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In this episode of "Women in B2B Marketing," host Jane Serra delves into Account-Based Marketing (ABM) with Kristina Jaramillo, President of Personal ABM. They discuss the evolution of ABM, emphasizing its role in driving revenue and aligning sales and marketing efforts. Kristina highlights best practices, such as understanding the entire buyer's journey and creating tailored content. She also stresses the importance of strategic alignment and collaboration between sales and marketing teams. The episode provides valuable insights for marketing professionals looking to implement or refine their ABM strategies for better business outcomes.

Jane and Kristina talk through:

• The definition and evolution of Account-Based Marketing (ABM)
• Best practices for implementing ABM strategies
• The importance of aligning sales and marketing efforts
• Focus on driving revenue rather than just filling the pipeline
• The role of tailored content and messaging in ABM
• Strategies for identifying and targeting key accounts
• The significance of understanding customer needs and organizational context
• Collaboration between sales and marketing teams for effective ABM
• Challenges and common mistakes in ABM implementation
• The long-term commitment required for successful ABM strategies

Key Links:

Guest: Kristina Jaramillo: https://www.linkedin.com/in/kristinajaramillo/

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

Personal ABM: https://www.personalabm.com/

Like WIB2BM? Show us some love with a rating or review today! <3

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In this episode of "Women in B2B Marketing," host Jane Serra interviews Erica Schneider, founder of Cut the Fluff and a B2B content expert. Erica shares her unconventional journey from teaching English in Thailand to becoming a content marketing leader. They discuss the importance of simplicity in writing, the concept of "content sparring," and the need for marketers to adapt to evolving market signals. Erica highlights common pitfalls in B2B marketing, particularly on LinkedIn, and advocates for a conversational, relatable approach to content creation.

Erica and Jane discuss:

• How Erica stumbled into content marketing and learned the trade through various roles
• The importance of simplicity in writing
• Erica's journey to becoming a solopreneur and the challenges of building a personal brand
• The concept of "content sparring" for collaborative content development
• Adapting your content - and career - to evolving market signals
• Common mistakes in B2B marketing, especially on LinkedIn
• The need for conversational content to foster genuine engagement
• Balancing entertaining content with business objectives
• Erica's 4-levek framework for categorizing LinkedIn content (e.g., marketing the problem, building in public)
• Authenticity in sales content and building trust
• Finding and maintaining your authentic voice and personality on LinkedIn
• The three phases of launch content: pre-launch, launch, and post-launch

Key Links:

Guest: Erica Schneider: https://www.linkedin.com/in/erica-schneider66/

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

Erica's Website: https://www.ericaschneider.me/

Launch Content Playbook: https://launchcontentplaybook.com/

Rob Lennon: https://www.linkedin.com/in/rob-lennon/

Rob's AI Tool: https://reactor.is/

The Ezra Klein Podcast: https://www.nytimes.com/column/ezra-klein-podcast

Wes Kao Newsletter: https://www.weskao.com/

Like WIB2BM? Show us some love with a rating or review today! <3

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In this episode of "Women in B2B Marketing," host Jane Serra welcomes back Trinity Nguyen, the CMO at UserGems. They delve into the transformative role of AI in B2B marketing. Trinity shares her experiences with AI, emphasizing the potential to enhance productivity and streamline processes. The discussion covers the importance of human involvement, team dynamics, and the challenges of integrating AI responsibly. Trinity also highlights the need for educational programs to help recent graduates adapt to AI advancements. The episode concludes with insights on maintaining a positive outlook and fostering community collaboration.

Trinity and Jane talk through:

• The evolving role of AI in B2B marketing.
• Initial skepticism and current acceptance of AI tools among marketers (including Trinity!).
• Best practices for implementing AI in marketing and GTM strategies.
• How Trinity's team integrates AI into their workflow, enhancing collaboration and efficiency.
• The significance of transparency in AI usage for building trust.
• Team dynamics and the integration of AI within marketing teams.
• Redefining the narrative around AI, focusing on its role as a supportive partner in marketing.
• Success metrics and the importance of continuous improvement.
• Common mistakes marketers make when leveraging signals in their strategies.
• The concept of "building in public" versus private sharing of insights.
• Positioning products as essential in the market.
• The future of marketing and the need for adaptation to technological advancements.

Key Links:

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

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

Gem-E: https://www.usergems.com/outbound

Happy New Year, Friends! We're back! DM me on LinkedIn with any recs, requests, who you want to hear from, what you want to learn this year, or just to say hi. :)

My ask this year? Please rate, review, and share the show. Helps us get in front of more people - and get more women on feeds, mics, and stages.

Xo Jane

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In this episode of "Women in B2B Marketing," host Jane Serra chats with Gina Rau, the Global Head of PR and Communications at 6Sense. With over 20 years of experience, Gina shares her career journey from consumer to B2B marketing, emphasizing the pivotal role of storytelling. She discusses the collaborative nature of crafting narratives within organizations and the importance of prioritizing impactful stories. Gina also touches on the evolving role of press releases and the significance of human connection in marketing communications. The episode offers valuable insights for marketers looking to enhance their storytelling and communication strategies.

Gina and Jane discuss:

• Gina's career journey and transition from consumer marketing to B2B marketing.
• The critical role of storytelling in B2B marketing and communications.
• The collaborative nature of storytelling within organizations.
• Strategies for prioritizing and selecting impactful stories.
• The evolving role of press releases in modern marketing strategies.
• The significance of human connection in marketing communications.
• Engaging executives and thought leaders in crafting narratives.
• The importance of curiosity and openness to opportunities in career development.
• Planning for the future and the need for flexibility in marketing strategies.
• Advice for aspiring marketers on embracing non-linear career paths.

Key Links:

Guest: Gina Rau: https://www.linkedin.com/in/ginarau/

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

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Tenisha Griggs, founder and CEO of 37 Digital Marketing Agency. Tenisha shares her journey from AT&T to entrepreneurship, emphasizing the importance of personal branding and maintaining a balance between personal well-being and business success. She discusses the challenges of transitioning from a stable corporate job to the uncertainties of entrepreneurship and highlights the power of strong professional relationships.

Tenisha and Jane discuss:

• Tenisha's journey into B2B marketing and entrepreneurship.
• Transition from corporate roles at AT&T and a tech company to starting her own agency.
• The significance of personal branding in attracting clients and opportunities.
• The emotional and financial challenges of entrepreneurship compared to corporate jobs.
• The importance of building and maintaining professional relationships.
• Strategies for effective B2B marketing, including humanizing brand messaging.
• Balancing personal life and business identity to prioritize well-being.
• The impact of rejection and the need for resilience in the entrepreneurial journey.
• Creating a positive work environment and fostering genuine relationships.
• Advice for aspiring entrepreneurs on networking and self-advocacy.

Key Links:

Guest: Tenisha Griggs: https://www.linkedin.com/in/tenishagriggs/

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

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Kelly Cheng, VP of Marketing at Goldcast. Kelly shares her transition from agency roles to in-house positions, emphasizing operational excellence and prioritization in B2B marketing. They discuss the evolving landscape of virtual and in-person events, the importance of building mindshare, and innovative marketing strategies. Kelly also highlights the significance of cultural fit in hiring and advocates for collaborative interview processes. The episode concludes with Kelly's advice on effective time management and the value of mentorship in professional growth.

Kelly and Jane talk through:

• Kelly's career journey from agency roles to in-house marketing positions.
• Insights on B2B marketing strategies and audience engagement.
• The importance of operational excellence and prioritization in marketing.
• Challenges and rewards of marketing to marketers.
• Enhancing brand visibility and mindshare through various channels and authentic content
• The evolving landscape of virtual and in-person events in marketing.
• Moving the BDR team under marketing for improved communication and collaboration
• Strategies for effective team management and collaboration.
• The significance of cultural fit in hiring and team dynamics.
• Innovative approaches to the interview process for marketing roles.
• The role of mentorship and relationship-building in career development.
• Time management techniques for professionals in fast-paced environments.

Key Links:

Guest: Kelly Cheng: https://www.linkedin.com/in/kellyhcheng/

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

LinkedIn Lessons Encore: Uplevel Your LinkedIn Profile and Posts with 10 Tips from Mark Jung: https://www.goldcast.io/blog-post/linkedin-lessons-encore

In this episode of "Women in B2B Marketing," host Jane Serra chats with Emma Clayton, a seasoned CMO, consultant, and bestselling author. They discuss the evolving role of the CMO, emphasizing the challenges faced by modern marketers in a rapidly changing landscape. Emma highlights the need for strategic marketing over short-term tactics and stresses the importance of hiring qualified marketers. The conversation also touches on the significance of curiosity and understanding customer needs. Both speakers advocate for a strategic approach to marketing, aiming to build meaningful connections and deliver value to customers.

Emma and Jane discuss:

• The evolving role of the Chief Marketing Officer (CMO) in the current marketing landscape.
• Challenges faced by modern marketers, including unrealistic expectations from organizations.
• The perception of marketing and the qualifications of marketers, highlighting a lack of formal training.
• The impact of hiring practices on marketing effectiveness, particularly the trend of hiring sales-focused individuals for marketing roles.
• The importance of a strong marketing strategy in driving business success, especially during scaling.
• The need for alignment between marketing teams' skills and the overall business strategy.
• The significance of understanding the customer journey and building genuine connections with customers.
• The role of social media in shaping marketing practices and its potential to promote mediocrity.
• The necessity of prioritizing strategy over execution in marketing efforts.
• Advocating for a shift in how marketing is perceived and valued within organizations, emphasizing its strategic importance.

Key Links:

Guest: Emma Clayton: https://www.linkedin.com/in/emma-clayton-bebrilliant/

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

Brilliant Teams by Emma Clayton: https://www.amazon.com/Brilliant-Teams-Emma-Clayton/dp/191577179X

CMOs on Boards: https://www.spencerstuart.com/research-and-insight/cmos-on-boards

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Naomi Nuta, Vice President of Marketing at AptEdge. Naomi shares her unconventional journey into B2B marketing, starting from a liberal arts background to roles in political communications and market research. She delves into her work in consumer neuroscience, emphasizing the impact of emotional and physiological responses on decision-making. Naomi highlights the importance of understanding the audience's context and emotional state when crafting marketing messages. The discussion also explores the parallels between B2B and B2C marketing, underscoring the significance of tone and delivery in effective communication.

Naomi talks us through:

• Her unconventional career path into B2B marketing.
• The impact of political communications and market research on her marketing approach.
• Insights from consumer neuroscience regarding emotional and physiological responses in decision-making.
• The significance of understanding the audience's context and emotional state in crafting marketing messages.
• Parallels between B2B and B2C marketing, emphasizing emotional triggers in both sectors.
• The critical role of tone, pitch, and delivery in effective communication.
• Strategies for brand building and the importance of emotional engagement in marketing.
• The concept of "human in the loop" in AI development and the importance of user feedback.

Key Links:

Guest: Naomi Nuta: https://www.linkedin.com/in/naomi-n/

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