**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

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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

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