She Sells B2B | Bold Conversations with Women Redefining Sales and Marketing

The Biggest Salary Jump of My Career - As a Woman | Laura Erdem of Dreamdata Ep 10

Imagine this: You're at a prestigious company, making great money, and then you decide to take a 50% pay cut to join a startup with literally zero revenue. Everyone thinks you've lost your mind. But what if I told you that "crazy" decision led to becoming Director of Sales for the US market? That's exactly what happened to Laura Erdem from Dreamdata, and honestly, her story is one of the most inspiring I've heard. Laura and I sat down (well, virtually, she was in NYC at 7am, I was in Melbourne at 5pm with my dog causing chaos in the background 😅) and she got so real about: * How she negotiated a 40% salary jump as a woman in tech * Why she then took that massive pay cut (and why it was actually genius) * Being a mum of two while leading a sales team across the US * Why she thinks introverts make BETTER salespeople than extroverts (yes, really!) * How to break into B2B sales when you have zero "sales background" Here's what I love about Laura's story: She didn't follow the "safe" path. She took risks. She negotiated. She bet on herself. And she's proof that you can have a demanding career AND be present for your kids. This episode is for you if: * You're thinking about a career change but scared to make the leap * You're underpaid and don't know how to ask for more (or feel guilty even thinking about it) * You're a mum wondering if you can actually have both career ambition AND family time * You think you're "too quiet" or "too analytical" for sales * You're in a male-dominated industry and wondering if you'll ever break through * You want to hear what strategic career moves actually look like (not just "work harder" advice) Laura's journey from "I don't even know Excel" to Director of Sales is honestly so good. And the best part? She's so down-to-earth about it all. Let's dive in. (05:30) Laura's origin story: Breaking into tech without knowing Excel (12:00) The Gartner move: How she negotiated that 40% salary jump (18:00) The "crazy" decision: Taking a 50% pay cut to join DreamData as employee #9 (24:00) Real talk: Being a woman in male-dominated tech sales (27:30) Why aren't there more women in sales? Laura's honest take (32:00) "You don't need a sales background. You just need to figure it out." (35:00) The introvert advantage: Why quiet people crush it in sales (40:00) Your "soft skills" are actually your sales superpowers (45:00) Balancing motherhood and sales leadership (the real version, not the Instagram version) (49:00) How sales and marketing actually work together (when they're not fighting) (54:00) Using data and buyer signals instead of just cold calling everyone (58:00) Building your personal brand on LinkedIn (Laura has 50K followers!) (1:03:00) Advice for women thinking about getting into B2B sales (1:08:00) Laura's permission slip: "Go get the role and figure it out" Connect with Laura: She's amazing on LinkedIn (seriously, follow her): https://www.linkedin.com/in/lerdem/ [https://www.linkedin.com/in/lerdem/] Check out Dreamdata: Dreamdata.io Connect with Me: Let's be LinkedIn friends: https://www.linkedin.com/in/shesellsb2b/ [https://www.linkedin.com/in/shesellsb2b/] My website: https://www.theuntappedspace.com/ [https://www.theuntappedspace.com/]

Career-Proof Yourself with AI: Every Women’s Advantage | Danielle Zikman of LinkedIn Ep 09

What does it mean to lead marketing in one of the world’s most influential B2B platforms and still feel empowered to experiment, move fast, and be “scrappy”? In this episode, Danielle Zikman, Director of Marketing for LinkedIn Talent Solutions, joins us to talk about what it takes to thrive in a global, matrixed organisation while keeping creativity and agility at the centre. She shares her journey from bartending to leading marketing across Australia, Asia, and Japan, and why she believes AI is the great equaliser for women in business. We explore the evolving relationship between sales and marketing, how to measure commercial impact from brand initiatives, and what modern leadership looks like when empathy and curiosity lead the way. Listen in if you’re curious about: * How AI is transforming marketing and sales collaboration * Building trust and alignment across global teams * Why “scrappy” decision-making is a strategic advantage * Measuring true ROI from events and brand activations * Navigating leadership in male-dominated industries * How to career-proof yourself in the age of AI * Mentoring the next generation of women in B2B If you’ve ever wondered how to succeed in B2B without losing your human edge, Danielle’s story will inspire you to embrace change, lead with empathy, and find your own superpower. Episode Highlights: (00:00) Danielle's role and career journey (24:01) Women in leadership and AI's impact (31:24) Overcoming imposter syndrome (34:09) The complexity of go-to-market strategies (39:21) Leveraging AI in marketing and sales Connect with Danielle: https://www.linkedin.com/in/daniellezikman/ [https://www.linkedin.com/in/daniellezikman/] Connect with Me: https://www.linkedin.com/in/shesellsb2b/ [https://www.linkedin.com/in/shesellsb2b/]https://www.theuntappedspace.com/ [https://www.theuntappedspace.com/]

How to Turn Being 'Different' Into Your Sales Superpower | Della Zhuang of Ataccama EP 08

What makes you stand out and memorable? In this episode, Della Zhuang, VP of Growth at Ataccama, shares her journey from being the first hire in APAC to becoming a respected sales leader in the data management space. We talk about what it takes to grow into leadership when the blueprint doesn’t exist, why long-term customer relationships matter more than ever, and how sales and marketing can work together to break through enterprise-level noise. Della also opens up about navigating identity as a Chinese-Australian woman in tech, imposter syndrome, and the unconscious bias women still face in enterprise sales. From vertical-based go-to-market strategy to hiring more women in sales, this conversation is equal parts strategic and deeply human. Listen in if you're curious about: * Building a sales career from the ground up (without a traditional background) * What leadership looks like when you're the only woman in the room * How to personalise enterprise sales without burning out * Why ABM and vertical focus lead to faster, smarter growth * The real impact of long-term customer relationships * How sales and marketing can align beyond vanity metrics Whether you're a sales leader or thinking about how to get more women into revenue roles, this episode will challenge and inspire you. Episode Highlights:  04:31 Cultural Identity and Business 16:59 Encouraging Women in Tech Sales 23:45 Standing Out in Sales Outreach 27:29 Creating Memorable Marketing Campaigns 36:42 Focusing on Vertical Markets 44:03 The Value of Customer Experience Connect with Della: https://www.linkedin.com/in/dellazhuang/ [https://www.linkedin.com/in/dellazhuang/] Connect with Me: https://www.linkedin.com/in/shesellsb2b/ [https://www.linkedin.com/in/shesellsb2b/] https://www.theuntappedspace.com/ [https://www.theuntappedspace.com/] If you like this episode, don’t forget to like, subscribe, leave a review, or share it to a friend who might find this inspiring!

Why Women Are Built for Modern B2B Sales | Regan Barker of Grant Thornton Australia EP 07

“There’s a reason why we have incredible female sales leaders, and it’s time for us to own our space.”  Regan Barker, Head of Revenue Operations at Grant Thornton, joins me on the podcast to talk about reshaping sales, marketing, and leadership in male-dominated industries. With a career that’s taken her from law to banking to professional services, Regan now takes the lead in building high-performing RevOps systems.  In this episode, we explore why women hesitate to apply in roles unless they tick all the boxes, the importance of challenging outdated norms, and having a growth mindset. We also dive into how she's applying account-based marketing in a complex B2B landscape, what true sales-marketing alignment looks like, and how her team is using AI to drive smarter workflows without losing the human touch. Listen in if you're interested in: * Building a RevOps function in professional services from the ground up * How to overcome imposter syndrome and own your space as a woman in sales * The real reason sales and marketing must work together in 2025 * What account-based marketing actually looks like in complex buying cycles * Why EQ, not just strategy, is your biggest asset as a B2B leader * How to apply a growth mindset when everything is changing If stepping into your first sales role or just trying to apply for roles that you’re not too confident about, Regan’s story is a powerful reminder that you don’t have to tick every box to lead with impact. You just have to start owning your space even before you feel fully ready. Episode Highlights:  00:46 Understanding Revenue Operations 15:16 Overcoming Imposter Syndrome 25:22 The Role of Account-Based Marketing (ABM) 31:39 The Impact of AI on Sales and Marketing 36:35 The Future of Sales: Human Interaction vs. Digital Tools 42:17 Promoting Diversity and Inclusion in Sales Connect with Regan: https://www.linkedin.com/in/reganbarker/ [https://www.linkedin.com/in/reganbarker/] Connect with Me: https://www.linkedin.com/in/shesellsb2b/ [https://www.linkedin.com/in/shesellsb2b/] https://www.theuntappedspace.com/ [https://www.theuntappedspace.com/] If you like this episode, don’t forget to like, subscribe, leave a review, or share it to a friend who might find this inspiring!

Why Empathy Wins More Deals Than Aggression | Gabrielle Oldaker of The City of Melbourne EP 06

What does it really take to lead, grow, and speak up in workspaces when the rules were not written with women in mind? In this episode, Gabrielle Oldaker, Head of Marketing and Digital Experience in the City of Melbourne joins me to unpack what ethical leadership actually looks like today. From film and media to local government, Gab has led marketing teams through change, disruption, and industry shifts. In this episode, she shares why psychological safety matters, how she navigates imposter syndrome in a tech-driven world, and why leaders must speak up for themselves and others. Listen in if you're interested in: Creating psychologically safe teams in fast-paced B2B environments * Embracing AI and upskilling without fear or perfectionism * Recognising and navigating toxic work culture * Leading with empathy and vulnerability * Building ethical marketing teams that put people first * Encouraging your team to speak up and set boundaries * How to lead as a woman in male-dominated industries Whether you’re managing a team, navigating leadership yourself, or finding your voice in the workplace, this is a conversation you won’t forget. Episode Highlights:  05:03 Changes in Industry and Women's Roles 12:33 Personal Experiences and Speaking Up 16:11 Creating Psychological Safety in Teams 19:10 Marketing Team Dynamics 19:21 Navigating the AI Landscape 27:35 Toxic Work Environments 31:17 Advice for Future Generations Connect with Gab: https://www.linkedin.com/in/gabrielleoldaker/ [https://www.linkedin.com/in/gabrielleoldaker/] Connect with Me: https://www.linkedin.com/in/shesellsb2b/ [https://www.linkedin.com/in/shesellsb2b/] https://www.theuntappedspace.com/ [https://www.theuntappedspace.com/] If you like this episode, don’t forget to like, subscribe, leave a review, or share it to a friend who might find this inspiring!