Reading time 6 minutes

Women’s Impact on Business and Tech Industry

The B2B industry is upscaling drastically in the hands of women. Consequently, the competition is also wide between other corporates. So, all the women entrepreneurs are gearing up to emphasize their multitasking abilities and marketing strategies. Following many different stories of successful women in the market, they are trying to approach the right business path. B2B marketing involves advertising products, market research, customer relationship management, branding, and much more. To manage these responsibilities, it needs a huge network that includes business professionals, companies, and individuals. However, their mettle in various industries makes it easy to obtain a high range of prospects and promoters. So, ultimately they focus on collaborations and partnerships to acquire more recognition in the market.

On the other hand, technology plays a crucial role in business development and it could be the primary domain. Consequently, women’s engagement with technology is significantly lower than others. Only 43% of entrepreneurs in the world are women, which is quite huge, but not above the dominance. But it is good to know that half of the jobs in the IT sector and 61% of positions in accounting and finance are held by women. Most educated women are entering into business to employ themselves and use their marketing knowledge to start a good career. It is a competitive world to stand against all the odds, and only some of them can achieve their targets with passion and determination. Nonetheless, women have made remarkable achievements in various areas of B2B and managed to compete with leading corporations.

9 Women Pioneers of B2B Marketing In Tech Industry

Here’s a look at ten powerful women who are driving significant impact in their industries by embracing new market trends and innovations.

1. Maria Pergolino


Maria Pergolino is working as the CMO at ActiveCampaign, an email marketing platform that offers multiple services related to customer relationship management, marketing & sales automation, and much more. Maria is an experienced marketer and strategist who can oversee all segments of the B2B tech industry including product development, acquisition, and retention. She also assists other CEOs and CMOs in applying business techniques according the market trends. They leverage data analytics resources such as artificial intelligence, and machine learning to increase technological efficiency.

She’s been recognized by LinkedIn as one of the top 10 women in marketing (2016), named one of Forbes’ 30 entrepreneurship leaders (2017) & named among 10 female influencers who are changing businesses today by Forbes magazine (2018).

2. Meagan Eisenberg


Meagan Eisenberg is the chief marketing officer at MongoDB. She joined the company in 2015 and has been responsible for all marketing activities since then. Meagan was experienced in Microsoft and Salesforce before joining MongoDB as its Chief Marketing Officer. She was a post-graduate with an MBA from Duke University’s Fuqua School of Business.

Meagan is passionate about helping companies build their brands and drive revenue by connecting with customers through effective marketing. Now, she is also working in Lacework as CMO and has multiple connections with other corporates.

3. Latane Conant


Latane Conant is the CMO at 6sense in New York City, a marketing intelligence platform that helps businesses grow. She has been named one of the top 50 most influential women in technology and she’s also a mentor at Techstars.

She has over 10 years of experience in B2B marketing, having worked with companies like HP and Ford Motor Company. In her role as CMO, she helps to drive growth within the company by developing strategies that align with their vision of success. Latane has been working in marketing since she graduated from Villanova University in 2007. Her prime motto is to help companies make data-driven decisions and increase recognition.

4. Heather Zynczak


Heather Zynczack is designated as the CMO at Pluralsight, an ed-tech that offers online training courses for software developers, IT administrators, students, and others. She is responsible for developing and executing the company’s marketing strategy and has over 20 years of experience in marketing, sales, and business development.

Before Pluralsight, she worked as the vice president of marketing at SuccessFactors and held various positions at SAP and Oracle. There she led the company’s market team in terms of market strategies and execution, demand generation, customer experience management, social media management, and content creation.

5. Jill Rowley


Jill Rowley is a B2B marketing leader and an expert in the advertising field. She has worked with some of the biggest brands in the world including Marketo and Oracle. Currently, she is working as a CGO at Marketo, a software company that develops market automation software and other marketing-based products.

Jill began her career at Oracle as a vice president for global customer experience management (CEM) before her current position. In 2013 she was promoted to VP and GM of global marketing solutions at Marketo.

6. Lisa Arthur


With 20 years of experience in the marketing sector, Lisa Arthur administers the marketing team of Teradata as its chief marketing officer. She manages all the advertising activities including brand, product, demand generation, and customer relations. Lisa has a BA in Economics from the University of Texas and an MBA from Harvard Business School.

Before joining Teradata, Arthur was the CMO at Comcast Cable where she led a team of 1,000 people and drove significant growth for the company. Her previous roles included senior vice president of marketing at GE Healthcare. There she assisted in launching many products and services including MUSE, a next-generation CT scanner that harnesses the power the cloud computing technology. Also, she served as vice president at Comcast Corporation, where she led a market team and was involved in multiple marketing activities like retention initiatives, customer acquisition, and brand growth.

7. Kathy Button Bell


Kathy Button Bell has been the chief marketing officer at Emerson since 2014. She has been an experienced marketer for over 25 years as CMO in both B2B and B2C. Kathy’s responsibilities were global market strategy and execution, product launches, branding, customer relations, and much more.

Recently, she served as the vice president and general manager of global marketing at HPE where she oversaw all aspects of marketing functions including both communications and digital channels. Before that, she also worked as the VP and GM of GE appliances where she led a team reliable for developing innovative products.

8. Kelly Watkins


Kelly Watkins is the vice president of global marketing at Slack, a cloud-based communication and collaboration platform. With 15 years of experience in marketing, Kelly brings a wealth of knowledge and expertise to her role. Her key strategy was to focus on user adoption, which can make the customers use their services effectively. To achieve this she led efforts to simplify the interface and add new features that make it easier for users to communicate.

She was also working on data-driven marketing for targeting prospects with optimized data at Slack. Under her leadership, that marketing team has developed sophisticated analytics and measurement tools that help them track the performance of campaigns.

9. Mari Smith


Mari Smith is a social media marketing expert and thought leader. She’s also an author, speaker, and entrepreneur with a popular Facebook group with 1.2 million followers. Mari founded the Start Runway Foundation to help women build their businesses on Instagram and Twitter.

She helped hundreds of brands and influencers with their social media marketing, including companies like Lyft and Amazon.


These 9 influential women have gained a lot of recognition in their B2B marketing. It can be achieved by those entrepreneurs who are dedicated to increasing the brand value by providing qualified services to the prospects. Conversely, women have more opportunities for collaborations, partnerships, and ventures by connecting with leading businesses. Because women have higher managerial skills and productivity in any field of business. Despite these merits, their count in top-level management is comparatively low. Many business aspirants come up with an idea and struggle to organize it as they lack in marketing.

The above-listed business professionals can be the inspiration for those self-starters who have the potential and skills to understand the marketing world and be a part of it. Our FountMedia supports them in achieving their targets by providing suitable information related to technology users, B2B marketing, and much more.