Fifty science marketers and sales professionals came together in Washington, D.C., for the 2025 Marketing Elements Summit, hosted by ACS Media Group.

The 2025 theme, “On the Pulse: The Science of Success,” captured the energy and expertise of our vibrant community. Attendees exchanged insights, explored data-driven strategies, and discussed emerging trends in science marketing—all while uncovering the “science” behind effective campaigns and building meaningful connections.

Session Highlights

Marketing Isn’t Optional: Making the Case in a New Buyer Landscape

Natalie LaFranzo, PhD, (Natera and ACS Board of Directors) led a powerful keynote on adapting to a shifting buyer landscape—highlighting how scenario planning can establish marketing as a business-critical function and help us stay agile and audience-focused.

The New Rules of Creation & Distribution

A dynamic panel explored how to make every content asset work harder through accessibility, repurposing, and human-centered storytelling. The core message: know your content, track it, and build layers that speak to different audiences. Panelists included Chris Conner (Life Science Marketing Radio), Rajendrani Mukhopadhyay (ACS), and Samantha Paro (ATCC), with moderation by Shanna Jimenez (ACS).

What To Do When You’re a Marketing Team of One

Jannelle Roscoe, Director of Digital Marketing and Marketing Systems at Lonza, offered empowering strategies for solo marketers. Her guidance centered on shifting from “doer” to “owner,” staying aligned with organizational goals, and cultivating curiosity to maximize impact—even with limited resources.

How I Balance Lead Generation and Brand Awareness

This afternoon session hit on a challenge every marketer knows well: balancing brand trust with the pressure to drive conversions. A central takeaway: strong, buyer‑centric content can do both. Panelists Jackie Bessey (Cambrex) and Luming Niu (Innovate BioStrategies), moderated by Quyen Pham (ACS), shared practical strategies for navigating tight budgets and complex priorities.

Aligning Sales & Marketing for Growth

This discussion unpacked how to close the gap between sales and marketing through shared goals, transparent funnels, and continuous feedback loops. One standout insight: customer questions are content gold. When sales teams share these insights with marketing, they spark high‑value, audience‑driven content. Panelists included Justin Nobles (BioBridge Group) and Juliah Millard (Uncountable), moderated by Jasmine Gruia-Gray (SAMPS).

How to use your personal brand and AI to stay competitive

Matt Wilkinson, PhD, MBA, Founder of Strivenn, closed the day with insights on using AI to amplify your personal brand and build authentic connections. Key takeaway: Focus on what AI can’t do—humanize, connect, and create meaning.

Thank You to our Sponsors

A special thank‑you to C&EN BrandLab and Sales and Marketing Professionals in Science (SAMPS) for making the 2025 Marketing Elements Summit possible.

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