In this episode of "Women in B2B Marketing," host Jane Serra is joined by Chaenara O’Brien - a sharp strategist who splits her time between leading digital GTM at vFunction and consulting with startups via Thought Bakery.

Chaenara brings a refreshingly grounded, systems-first lens to modern marketing, shaped by a background in energy trading, operations, and engineering services. The conversation unpacks what it really takes to build future-ready go-to-market teams, avoid burnout, and lead with both curiosity and clarity in a time of constant change.

Jane and Chaenara dig into:

• How her career in ops + energy trading led to B2B marketing leadership
• What “scenario planning” actually means - and how to make it actionable
• Why marketers need to stop reacting and start building systems
• How AI is reshaping what it means to “do more with less”
• Creating space for failure and curiosity on high-performing teams
• Why outdated ideas of brand control and executive presence need to go
• What GTM leadership should look like - and where it’s headed
• Outgrowing tech and how to protect your spark

Key Links:

Guest: Chaenara O'Brien: https://www.linkedin.com/in/chaenara/

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

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** Originally published on January 18, 2023 **

This episode is a favorite for anyone who's ever argued about buttons vs hyperlinks, wondered if open rates still matter, or just wants to get better at email without sounding like a spam bot.

Kestrel Lemen is an email powerhouse: part strategist, part storyteller, and hands down one of the most insightful voices in email marketing. Her take on what actually drives conversions, how to balance plain text with visuals, and what marketers still get wrong about newsletters is full of gold.

It’s one I still reference, and if email is even remotely in your job description, you’ll want to give this one a listen.

Want a part two with Kestrel? Leave a review, drop a DM, or just say the word.

— Jane

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In this episode of Women in B2B Marketing, host Jane Serra sits down with Kestrel Lemen, email marketing expert and former Senior Strategist at Seguno Software (now Senior Manager Lifecycle Marketing at Zillow!) From her start in the art world to building Bronto’s London office and becoming an email force in both B2B and B2C, Kestrel’s journey is as fascinating as it is full of lessons.

They get into:

• The difference (and surprising similarities) between B2B and B2C email strategies
• Visual vs. plain text emails - and when each actually performs best
• What’s still true about email above the fold (and what’s totally changed)
• The metrics you should be tracking now - and which ones are just vanity
• Spam triggers, button design, and real talk on segmentation
• How privacy laws like GDPR and Apple MPP are reshaping email as we know it
• Why your “free Yeti cooler” giveaway is probably not the move
• Building emails that convert and don’t annoy
• Plus: how to keep your resume “conversion-optimized” for your future self

If email is part of your job - or just gives you heartburn - this episode is a goldmine.

Key Links:

Guest: Kestrel Lemen: https://www.linkedin.com/in/kestrellemen/

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

Community: Women of Email - https://womenofemail.org/

***Recorded LIVE at WIB2BM LIVE ATLANTA***

In this first-ever LIVE IN PERSON episode of "Women in B2B Marketing," host Jane Serra sits down with Trinity Nguyen (CMO at UserGems) and Kacie Jenkins (SVP of Marketing at Sendoso) for an unfiltered conversation about the mistakes, missteps, and full-on f*ckups that shape great marketing leaders.

They open up about failed campaigns, tool disasters, event regrets, and how they’ve built teams that don’t just tolerate failure - they learn from it. From creating psychological safety to pushing back on prescriptive execs (even the ones with AI patents), this episode is a candid look at what it really takes to lead with empathy, resilience, and a little rebellion.

Packed with tactical advice, personal stories, and plenty of f-bombs, it’s a masterclass in growing your team-and yourself-through the hard stuff.

This live panel unpacks:

• Why failure is a must-have in high-performing marketing teams
• How to build psychological safety without babying your team
• Tactics for turning a f*ck-up into a team-wide learning moment
• The CEO “parking lot” trick for pushing back on prescriptive leadership
• How to evaluate AI tools (and avoid shiny object syndrome)
• What to do when your event investment flops—and how to design ones that actually work
• The power of structured gatherings and thoughtful details at live events
• Career pivots, personal advisory boards, and defining your authentic marketing path
• How to create space for younger team members to build resilience and take ownership

Key Links:

Guests:

Kacie Jenkins: https://www.linkedin.com/in/kaciejenkins/

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

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

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In this episode of "Women in B2B Marketing," host Jane Serra chats with Leanna Adeola, VP of Marketing and Chief Brand Strategist at Black Onyx Management. Leanna, recognized as one of the "Top 40 Under 40" by the Indianapolis Business Journal, shares her journey through various marketing roles, from agency work to in-house positions. They discuss the challenges of integrating management consultants, emphasizing transparency and collaboration. Leanna highlights the evolving nature of B2B marketing, stressing the importance of authenticity, relationship-building, and balancing value with sales.

Leanna and Jane talk through:

• Leanna’s career path from agency to in-house to consultancy leadership
• Why her agency background helps her empathize with brand-side complexity
• How she balances in-house marketing with client-facing consulting
• Tactics for making brand messaging stick internally
• How Canva and quick videos help reinforce brand standards
• Advice for building trust when bringing in external consultants
• The 3Fs framework for managing up: Framing, Frequency, For Others
• How to communicate effectively with boards, CEOs, and CFOs
• The human side of B2B: building relationships, not just pipeline
• Why outdated ideas of executive presence are holding us back
• The power of thought leadership and long-term brand affinity
• Her advice: remember what drew you to marketing and protect that spark

Key Links:

Guest: Leanna Adeola: https://www.linkedin.com/in/ladeola/

^^ And follow her on IG: https://www.instagram.com/leannaadeola

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

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** Originally published on January 4, 2023 **

This episode is an early gem from when the podcast first launched and features the incredibly sharp Leela Gill, a three-time CMO and builder of high-growth B2B teams. Her advice on navigating the first 30-60-90 days in a new marketing leadership role is timeless. And her take on KPIs, internal branding, and enabling your sales team as thought leaders? Still fire.

It’s one of those episodes I come back to often, and I hope you’ll find value in it too.

Want a follow-up with Leela? Drop a comment, review, or DM me. I'm all ears.

— Jane

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In this episode of "Women in B2B Marketing," host Jane Serra interviews Leela Gill, accomplished B2B CMO and former CMO at One Health. Leela shares her journey from engineer to three-time CMO and how that technical foundation still shapes her marketing leadership today. The conversation covers what great CMOs prioritize in their first 90 days, the importance of intentional leadership, and why internal culture-building is just as critical as pipeline metrics.

Leela shares insights on:

• How to audit a new company and create your first 90-day plan
• Navigating pressure from sales while staying strategic
• Building trust with technical teams as a marketing leader
• Why pipeline and net revenue retention are the new must-track KPIs
• The evolving role of brand ambassadors, influencers, and raving fans
• How to turn your sales team into thought leaders
• Rethinking email marketing (and why LinkedIn might be your new ESP)
• Why "helping is the new selling"
• The rise of customer marketing and cross-functional alignment
• Advice for women entering B2B marketing: ask for advice, not feedback, and find a rockstar mentor

Key Links:

Guest: Leela Gill: https://www.linkedin.com/in/leelagill/

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

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Rissy La Touche, a seasoned marketer, advisor, speaker, and founder of Dimple Studio. Rissy shares her journey from B2C/B2B marketing to business owner, discussing the challenges and rewards of entrepreneurship. The episode delves into the importance of clear communication, self-promotion, and public speaking in B2B marketing. Rissy emphasizes the value of understanding customer insights and tailoring value messaging. She also shares her experiences managing multiple marketing channels and offers advice to young marketers on trusting their instincts.

Rissy and Jane discuss:

• How Rissy moved from NYC to Amsterdam and launched her consultancy, Dimple Studio
• The mindset shift from freelancer to business owner
• Learning to promote yourself without feeling cringe
• Leveraging buyer ego in B2B messaging while keeping your own in check
• What it really means to not gatekeep in marketing
• Why most B2B messaging misses the mark
• How to build value messaging that drives sales enablement
• The story of a value prop that unlocked new revenue
• Getting speaking gigs and lessons from her first keynote
• Why helping your buyer look good is the ultimate marketing strategy

Key Links:

Guest: Rissy La Touche: https://www.linkedin.com/in/rissylatouche/

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

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In this episode of "Women in B2B Marketing," host Jane Serra speaks with Brandi Starr, COO of Tegrita, to discuss her multifaceted career and insights into effective B2B marketing. Brandi emphasizes the importance of understanding audience needs, advocating for tailored communication strategies and rigorous testing. She also addresses the pitfalls of "shiny object syndrome" and the risks of rapid strategic changes. Brandi shares a unique case study on controlled testing and underscores the value of community and authenticity in marketing.

Brandi talks through:

• Her career evolution through boredom and curiosity
• How strategy and marketing automation became her sweet spot
• The evolution and enduring power of email marketing
• Email isn’t dead, but your playbook might be
• Testing hypotheses in B2B marketing to find what works
• Why memes work for SMBs but not always for enterprise
• Building an operations-first approach to client success
• Controlled piloting versus shiny object syndrome in marketing
• Wild case study: how a team of women in prison outperformed SDRs
• How community and impact became central to her career
• Brandi’s advice to her younger self: don’t shrink, don’t dim your light

Key Links:

Guest: Brandi Starr: https://www.linkedin.com/in/brandistarr/

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

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In this episode of "Women in B2B Marketing," host Jane Serra talks to Kristina Keene, Director of Brand and Content at Flip. Kristina emphasizes authenticity and relatability, advocating for engaging, human-centered content over traditional gated materials like white papers. She highlights the power of video storytelling and shares her disdain for outdated marketing norms. The episode offers valuable insights for marketing professionals seeking to foster genuine connections and drive engagement in today's landscape.

Kristina and Jane talk through:

• Kristina's unconventional journey into B2B marketing.
• Strategies for brand and content activation in the B2B space.
• The importance of authenticity and relatability in marketing.
• The shift away from traditional gated content like white papers.
• The effectiveness of video content and storytelling in engaging audiences.
• How to capture genuine personalities on camera, including techniques for warming up interviewees
• Innovative content formats, such as the "Flip or Flop" series.
• The role of personal branding and online presence in career development.
• Tools and techniques for enhancing efficiency in content creation.
• Navigating change and resilience in personal and professional life.
• The need for greater representation and diverse voices in B2B marketing.

Key Links:

Guest: Kristina Keene: https://www.linkedin.com/in/kristina-keene/

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