73: CPG or B2B: Customer Obsession Reigns - with Irem Isik, Head of Marketing at Storyly

08/07/24 • 48 min

In this episode of "Women in B2B Marketing," host Jane Serra sits down with Irem Isik, Head of Marketing at Storyly, who shares her journey from B2C roles at Unilever and Nestlé to leading marketing in a B2B startup. Erin discusses the transition from structured corporate environments to the dynamic startup world, emphasizing the importance of understanding customer needs and adaptability. Key takeaways include the significance of maintaining brand authenticity, leveraging content as a marketing asset, and building genuine relationships. Erin also highlights the evolving landscape of B2B marketing, where emotional connections and a customer-centric approach are crucial for success.

Irem and Jane talk through:

Differences between large corporations and startup environments
Importance of understanding the customer and being customer-obsessed
Skills and experiences carried over from B2C to B2B marketing
Marketing the emotional benefits of products rather than just the functional aspects
The evolution of brand marketing in the B2B space
The concept of the "media company mindset" in B2B marketing
Building partnerships and community engagement
Challenges in conducting customer research in B2B
The significance of personal branding and networking in marketing careers

Key Links:

Guest: Irem Isik - https://www.linkedin.com/in/isikiremtr/

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

Irem and Jane talk through:

Differences between large corporations and startup environments
Importance of understanding the customer and being customer-obsessed
Skills and experiences carried over from B2C to B2B marketing
Marketing the emotional benefits of products rather than just the functional aspects
The evolution of brand marketing in the B2B space
The concept of the "media company mindset" in B2B marketing
Building partnerships and community engagement
Challenges in conducting customer research in B2B
The significance of personal branding and networking in marketing careers

Key Links:

Guest: Irem Isik - https://www.linkedin.com/in/isikiremtr/

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

Previous Episode

undefined - 72: Understanding Your Buyer Journeys to Transform Your B2B Marketing Strategy - with Tas Bober, B2B SaaS Digital Marketing Advisor & Founder at Delphinium Solutions

72: Understanding Your Buyer Journeys to Transform Your B2B Marketing Strategy - with Tas Bober, B2B SaaS Digital Marketing Advisor & Founder at Delphinium Solutions

In this episode of "Women in B2B Marketing," host Jane Serra sits down with Tas Bober, B2B SaaS Digital Marketing Advisor & Founder at Delphinium Solutions. Tas shares her unique journey from journalism to marketing, emphasizing the importance of understanding product marketing and buyer journeys for effective landing pages. She discusses her experiences in sales, the challenges women face in the workplace, and the significance of supportive leadership. The episode offers valuable insights into digital marketing strategies, particularly around landing pages and paid media ads, and underscores the power of resilience and continuous learning in career growth.

Tas and Jane discuss:

The importance of understanding product marketing and buyer journeys
Strategies for creating effective landing pages
How deep product knowledge enhances the quality of landing pages
Sharing insights from landing page tests with other marketing teams
Concentrating on a few effective marketing channels rather than spreading efforts too thin
Why content syndication is just glorified list buying
The role of sales experience in enhancing marketing effectiveness
Experimentation and iteration in marketing strategies
Insights on collaboration between marketing and product teams
Challenges women face in the workplace, particularly in leadership roles
Mentorship and support among women in marketing
The impact of workplace culture on women's career advancement
Challenges and responsibilities of running a business while managing personal life
Tas's goal to support minority entrepreneurs and promote authenticity in entrepreneurship

Key Links:

Guest: Tas Bober - https://www.linkedin.com/in/tasbober/

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

Mentioned in Episode:

Laura Nguyen - Executive Coach (Burnout) - https://www.linkedin.com/in/lauran546/

Next Episode

74: How Well Do We Really Know Our Ideal Customer Profile (ICP)? - with Talya Heller, Competitive Positioning Advisor and Founder at Down to a T

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Talya Heller, a competitive positioning advisor and founder of Down to a T. Talya shares her career journey from industrial engineering to product marketing, emphasizing the importance of networking, especially after relocating to a new country. She provides insights into competitive positioning, discussing its strategic significance for both new and established companies. The episode highlights the value of embracing new opportunities, investing in personal development, and celebrating career milestones.

Jane and Talya discuss:

Career transitions from industrial engineering to product marketing.
The significance of networking in career development, especially after relocating.
The role of personal development in achieving long-term career success.
Insights into competitive positioning for both new and established companies.
The importance of defining and regularly updating the Ideal Customer Profile (ICP).
Strategies for gathering insights to refine the ICP.
The relationship and overlap between product management and product marketing.
The evolving use of LinkedIn for professional networking and knowledge sharing.
Embracing discomfort and taking risks as a pathway to growth.
Celebrating career milestones and achievements within the B2B marketing community.

Key Links:

Guest: Talya Heller - https://www.linkedin.com/in/talyahellermba18/

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