** 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

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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 plan
• Navigating pressure from sales while staying strategic
• Building trust with technical teams as a marketing leader
• Why pipeline and net revenue retention are the new must-track KPIs
• The evolving role of brand ambassadors, influencers, and raving fans
• How to turn your sales team into thought leaders
• Rethinking email marketing (and why LinkedIn might be your new ESP)
• Why "helping is the new selling"
• The rise of customer marketing and cross-functional alignment
• Advice for women entering B2B marketing: ask for advice, not feedback, and find a rockstar mentor

Key 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 Studio
• The mindset shift from freelancer to business owner
• Learning to promote yourself without feeling cringe
• Leveraging buyer ego in B2B messaging while keeping your own in check
• What it really means to not gatekeep in marketing
• Why most B2B messaging misses the mark
• How to build value messaging that drives sales enablement
• The story of a value prop that unlocked new revenue
• Getting speaking gigs and lessons from her first keynote
• Why helping your buyer look good is the ultimate marketing strategy

Key Links:

Guest: Rissy La Touche: https://www.linkedin.com/in/rissylatouche/

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

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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

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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 curiosity
• How strategy and marketing automation became her sweet spot
• The evolution and enduring power of email marketing
• Email isn’t dead, but your playbook might be
• Testing hypotheses in B2B marketing to find what works
• Why memes work for SMBs but not always for enterprise
• Building an operations-first approach to client success
• Controlled piloting versus shiny object syndrome in marketing
• Wild case study: how a team of women in prison outperformed SDRs
• How community and impact became central to her career
• Brandi’s advice to her younger self: don’t shrink, don’t dim your light

Key Links:

Guest: Brandi Starr: https://www.linkedin.com/in/brandistarr/

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

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 talks to Kristina Keene, Director of Brand and Content at Flip. Kristina emphasizes authenticity and relatability, advocating for engaging, human-centered content over traditional gated materials like white papers. She highlights the power of video storytelling and shares her disdain for outdated marketing norms. The episode offers valuable insights for marketing professionals seeking to foster genuine connections and drive engagement in today's landscape.

Kristina and Jane talk through:

• Kristina's unconventional journey into B2B marketing.
• Strategies for brand and content activation in the B2B space.
• The importance of authenticity and relatability in marketing.
• The shift away from traditional gated content like white papers.
• The effectiveness of video content and storytelling in engaging audiences.
• How to capture genuine personalities on camera, including techniques for warming up interviewees
• Innovative content formats, such as the "Flip or Flop" series.
• The role of personal branding and online presence in career development.
• Tools and techniques for enhancing efficiency in content creation.
• Navigating change and resilience in personal and professional life.
• The need for greater representation and diverse voices in B2B marketing.

Key Links:

Guest: Kristina Keene: https://www.linkedin.com/in/kristina-keene/

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

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 speaks with Amrita Mather, founder of Marketing Moon Side and former marketing leader at Superside, Zapier, ClickUp, and Top Hat. Amrita shares her unique journey in B2B marketing, emphasizing the importance of company culture and leadership in evaluating job opportunities. The discussion covers her transition to consulting, the significance of a healthy budget and high-performing team, and current marketing trends. Amrita also highlights the empowering role of community and the value of reframing challenges into opportunities, offering valuable insights for marketing professionals.

Amrita and Jane discuss:

• Amrita's unconventional journey into B2B marketing and her belief in serendipity.
• The importance of evaluating company culture and leadership when considering job opportunities.
• Criteria for assessing potential employers and the significance of mentorship and positive work environments.
• Challenges in gauging company culture during the interview process.
• Transitioning to consulting and applying evaluation criteria to potential clients.
• Marketing priorities and the significance of budget, team performance, and market dynamics.
• The impact of work-life balance and the necessity of hard work in the early stages of a new role.
• Current trends in B2B marketing, including messaging and storytelling.
• The role of community feedback and authentic user experiences in shaping marketing strategies.
• The evolving landscape of marketing and the need for brands to adapt to changing consumer behaviors.

Key Links:

Guest: Amrita Mathur: https://www.linkedin.com/in/amritamathur/

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

In this milestone 100th episode of "Women in B2B Marketing," host Jane Serra reflects on the podcast's journey, sharing her motivations and key lessons learned. Jane discusses the importance of amplifying women's voices in a male-dominated marketing landscape and expresses gratitude to her listeners. She highlights personal growth, overcoming imposter syndrome, and the value of building a supportive community. Jane also shares insights on embracing change, leveraging AI tools, and leading with authenticity.

Jane talks about:

• Celebrating the 100th episode milestone!!!!!!!
• Motivation for starting the podcast and addressing gender representation in marketing
• Personal growth and increased confidence through podcasting
• Overcoming imposter syndrome and recognizing achievements
• Embracing change and continuous learning in marketing
• Utilization of AI tools for enhanced marketing efforts
• Importance of authenticity in leadership
• Collaboration and building cross-departmental relationships
• Understanding customer needs through direct engagement
• Future plans for community-building initiatives and content expansion - what's next for WIB2BM!

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Hi! Jane here :)

Let me know what you think of this format - love it? Hate it? LMK if I should throw in some solo episodes once in a while - and if so, what feedback do you have/ how should I mix it up?

Always looking for feedback to make this show valuable for YOU!

Thank you for helping me make it to 100 episodes! I love you all.

<3

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Key Links:

🎙 Host: Jane Serra – LinkedIn

**Originally published on August 23, 2023**

This episode is a listener favorite – and it’s one of mine, too. I had the opportunity to chat with the brilliant Shama Hyder, CEO of Zen Media, bestselling author, and four-time LinkedIn Top Voice in Marketing. We covered so much in this conversation, from the evolution of B2B marketing to the rise of influencers and why brand-building matters more than ever. The insights she shares are just as relevant today as they were when we first recorded.

Should we do a follow-up episode with Shama? What should we cover? DM me, comment, or leave a review—I’d love to hear your thoughts! - Jane

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In this episode of Women in B2B Marketing, host Jane Serra sits down with Shama Hyder, CEO of Zen Media, to discuss the evolving landscape of B2B marketing. Shama shares her journey from early social media pioneer to leading one of the top digital PR and marketing agencies. The conversation covers why B2B marketing is more complex than B2C, the importance of brand trust, and how businesses can navigate the shift from traditional sales-led models to a world driven by content, social proof, and dark social.

Shama breaks down:

• Why B2B marketing is more challenging—and rewarding—than B2C
• The biggest mistake B2B companies make when it comes to brand-building
• Why sales-led organizations struggle in today’s buying landscape
• The role of dark social, zero-click content, and modern attribution strategies
• How PR and earned media can fuel demand generation and credibility
• The rise of B2B influencer marketing and why it’s gaining momentum
• Why repetition drives revenue and how to increase brand exposure
• Personal growth: thinking bigger, taking up space, and being unapologetic in your career

Key Links:

🎙 Guest: Shama Hyder – LinkedIn | Zen Media

🎙 Host: Jane Serra – LinkedIn

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

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Get ready for goosebumps! In this episode of "Women in B2B Marketing," host Jane Serra chats with Lashay Lewis, founder of Authority Plug and a seasoned B2B expert. Lashay reflects on her solopreneur journey, discussing the evolution of her business and the valuable lessons learned. She shares insights on overcoming self-doubt, the importance of resilience, and the significance of pricing strategies. Lashay emphasizes the need for differentiation in consulting offers and the power of networking. The episode underscores the importance of community and support among women in business, encouraging listeners to connect and uplift each other in their professional journeys.

Lashay talks us through:

• Personal growth and confidence building as a solopreneur
• Overcoming rejection and resilience in business
• Facing fears and the importance of doing things despite being scared
• Understanding various business models and positioning
• The cyclical nature of opportunities and the importance of perseverance
• Practical advice for transitioning to solopreneurship
• Creating systems and processes to enhance efficiency
• How to transform negative experiences into motivation, using rejection as fuel
• The significance of sharing knowledge and expertise
• Pricing strategies for consulting services, including tiered pricing models
• Differentiation in consulting offers and creative service packages
• The role of networking and community support in business success
• Encouragement for women to support each other in their professional journeys

Key Links:

Guest: Lashay Lewis: https://www.linkedin.com/in/lashaylewis/

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

Talk BOFU Strategy with Lashay: https://savvycal.com/authorityplug/strategy