire.It’s one of those episodes I come back to often, and I hope you’ll find value in it too.Want a follow-up with Leela? Drop a comment, review, or DM me. I'm all ears.— Jane--In this episode of "Women in B2B Marketing," host Jane Serra interviews Leela Gill, accomplished B2B CMO and former CMO at One Health. Leela shares her journey from engineer to three-time CMO and how that technical foundation still shapes her marketing leadership today. The conversation covers what great CMOs prioritize in their first 90 days, the importance of intentional leadership, and why internal culture-building is just as critical as pipeline metrics.Leela shares insights on:How to audit a new company and create your first 90-day planNavigating pressure from sales while staying strategicBuilding trust with technical teams as a marketing leaderWhy pipeline and net revenue retention are the new must-track KPIsThe evolving role of brand ambassadors, influencers, and raving fansHow to turn your sales team into thought leadersRethinking email marketing (and why LinkedIn might be your new ESP)Why "helping is the new selling"The rise of customer marketing and cross-functional alignmentAdvice for women entering B2B marketing: ask for advice, not feedback, and find a rockstar mentorKey Links:Guest: Leela Gill: https://www.linkedin.com/in/leelagill/Host: Jane Serra: https://www.linkedin.com/in/janeserra/
In this episode of "Women in B2B Marketing," host Jane Serra speaks with Rissy La Touche, a seasoned marketer, advisor, speaker, and founder of Dimple Studio. Rissy shares her journey from B2C/B2B marketing to business owner, discussing the challenges and rewards of entrepreneurship. The episode delves into the importance of clear communication, self-promotion, and public speaking in B2B marketing. Rissy emphasizes the value of understanding customer insights and tailoring value messaging. She also shares her experiences managing multiple marketing channels and offers advice to young marketers on trusting their instincts. Rissy and Jane discuss:How Rissy moved from NYC to Amsterdam and launched her consultancy, Dimple StudioThe mindset shift from freelancer to business ownerLearning to promote yourself without feeling cringeLeveraging buyer ego in B2B messaging while keeping your own in checkWhat it really means to not gatekeep in marketingWhy most B2B messaging misses the markHow to build value messaging that drives sales enablementThe story of a value prop that unlocked new revenueGetting speaking gigs and lessons from her first keynoteWhy helping your buyer look good is the ultimate marketing strategyKey Links:Guest: Rissy La Touche: https://www.linkedin.com/in/rissylatouche/Host: Jane Serra: https://www.linkedin.com/in/janeserra/ --Like WIB2BM? Show us some love with a rating or review today! <3
Like WIB2BM? Show us some love with a rating or review today! <3 --In this episode of "Women in B2B Marketing," host Jane Serra speaks with Brandi Starr, COO of Tegrita, to discuss her multifaceted career and insights into effective B2B marketing. Brandi emphasizes the importance of understanding audience needs, advocating for tailored communication strategies and rigorous testing. She also addresses the pitfalls of "shiny object syndrome" and the risks of rapid strategic changes. Brandi shares a unique case study on controlled testing and underscores the value of community and authenticity in marketing. Brandi talks through:Her career evolution through boredom and curiosityHow strategy and marketing automation became her sweet spotThe evolution and enduring power of email marketingEmail isn’t dead, but your playbook might beTesting hypotheses in B2B marketing to find what worksWhy memes work for SMBs but not always for enterpriseBuilding an operations-first approach to client successControlled piloting versus shiny object syndrome in marketingWild case study: how a team of women in prison outperformed SDRsHow community and impact became central to her careerBrandi’s advice to her younger self: don’t shrink, don’t dim your lightKey Links:Guest: Brandi Starr: https://www.linkedin.com/in/brandistarr/Host: Jane Serra: https://www.linkedin.com/in/janeserra/
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