Interview with our Marketing Manager:
Petra Romero
Welcome to our new edition of our series Employee Interviews, where we dive into the personal experiences, challenges, and insights of our team members. Meet Petra, our Marketing Manager, and learn more about her perspective on and experiences in the field.
What’s the biggest misconception people have about marketing?
That you can just apply this or that “hack” – whether it’s a specific software or “5 tips for XYZ” – and suddenly boost your visibility tenfold, gain 10,000 followers, and hit your annual revenue target. Marketing is really about doing your homework: analyzing, categorizing, prioritizing, and experimenting. There’s no one-size-fits-all solution.
Which campaign or strategy has completely surprised you – positively or negatively?
We try out a wide range of formats – in terms of content depth, topics, and media types – so by now we’ve gained a lot of experience and don’t get surprised that easily anymore :) That said, we recently learned that our scientific community on LinkedIn actually enjoys short-form videos in the style of YouTube Shorts.
What’s a marketing tactic that used to work but is now completely ineffective?
Many tactics based on mass outreach – such as blanket mail campaigns or mass emails – are now rarely used due to high scatter losses. Social media had its versions too: just a few years ago, apps were used to automatically follow thousands of Instagram accounts in hopes they’d follow back. Thankfully, Meta has cracked down on these bot-like behaviors. Today, there’s a stronger focus on real interaction. Company accounts must engage organically, or risk being suspended. Content matters more than ever.
How often does gut feeling determine the success of a campaign – and how much is really data-driven?
If you truly understand your target audience and their needs, you already have the right gut feeling for a successful campaign. And you can reinforce that intuition with data.
What unconventional marketing idea would you love to try if there were no limits?
As someone without a chemistry background, what fascinates me most about mass spectrometry is both its wide range of applications and its huge potential to impact everyday life. I really enjoy the challenge of making this complex scientific field simple, understandable, and relatable. If there were no limits, I’d love to create a museum that brings the subject of mass spectrometry – not a specific product – to life, especially for laypeople and children. Not only would this raise awareness of the field, but it could also inspire future scientists by sparking curiosity and excitement at a young age.
Turns out, Marketing is way more than the same old buzzwords!
Thank you for sharing your valuable insights and experiences with us. We’re excited to continue our journey of #Rethinking mass spectrometry together.