The Marketing Technology (MarTech) industry has undergone a profound transformation in recent years, with technology becoming integral to every aspect of marketing. In this dynamic landscape, visionary women leaders have emerged as driving forces, shaping the future of MarTech.
3. Courage, sacrifice, determination,
commitment - these are the keys
to being a successful leader
Courage, sacrifice, determination,
commitment - these are the keys
to being a successful leader
4.
5. The Marke ng Technology (MarTech) industry has
undergone a profound transforma on in recent
years, with technology becoming integral to every
aspect of marke ng. In this dynamic landscape, visionary
women leaders have emerged as driving forces, shaping
the future of MarTech.
Understanding the needs and preferences of customers is
crucial in the MarTech landscape. Women leaders, o en
recognized for their empathe c and collabora ve
leadership styles, have championed a customer-centric
approach. This focus on building solu ons that truly
address customer pain points has been a key factor in the
success of many MarTech companies led by women.
Beyond their roles in companies, women leaders in
MarTech o en take on thought leadership posi ons. They
contribute to industry discussions, share insights, and
advocate for policies that support the growth of
technology and innova on. By ac vely par cipa ng in
conferences, wri ng ar cles, and engaging in mentorship
programs, they inspire others to join the MarTech
revolu on.
In an industry characterized by data, algorithms, and
automa on, women leaders bring a holis c perspec ve
that balances technology with a human touch. They
emphasize the importance of building meaningful
connec ons with customers and leveraging technology to
enhance, rather than replace, the human element in
marke ng.
The MarTech industry stands at the intersec on of
technology and marke ng, and visionary women leaders
have played a pivotal role in shaping its trajectory. Through
their strategic vision, innova ve thinking, commitment to
diversity, and entrepreneurial spirit, these women have not
only broken barriers but have also set new standards for
success. As the MarTech landscape con nues to evolve, the
inļ¬uence of Top Visionary Women Leaders
Revolu onizing the MedTech Evolu on will undoubtedly
leave a las ng legacy, inspiring future genera ons to
contribute to the dynamic world of marke ng technology.
Flip through the pages and indulge in the fundamentals
that are crea ng a future where technology and marke ng
converge seamlessly, and the legacy of visionary women
leaders con nues to shape the narra ve of success in
MarTech.
James Green
Climbing on the
Innovative Horizons
6. 16
20
A Comprehensive Guide
Maximizing MarTech for B2B Marketing
A MarTech Perspective
The Rise of Conversational Marketing
A Legacy of Innovation: Resolute Acumen of
Jacqueline
Anim
C
O
N
T
E
N
T
S
Cover Story
Ar cles
8. Merry D'Souza
James Green
Mike Anderson
Anish Miller
David King
Tim Daniels
Sihanee M.
James Sykes
Phil Bristol
Simon Gayle
Dave Morgan
David, JD
Steve, Joe
Dominique T.
Frank Adams
Robert Brown
Stella Andrew
Editor-in-Chief
Deputy Editor
Executive Editor
Assistant Editor
Visualizer
Art & Design Director
Associate Designer
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Marketing Manager
Technical Head
SME-SMO Executive
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Digital Marketing Manager
Research Analyst
Circulation Manager
Database Management
Technology Consultant David Stokes
L E A D E R S
January, 2024
George Kingston
4
9. Brief
Company Name
Featured Person
With an impressive career spanning over two decades,
Jacqueline has risen to the presgious posion of Senior Principal
Materials Engineer, earning recognition for her supreme
expertise and solid dedication to the ield.
Dr. Taylor is an experience clinical trial researcher and manages
several large-scale multi-center clinical trials.
Sarah is focused on building virtual speciality care programs and
services. She has also built both physician and patient-facing
tools and experiences at healthcare companies.
Sylvia Romm is the Founder and Chairperson of Sonder Health.
With over 13 years of experience in the healthcare sector, she is
passionate about providing quality solutions in the niche.
Tatum is an investor and MedTech enthusiast with a proven
track record of transforming seed and growth-stage companies
into global household brands.
Jacqueline Anim
Sr. Principal Materials
Engineer
Sabrina Taylor
Founder
Sarah Zweifach
Clinical Product
Management
Sylvia Romm
Founder
Tatum Getty
General Partner
Ethicon, Inc.
jnjmedtech.com/en-EMEA
/companies/ethicon
MedRhythms, Inc.
medrhythms.com
Story Health
storyhealth.com
Sonder Health
sonderhealthplans.com
THENA Capital
thenacapital.com
12. n the materials science and engineering segment,
IJacqueline Anim stands as a true luminary, pushing the
boundaries of innova on and leading the way at
Ethicon, Inc., a subsidiary of Johnson & Johnson. With an
impressive career spanning over two decades, Jacqueline
has risen to the pres gious posi on of Senior Principal
Materials Engineer, earning recogni on for her supreme
exper se and solid dedica on to the ļ¬eld.
One of Jacqueline's most notable achievements is her
groundbreaking work on biosafety materials. Her research
has led to the development of innova ve materials that
can be used in surgical applica ons, thus hemosta c,
cu ng, and sealing ssue and blood vessels with no
bleeding in a minimally invasive procedure. This
breakthrough has simpliļ¬ed post-opera ve care and
improved pa ent outcomes, making her a respected
authority in the ļ¬eld.
Jacqueline Anim's journey from a passionate chemical
engineering student to a Senior Principal Materials
Engineer at Ethicon, Inc. is a tribute to her innova ve spirit
and her commitment to improving the lives of others.
Jacqueline's work con nues to shape the future of medical
devices, and her inļ¬uence extends far beyond the
laboratory, inspiring a new genera on of engineers to
reach for the stars in the world of material transforma on
science.
Shining on the Horizon with Excellence
Shedding the spotlight on the odyssey, Jacqueline may
have to look back on her career path with a ļ¬lter as she has
always been seeking unmet needs or, for that ma er,
unchartered territories within and external to her
company, JNJ.
This strong desire is intended to make a diļ¬erence in
humanity. For some unknown reason, Jacqueline gravitated
to undiscovered areas so much that in 2012, she
discovered that the medical industry did not have a
standalone material database.
All that was available in the industry was the Campus,
Material and Process Universe, the prospector, etc., which
only had materials intended for non-medical applica ons.
Given that grades in these databases had not been
screened for biocompa bility as an added requirement.
In furtherance of that, the medical sector was le to test
for poten al biosafety a er the fact and not designed into
the selected grade up front. With this knowledge,
Jacqueline and her team collaborated with an intelligence
so ware company to embark on a medical material data
management project to segregate their device materials
into medical and technical grades.
The project outcomes allowed them to purge and/or
discon nued the prolifera on of the use of technical grade
chemistries. It was a big win for all who saw the vision and
supported the journey to enhance pa ent safety.
A Perspec ve of Perpetual Reļ¬nement
From Jacqueline's perspec ve, Ethicon is a fer le ground
for anything transforma onal. It's a fearless company with
daring leaders when it comes to groundbreaking
innova on for enhanced pa ent care. And its Credo (The
Northern Star) excels in this area.
The cultural landscape has somewhat inļ¬uenced
Jacqueline's ability to push her limits in various medical
device design and manufacturing aspects. For example, her
focus has been enhancing the medical material data
management philosophy and the digitaliza on of the data
itself.
Jacqueline's previous contribu on is also around the
segrega on of medical grade materials away from the
technical grade candidates/thus moving away from legacy
technology by purging out old chemistries.
Finally, and with in-house support, she recently launched
internal E-submission processes and retrieval techniques
for be er traceability and eļ¬cacy. Addi onally, she
collaborated and embarked on using informa on
automa on (IA) and data science algorithms for trend
iden ļ¬ca on of historical material analysis reports and
data, verdict crea on and many more.
All these have improved and provided conļ¬dence in
Ethicon's material decisions and device-level traceability.
This is an example of using data science in the
medical/healthcare sector.
Leading with an Example of Coherency
Jacqueline's vision and missions are mostly novel; it takes
special skills to draw and rally people in and obtain funding
for execu on.
13. Jacquelineās vision
and missions are
mostly novel; it
takes special skills
to draw and rally
ā people in and
obtain funding for
execution.ā
14.
15. The cultural landscape has
somewhat inļ¬uenced
Jacquelineās ability to push
her limits in various
ā
medical device design and
manufacturing aspects.ā
From her perspec ve, it's easier to implement an idea in a
"pull" posi on than if you had to "push." So, for years,
Jacqueline has always promoted ideas such that they
become a pull. It starts with clear communica on, deļ¬ning
the vision as a leader, and sta ng the beneļ¬ts to her
internal or external clients.
One element that has helped Jacqueline drive innova on
as an industry leader is her honesty/selļ¬essness leadership
approach. This unique combina on allows, working to
becomes easy; therefore, navigate obstacles easily,
achieving results through collabora on. A er four or ļ¬ve
wins, the table turns in her favor as she doesn't have to
advert obstacles to innovate any longer.
CIO Talks
Sharing her opinion on the most signiļ¬cant technological
advancements or trends that will shape the industry,
Jacqueline shares, "There's been lots of pla orms and
podcast discussions on this topic; however, from my
vantage point, I believe the following trends will be very
signiļ¬cant moving forward. The concept of pa ent care
con nuing/ecosystem approach to healing is going to be
pursued aggressively.
The ļ¬rewall between the various engineering disciplines
will disintegrate as industry forces this change in the
academic curriculum. We are heading into an era where a
materials engineer can analyze mold ļ¬ow, integrate the
material behavior and its path to molding, and
conceptually understand end-user device performance.
The MedTech industry is looking for Chemical Engineers
who can write computer codes, manipulate CAD ļ¬les, and
conduct simula on analysis simultaneously. A skill set
limited to computer scien sts and mechanical engineers a
decade earlier.
To sum it up, there shall be very li le diļ¬erence between a
mechanical engineering and an electromechanical/system
engineer, for example, since the industry is seeking an
overlap in skill sets with the introduc on of robo c and
digital product developments.ā
An Overview of the Essen al Role
Jacqueline's parent company (JNJ) team is located on all
the con nents with subbranches in major countries
worldwide. They also have research laboratories with
various analy cal and technological capabili es in various
ci es. Therefore, working with other external teams to
innovate and/or solve complex problems is normal.
In furtherance of that, they have strategic alliances with
some of the suppliers and vendors; and can tap into some
of their technical support oļ¬erings/facili es to solve
complex problems with precision and speed due to the
proximity of their laboratories.
Speciļ¬cally, Jacqueline says, "Un l the design of the device
is complete and end-use performance requirements are
met, material selec on is not complete; therefore, the
material suppliers are part of the development journey ll
the end.
To cite an example, when leading the crea on of the
digi zed/searchable database to manage our inhouse
material informa on system, I had to work in close rela on
with the IT team located in a diļ¬erent con nent United
Kingdom, our internal biocompa bility group, our
procurement team, and supply chain organiza on, R&D,
and product design teams to develop a holis c data tool
that meets every group's end use requirement. The success
of this data science solu on was a community aļ¬air and
not done in a silo.ā
Ascending the Fundamentals, along came the
Enrichments.
This me around, with improved awareness of the
regulatory landscape, the road forward is clear and well-
deļ¬ned. What does Jacqueline mean by this statement?
16. Jacquelineās work continues to
shape the future of medical
devices, and her inļ¬uence extends
far beyond the laboratory,
ā
inspiring a new generation of
engineers to reach for the stars in
the ever-evolving world of
materials transformation science.ā
Regulatory, e.g., FDA, MHRA, etc., is the ļ¬nal reviewer for
device registra on/compliance, and from her perspec ve,
if the individual bill of materials (BOM) and the component
lis ngs that make up the device are well scru nized,
complying with the device level review and approval
process will become a lot easier and to some extent very
predic ve.
In furtherance, in the past, the MedTech OEMs were using
"any material" to design MedTech products and hence
"panicked" regarding the regulatory submission step as the
material in the device was poorly understood and
scru nized.
However, this legacy prac ce is changing with the
introduc on and adop on of medical-grade material
technology for MedTech applica ons. Jacqueline is happy
to say the material suppliers now support the development
and crea on of MedTech-speciļ¬c material chemistries to
sustain this sector. This approach is a win for all since it
eliminates the use of unauthorized material unbeknown to
the material manufacturer or toll compounder.
Symbolizing Brilliance
Although Jacqueline's area of exper se is in a niche
(SME/consultancy in material u liza on for MedTech), the
industry has evolved over the years to a ract the other
gender(s). Having said that, the industry has many great
people with decades of knowledge; as a female, you need
to connect with someone and recruit that person as your
mentor.
This mentor may be a professional from a diļ¬erent
business sector, i.e., company director, startup VP, toll
compounder, packaging professor, college professor,
material manufacturer, external consultant, etc. With this,
you will stand to learn and gain unique knowledge that will
become an asset/novelty at your own company, thus
se ng you apart from the pack. Jacqueline has always
viewed people she meets at conferences and trade shows
as her mentors.
Another secret Jacqueline lives by is to answer the ques on,
"What do you want to be when you grow up?" and pursue
that with her compassion.
Scaling the Novel es with a Novel Method
Jacqueline's long-term goal is to con nue her collabora on
eļ¬ort with respect to standardizing the deļ¬ni on, crea on,
and release of a medical grade/lockdown grade/skin
contact grade for industry adapta on, followed by the
release of an ASTM standard deļ¬ni on for materials used
for MedTech. This ini a ve has progressed over the last
couple of years, and it is an aspira on that we will
collec vely see frui on.
Pearls of Wisdom
For the aspirants of the MedTech niche, Jacqueline shares,
"To make a mark in the MedTech ļ¬eld, review the current
state and progress made to date for any unmet needs with
a focus on the pa ents.
This unmet need could reside in the processes, delivery,
packaging, design, systems, materials, traceability,
eļ¬ciency, steriliza on techniques, cycle me, etc., with a
transi on into digital and AI solu ons for MedTech. Study
all available complaints cases and innovate from that
direc on. As you solve problems to improve the well-being
of humanity, so does your mark shine.ā
17.
18. n the fast-paced world of B2B marke ng,
Istaying ahead of the compe on requires
leveraging the right tools and technologies.
Marke ng Technology, or MarTech, plays a
pivotal role in driving successful B2B marke ng
strategies. This ar cle explores how businesses
can maximize MarTech to enhance their B2B
marke ng eļ¬orts and achieve sustainable
growth.
Understanding MarTech
MarTech refers to the array of technologies that
marketers use to streamline and enhance their
marke ng eļ¬orts. In the B2B context, it includes
tools for customer rela onship management
(CRM), content management, email marke ng,
social media management, analy cs, and more.
The integra on of these tools can create a
seamless and data-driven marke ng ecosystem.
Data-Driven Decision Making
MarTech enables B2B marketers to collect,
analyze, and interpret vast amounts of data.
U lizing customer insights, behavior analy cs,
and market trends, businesses can make
informed decisions. By leveraging data-driven
strategies, marketers can personalize content,
reļ¬ne targe ng, and op mize campaigns for
be er engagement and conversion rates.
Customer Rela onship Management (CRM)
A robust CRM system is a cornerstone of B2B
marke ng. It helps in managing customer
interac ons, tracking leads, and nurturing
rela onships throughout the sales funnel.
Integra ng MarTech solu ons with CRM allows
for a holis c view of customer interac ons,
enabling personalized communica on and
targeted marke ng eļ¬orts.
Content Marke ng and Automa on
Content is king in B2B marke ng. MarTech tools
facilitate content crea on, distribu on, and
management. Automa on pla orms can
schedule and op mize content delivery, ensuring
that the right content reaches the right audience
at the right me. This not only saves me but
also enhances the eļ¬ec veness of content
marke ng campaigns.
Email Marke ng Op miza on
Email remains a powerful B2B communica on
channel. MarTech tools help in crea ng targeted
email campaigns, automa ng follow-ups, and
analyzing email performance. Leveraging
machine learning algorithms, marketers can
personalize email content based on recipient
behavior, increasing open and click-through
rates.
Social Media Management
B2B businesses can eļ¬ec vely engage with their
audience through social media pla orms.
MarTech tools aid in scheduling posts, analyzing
social media metrics, and monitoring brand
men ons. Integra on with CRM systems allows
for a seamless connec on between social media
interac ons and customer data.
Analy cs and Repor ng
MarTech provides advanced analy cs and
repor ng tools that empower marketers to
measure the success of their campaigns. By
tracking key performance indicators (KPIs),
businesses can assess the impact of their
marke ng eļ¬orts, iden fy areas for
improvement, and make data-backed
adjustments for be er results.
Maximizing MarTech for
B2B Marketing
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16
20. Integra on for Seamless Opera ons
To maximize the beneļ¬ts of MarTech, integra on
among various tools is essen al. A seamlessly
integrated system ensures that data ļ¬ows across
pla orms, elimina ng silos and providing a
uniļ¬ed view of marke ng ac vi es. This
integra on enhances eļ¬ciency, reduces manual
eļ¬ort, and improves overall campaign
eļ¬ec veness.
Personaliza on and Segmenta on
MarTech tools allow for sophis cated
personaliza on and segmenta on strategies. By
leveraging customer data, businesses can tailor
their marke ng messages to individual
preferences, increasing relevance and
engagement. Segmenta on ensures that
targeted messages reach speciļ¬c audience
segments, enhancing the eļ¬ec veness of
marke ng campaigns.
Account-Based Marke ng (ABM)
For B2B marketers, Account-Based Marke ng is a
crucial strategy. MarTech pla orms facilitate the
implementa on of ABM by enabling the
iden ļ¬ca on and targe ng of key accounts with
personalized content and messaging. This
approach aligns marke ng and sales eļ¬orts,
fostering stronger rela onships with high-value
accounts.
Predic ve Analy cs
MarTech predic ve analy cs capabili es
empower B2B marketers to forecast trends,
iden fy poten al opportuni es, and an cipate
customer behavior. By analyzing historical data
and employing machine learning algorithms,
businesses can make proac ve decisions,
op mize their marke ng strategies, and stay
ahead of market shi s.
AI and Machine Learning Integra on
The integra on of ar ļ¬cial intelligence (AI) and
machine learning (ML) in MarTech brings
automa on and intelligence to marke ng
processes. From predic ve lead scoring to
content recommenda on engines, AI and ML
technologies enhance eļ¬ciency, reduce manual
tasks, and provide valuable insights for cra ing
targeted marke ng campaigns.
Mobile Marke ng Op miza on
As mobile usage con nues to rise, B2B marketers
must op mize their strategies for mobile
pla orms. MarTech tools oļ¬er solu ons for
mobile marke ng automa on, responsive design,
and app-based interac ons. Ensuring a seamless
mobile experience is cri cal for engaging
professionals who are increasingly accessing
informa on on the go.
Compliance and Security
With data privacy regula ons becoming more
stringent, MarTech tools also play a role in
ensuring compliance. B2B marketers must
priori ze pla orms that adhere to data
protec on standards and provide robust security
features. Compliance with regula ons such as
GDPR and CCPA is essen al to building trust with
customers and avoiding legal complica ons.
Con nuous Training and Skill Development
Maximizing MarTech requires a skilled and
knowledgeable workforce. Con nuous training
programs can keep marke ng teams updated on
the latest features and best prac ces of MarTech
tools. Inves ng in skill development ensures that
teams can harness the full poten al of the
technology, leading to more eļ¬ec ve B2B
marke ng campaigns.
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18
21.
22. The Rise of
Conversational Marketing
The Rise of
Conversational Marketing
n the current landscape of marke ng technology (MarTech), one
Itrend has been gaining signiļ¬cant trac on - conversa onal
marke ng. This approach shi s the tradi onal marke ng
paradigm towards more personalized, real- me, and interac ve
customer interac ons. In this ar cle, we will explore the rise of
conversa onal marke ng in MarTech and its implica ons for
businesses looking to engage and convert customers in today's
digital age.
The Evolu on of Marke ng
Tradi onal marke ng methods o en relied on sta c, one-way
communica on channels, such as billboards, TV commercials, and
even early digital ads. These methods oļ¬ered limited opportuni es
for customer engagement and personaliza on. As consumers
became more digitally connected, their expecta ons for instant,
relevant, and interac ve communica on with brands grew.
Conversa onal marke ng represents a fundamental shi in the way
businesses engage with their audience. It's an approach that
leverages real- me, two-way conversa ons, o en powered by AI-
driven chatbots and messaging pla orms. Let's dive into why
conversa onal marke ng is on the rise and how MarTech is
enabling this transforma on.
Real- me Interac ons
Conversa onal marke ng capitalizes on real- me interac ons.
Customers no longer want to wait for an email response or be put
on hold for customer support. With chatbots and messaging apps,
brands can provide immediate answers to queries, solve problems,
and guide users through their purchasing journey. This real- me
engagement increases customer sa sfac on and conversion rates.
Personaliza on at Scale
Personaliza on has always been a key driver of eļ¬ec ve marke ng.
However, conversa onal marke ng takes personaliza on to a new
level. AI-driven chatbots can analyze user data, behavior, and
preferences to deliver tailored recommenda ons, content, and
oļ¬ers. This individualized approach is highly eļ¬ec ve in capturing
and retaining the a en on of poten al customers.
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20
24. Enhanced User Experience
Conversa onal marke ng is all about delivering a superior
user experience. Customers appreciate the convenience
and ease of interac ng with a chatbot or messaging app.
They can ask ques ons, get informa on, and make
purchases without leaving the conversa on. MarTech
pla orms are con nuously improving the user experience
by integra ng features like AI-driven responses and rich
media content.
Lead Genera on and Qualiļ¬ca on
Conversa onal marke ng is not just about solving
customer issues; it's also a powerful tool for lead
genera on and qualiļ¬ca on. Chatbots can ini ate
conversa ons, gather user informa on, and iden fy
poten al leads. By asking targeted ques ons and providing
relevant informa on, businesses can iden fy high-quality
leads and nurture them eļ¬ec vely.
Seamless Mul channel Communica on
Conversa onal marke ng seamlessly integrates with
various communica on channels. Whether it's on a
website, a social media pla orm, or a mobile app,
businesses can engage with customers where they are
most comfortable. This mul channel approach ensures
that no opportunity is missed and that the conversa on
ļ¬ows smoothly across pla orms.
Cost Eļ¬ciency
MarTech-driven conversa onal marke ng oļ¬ers cost
advantages as well. While providing real- me support and
personalized interac ons, chatbots can handle a high
volume of inquiries simultaneously. This reduces the need
for extensive customer support teams, leading to
signiļ¬cant cost savings.
Analy cs and Insights
MarTech tools oļ¬er robust analy cs and repor ng features,
allowing businesses to track the eļ¬ec veness of
conversa onal marke ng eļ¬orts. They can measure
engagement rates, conversion rates, and customer
sa sfac on levels. These insights provide valuable data for
op mizing conversa onal strategies and making data-
driven decisions.
Improved Sales Conversion
One of the most compelling aspects of conversa onal
marke ng is its ability to boost sales conversions. By
guiding poten al customers through their journey and
addressing their concerns in real me, businesses can
increase the likelihood of comple ng a purchase. This is
par cularly important in industries with complex or high-
value products and services.
Enhanced Customer Reten on
Conversa onal marke ng is not just about acquiring new
customers; it's also a powerful tool for retaining exis ng
ones. By providing excellent customer support and
proac ve engagement, businesses can build strong, long-
las ng rela onships with their audience. Loyal customers
are more likely to become brand advocates and make
repeat purchases.
Adap ng to Consumer Expecta ons
In a digital age characterized by instant gra ļ¬ca on and
personalized experiences, businesses must adapt to meet
consumer expecta ons. Conversa onal marke ng aligns
with these expecta ons by providing the level of
convenience and personaliza on that modern consumers
demand.
What Lies Ahead?
The rise of conversa onal marke ng in MarTech signiļ¬es a
signiļ¬cant shi in the way businesses connect with their
audience. Real- me interac ons, personaliza on at scale,
cost eļ¬ciency, and enhanced user experiences are just a
few of the beneļ¬ts that make conversa onal marke ng a
powerful tool in the marketer's arsenal. As MarTech
pla orms con nue to evolve, we can expect conversa onal
marke ng to become an integral part of marke ng
strategies across various industries.
Businesses that embrace conversa onal marke ng are not
only mee ng the demands of today's consumers but also
gaining a compe ve edge in the digital marketplace. The
ability to engage, qualify leads, and guide customers in real
me is a game-changer, and as technology con nues to
advance, the poten al for conversa onal marke ng to
drive business growth remains limitless. In a world where
communica on is king, the rise of conversa onal marke ng
is here to stay.
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