**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

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 sits down with Saima Rashid, Senior Vice President of Marketing and Revenue Analytics at 6sense. Saima shares her unique journey into B2B marketing, emphasizing the critical role of data and analytics. The discussion covers building high-performing teams, the importance of community through initiatives like CMO Coffee Talks, and strategies for scaling marketing efforts. Saima also highlights the significance of clarity, collaboration, and embracing challenges for personal and professional growth.

Saima and Jane discuss:

• Saima's unique career path and experiences in analytics and marketing.
• Identifying personal strengths and areas for improvement in leadership.
• The importance of data and analytics in marketing strategies.
• Building high-performing and engaged marketing teams.
• Creating a safe and supportive community for marketing professionals (CMO Coffee Talk).
• Challenges and strategies for scaling marketing teams.
• The significance of clarity and collaboration within organizations.
• Successful revenue generation tactics and the impact of AI on marketing efforts.
• Pivoting in response to unforeseen circumstances, especially in a dynamic marketing environment.
• Rallying teams around a mission that transcends just revenue goals.
• What makes a sponsorship successful, emphasizing pre-event planning and audience targeting.
• The role of mentorship and sponsorship in career advancement.
• Overcoming imposter syndrome and recognizing personal strengths.
• The dynamic and evolving nature of the marketing industry.

Key Links:

Guest: Saima Rashid: https://www.linkedin.com/in/saima-rashid/

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 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/