Why you should start paying more attention to your end users

Understanding buying behavior in a B2B setting is increasingly hard for scientific marketers.


We hear this from our customers daily. Specifically, questions around who’s involved in lab purchases, and how often it involves the end user (those scientists directly using the products).


With a platform of 15+ million scientific members, we like to think we know a thing or two about scientific behavior. But as business hierarchies become more fluid, we were curious as to what impact this had on purchasing.


Like any good researcher, we had a few hypotheses.


We then went to our database of scientists and asked how their last lab purchase was made – below are some of our findings.

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