In this episode of Women in B2B Marketing, host Jane Serra welcomes Deidre Hudson, Head of Revenue Marketing at Bloomfire. They discuss the balance between art and science in marketing and the importance of data analytics. Deidre shares insights on the challenges of measuring the customer journey, the value of ROI calculators, and the resurgence of human-centric tactics. They also explore the concept of the Immediate Addressable Market (IAM) and the use of intent signals in marketing.

Deidre talks us through:

• the art and science of marketing
• what doesn't need to be measured
• the importance of tracking campaigns - and potential impact of turning one off
• understanding the difference between growth and scaling
• the concept of the bow tie and aligning sales, marketing, and product teams
• recognizing and valuing the smaller steps in the marketing funnel
• demonstrating ROI with a scaled-back tech stack
• connecting with your target audience in a noisy environment
• why TAMs are BULLSHIT
• overcoming Imposter Syndrome
• embracing Authenticity as a Leader

Key Links:

Guest: Deidre Hudson - https://www.linkedin.com/in/deidrehudson/

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

Bloomfire - https://bloomfire.com/

Deidre's Book: How the Fuck Did I Get Here? - https://www.amazon.com/How-Did-Get-Here-Younger-ebook/dp/B0BR34PC4X

10x Is Easier than 2x: How World-Class Entrepreneurs Achieve More by Doing Less - https://www.amazon.com/10x-Easier-than-World-Class-Entrepreneurs/dp/B0C2J7P6JQ/ref=sr_1_1?