I was recently a part of a spirited discussion between some scientists and marketers in the Analytical Instruments Professional Network Group on LinkedIn. It came about as a result of sharing this blog post about getting content first (in any form) and worrying about format later, which I still think is a great idea.

You can read the LinkedIn discussion yourself, but it touched on what a few scientists found useful (and sometimes useless) in marketing communications from our industry.

I thought it would be more helpful (and fun) to talk to someone than to debate endlessly on LinkedIn. I invited one of the participants, Bob Kobelski, to share his buying process and ideas on how MarCom could be more helpful.

In this recorded conversation, Bob reveals:

• A detailed buying process for analytical instrumentation

• Where MarCom falls short in providing useful information to customers

• The consequences of making irrelevant claims

• The types of data he finds most useful for purchase decisions

• What he really wants to know about your software, regardless of whether it’s “intuitive”

• His preferred scenario for training

Oh yeah, at the end he shares his favorite pastime. Scientists are full of surprises.

Download the transcript.

Subscribe in iTunes.

Listen on Stitcher.

Intro Music stefsax / CC BY 2.5

Outro Music spinningmerkaba / CC BY 3.0