In this week’s episode of Markigy: The Science of Marketing Strategy, I sat down with Jesse Harris, Senior Editor at Brand Lab, to unpack what happens when you let research—not assumptions—guide your GTM playbook. Jesse shares results from a rigorous study on how chemists prefer to consume content, why most marketers overestimate the impact of social media, and how AI hype often misses the mark with highly technical buyers.
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.
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:
Connect with Leanne:
https://www.linkedin.com/in/leannedow/