Episode 121

full
Published on:

24th Sep 2025

121: Reclaiming Marketing’s North Star with AI - with Liza Adams, AI Advisor & Fractional CMO at GrowthPath Partners | REPLAY EP 83

**Originally published on October 16, 2024**

This replay features the brilliant Liza Adams - AI advisor, fractional CMO, and one of the top 50 CMOs to watch in 2024. We talked about her journey from Manila to Michigan, why gratitude fuels her leadership, and how she’s spent 20+ years helping B2B tech companies elevate marketing from “tactical” to truly strategic.

Liza’s perspective on AI, trust, and building defensible moats is refreshing and practical - I left this convo inspired and with about ten new quotes for my wall.

- Jane

-----------

In this episode of Women in B2B Marketing, host Jane Serra sits down with Liza Adams, AI advisor and fractional CMO. Liza shares how her engineering roots shaped her early entry into AI, and why she’s passionate about marketing’s role as a strategic driver of business growth (not just the “campaigns and events team”).

This episode covers:

  • Liza’s journey from immigrant roots in the Philippines to tech executive in the U.S.
  • Why marketing must reclaim its North Star: deep customer understanding
  • The three passions guiding her career: elevating marketing’s strategic value, championing diverse voices, and using business as a force for good
  • Practical frameworks for evaluating product-market fit and building defensible moats
  • How AI can shrink research cycles, spark alignment, and elevate marketers from tacticians to strategists
  • Trust as the ultimate differentiator - why “brand building” is really “trust building”
  • Examples of how teams are using custom GPTs to boost productivity and decision-making
  • Her advice to CMOs in today’s “pressure cooker” environment

Liza also shares the golden rule of modern marketing: be an amazing human first, then an amazing marketer. (yesssssss!!)

Key Links:

Guest: Liza Adams: https://www.linkedin.com/in/lizaadams/

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


Discussed in Episode:

Disrupt or Be Disrupted: AI's Verdict on Your Product's Defensibility

Competitive Defensibility Analyzer GPT

––


Like WIB2BM? Show us some love with a rating or review. It helps us reach more listeners. <3

All Episodes Previous Episode

Listen for free

Show artwork for Women in B2B Marketing

About the Podcast

Women in B2B Marketing
A weekly 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 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

About your host

Profile picture for Jane Serra

Jane Serra