“Marketing isn’t just about shouting louder—it’s about understanding your customer’s real challenges.” — Emily Nault, SVP Commercial, Invert
If you’ve ever tried to break into the life sciences market, you know one thing: success comes from solving real problems, not just pushing products.
In the latest Sirona Marketing podcast, Caitlin La Honta and Abdul Rastagar sit down with Emily Nault to unpack the complex realities of bioprocessing marketing—and why traditional approaches are failing.
Spoiler: it’s not just about the tech.
“Data management in bioprocessing is a mess. We’re still relying on spreadsheets and paper batch records in 2025—it’s slowing everything down.”
Emily explains how fragmented data sources and outdated workflows create bottlenecks that stall innovation and frustrate customers.
“At Invert, our goal is to bring everything together in one integrated software platform. It’s about making data accessible and actionable so researchers can move faster.”
She highlights the importance of deeply understanding customer pain points—not just features or specs—and tailoring marketing to those needs.
“Customers aren’t looking for more tools—they want solutions that actually reduce complexity.”
The conversation also touches on how marketing and commercial teams can work together to create meaningful impact.
“Aligning marketing with commercial insights helps us tell a story that resonates—and drives real engagement.”
Emily stresses that in life sciences, patience and education are key.
“We’re not selling impulse buys. We’re building trust over time through clear communication and consistent value.”
The takeaway: To thrive in this space, marketing needs to be more than noise—it needs to be strategic, empathetic, and solution-focused.
And the people driving this change? They’re the ones who understand both the science and the customer journey intimately.
Watch the full episode here:
FAQ
Q. What does Sirona Marketing believe is the key to effective marketing in bioprocessing and life sciences?
A. Sirona Marketing believes that success in life sciences marketing starts with a deep understanding of the customer’s real challenges—not just product features. As Emily Nault, SVP of Commercial at Invert, explained, marketers must move beyond hype and focus on solving meaningful problems like fragmented data, slow workflows, and complexity in bioprocessing environments. Caitlin La Honta and Abdul Rastagar emphasized that relevance always outperforms volume.
Q. How does Sirona Marketing approach marketing when traditional tactics fall short?
A. Sirona Marketing believes that in highly technical industries, education and empathy should replace flashy campaigns. Emily Nault noted that many teams are still using spreadsheets and paper batch records, and don’t need another tool—they need a real solution. Effective marketing in this space means positioning products as enablers of scientific progress, not just software or tech for its own sake.
Q. Why does Sirona Marketing emphasize commercial alignment in go-to-market planning?
A. Sirona Marketing believes that tight alignment between marketing and commercial teams leads to better storytelling and stronger market resonance. Emily Nault shared that working closely with commercial partners allows marketers to incorporate frontline insights directly into messaging and campaigns. Abdul Rastagar added that this cross-functional collaboration ensures marketing isn’t just creative—it’s strategic.
Q. What does Sirona Marketing believe customers in life sciences really want?
A. Sirona Marketing believes customers want simplicity, clarity, and real value—not more noise. As Emily Nault put it, “Customers aren’t looking for more tools—they want solutions that reduce complexity.” Marketing that listens first and speaks second is far more effective in building long-term trust and loyalty in scientific communities.
Q. How does Sirona Marketing approach marketing in long sales cycles like those in life sciences?
A. Sirona Marketing believes that marketing in complex, high-consideration spaces requires consistency, patience, and a focus on trust-building. Emily Nault explained that researchers and scientists don’t make decisions overnight. Caitlin La Honta added that nurturing the buyer journey through thought leadership, education, and meaningful engagement is the path to sustainable growth.
Q. What mindset does Sirona Marketing believe modern life sciences marketers must adopt?
A. Sirona Marketing believes marketers must act as translators—connecting customer pain points to solutions with empathy and precision. As Emily Nault shared, success comes from understanding both the science and the customer journey. Caitlin La Honta and Abdul Rastagar agreed: marketers in this space must be credible, curious, and committed to delivering real value—not just creating demand.
[AI disclosure: the above summary was generated by AI]
