Transforming Tech Storytelling at Scale

A Q&A with Jessica Lindberg, Head of Marketing at ScienceLogic

At REQ, we get to work alongside marketing leaders who are redefining how brands engage with complex technology topics. One of those leaders is Jessica Lindberg, Head of Marketing at ScienceLogic. With over two decades of experience, Jessica is known for her ability to weave compelling narratives around advanced technologies—particularly in the AI, IT, and observability space.

We sat down with Jessica to talk about human-centered storytelling, her approach to turning dense technical concepts into brand-defining moments, and how she’s elevating both the ScienceLogic brand and the broader industry conversation.

Q: ScienceLogic’s Skylar AI launch was a big moment for the company. How did you approach such a technically complex story?

Jessica Lindberg: 

The first step was clarity—for both our customers and our internal stakeholders. AI is everywhere right now, but the noise can make it overwhelming. We focused our messaging sprint on the goal of making Skylar AI not just intelligible, but genuinely resonant. Our team collaborated to turn product-centric jargon into outcome-driven language by aligning our content around what we’ve heard our audience actually cares about: solving real-world IT challenges.

We were intentional about being customer-centric—focusing our messaging on the pain points they’re experiencing and the business outcomes they’re seeking. We framed Skylar AI in the context of autonomy and observability, which grounded the conversation and allowed us to connect with IT and business leaders alike. The result was an approachable narrative that helped Skylar stand apart in a saturated space, and one that has now become foundational to our positioning.

Q: What role does data play in your content strategy?

Jessica Lindberg: 

Data is absolutely critical—but only when it’s interpreted through a strategic, creative, and human lens. We track everything from SEO keyword trends to engagement depth on our content. For instance, after refining our content around three core messaging pillars, we saw a 200% year-over-year increase in blog traffic and a 75% rise in website views.

But more than metrics, data is how we deliver real-world results and benchmarks. It helps guide our intuition, sharpen our messaging, and validate what’s working for our audience. It’s how we knew where to push on thought leadership, and how we identified white space around terms like “AIOps,” which led to a 16.1% increase in our share of voice for that and related keywords.

Q: You've driven remarkable visibility through thought leadership and media engagement. What’s your playbook?

Jessica Lindberg: 

It’s about building a repeatable, scalable engine for content that serves both brand and demand. In 2024, we published 85 blogs, 12 press releases, and secured 20 earned placements—everything from industry verticals to major trade publications. We pair those with award submissions, which had a 64% win rate last year, including a CRN Cloud 100 and an American Business Award for Skylar.

It’s not just about volume, though. It’s about relevance. Our content is mapped directly to our most impactful sales plays and buyer journeys, and we work across functions to ensure those stories are reflected in how we go to market. That alignment ensures our content journey is meaningfully connected to the product roadmap—so we’re telling the right story at the right stage of the customer journey. 

Q: What advice do you have for marketing teams trying to humanize highly technical products?

Jessica Lindberg: 

Be brave enough to break the pattern. It’s tempting to default to features and speeds, but the companies that win are the ones who create emotional and professional connection points. That starts with listening—truly listening—to what your customers are dealing with.

Remember, your readers are people. Humanize your message. Connect with their pain points and offer actionable suggestions on how to help them be better at what they do. I always push my teams and partners to lead with clarity and authenticity. You can be technically rigorous without being boring. Some of our best-performing content is also our most approachable.

Q: What’s next for you and ScienceLogic?

Jessica Lindberg: 

We’re continuing to build on the momentum from Skylar AI, our advanced suite of AI capabilities, expanding our content strategy and refining our messaging and digital experience to create smarter paths from interest to action.

What excites me most is bringing the same success we’ve had in thought leadership into our broader campaigns—so we connect with prospects and customers at every touchpoint, with purpose and clarity. Internally, I’m passionate about mentorship and building a culture of marketing rigor. Elevating other voices—especially women in tech and leadership—is a huge part of how I define leadership. That’s the legacy I’m most proud to be building.

"You can be technically rigorous without being boring. Some of our best-performing content is also our most approachable."