Jen Thompson, MLIS 📈

Marketing Communications Manager

EdgeWorks Insights

Fractional Chief Marketing Officer
Helping B2B companies boost profits through strategic, AI-driven marketing without wasting budgets on vanity metrics.

Key Responsibilities:
- Design and implement strategic marketing programs aligned with business goals
- Develop educational content strategies that nurture prospects throughout their buying journey
- Implement data-driven campaigns with clear KPIs
- Integrate AI tools to streamline content creation and campaign effectiveness
- Build and mentor high-performing marketing teams
- Align marketing and sales to operate cohesively

Specializing in helping companies:
- Reduce customer acquisition costs while increasing qualified lead flow
- Create clear, consistent messaging across all customer touch points
- Automate strategic cold outreach that enhances sales efficiency
- Transform marketing operations into focused, measurable business drivers

CEO and Founder

CMOx - The Fractional Chief Marketing Officer Company

Member

LGC, Biosearch Technologies

Responsible for delivering actionable insights from data in campaign, content, and channels to multiple stakeholders.  
• Inform understanding of content and channel preferences, as demonstrated by the data 
• Generate effective and efficient funnels for campaigns 
• Shape approach to content/thought leadership equities and other tactical marketing activities

Head of Marcomms Customer Insights

Responsible for campaign planning, creative execution, set up and implementation, budget forecasting and reporting, ensuring on-time delivery, execution and cost management within an ISO13485 and ISO9000 quality systems.

Lucigen Corp.

Responsible for marcom, from conception through execution for digital and print deliverables & campaigns 

Accomplishments include:
* Building a scalable marcom infrastructure to support marketing in an ISO13485 environment 
    (project management and outsourcing tools) 
* Campaign management including overseeing email, social, adwords, and other digital programs
* Developed molecular diagnostic brand and built website (LucigenDx) for point-of-care device
* Management of Lucigen web site including integration of over 100 products from a portfolio acquisition
* Redesign of brand in 2010-2011
* Internal and corporate communications

Responsible for all design of print and web marketing materials and their implementation, email design and best practices. Expanded into managing Google AdWords in 2011, in addition to incorporating Google Analytics.

Senior Designer

Fiddlesticks

Developed branding, digital marketing, websites, and print collateral for local businesses including logo development, brochures, annual reports, etc.

Graphic Designer

EMD Chemicals

•	Designed and produced marketing materials with a team of four designers, materials included:
 
Advertisements 
Trade Show Materials 
Complex Brochures 
Product Flyers
Scientific Illustrations 
Product Photography 
Promotional Materials 
Mailers
PDFs (print and interactive)
Optimized Graphics for Web
 
•	Lead designer for several advertising campaigns
 
•	Created visual branding while adhering to corporate guidelines
•	Member of a cross-functional project team for marketing development of a technology platform
•	Created design and workflow for an internal monthly e-newsletter
•	Planned and managed print materials for trade show exhibits
•	Developed and implemented a system for archiving and receiving printed materials in-house
•	Created template and style guides in Microsoft Word

EMD Biosciences

Mattel

I was the one person interactive media department at American Girl. I wrote original editorial content for a weekly online blog, responded to all customers’ online questions and concerns, tracked the customer service e-mails in Excel, performed routine web maintenance,  and performed outside research on competitors’ sites.

Interactive Media Customer Service

As a fractional CMO, I help B2B companies boost profits through strategic, data-driven marketing that eliminates wasteful spending.

I help science companies nail their message in the market place and distribute it across the right channels to move the business forward, where marketing is a measurable growth driver. 

Working with me: I audit your online presence, uncover gaps, and create a marketing strategy aligned with business objectives and KPIs. My focus is on clarifying your value in the market, understanding customer pain points, and crafting messaging that resonates—so ideal customers know when it’s time to buy.

This is critical as most B2B buyers (90%) aren’t ready to purchase at any given time. When they are, they choose vendors they already know. That’s why content marketing matters—it builds visibility and trust before the buying decision.

I partner with growth-minded CEOs and small marketing teams to:

Design strategy tied to business goals
Maximize ROI on current marketing spend
Build and mentor high-performing teams
Provide executive-level leadership—without the full-time cost

My system combines analytics, AI tools, and proven frameworks to:

Nail clear, consistent messaging across channels
Develop educational content that nurtures leads
Run data-driven campaigns with defined KPIs
Integrate AI to increase speed and effectiveness
Automate outbound (cold SDR) for sales efficiency

Intelligent Targeting (for $10K+ monthly ad spend):
• Identify prospects actively researching your solutions 2-3 months before they contact vendors
• Target research-active companies, not broad demographics
• Reduce acquisition costs 40-60% through precise targeting

My approach identifies quick wins and builds a scalable foundation for sustained growth. Your brand becomes discoverable, memorable, and trusted—right when prospects are ready to act.

💡 Want better hooks for your content or offers?
Try my free ChatGPT Hook Writer — built to generate scroll-stopping copy based on your audience and brand.
👉 https://linke.to/HookGPT

Owner

I offer classes, products and art that will help cultivate your imagination and foster the use of your intuitive abilities. I focus on helping you draw from your own internal wisdom to create unique experiences that allow for curiosity, innovation and joy to flourish.

The "Fresh-Start Effect" is your biggest Q1 asset.

Behavioral economics tells us that people don't make decisions through perfect logic. They rely on patterns.

A strong pattern for motivation? The Fresh-Start Effect.

When a temporal landmark arrives, like the start of 2026, humans naturally separate their "past self" from their "future self." Motivation spikes. Openness to change increases.

As a CEO, you can’t manufacture motivation, but you can time your strategy to capture it.

If you want a fast start in Q1, you need to clarify the roadmap now. Ask your leadership team:

🤜 What must change in 2026: fundamentally, not incrementally?
🤜 What initiatives must we kill to free up resources?
🤜 What must we learn?

The Reality Check
You can have the best timing in the world, but if your strategy is buried in a dense text document, the momentum will die by February.

Don't just send a memo.

👉 A "Strategy on a Page": Replace the 40-slide deck with a single visual anchor.

👉 The "From-To" Map: Visualize exactly which behaviors must be left in 2025 and which must be adopted for 2026.

Use the next 30 days to design the clarity your team needs to execute so it's ready to launch in January 2026.

Jen Thompson, MLIS

I help science companies align marketing with business strategy, establish clear positioning, and focus on the right channels at the right time.

Cognitive load is the silent killer of B2B pipelines.
Your customer’s brain ignores inconsistency.

When Marketing, Sales, and Support are not aligned to a shared messaging framework tied to company goals, each team starts telling a different story about what the company does and the problems it solves. At best, this is a lost opportunity for a consistent narrative. At worst, it creates confusion and reduces trust across customer-facing functions.

This is fatal for one data-backed reason: The 95-5 Rule.
Research shows that ~95% of your ideal buyers are not "in-market" today. They aren't ready to buy.
To win, you must secure a spot in their Long-Term Memory so that on the day they are ready (the 5%), your brand is the first one recalled.

Memory requires two things:
-> Salience: A clear, sharp signal.
-> Repetition: The exact same signal, delivered over and over.

A Messaging Framework is an efficiency system to ensure consistent clear messaging on all customer touch points. It ensures that every team—from the SDR to the CS rep—deposits the exact same value proposition into the market's collective memory.

If you don't systematize your message, you are leaving money on the table. 

#Neuromarketing #B2BStrategy #CognitiveLoad #Systemization #EdgeWorksInsights

Inconsistency is a conversion killer. Your messaging framework is your compass.

Most companies treat messaging as a marketing task. This is a fundamental error. Messaging is an operational system that anchors your entire go-to-market strategy.

Without a unified framework, you create organizational schizophrenia:

👉 Marketing promotes a vision.
👉 Sales pitches a feature.
👉 Support solves a technical disconnect.

The customer hears three different stories. Trust erodes. The pipeline leaks.

The EdgeWorks Approach: A robust messaging framework acts as a central compass derived directly from company strategy. It is the "Single Source of Truth" that feeds:

👉 Marketing Assets: To attract the right fit.
👉 Sales Scripts: To close on value, not price.
👉 CS & Tech Support: To reinforce the promise made during the sale.

The Critical Missing Link: The system must be circular.

Customer feedback from Support and objections from Sales are data points. These must flow back to Marketing to recalibrate the compass.

Result: an efficient system that teaches your ideal customers about you and the value of the solutions your company brings to drive sales for new customer acquisition.

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You can’t delegate judgment to a system that’s trained to agree with you.
Generative AI accelerates output. It does not protect you from being wrong.

AI has no built-in quality filter. It is trained to be agreeable, to reinforce your prompts, and to produce what it predicts you want. That means it cannot tell you when something is off, incomplete, or misaligned with your audience.

This creates a gap:
If you don’t know what “good enough” looks like for your field, you won’t know when AI misses the mark.

For content marketing, that gap matters.
Effective content must connect with the reader, reflect real expertise, and support a business objective. AI alone cannot judge those criteria.

The solution is simple:
Pair the model with a subject matter expert who can evaluate accuracy, tone, clarity, and relevance. AI drafts. The expert shapes. The combination produces useful work at scale.

Treat the model as a collaborator, not a substitute for judgment.
The human sets the standard. The human defines when it's “good.”

AI cannot do that for you.

What drives predictable growth for B2B marketing leaders?

Most miss it by focusing on tactics: channels, campaigns, latest new tools. But as planning for 2026 picks up, the teams seeing real revenue certainty are led by those who use systems thinking.

Integrated marketing systems connect dots across functions: sales, ops, data, messaging. They expose patterns, highlight friction, and enable fast, informed pivots.

It’s not about stacking more software. It’s about mapping feedback loops, setting decision rhythms, and ensuring everyone sees the bigger picture in real time.

What process or pattern in your organization do you need to connect for next year’s growth?

Let’s talk systems, not silos.

Madison area friends, Dane Buy Local’s fundraiser runs for two more days. They are close to their goal and only need a small final push!

Buying from local businesses strengthens our community and keeps resources circulating here at home. There are strong offers available, including a marketing audit from EdgeWorks Insights. 

https://lnkd.in/gvw7ye_S

B2B science companies still separate strategy, content, and outreach.
That separation reduces impact.

In 2025, these functions work as a single system guided by one principle:
Strategy drives every message, every channel, every touchpoint.

Why this matters for biotech leaders:

1. Scientific credibility now starts on social
Investors, partners, and talent check your profiles first.
If they see gaps, inconsistent language, or outdated messaging, they assume the strategy is unclear.

2. Content validates market readiness
Clear, consistent explanations of your technology, applications, and use cases reduce friction across investor due diligence and partner evaluation.
Strategic content attracts qualified conversations without outreach.

3. Content becomes a technical sales library
Record explanations of the mechanism, workflow integration, interoperability, limitations, and evidence.
When stakeholders ask questions, your team shares the exact asset.
This shortens timelines and ensures message accuracy.

4. Strategy determines what becomes an ad
High-performing educational content becomes low-risk paid promotion.
This aligns scientific messaging with business goals:
• Investor awareness
• Partner engagement
• Customer education
• Talent recruitment

5. One integrated team improves accuracy and speed
The same team responsible for strategic narrative creates content, manages channels, and repurposes high-performing pieces into ads.
No disconnect between science, marketing, and business development.

Old model:
Scientific founder explains the tech.
Marketing rewrites it.
BD adjusts it again.
Messaging loses accuracy and cohesion.

New model:
One strategic narrative informs every post, slide, ad, and conversation.
Content, outreach, and investor communication function as one integrated system.

How to implement:

👉 Start with a clear positioning strategy grounded in scientific and commercial truth.
👉 Build a content system that translates the strategy into consistent weekly output.
👉 Track what resonates with investors, partners, and customers.
👉 Promote the strongest pieces through paid and founder-led distribution.

Biotech companies that align strategy, content, and media will communicate more clearly, reduce noise, and move faster through funding, collaboration, and commercial pathways.

Some metrics get all the attention. Likes, shares, followers: easy to count, quick to celebrate.

But attention can be expensive. Every dashboard where engagement takes center stage may be a missed opportunity to connect the dots — to trace how marketing truly drives customers and revenue.

In B2B, the hardest metrics are often the ones that matter most: Customer Acquisition Cost (CAC) and Life Time Value (LTV).

They live where systems meet — when CRM, website, and sales data are stitched together to reveal which channels bring in the right customers, how often they buy, and what it costs to earn and keep them.

Revenue impact hides in the shadows of reports; quiet, sometimes blurred, but always telling a story about what moves a business forward.

The question is: do you know which channels drive the most revenue for your business?

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