Women in B2B Marketing - 83: Leveraging AI to Elevate Marketing’s Strategic Value - with Liza Adams, AI Advisor & Fractional CMO at GrowthPath Partners

83: Leveraging AI to Elevate Marketing’s Strategic Value - with Liza Adams, AI Advisor & Fractional CMO at GrowthPath Partners

10/16/24 • 48 min

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Liza Adams, an AI advisor and fractional CMO with over 20 years of B2B marketing experience. Liza shares her inspiring journey from immigrating from the Philippines to becoming a key figure in the B2B Marketing space. She discusses her three passions: elevating marketing's strategic value, advocating for diverse voices, and using business for good. Liza emphasizes the importance of understanding customers, building defensible market positions, and leveraging AI to enhance marketing effectiveness. The episode offers valuable insights for marketing professionals seeking to navigate today's complex business environment.

Liza and Jane talk about:

Liza Adams' journey from immigrant to B2B marketing leader.
The significance of elevating the strategic value of marketing.
Advocacy for diverse voices in marketing teams.
Utilizing business as a force for good and ethical practices.
The transformative role of AI in enhancing marketing effectiveness.
Understanding market positioning and competitive dynamics.
The evolving role of marketers from tactical operators to strategic leaders.
How AI can help transform marketers from tacticians to strategists, enhancing effectiveness and innovation.
Innovative applications of AI in marketing strategies.
Balancing AI-driven efficiency with the human element in marketing.
Liza's favorite AI tools
The importance of ethics and trust in brand building, especially in the AI era.

Key Links:

Guest: Liza Adams: https://www.linkedin.com/in/lizaadams/

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

Discussed in Episode:

Disrupt or Be Disrupted: AI's Verdict on Your Product's Defensibility

Competitive Defensibility Analyzer GPT

Liza and Jane talk about:

Liza Adams' journey from immigrant to B2B marketing leader.
The significance of elevating the strategic value of marketing.
Advocacy for diverse voices in marketing teams.
Utilizing business as a force for good and ethical practices.
The transformative role of AI in enhancing marketing effectiveness.
Understanding market positioning and competitive dynamics.
The evolving role of marketers from tactical operators to strategic leaders.
How AI can help transform marketers from tacticians to strategists, enhancing effectiveness and innovation.
Innovative applications of AI in marketing strategies.
Balancing AI-driven efficiency with the human element in marketing.
Liza's favorite AI tools
The importance of ethics and trust in brand building, especially in the AI era.

Key Links:

Guest: Liza Adams: https://www.linkedin.com/in/lizaadams/

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

Discussed in Episode:

Disrupt or Be Disrupted: AI's Verdict on Your Product's Defensibility

Competitive Defensibility Analyzer GPT

Previous Episode

undefined - 82: Employee Value Propositions: the Link Between Engaged Employees and Growth - with Kerry Penny, SVP Global Head of Marketing and Employee Value Proposition at Kin + Carta

82: Employee Value Propositions: the Link Between Engaged Employees and Growth - with Kerry Penny, SVP Global Head of Marketing and Employee Value Proposition at Kin + Carta

In this episode of "Women in B2B Marketing," host Jane Serra interviews Kerry Penny, SVP Global Head of Marketing and Employee Value Proposition at Kin + Carta, recently named CMO of the Year by Gartner. Kerry shares her career journey, from overcoming early economic challenges to transitioning from tech startups to B2B services. She highlights the complexities of marketing in the services sector, emphasizing the importance of personal relationships and trust. Kerry also discusses team building, the significance of internal culture, and aligning marketing with employee value propositions.

Kerry and Jane discuss:

Kerry's career journey in B2B marketing and her transition from tech startups to B2B services.
The challenges faced during economic downturns and their impact on career development.
Differences between marketing in B2B services and SaaS, focusing on complexity and relationship-building.
The concept of High Value Offers (HVOs) and their role in engaging potential clients.
Importance of maintaining client relationships and managing expectations in consulting.
Insights on team building, especially after mergers and acquisitions.
The significance of internal culture and employee engagement in marketing strategies.
Strategies for fostering a strong company culture, including recognition initiatives and employee involvement.
The alignment of employee branding with recruitment efforts and its impact on business outcomes.
Advice for women in B2B marketing on embracing curiosity, taking risks, and building relationships.

Key Links:

Guest: Kenny Penny: https://www.linkedin.com/in/kerrysugrue/

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

Next Episode

84: The Orchestration Behind True Sales and Marketing Alignment - with Trinity Nguyen, CMO at UserGems | REPLAY EP 03

** Originally published on December 21, 2022 **

This episode is a classic from when Women in B2B Marketing first launched - and how I met one of my good friends, Trinity Nguyen. The content and advice she shares is still super timely and applicable - and I'm hopeful we'll record a followup episode soon. Would you like that? What should we cover? 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 Trinity Nguyen, CMO at UserGems. Trinity shares her journey into marketing, emphasizing the importance of sales and marketing alignment, multi-threading in sales strategies, and adapting to economic changes. They discuss the evolving role of CFOs in buying processes, the shift towards customer retention, and the challenges of measuring marketing effectiveness. The episode offers valuable insights for marketing professionals on strategic alignment, community engagement, and navigating the current economic landscape.

Trinity walks us through:

The importance of multi-threading in sales strategies for closing deals.
Alignment between sales and marketing teams for effective collaboration.
The significance of a clear Ideal Customer Profile (ICP) for both teams.
Challenges in coordinating outreach efforts between marketing and sales.
Impact of the current economic climate on marketing strategies and customer profiles.
Shift in focus towards customer retention and cost efficiency in marketing.
The evolving role of CFOs in the buying process.
Community-driven word-of-mouth marketing and its challenges in measurement.
Personal growth, self-reflection, and self-advocacy in the marketing industry.
The role of emotional intelligence and empathy in team management and personal development.

Key Links:

Guest: Trinity Nguyen: https://www.linkedin.com/in/trinitynguyen/

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

UserGems: https://www.usergems.com/