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.

• Why removing personal bias is essential to building customer-first content
• The difference between content that educates vs. content that converts
• How scientists prefer to consume information—and why it matters
• What your audience’s aspirations reveal about your GTM content
• Surprising data on AI skepticism in highly technical industries
  

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:

https://acsmediakit.org/blog/resources/marketing-for-chemical-sciences-survey-report/?src=BrandLab&partnerref=KitResourcePage

Connect with Leanne:
https://www.linkedin.com/in/leannedow/

www.markigy.com

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Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

🎙️ Episode Overview: Leanne Dow-Weimer sits down with Darren Lauda, CEO of Outset, to tackle one of the biggest challenges in business: breaking down silos to foster collaboration between marketing, sales, and finance. Darren shares his incredible journey from military service to becoming a tech CEO, offering a masterclass in teamwork, goal setting, and making data work for your business. If you've ever wondered how to align your teams for maximum impact, this episode is for you.

🔑 Key Takeaways:

• The Power of Alignment: Why marketing, sales, and finance must operate as a unified team.
• Data-Informed Decisions: How to create cohort models to measure performance from awareness to bookings—and why finance should be in the room.
• Avoiding Common Pitfalls: How disjointed plans and incomplete data lead to inefficiencies (and how to fix it).
• Future-Proof Strategies: The importance of building scalable processes early, even if you're a small business.
• Candid Insights: Why "celebrating failures" can lead to faster solutions and stronger teamwork.

🎧 Listen now to learn:

• Darren's experience with $6M in inefficient spend and the lessons learned.
• The role of leadership in ensuring cross-functional alignment.
• How AI is reshaping marketing, from outbound strategies to brand-building efforts.
• Why your CEO needs to roll up their sleeves and visit the "gemba."

🔥 Quote of the Episode:

"Don’t come to me with problems unless you’ve got solutions you’re working on."

— Daren Lauda

Connect with Daren:

https://www.linkedin.com/in/darenlauda/

www.outsetops.com

Connect with Leanne:

https://www.linkedin.com/in/leannedow/

www.markigy.com

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Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

In this episode host Leanne Dow-Weimer is joined by James Furbush, VP of Marketing at AccessOne, to explore how trust is the cornerstone of impactful marketing strategies. Drawing from his experience in healthcare marketing, James shares valuable insights on navigating complex sales cycles, creating content that resonates with diverse stakeholders, and building meaningful, long-term relationships.

1. Trust as a Foundation in Marketing:
   Trust-building is a non-negotiable in healthcare marketing. With complex sales cycles often exceeding 18 months, providing consistent, educational, and empathetic content fosters long-term relationships critical for navigating intricate buyer committees.
2. Content Strategy for Diverse Audiences:
   Tailoring content to different stakeholders, from C-suite executives to operational staff, James shares how finding a way to build value by focusing on the importance of professional development content in an industry often lacking clear career progression resources was foundational to a high-value, trust-building content strategy.
3. Human-Centered Relationship Building:
   Authentic, non-sales-focused interactions create connections that matter. Companies can earn trust and develop lasting partnerships that drive both business and social impact by creating platforms to elevate others' voices, such as interview-based podcasts.

Whether in B2B, B2C, or any industry that values authenticity, this conversation is packed with actionable advice to help elevate your marketing efforts.

Connect with James:

https://www.linkedin.com/in/jamesfurbush/

Connect with Leanne:

https://www.linkedin.com/in/leannedow/

www.markigy.com

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Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved