Women in B2B Marketing - 88: Cultivating Community: The Heart of Effective ABM Strategies - with Corrina Owens, Fractional ABM and GTM Advisor | REPLAY EP 08

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

11/20/24 • 49 min

** 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

** Originally published on March 1, 2023 **

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

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

Previous Episode

undefined - 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

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

** 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:

Next Episode

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

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/