Most marketers say they’re “customer-first.” But are they really?
In the latest episode of Markigy: The Science of Marketing Strategy, I sat down with Jesse Harris, Senior Editor at Brand Lab, to dig into why assuming your audience’s preferences is the fastest way to lose their trust—and how real research can completely reframe your go-to-market strategy.
We discussed findings from Jesse’s original study on how chemists consume content (spoiler: it’s not on Reddit), what actually builds credibility with technical audiences, and why many marketers wildly misjudge their ICP’s appetite for AI.
🧪 Highlights:
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Scientists prefer peer-reviewed content over clickbait or trend-chasing.
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Whitepapers and trade publications still matter—when done with rigor.
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Only 25% of scientists use genAI tools monthly for work.
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Segmentation matters: even within a niche like “chemists,” aspirations and content preferences vary dramatically.
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Marketers need to stop projecting. Your ICP’s world doesn’t look like yours—and that’s the point.
One of my favorite takeaways came from Jesse’s personal experience in the lab:
“If you boil something at the wrong step, you can ruin months of work. That’s why technical audiences don’t tolerate fluff—and your content shouldn’t either.”
đź”— Listen Now or Watch Below
👉 Markigy: The Science of Marketing Strategy – S5E1
🎧 Available on Spotify, Apple Podcasts, and YouTube.