To be an IoT (Internet of Things) marketer, it takes a deep understanding of technology, its applications, its limitations, and its potential. An IoT marketer must have the laser-sharp ability to hone in on a product or service’s unique strengths and the creativity to position that product or service accordingly. It requires above-average people skills and communication smarts, and it also takes something else: gumption.

In a fast-paced, competitive environment such as the IoT—an industry in which connected devices and services are being launched at a fast and furious pace—shaping the marketing strategy for a company, product, or service is more than important; it’s downright critical. Taking on such tasks every day are many shrewd and gutsy marketing executives with a passion for technology and a vision for where the IoT could take us as a society.

Last year, Connected World magazine introduced a sister list to its annual Women of M2M compilation of 42 influential executives in M2M and the IoT: the Women of IoT in Marketing. This marketing-specific list recognizes 10 female executives who direct the messaging that is key to just about every successful IoT adoption. This year’s winning marketers work for some of the industry’s most powerful IoT companies, including Arrow Electronics, Cisco, GE Digital, SAP, Wind River, and beyond. In some cases, they work with numerous companies via their own marketing/consulting firms. Either way, these marketing professionals are in charge of bringing technology from behind the scenes into the real world.

Without strong marketing talent at the helm, tech providers risk getting left behind no matter how innovative their products and services may be. That is why executives like this year’s top 10 female IoT marketers are crucial to the future growth of the industry. Congratulations to Connected World’s 2017 Women of IoT in Marketing, and thank you for all you do for the IoT
—by Bethanie Hestermann and Peggy Smedley

Ryane Bohm
Product Marketing Manager
GE Digital

Ryane Bohm loves being surrounded by tech. As product marketing manager at GE Digital, Bohm works with developers to help them understand how the IIoT (industrial IoT) can impact and optimize their businesses. As a Predix Developer Relations team member and evangelist, Bohm is part of a startup-like atmosphere at GE that strives to build a “tribe of enthusiasts” creating the IIoT future. Bohm actively participates in her company’s GE Girls program, which encourages young women to cultivate and maintain interest in STEM (science, technology, engineering, and math) subjects. She says the program demonstrates how thrilling and accessible technology can really be.

Maggie Chan Jones
CMO
SAP

Having come to the United States from China at a young age, Maggie Chan Jones is always looking for ways to bring people with different backgrounds and experiences together for the good of SAP. As chief marketing officer of the company, Jones oversees the development of marketing strategy across the globe and is responsible for global advertising, branding, sponsorships, digital, audience, operations, partner and field marketing, and events. Prior to this role, Jones held high-level marketing positions at Level 3 Communications and Microsoft, where she directed marketing strategy for Office 365 and Microsoft’s commercial cloud services in the U.S.

Liz Densmore
Director, Marketing
LEC

Since 2013, following positions as a TV news reporter and anchor, the director of marketing for the USA Ballet Competition, and a communications manager at the Mississippi State Dept. of Health, Liz Densmore has been applying her 16-plus years of experience in marketing and communications at LEC, a provider of industrial automation control engineering. In her current role as director of marketing, Densmore helps shape LEC’s IIoT enablement message for clients, strategic partners, and communities. She is also active in her own community through organizations such as the Junior League of Jackson, a women’s organization that promotes voluntarism through action and leadership.

Zaneta Kelsey
Director, IoT Marketing
Arrow Electronics

Zaneta Kelsey strives to seek out and bring forth whatever’s next at the intersection of business, technology, and the customer experience. Kelsey describes herself as “trendy and disruptive,” which explains why she chose to get involved with the IoT. As director of IoT marketing at Arrow Electronics, it is Kelsey’s goal to make her company famous for the IoT. Her background is in information technology, consulting, and marketing, which has prepared her to take the marketing reins at Arrow, as the IoT industry approaches unprecedented growth. Past roles include positions at IBM, Catapult Technology, and Aspenware, as a consultant, business analyst, and director of marketing.

Inbar Lasser-Raab
VP, Products and Solutions Marketing, Enterprise Segment
Cisco

Throughout the past 20 years, Inbar Lasser-Raab has established a reputation in the IT and OT (operational technology) markets and built a strong track record working with customers and sales. For the last decade, Lasser-Raab has been working at Cisco, leading products and solutions marketing for Cisco’s enterprise portfolio, which includes networking, mobility, cloud, data center, compute, and IoT products and solutions with a combined revenue of more than $20 billion. Prior to her tenure at Cisco, Lasser-Raab served as vice president of marketing at Riverstone Networks (acquired by Lucent). She supports multiple programs that help young women achieve an education in technology.

Amanda Lowe
Director, Product Marketing
Wind River

As director of product marketing, Amanda Lowe shapes the strategy and directs the execution of enterprise technology marketing campaigns at Wind River. Her work directly impacts awareness, revenue generation, and customer adoption, which drive the enterprise forward into the age of IoT. Lowe’s specialties include emerging markets, mobile, software and enterprise software, and SaaS (software-as-a-service). Previous roles include senior manager of product marketing for IoT, industrial, and energy at Wind River; product marketing manager for WebEx Mobility at Cisco; and marketing manager at Adobe Systems. In the workplace, Lowe appreciates and advocates for a corporate focus on team building and maintaining a work-life balance.

Melissa Rabin Lederer
Principal
ML Marketing and Communications

Melissa Rabin Lederer has a passion for establishing a marketing foundation for high-growth and early-stage startups. She is the principal at ML Marketing and Communications and serves as head of marketing at MATTER, a Chicago-based community of entrepreneurs, innovators, and industry leaders that’s working together to develop next-gen products and services that improve the quality of healthcare. Lederer helped develop MATTER’s business model and brand identity, and today, she is responsible for MATTER’s overall marketing and communications strategy and execution. Lederer is also marketing advisor for mHUB Chicago, which fosters connections between manufacturers and entrepreneurs, researchers, and investors to support industry growth and innovation.

Judith Rothrock
President
JRocket Marketing

The difference between technology marketing leadership and technology marketing failure is “know how,” according to Judith Rothrock, president of JRocket Marketing. Rothrock has gained this know-how while establishing a reputation for setting or repositioning marketing strategies that achieve optimal results. Throughout 16 years of running her company, Rothrock has helped several emerging technology vendors dramatically improve their performances, and she has no intention of slowing down. JRocket Marketing campaigns have won various awards for their effectiveness and creativity; Rothrock’s ability to pinpoint the qualities that distinguish a new product or solution and then develop memorable positioning based on these qualities keeps clients coming back.

Jennifer Sewell
Product Marketing Manager
mnubo

Jennifer Sewell plays a significant role in getting IoT analytics into the hands of product manufacturers. As head of product marketing at mnubo, Sewell helps develop customer-specific messaging and positioning while also managing the company’s overall strategy for packaging, promoting, and selling. By working closely with customers to create case studies, sharing customer success stories, and developing whitepapers, blog posts, and research papers, Sewell’s work in marketing benefits the entire IoT industry. Besides developing branding and go-to-market strategies and managing the company’s worldwide partnership ecosystem, Sewell continuously supports mnubo’s business development and sales teams by providing key insights on market trends.

Kimberly Tassin
Director, Marketing Communications
Sequans Communications

Responsible for overall marketing communications strategy and planning at LTE (long-term evolution) chipmaker Sequans Communications, Kimberly Tassin is an experienced marketing maven who specializes in high tech. Tassin’s career has taken her from heading up marketing communications efforts at companies like AccessLine, Wavtrace, and Handson Mobile to owning her own marketing business. Today, at Sequans Communications, Tassin manages comprehensive marketing plans with a full range of components—from strategy and message development to technical writing, content creation for Web and print, advertising, and events. Tassin’s charge is to help Sequans become a leader in wireless semiconductors and enable mass-market 4G.