Episode 11

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Published on:

22nd Mar 2023

11: Customer Marketing Deep-Dive: Is Retention the New Demand Gen? - with Asha May, Top 100 CMA Strategist, Customer Experience and Customer Marketing Leader

** For the month of March, in honor of Women's History Month and International Women's Day, Women in B2B Marketing will publish a new episode every Wednesday (instead of the usual biweekly cadence) - enjoy! And remember to rate, review, and share! **

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Is retention the new demand gen? We're hearing it everywhere lately. Asha May, longtime Customer Experience and Customer Marketing leader, walks us through why she's glad the post-sales side of B2B Marketing is finally having its moment (and why it really needs to stay in the spotlight). She also shares some heartfelt advice on career pivots, re-entering the workforce after time off, and the importance of staying curious.

Asha talks through:

  • Her career path from Accountant to Gartner Analyst to Award-Winning Customer Marketer
  • The Post-Sales side of B2B Marketing
  • Why marketers must pay attention to the post-contract Customer Experience
  • The key roles to Customer Success (from a Marketing standpoint)
  • Helping the customer get to that "first value"
  • How to set up sales enablement to garner customer feedback and identify advocates
  • ^^ Then how to build and nurture that bank of advocates
  • CABs vs communities: who joins which?
  • Mastering life pivots: re-entering the workforce after time off
  • Breaking out of your comfort zone to feel empowered
  • Why she's DONE with "vanity metrics"

Key Links:

Guest: Asha May - https://www.linkedin.com/in/ashamay/

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


Asha's Recommendations:


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About the Podcast

Women in B2B Marketing
A biweekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories. Our goal is to inspire listeners to achieve more, strive for success, and feel a sense of understanding and community.
Women in B2B Marketing is a biweekly 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, 15+ 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

About your host

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Jane Serra