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

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

11/27/24 • 37 min

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/

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/

Previous Episode

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

** 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

Next Episode

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

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