Airing every other week, BioStrata CEO, Paul Avery, engages in insightful conversations with leading science marketing experts from across the globe, delving deep into their life and career story, the areas of science that inspire them, and the marketing tips and tricks they have learned along the way.
Our aim is to provide life science marketers with the perfect resource to help them navigate the ever-changing and com ...
... Read more
Life, Science, and Marketing Podcast: Episode 8Guest: Andrew Bertera, Executive Director of Marketing and Sales at New England BioLabsAndrew's Background:Studied microbiology at King's College LondonStarted in R&D at Amersham developing molecular biology products Now leads global marketing and sales at New England BioLabs for 14+ yearsKey Discussion Points:Making the transition from R&D to marketing rolesTaking on combined marketing and sales leadership positions Embracing technology while still connecting with customersThe importance of customer centricity and focus for marketers Perspectives on trade shows and maximising valueReinvigorating existing products over their lifecycleKey Quotes:"When marketing and sales report to the same leader it's easier to set unified goals and get them collaborating.""While digital experiences are important, we don't have the depth of consumer data in life sciences.""To me, marketing is about growing the business by developing best-in-class customer experiences." "Directly interacting with customers is critical to truly understand them."
Life, Science, and Marketing Podcast: Episode 7Guests: Harrison Waid and Nick ClareHarrison's Background:Co-founder of SuccessionPreviously in software sales at Synthego before pivoting to biotechNick's Background:Co-founder of SuccessionExtensive experience in life sciences and drug discovery having worked with pharma companiesCurrently Interim CBO at DefinigenKey Discussion Points:Perception gap between marketing and sales teamsConfusion over lead qualification terminologyMarketing content often lacks value for sales teamsImportance of not distracting sales with customer issuesStrategies for marketing to gain credibility in sales-driven organisationsBenefits of RevOps function to align goalsAdopting a commercial team mentalityKey Quotes:"Focus less on categorising leads and more on their level of intent and interest based on actions taken.""Provide sales with bite-sized, easily digestible content nuggets rather than long case studies.""Adopt more of a commercial team mentality focused on overarching business goals rather than siloed department goals."
Life, Science, and Marketing Podcast: Episode 6Guest: Noah Konig, Marketing Director at PrecisionLifeNoah's Background:Dual degree in psychology and marketing16 years of experience in life science marketing rolesRecently named “Life Science Marketer of the Year” by SAMPSKey Discussion Points:Combining psychology and marketing training for a career in life science marketingConveying complex scientific concepts effectivelyReaching niche expert audiences like pharmaceutical R&DBalancing confidence and imposter syndromeThe importance of immersing yourself in your audienceBlending traditional and digital marketing tacticsKey Quotes:"The psychology side provided extensive training in understanding human behaviour, cognition and the underlying neurological processes.""I’ve improved audience targeting through directly engaging with key leaders at scientific conferences and events to understand their priorities and pain points.""Scientific conferences and events are an irreplaceable platform for engaging such niche groups of busy experts."
Life, Science and Marketing Podcast: Episode 5Guest: Chris Thorne, Director of Marketing at AsimovChris' Background:PhD in cancer cell biology from University of LiverpoolWorked in R&D, operations, and marketing roles at biotech startups like Horizon DiscoveryExperience spanning scientific research, startups, and product marketingKey Discussion Points:Importance of proactive networking and relationship-building throughout your careerConveying complex scientific concepts clearly and telling compelling storiesOvercoming common marketing obstacles like budget constraints and short attention spansTaking calculated risks with bold, differentiated messaging to stand outTracking marketing impact with tools while accepting some attribution uncertaintyKey Quotes:"Proactively building and maintaining professional relationships provides access to resources, referrals, new opportunities, and other support that aids your initiatives.""While having a clear, authentic message resonate with your audience is crucial, I've found that the relationships within a company are also essential to achieve success.""My top advice is to keep marketing capabilities sharp, but also proactively nurture your network. The connections you build will always be invaluable, providing support as marketing continues to evolve."
Life, Science, and Marketing Podcast: Episode 4Guest: James Smith, Global Marketing Director at SPT LabtechJames' Background:Over 17 years’ experience in life science marketingHelped build Envigo brand over 13 yearsExperience spans hospitality, legal, publishing, and pharma industriesKey Discussion Points:Managing global marketing teams and remote work strategiesAdvice for marketing professionals just starting outShifts in buyer psychology post-pandemicDetermining attribution as tracking gets more difficultMarketing trends to watch next 12-24 monthsSkills marketers need to develop next 5 yearsAvoiding "shiny ball syndrome" when evaluating new tacticsJames' proudest career achievement: Leading Envigo rebrandKey Quotes:"Listen more than you speak. Don't try to impress people too quickly.""Go back to fundamentals, talk to your customers and prospects. Understand their specific journeys.""Avoid ‘shiny ball syndrome’ chasing what’s hot without results.""Building the right team and working cross-functionally was key to success."