50 episodes

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

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

    • Business
    • 5.0 • 8 Ratings

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

    49: Transformational Marketing Leadership: It's All About Team Empowerment and Operational Excellence - with Mariana Cogan, CMO at Hexagon Manufacturing Intelligence

    49: Transformational Marketing Leadership: It's All About Team Empowerment and Operational Excellence - with Mariana Cogan, CMO at Hexagon Manufacturing Intelligence

    In this episode of "Women in B2B Marketing," host Jane Serra speaks with Mariana Cogan, CMO of Americas at Hexagon Manufacturing Intelligence. Mariana recounts her unique career path, starting at the Mexican embassy and as a TV presenter in Japan, before entering the marketing field. She discusses her customer-centric marketing philosophy, operational efficiency, and becoming known as a transformational leader.
    Mariana also shares her practice of running weekly empowerment sessions to foster team collaboration and accountability.
    Mariana talks us through:
    her career path, from the Mexican embassy to investment banking and then into marketingwinning the prestigious Forrester Program of the Year awardtransformative leadership, decision-making, and operational efficiencynavigating gender bias and sponsorshippersonal experiences in building a support system and finding advocates and sponsors in her careerthe changing role of product marketing in tech companies the impact of social media and personal brandingquality content creation in a saturated market and the role of product marketing in storytelling and engaging customersactivating and empowering a large team to become brand ambassadors and create valuable contentthe concept and purpose of weekly empowerment sessions to foster collaboration and empowerment within the teamadapting to remote work culture
    Key Links:
    Guest: Mariana Cogan - https://www.linkedin.com/in/marianacogan/
    Host: Jane Serra - https://www.linkedin.com/in/janeserra/
    Hispanic Executive Article: Mariana Prado Cogan Takes a Bold Approach - https://hispanicexecutive.com/mariana-prado-cogan-ptc/

    • 39 min
    48: Leveraging a Neuromarketing Mindset & Storytelling in B2B Marketing - with Anne Murlowski, VP, Digital and Performance Marketing at Terminus

    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 behaviorhow to understand deeper pain points and needs of customers in B2B marketingobserving user behavior and building relationships to gain insightscontent development and its role in demand generationthe changing landscape of SEO, AI, and content development and its impact on demand generationeffectiveness of AI in short form content creation compared to long form contentdangers of repetitive content in B2B marketing and the need for uniqueness in content creationimpact of referrals and building strong customer relationships for growthpartnerships and the challenges of attributing revenue to partnership effortsthe value of gated content and the need to move away from lead attribution in marketinginsight 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

    • 45 min
    47: Are CMOs Becoming Irrelevant? - with Lauren Clements, Head of Marketing at Pypestream

    47: Are CMOs Becoming Irrelevant? - with Lauren Clements, Head of Marketing at Pypestream

    In this episode of "Women in B2B Marketing," host Jane Serra speaks with Lauren Clements, Head of Marketing at Pypestream, about her journey in B2B marketing. They discuss the importance of mentorship, the various roles Lauren has explored within marketing, and the value of human connection in marketing strategies. They also dive into the changes in modern marketing... that may make the CMO role irrelevant.
    Lauren walks us through:
    her transition from sales to various marketing rolesembracing curiosity and driving career growthsolving problems without being salesythe significance of building genuine communities and engaging with audiences beyond sales pitchesthe importance of follow-up and integration in event marketingthe future impact of AI in marketingskillset disparity between CMOs and junior marketersadaptability in leadership roles to keep up with industry changesrebranding and the mindset shift from sales-driven to a collaborative approachstaying updated and the need for continuous education in the fast-changing marketing landscapethe role of advocates in addressing biases, promoting diversity, and driving change in the workplace
    Key Links:
    Guest: Lauren Clements - https://www.linkedin.com/in/laurenmclements/
    Host: Jane Serra - https://www.linkedin.com/in/janeserra/
    Pypestream - https://www.pypestream.com/

    • 51 min
    46: Marketing B2B Services & Advertising Tips for Better Unit Economics - with Katie Hollar, VP of Marketing at Clutch

    46: Marketing B2B Services & Advertising Tips for Better Unit Economics - with Katie Hollar, VP of Marketing at Clutch

    In this episode of Women in B2B Marketing, host Jane Serra interviews Katie Hollar, VP of Marketing at Clutch. They delve into the nuances of B2B marketing from a B2B Services perspective, with Katie sharing insights from her journey and the importance of having a strong point of view (POV) to stand out in the industry. They discuss the challenges of economic uncertainty and the strategies for navigating it.
    Katie and Jane talk through:
    Katie's experiences working in both large and small companies and the lessons learned from eachthe differences and challenges in marketing for B2B services compared to SaaS companiesstarting with a broad approach when testing new ad channels but keeping messaging targeted the impact of economic uncertainty on B2B services and the shift in project nature and demandthe benefits of niching downleveraging community amplification for brand reachdrawbacks of overengineering attribution models and the need for a more creative and influential approachavoiding lazy reporting and understanding the down-funnel impact of marketing effortsseeking autonomy and personal growth in career decisions, beyond being tied to a specific organizationbeing emotionally connected to work and the importance of caring "less" to maintain perspective
    Key Links:
    Guest: Katie Hollar - https://www.linkedin.com/in/katiehollar/
    Host: Jane Serra - https://www.linkedin.com/in/janeserra/
    Clutch - https://clutch.co/

    • 42 min
    45: Is Your Company Ready for True Global B2B Marketing? - with Nataly Kelly, Founder of Born to Be Global (B2BG)

    45: Is Your Company Ready for True Global B2B Marketing? - with Nataly Kelly, Founder of Born to Be Global (B2BG)

    In this episode of Women in B2B Marketing, host Jane Serra interviews global growth consultant Nataly Kelly. Nataly shares her extensive experience in B2B marketing, including her time as VP of Marketing at HubSpot. The conversation focuses on international and global B2B marketing, with Nataly emphasizing the importance of thorough research, customer engagement, and strategic alignment before expanding into new markets.
    Nataly walks us through:
    Going global from day one thanks to digital channelsConsidering factors such as product-market fit, pricing, payment methods, and customer retention when expanding globallyThe halo effect and the importance of talking to customersDetermining if a company is ready for international growthWhen and why businesses should consider having a physical presence or local experts in the countries they want to expand intoComplexities and tensions that come with adding new marketsManaging global teams and remote workThe importance of local perspectives in global strategyContracting with different entities and legal complexities in global business
    Key Links:
    Guest: Nataly Kelly - https://www.linkedin.com/in/natalykelly/
    Host: Jane Serra - https://www.linkedin.com/in/janeserra/

    Born to Be Global - https://borntobeglobal.com/
    [Nataly's Book] Take Your Company Global - https://www.amazon.com/Take-Your-Company-Global-International/dp/1523004436
    Nataly's Newsletter: Making Global Work - https://www.linkedin.com/newsletters/7139295345749970944/

    • 48 min
    44: Product Marketers: The Arbiters of Customer Experience - with Christina Lord, Head of Product Marketing at SafetyCulture

    44: Product Marketers: The Arbiters of Customer Experience - with Christina Lord, Head of Product Marketing at SafetyCulture

    In this episode of Women in B2B Marketing, host Jane Serra interviews Christina Lord, Head of Product Marketing at SafetyCulture. Christina shares her career journey from customer success at Shopify in Canada to product marketing in Australia. She discusses the crucial role of product marketing in successful companies, emphasizing the importance of customer understanding, internal communication, and cross-functional collaboration.
    Christina and Jane discuss:
    Christina's career path, starting in Canada and transitioning to Australiahow product marketing combines technical aspects with storytelling and customer advocacythe importance of strong internal communication and alignment in telling the company's story and visionthe need for product marketing to collaborate and align with every division in the company, including marketing, product, and designchallenges and opportunities of adopting a mobile-first approach in product marketingavoiding miscommunication to ensure a smooth product launcheffective stakeholder management for collaboration and progressmeasuring success in product marketingthe small but growing community of product marketers in Australia and the development of product marketing as a professionbuilding global relationships within a company and exploring sponsorship opportunities
    Key Links:
    Guest: Christina Lord - https://www.linkedin.com/in/christinatlord/
    Host: Jane Serra - https://www.linkedin.com/in/janeserra/

    • 48 min

Customer Reviews

5.0 out of 5
8 Ratings

8 Ratings

CQA2 ,

Messy Middle episode is pure gold

Loving this podcast. Great host, smarty guests.

Tara amc ,

Fantastic!!

So glad i discovered this show, really helpful topics and content. Love it!!

CourtEder ,

Useful points of view and learnings

The marketers are well selected and the topics well curated. I’m a marketing leader with 15+ years experience and this show still teaches me new things.

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