87: The Human Element in GTM Operations: Balancing Data and Team Communication - with Michelle Kim, Senior Director, Sales & Customer Success Operations at Culture Amp | REPLAY EP 07

Women in B2B Marketing

18:09

HR is no longer just about managing people—it’s about shaping the future of work. Jens Baier, BCG’s HR transformation expert, discusses how AI and shifting employee expectations are forcing companies to rethink talent strategies. From re-recruiting to upskilling employees, HR must adapt to a rapidly changing landscape. Learn More: Jens Baier: https://on.bcg.com/41ca7Gv BCG on People Strategy: https://on.bcg.com/3QtAjro Decoding Global Talent: https://on.bcg.com/4gUC4IT…

acum un an 48:48

MP3•Pagina episodului

** Originally published on February 15, 2023 **

Here's a star replay episode, another one of my favorites! Apparently, it's one of yours too - as one of the most downloaded episodes so far. Michelle does an amazing job walking through all things Operations for GTM. What should we cover next on the show? DM me, comment, or write a review to share feedback. I appreciate you! - Jane

In this episode of "Women in B2B Marketing," host Jane Serra sits down with Michelle Kim, former Director of Sales Operations at Zendesk (now Senior Director, Sales & Customer Success Operations at Culture Amp). Michelle shares her career journey from sales to customer success operations and her current role in sales ops. The discussion highlights the distinctions between sales operations and revenue operations (rev ops), emphasizing the importance of communication and collaboration among sales, marketing, and customer success teams. Michelle also discusses challenges in forecasting, the balance between data and human elements, and offers advice for those new to operations. The episode provides valuable insights for marketing professionals aiming to enhance operational efficiency.

Michelle talks us through:

Her professional journey from sales to customer success operations and sales operations.
The distinction between sales operations and revenue operations (rev ops).
The importance of communication and collaboration among sales, marketing, and customer success teams.
Responsibilities and strategies involved in sales operations, including territory management and forecasting.
The debate between centralized and decentralized operations models.
Challenges in achieving accurate forecasting in a fluctuating economy.
The significance of research and understanding existing processes in operations roles.
Balancing data-driven decision-making with the human element in operations.
Motivating team members by understanding individual motivations and aligning them with business objectives.
Advice for individuals new to operations on self-management and identifying operationally inclined team members.

Key Links:

Guest: Michelle Kim: https://www.linkedin.com/in/michellejykim/

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

Mentioned in this episode:

Women in Revenue community: https://womeninrevenue.org/

The amazing Sydney Sloan (future WIB2BM guest!): https://www.linkedin.com/in/sydsloan/

Dimitri Tamparopoulos: https://www.linkedin.com/in/dimitri-tamparopoulos/

[Book Reco] How Women Rise: https://www.howwomenrise.com/

Michelle's Podcast Recommendations:

The Revenue Engine: https://podcasts.apple.com/us/podcast/the-revenue-engine/id1554168319

UnapologeTECH: https://podcasts.apple.com/us/podcast/unapologetech/id1526386752

Permission to Speak: https://podcasts.apple.com/us/podcast/permission-to-speak/id1491356006

Dear Asian Americans: https://podcasts.apple.com/us/podcast/dear-asian-americans/id1500293933

Speak as a Leader: https://podcasts.apple.com/us/podcast/speak-as-a-leader/id1647699850

Asian Hustle Network: https://podcasts.apple.com/us/podcast/asian-hustle-network/id1520338573

The Tao of Self-Confidence: https://podcasts.apple.com/us/podcast/the-tao-of-self-confidence/id1035011998

You Are The Brand: https://podcasts.apple.com/us/podcast/you-are-the-brand/id828811790

101 episoade

87: The Human Element in GTM Operations: Balancing Data and Team Communication - with Michelle Kim, Senior Director, Sales & Customer Success Operations at Culture Amp | REPLAY EP 07

Women in B2B Marketing

published acum un an

Distribuie

MP3•Pagina episodului

** Originally published on February 15, 2023 **

Michelle talks us through:

Her professional journey from sales to customer success operations and sales operations.
The distinction between sales operations and revenue operations (rev ops).
The importance of communication and collaboration among sales, marketing, and customer success teams.
Responsibilities and strategies involved in sales operations, including territory management and forecasting.
The debate between centralized and decentralized operations models.
Challenges in achieving accurate forecasting in a fluctuating economy.
The significance of research and understanding existing processes in operations roles.
Balancing data-driven decision-making with the human element in operations.
Motivating team members by understanding individual motivations and aligning them with business objectives.
Advice for individuals new to operations on self-management and identifying operationally inclined team members.

Key Links:

Guest: Michelle Kim: https://www.linkedin.com/in/michellejykim/

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

Mentioned in this episode:

Women in Revenue community: https://womeninrevenue.org/

The amazing Sydney Sloan (future WIB2BM guest!): https://www.linkedin.com/in/sydsloan/

Dimitri Tamparopoulos: https://www.linkedin.com/in/dimitri-tamparopoulos/

[Book Reco] How Women Rise: https://www.howwomenrise.com/

Michelle's Podcast Recommendations:

The Revenue Engine: https://podcasts.apple.com/us/podcast/the-revenue-engine/id1554168319

UnapologeTECH: https://podcasts.apple.com/us/podcast/unapologetech/id1526386752

Permission to Speak: https://podcasts.apple.com/us/podcast/permission-to-speak/id1491356006

Dear Asian Americans: https://podcasts.apple.com/us/podcast/dear-asian-americans/id1500293933

Speak as a Leader: https://podcasts.apple.com/us/podcast/speak-as-a-leader/id1647699850

Asian Hustle Network: https://podcasts.apple.com/us/podcast/asian-hustle-network/id1520338573

The Tao of Self-Confidence: https://podcasts.apple.com/us/podcast/the-tao-of-self-confidence/id1035011998

You Are The Brand: https://podcasts.apple.com/us/podcast/you-are-the-brand/id828811790

101 episoade

All episodes

1
100: Cheers to 100! A Celebration, Lessons Learned, and What’s Next - with ME! Jane Serra, VP Growth Marketing at Daxtra and Creator of WIB2BM 33:40

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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! --- 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 ---- Key Links: 🎙 Host: Jane Serra – LinkedIn…

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99: People Are the Media: How Influence is Reshaping B2B Marketing - with Shama Hyder, Founder & CEO of Zen Media | REPLAY EP 27 47:34

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**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 --- 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…

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98: From Self-Doubt to Success: Lessons from a Solopreneur's Journey - with Lashay Lewis, Founder of Authority Plug (and BOFU Content Marketing Expert) 45:38

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

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97: Lean Into the Scary: Data, Growth, and Saying Yes in Marketing - with Saima Rashid, SVP Marketing & Revenue Analytics at 6sense 45:09

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

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96: Is Your Account Based Marketing Strategy Driving Revenue or Just Filling the Pipeline? - with Kristina Jaramillo, President at Personal ABM 44:09

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

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95: Beyond the 80/20 Rule: The 4 Level Hierarchy to Linkedin Content - with Erica Schneider, Founder of Cut the Fluff 45:13

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

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94: Signals, Strategies, and Success: How to Leverage AI for Better Outbound Performance - with Trinity Nguyen, CMO at UserGems 45:10

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

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93: Break Through the Noise with a Good Story (Here's How) - with Gina Rau, Global Head of PR and Communications at 6sense 39:34

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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 ---- 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/…

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92: Be So Damn Good, You're Undeniable - with Tenisha Griggs, Founder & CEO, 37X Digital Marketing Agency 41:24

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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/…

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91: Mindshare Marketing: How to Keep Your Brand Top-of-Mind in a Crowded Market - with Kelly Cheng, VP of Marketing at Goldcast 41:44

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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…

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90: The Massacre of Marketing: Challenges Facing Modern CMOs - with Emma Clayton, The Mary Poppins for Marketing Functions 43:41

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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…

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89: B2B Marketers: Experts at Scaling the Fundamental Truths of Human Nature - with Naomi Nuta, Vice President Marketing at AptEdge 37:01

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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/…

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88: Cultivating Community: The Heart of Effective ABM Strategies - with Corrina Owens, Fractional ABM and GTM Advisor | REPLAY EP 08 49:29

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** Originally published on March 1, 2023 ** I hope you're enjoying these throwbacks! Truth be told, life has been LIFING lately, and I am a bit behind on getting new episodes out. BUT, I do not want to leave anyone hanging, so figured it was a good time to bump up some of my favorite episodes. Don't worry - new episodes coming soon! What should we cover next on the show? Who would you like to hear from? DM me, comment, or write a review to share feedback. I appreciate you! - Jane -- In this episode of "Women in B2B Marketing," host Jane Serra interviews Corrina Owens, well-known (and loved!) Fractional ABM and GTM Advisor. Corrina shares her transition from education to B2B marketing, emphasizing how her teaching skills in communication and multi-threading have been pivotal. They discuss the evolution of Account-Based Marketing (ABM), its applicability to businesses of all sizes, and the importance of strategic marketing over jargon. Corrina highlights the need to focus on business objectives and customer experience, advocating for authentic connections and community-building in marketing strategies. Corrina and Jane discuss: Corrina Owens' transition from education to B2B marketing. The significance of Account-Based Marketing (ABM) and its evolution to ABX. The relevance of ABM for businesses of all sizes. The importance of strategic marketing over industry jargon. Building and maintaining customer relationships throughout the customer lifecycle. The role of technology in tracking customer sentiment and engagement. The impact of community and networking in marketing strategies. Effective communication styles and overcoming limiting beliefs in marketing. The value of writing and self-reflection in personal and professional growth. Engaging authentically with audiences on social media platforms. Key Links: Guest: Corrina Owens: https://www.linkedin.com/in/corrina-owens/ Host: Jane Serra: https://www.linkedin.com/in/janeserra/ Mentioned in this episode: Find Corrina on TikTok: https://www.tiktok.com/@featuring_corrina?lang=en Corrina's Advice on building your personal brand: https://www.linkedin.com/posts/corrina-owens_b2bmarketing-marketingtips-personalbrand-activity-6942118841967652864--nmm?utm_source=share&utm_medium=member_desktop Gender Bias with AI & Job Descriptions: https://joshbersin.com/podcast/ Which Marketing Jargon Should Be Left Behind: https://www.linkedin.com/posts/corrina-owens_marketing-marketingb2b-saas-activity-7013956814941609984-3q3l?utm_source=share&utm_medium=member_desktop [POLL] Share Which Marketing Jargon You Want Gone: https://bit.ly/3KiEQZQ…

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87: The Human Element in GTM Operations: Balancing Data and Team Communication - with Michelle Kim, Senior Director, Sales & Customer Success Operations at Culture Amp | REPLAY EP 07 48:48

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** Originally published on February 15, 2023 ** Here's a star replay episode, another one of my favorites! Apparently, it's one of yours too - as one of the most downloaded episodes so far. Michelle does an amazing job walking through all things Operations for GTM. What should we cover next on the show? DM me, comment, or write a review to share feedback. I appreciate you! - Jane -- In this episode of "Women in B2B Marketing," host Jane Serra sits down with Michelle Kim, former Director of Sales Operations at Zendesk (now Senior Director, Sales & Customer Success Operations at Culture Amp). Michelle shares her career journey from sales to customer success operations and her current role in sales ops. The discussion highlights the distinctions between sales operations and revenue operations (rev ops), emphasizing the importance of communication and collaboration among sales, marketing, and customer success teams. Michelle also discusses challenges in forecasting, the balance between data and human elements, and offers advice for those new to operations. The episode provides valuable insights for marketing professionals aiming to enhance operational efficiency. Michelle talks us through: Her professional journey from sales to customer success operations and sales operations. The distinction between sales operations and revenue operations (rev ops). The importance of communication and collaboration among sales, marketing, and customer success teams. Responsibilities and strategies involved in sales operations, including territory management and forecasting. The debate between centralized and decentralized operations models. Challenges in achieving accurate forecasting in a fluctuating economy. The significance of research and understanding existing processes in operations roles. Balancing data-driven decision-making with the human element in operations. Motivating team members by understanding individual motivations and aligning them with business objectives. Advice for individuals new to operations on self-management and identifying operationally inclined team members. Key Links: Guest: Michelle Kim: https://www.linkedin.com/in/michellejykim/ Host: Jane Serra: https://www.linkedin.com/in/janeserra/ Mentioned in this episode: Women in Revenue community: https://womeninrevenue.org/ The amazing Sydney Sloan (future WIB2BM guest!): https://www.linkedin.com/in/sydsloan/ Dimitri Tamparopoulos: https://www.linkedin.com/in/dimitri-tamparopoulos/ [Book Reco] How Women Rise: https://www.howwomenrise.com/ Michelle's Podcast Recommendations: The Revenue Engine: https://podcasts.apple.com/us/podcast/the-revenue-engine/id1554168319 UnapologeTECH: https://podcasts.apple.com/us/podcast/unapologetech/id1526386752 Permission to Speak: https://podcasts.apple.com/us/podcast/permission-to-speak/id1491356006 Dear Asian Americans: https://podcasts.apple.com/us/podcast/dear-asian-americans/id1500293933 Speak as a Leader: https://podcasts.apple.com/us/podcast/speak-as-a-leader/id1647699850 Asian Hustle Network: https://podcasts.apple.com/us/podcast/asian-hustle-network/id1520338573 The Tao of Self-Confidence: https://podcasts.apple.com/us/podcast/the-tao-of-self-confidence/id1035011998 You Are The Brand: https://podcasts.apple.com/us/podcast/you-are-the-brand/id828811790…

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86: 2024 U.S. Election Roundtable Leading Our Teams Through an Emotional Election Week - with 5 Special Guests and GTM Leaders 37:57

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