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Genomic Testing in Food Safety Genomic testing of food products or environmental surfaces for food safety has been around for a number of years now. Whereas PCR-based tests still dominate as the...

The Importance of Key Opinion Leaders Life is all about connections. As much as we automate, standardize, and process our way into insularity and isolation in the name of efficiency, business still...

How do consolidation and integration impact marketing to food safety scientists? Like every other business segment in the world, the scientific products industry has grown and consolidated as it has...

A Tale of Two Purposes When marketing analytical instruments to food safety scientists, decide which of two different purposes they fill for your audience: discovery or routine testing. In...

Curious and Skeptical To understand how to market to food safety scientists, engage their curiosity and skepticism with results-based communication. By their very nature, scientists are both curious...

The Food Safety Testing Persona Reflects the Industry The food safety testing market is unique. Because of the risks associated with food and the high conversion costs to switch out testing products...

Digital Natives vs. Digital Immigrants There have always been gaps between generations where mutual understanding breaks down.  Generational marketing  attempts to segment the audience by generation...

It’s a Jungle Out There Out in the world, things are fragmented. Modern marketers have to deal with multiple issues like omnichannel advertising, technical issues, social and economic issues, and...

GTM Defined A go-to-market (GTM) strategy is the plan a company uses to bring a product to market. GTM strategies are typically developed as a collaborative effort between marketing, product...

Your Most Important Asset What constitutes a high-performance marketing team? When you have the right mix of people, skills, motivation, and leadership, organized in the right way, amazing things...

More and More People Are Going Mobile As of this writing, 5.24 billion people in the world have mobile devices (or 67% of the total global population), and 80% are on a smartphone. That’s a...

Sales and Support Whenever a product is sold, customer support has to be factored in as a cost, but that product’s support can also be an opportunity to create a sustainable revenue stream. Not that...