In the latest episode of our Marketing Professionals series, Jackie Rutter, Vice President of Corporate Marketing at Menlo Microsystems, joins Mike to explore what it really takes to build and market a category-defining innovation. From starting her career as an engineer to leading marketing at a fast-scaling deep tech company, Jackie shares why technical credibility, clarity, and customer-focused storytelling are essential, especially when your audience is made up of engineers and your product challenges decades of established thinking. You’ll hear how Menlo Micro is redefining switch technology with its “Ideal Switch” platform, and why success in this space isn’t about hype but education, proof, and trust. The conversation also dives into the differences between large corporations and startup environments, highlighting the importance of focus and fast decision-making in driving rapid growth. Jackie shares insights on marketing to engineers, balancing brand building with commercial results, and how the role of sales is evolving in modern B2B. About Menlo Microsystems Menlo Micro sets a new standard for switches with the Ideal Switch, a chip-scale platform that overcomes performance, efficiency, and scalability bottlenecks of electromechanical relays (EMRs) and semiconductor-based switches. It’s the first disruptive switching technology in over 30 years and the only platform scalable across both power and frequency domains. The Ideal Switch enables smaller, lighter, faster, more reliable, and energy-efficient systems. From AI and quantum compute to aerospace, defense and power electronics, the Ideal Switch eliminates bottlenecks and reduces the total cost of ownership across today’s most demanding applications. Menlo Micro unlocks new possibilities. For more information, visit www.menlomicro.com or follow the company on LinkedIn. About Jackie Rutter Jackie Rutter is a seasoned marketing and business leader with over 25 years of experience driving growth across global technology markets. As Vice President of Corporate Marketing at Menlo Micro, she leads the company’s worldwide marketing and communications strategy, delivering measurable impact including doubling revenue in the past year and expanding Menlo Micro’s presence in critical applications including GPU/CPU & HPC T&M, Quantum Compute, AI Data Centers and Industrial Automation. Previously at Analog Devices, Jackie was instrumental in scaling the business from $3.5 billion to over $12 billion in revenue, leading high-profile acquisitions, global marketing programs, and demand-generation initiatives that strengthened ADI’s position in energy, mobility, and industrial markets. Jackie has a proven track record of building high-performing teams, developing scalable marketing strategies, and driving market share growth. She is an active advocate for women in engineering and technology, contributing to IEEE and the GSA Women Leadership Initiative, and regularly shares her leadership insights at industry events. Time Stamps 00:00:00 - Introduction to Jackie Rutter and Her Career Journey 00:04:00 - Understanding Menlo Microsystems and Its Technology 00:06:50 - Marketing Challenges in Redefining a New Category 00:09:10 - Building Credibility in Marketing to Engineers 00:10:40 - Learning from Early Marketing Missteps 00:12:10 - Balancing Brand Building with Lead Generation 00:15:40 - Creating Effective Thought Leadership Content 00:18:30 - The Role of Sales in Modern B2B Marketing 00:24:30 - Closing Remarks and Contact Information Quotes "Even the most powerful innovations, the most powerful technologies fail if people don't understand why it matters. What's the impact to the end application? What's the impact to the end user?" Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro. “You need clarity, you need focus, you need passion, you need very, very fast decision-making. So that environment is what's enabled us to double revenue in under a year, which is something that's pretty impressive." Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro. "What MEMS switches is a totally disruptive platform. So it eliminates trade-offs in engineering, mainly on size, on weight, on power consumption and the amount of power density that it drives." Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro. "Category creation means education first, right? You can't start selling something that people don't even know they've got a problem with. So it's about education." Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro. "Engineers want clarity, they want data, they want transparency, honesty.” Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro. Follow Jackie: Jackie Rutter on LinkedIn: https://www.linkedin.com/in/jackie-rutter/ Menlo Micro website: www.menlomicro.com Menlo Micro on LinkedIn: https://www.linkedin.com/company/menlo-micro Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
