Markigy: The Science of Marketing Strategy · Leanne Dow-Weimer

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

·41 min·2 clips

About two thirds of scientists were concerned about AI ethics and legal issues.

1. Markigy: The Science of Marketing Strategy centers on how chemists and scientists shape marketing strategy through audience research. 2. Leanne hosts Jesse Harris, a senior editor at BrandLab within ACS, and his role matters because he brings findings from a study of chemists and scientists. 3. The episode asks what strategy looks like when audience preferences, not marketer assumptions, drive the content plan. 4. Jesse describes an in-depth study of chemists and scientists that examined how they get information from scientific articles, trade publications, blog posts, webinars, and conferences. 5. The hosts separate two use cases in the research: following trends and thought leadership versus answering specific problems. 6. Jesse says scientific articles and trade publications ranked highest for following trends, while scientific articles won overwhelmingly for solving problems. 7. Leanne connects that result to mission-critical work, saying a scientist’s day includes hands-on experimentation, documentation, and the scientific method. 8. Jesse explains that peer-reviewed publication functions like an “ultra white paper” because it adds authenticity and legitimacy. 9. The conversation returns to ROI, with the point that a white paper or ebook should only be made when the audience values that format. 10. Jesse says some marketers assume specialists do not have time for content, but the survey found many are consuming it to do their jobs. 11. One memorable moment is Jesse saying he is frustrated by marketing research built on samples like 45 people when business decisions require more rigor. 12. Another is the point that a study can be set up in a slanted way if the researcher is chasing a particular result. 13. The episode spends significant time on the chemistry example, where publishing in journals matters because it is tied to professional credentials and reputation. 14. Jesse says scientists often want proof they can show to colleagues and PhD-level supervisors, not just content that looks persuasive. 15. The AI section gives several concrete numbers: only 25% use generative AI chat tools more than once per month for work and research, about two thirds worry about ethics and legal issues, and only 10% think AI answers scientific questions accurately most of the time. 16. Jesse also says 40% are confused about how they are allowed to use generative AI at work, which points to policy and compliance concerns. 17. The tone is interview-driven and data-forward, with Leanne pushing for practical implications and Jesse answering with survey details and examples. 18. The style stays conversational but technical, moving between anecdotes, research interpretation, and channel strategy. 19. Listeners who market to scientists, chemists, or technical buyers will get the most from this episode. 20. People looking for broad consumer marketing advice without research detail may skip it.

Listen to the show on

Apple Podcasts Spotify

Play clips from this episode More from Markigy: The Science of Marketing Strategy