Ever been in a meeting where everyone thinks they know the customer, but no one actually agrees? That’s exactly how my first persona workshop started. In this blog, I share what an Ideal Client Persona really is, why it matters (a lot), and how to build one that helps you connect with the right people and make your marketing work, especially in life sciences and biotech.

I wrote this to share what I’ve learned over the past years: success in Biotech and Life Science B2B starts with knowing your audience. Before I plan or write anything, I ask myself 7 key questions. That’s what this guide is all about.

Webinars are more than live presentations, they’re opportunities to connect, inspire, and grow your business. This mini guide offers practical, experience-based tips to make your scientific webinars really impactful.

This article breaks down why direct response marketing still matters. Far from outdated, it’s a smart way to create action and measure success. From email to SMS, here’s how to modernise the approach without losing what makes it work.

Account-based marketing (ABM) may sound like a buzzword, but it’s a proven B2B approach I’ve applied for over two decades. The core idea? Sales and marketing align to target key accounts with highly personalised campaigns. In this article, I break down how to build a solid ABM strategy, when to scale with tools, and why it works, especially in life sciences markets.