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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