What does it really take to show up, lead, and grow in an industry where you don’t always see yourself reflected?In this episode, Lara Barnett, Head of Marketing at Kinetic IT and co-founder of Generate, shares her story of navigating B2B marketing, leadership, and self-belief. From her early career in construction to finding her voice in tech, this is a conversation about showing up with both strategy and heart.Listen in if you're interested in:Navigating imposter syndrome in leadership rolesBuilding brand equity during years-long sales cyclesThe mindset shift from campaigns to long-term marketing motionWhat great sales and marketing alignment actually looks likeWhy women are more than suited for B2B and techHow to create inclusive spaces that let everyone lead authenticallyThe difference between time and experience in career growthWhether you're a woman navigating leadership, a marketer trying to prove brand impact, or someone who’s ever questioned if they belong, this episode is for you.Episode Highlights: 00:56 Career Beginnings in a Male-Dominated Industry02:11 Transition to Marketing and B2B Insights08:03 Sales and Marketing Collaboration12:17 Event Strategies and Their Impact19:06 Generate: A B2B Marketing Community23:07 Women in Leadership: Embracing Femininity30:24 Masculinity vs. Femininity in the Workplace31:30 Women in Tech Sales35:13 Imposter Syndrome and Overcoming It39:19 Inappropriate Interview Questions46:43 AI in Marketing and Job Security52:00 Advice for Younger Self54:37 Creating Inclusive Work EnvironmentsResources Mentioned: The 95:5 Rule: Why B2B Growth Starts Long Before the PurchaseWomen Rising by Megan Dalla-CaminaLead Like a Woman by Megan Dalla-CarminaGenerate Summit 2025https://www.generate.community/summit2025Be A SponsorContact:[email protected] with Lara: https://www.linkedin.com/in/lara-vandersluis/Connect with Me:https://www.linkedin.com/in/shesellsb2b/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!

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