Women in B2B Marketing

About Women in B2B Marketing

Women in B2B Marketing is a weekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories of victory and defeat, challenge and triumph. Our goal is to inspire listeners to achieve more, strive for success, and feel a sense of understanding and community. This is a place where CMOs, VPs of Marketing, and all strong women B2B marketing leaders discuss their top tactics, strategies, and tips for building teams, leveraging trends, and ultimately rocking their marketing careers - however that looks to them. Leading marketing teams everywhere from fortune 500s to startups and challenger brands, these women share their stories of rising to the top - and how they overcame any obstacles that came their way. Made by and for women, insightful for all. Podcast Host: Jane Serra, 17+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing. LinkedIn: https://www.linkedin.com/in/janeserra/ Instagram: https://www.instagram.com/womeninb2bmarketing/ Twitter: https://twitter.com/womeninb2bmktg

Publisher

Podcast Host: Jane Serra, 17+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing.

Category

business · business · education

Language

en

Explicit

No

First episode

4 Dec 2022

Latest episode

26 Nov 2025

Latest episodes

10 of 129 episodes have a transcript.

1. 

   26 Nov 2025

   128: Burnout, Boundaries, and the Power of Asking for What You Need - with Leslie Forde, CEO and Founder of Mom's Hierarchy of Needs

   Leslie Forde is the CEO and founder of Mom's Hierarchy of Needs, a long-time B2B marketer, a strategic advisor to HubSpot, and the author of Repair with Self Care. She also runs the longest running national parent study on pandemic and post pandemic mental health. In this episode of Women in B2B Marketing, we talk about the emotional, mental, and logistical load carried by working women and why burnout has quietly become a default state for so many of us. Leslie shares why women struggle to ask for what we need, how the past five years have reshaped the caregiving landscape, and what leaders and companies can do to support caregivers instead of unintentionally burning them out. We also unpack the rise of the Hype Women movement, the importance of making space for asks, and how community can fuel both confidence and belonging. Here is what we cover: Why self care scores have dropped below pre pandemic levels in her national study Warning signs of burnout that appear long before we notice them Why high achieving women struggle to ask for help or support The unseen load mothers carry and how it affects work, relationships, and health What employers misunderstand about caregivers and the simple changes that matter Why ERGs often run on unpaid labor from women and how leaders can fix that The link between psychological safety, vulnerability, and the ability to ask for what you need How the Hype Women movement creates space for community, courage, and honest requesting Why many mothers feel like they are failing in every role and what actually drives that feeling How women can start reclaiming time, rest, and care in realistic attainable ways Key Links: Guest: Leslie Forde: https://www.linkedin.com/in/leslieforde Her book, Repair with Self Care: https://a.co/d/fu3UGes Mom's Hierarchy of Needs https://momshierarchyofneeds.com Host: Jane Serra: https://www.linkedin.com/in/janeserra –– Like WIB2BM? A quick rating or review helps new listeners find the show.

2. 

   19 Nov 2025TRANSCRIPT

   127: Inside the Golden Triangle of Product, Brand, and Demand - with Surbhi Agarwal, 25+ Year Tech Executive | REPLAY EP 76

   Originally published on August 26, 2024 This replay features the wonderful Surbhi Agarwal, 25+ year industry vet and former CMO at Applied Intuition. We talked about her path from engineering to product marketing to the CMO seat, what really changes when you leave companies like Intel and Google for a fast moving startup, and why she builds marketing around trust, clarity, and collaboration. Surbhi’s story as an immigrant navigating visa setbacks, rebuilding her career across three countries, and eventually helping grow a business to 10M ARR is powerful. Her honesty about leadership, resilience, and finding your voice as a woman in B2B has stuck with me ever since. - Jane ----------- In this episode of Women in B2B Marketing, host Jane Serra sits down with Surbhi Agarwal, 25+ year tech exec. Surbhi shares how she went from engineering and sales into product, then product marketing, and into the CMO role, and why she still thinks like a product marketer every single day. This episode covers: Surbhi’s path from electrical engineer in India to CMO in Silicon Valley What she learned moving from Intel and Google to a messy, fast paced startup Why she believes product marketing is the strategic core of marketing, not a “support” function Her “golden triangle” model connecting product marketing, demand generation, and brand How she reorganized a 70 person global marketing team, broke down silos, and cut spend while improving performance The difference between running marketing in a hardware world where failure is not an option and in a software world where shipping at 80 percent is the norm How she uses OKRs, RACI, and skip level conversations to create clarity and psychological safety The early career visa setback that forced her to move back to India, then to London, Taiwan, and France, and how that built resilience and a deep customer mindset Her “full glass of trust” philosophy and how she builds collaborative, high trust teams across cultures and time zones Why she tells younger women to stop assuming men and women are treated the same at work, and to find their voice and negotiate earlier Surbhi also shares the kind of honest advice we do not hear enough in leadership circles, including why waiting quietly to be rewarded rarely works, and how women can navigate ambition inside systems that are still far from equal. Key Links Guest: Surbhi Agarwal, 25+ year Tech Executive/ CMO: https://www.linkedin.com/in/surbhiagarwal/ (https://www.linkedin.com/in/surbhiagarwal/) Host: Jane Serra: https://www.linkedin.com/in/janeserra/ (https://www.linkedin.com/in/janeserra/)

3. 

   12 Nov 2025

   126: The Core of Product Marketing: Curiosity, Context, and Customer Obsession - with Kim Winter, VP Marketing at (announcing soon!)

   Kim Winter has spent nearly a decade building and scaling product marketing across Yotpo and multi product orgs. In this episode of Women in B2B Marketing, we unpack how true product marketing starts with market context and the voice of the customer, then fuels everything from positioning to pipeline. Kim shares how to operationalize VOC with CS, why PMM should own recurring deliverables like quarterly competitive reviews and persona refreshes, and what changes when PMM reports into product, the CMO, or directly to the CEO. We also dig into the rising path from PMM to CMO, and how to keep marketing intentional instead of turning into a production shop. Here’s what we cover: The “bottom of the pyramid” for PMM: market context, competitive landscape, and VOC How PMM focus shifts by product stage, from finding fit to scaling mature lines Design partners vs customer advisory boards, and when to use each Recurring PMM deliverables that create visibility and influence across the org Where PMM should sit and how KPIs shift under Product vs CMO vs CEO Why PMM fuels customer marketing and tight alignment with Sales and CS Debunking the “PMM = messaging at the end” misconception Making marketing intentional: tie every output to a clear goal and buyer need Practical ways to gather customer insight fast without boiling the ocean The PMM to CMO trend and what makes product marketers strong marketing leaders Key Links: Guest: Kim Winter: https://www.linkedin.com/in/kim-winter/ (https://www.linkedin.com/in/kim-winter/) Host: Jane Serra: https://www.linkedin.com/in/janeserra/ (https://www.linkedin.com/in/janeserra/) –– Like WIB2BM? A quick rating or review helps new listeners find the show.

Inside a recent episode

127: Inside the Golden Triangle of Product, Brand, and Demand - with Surbhi Agarwal, 25+ Year Tech Executive | REPLAY EP 76

Published 19 Nov 2025 · Transcript excerpt

[…] Let's do more with less and see the impact. So when an individual on the team sees the impact of the business and connects the dot of their work, their small world to the business impact I think that immediate trust is formed and in build workers. I love this. […]

Who has been a guest on Women in B2B Marketing

Names identified in recent episode analyses. Showing up to five guests.

• Molly George
• Ruta Sudmantaite
• Emma Davies
• Amanda McGuckin Hager
• Liza Adams

Reach and audience

Public platform figures. Ratings count people who left a rating, not total listeners.

Apple Podcasts (US)

5.0 / 5

23 ratings

Spotify

5.0 / 5

20 ratings

Podcast Authority Score: 56 / 100

A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.

Quality

84

Social presence

0

YouTube

0

Engagement

71