In this episode, Leanne Dow-Weimer sits down with Jesse Harris, Senior Editor at Brand Lab, to unpack how deep audience research—not assumptions—should guide your marketing strategy.

From understanding chemists’ actual content preferences to exposing the myths around AI adoption in technical fields, this conversation is packed with insights on what it really takes to connect with niche, specialized buyers.

Whether you're marketing to scientists or just trying to stop your team from chasing fluffy content trends, this episode is a must-listen for B2B marketers who care about relevance, rigor, and ROI.

🔍 What You’ll Learn:

Why removing personal bias is essential to building customer-first content
The difference between content that educates vs. content that converts
How scientists prefer to consume information—and why it matters
What your audience’s aspirations reveal about your GTM content
Surprising data on AI skepticism in highly technical industries

🧪 Bonus Insight:

Marketing to technical audiences? Whitepapers might be “unsexy,” but when done right, they’re your secret weapon.

Connect with Jesse Harris:

https://www.linkedin.com/in/jesse-ji-harris/

Read the research:

https://acsmediakit.org/blog/resources/marketing-for-chemical-sciences-survey-report/?src=BrandLab&partnerref=KitResourcePage

Connect with Leanne:
https://www.linkedin.com/in/leannedow/

www.markigy.com

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Know Your Audience or Lose Them: Why Strategy Starts with Research w/ Jesse Harris 41:29 Share

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Know Your Audience or Lose Them: Why Strategy Starts with Research w/ Jesse Harris