Innovation in diagnostics doesn’t just happen in the lab—it also happens in how we connect with customers, build partnerships, and transform the way teams work. This presentation explores what it truly takes to drive B2B marketing innovation in the diagnostics industry, from rethinking commercial foundations to adopting new, more customer-centric approaches like Account-Based Marketing or Experience (ABM/X). We’ll examine how innovation requires more than ideas—it demands people to change how they think, collaborate, and execute. Marketing teams can bridge strategy, data, AI, and collaboration with sales to unlock growth and relevance in an increasingly complex healthcare ecosystem. Attendees will leave with practical insights and inspiration to strengthen their marketing foundations, foster adoption, and build momentum for meaningful, sustainable innovation.