It’s tempting to look at best practices in B2B marketing and apply them when approaching scientists with a product or service. However, there are some key differences in how scientists think and behave which mean that these typical, accepted approaches to marketing are less likely to work.
Strong brands make more money than weak ones. Consumers flock to recognized names and strong brands. They also tend to pay premium prices for them. And what’s even better, they repeat this behavior again and again and again. This is obviously beneficial for both your revenue and your margin. That is, if you indeed have a strong brand.
Terror attacks. Natural disasters. Product failures or contamination. A lot of things over which business owners may have very little or no control can go wrong. These situations can have a lasting impact on a company’s reputation or bottom line if handled poorly. And yet, many organizations are completely unprepared for even the most minor of crises (if you can call any crisis minor). Let’s talk about some of the things you can do to change that for your company or organization.