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Over the past five years, the State of Scientific Marketing report has offered a unique window into the evolving world of marketing within the science, healthcare, and engineering sectors. From shifts in buyer behaviors to the adoption of emerging technologies, the journey has been as dynamic as the industries it serves.
As we reflect on the insights from these reports, let’s take a look back at how the landscape has transformed and what these trends mean for your marketing approach going into the future.
1. Shifting Buyer Behaviors
Since our first survey in 2019, we’ve seen significant changes in how scientific professionals discover and engage with content. In 2019, traditional white papers and PDFs reigned supreme as preferred content formats. Fast forward to today, and there’s a growing demand for interactive, video-based, and short-form content that delivers immediate value. This shift reflects broader changes in how professionals consume information in an increasingly fast-paced digital world.
Read the full 2019 report here
2. The Expansion of Digital Events
The COVID-19 pandemic in 2020 accelerated the adoption of digital events. From webinars to virtual conferences, the scientific community embraced these platforms as viable alternatives to in-person events. Reports from 2021 onward noted a permanent shift in the marketing mix, with digital events now seen as both cost-effective and highly impactful.
Scientific Buying Trends 2021: On Demand Webinar and Market Report
3. The Evolution of Marketing Priorities
One of the most striking changes over the years has been the shift in marketing priorities. In 2021, lead generation emerged as the number one goal for scientific marketers, driven by the increased need to pivot to digital tools amid the pandemic. By 2024, while lead generation and inbound sales remained crucial, building trust and credibility surged as a priority, with 72.5% of respondents marking it as a high or very high priority.
Get a copy of the 2024 State of Scientific Marketing report for deeper insights on evolving priorities in marketing.
4. The Integration of Traditional and Digital Marketing
The pandemic reshaped the marketing world in 2020, pushing businesses toward virtual events and digital strategies. By 2022, the return of in-person events brought about a need for hybrid marketing approaches—combining the strengths of digital channels with the renewed enthusiasm for face-to-face interactions. This trend continued into 2023 and 2024, where the focus shifted toward leveraging digital touchpoints to maximize the impact of in-person events.
For instance, in 2024, marketers increasingly repurposed event content into webinars, social media posts, and eBooks, ensuring their efforts extended beyond the physical event itself.
Enhance your Webinar Reach
5. Martech: From Tools to Ecosystems
In 2021, Customer Relationship Management (CRM) platforms were the most widely adopted technology, with Salesforce leading the pack. By 2023, email marketing tools had taken the lead, showcasing their importance in maintaining multiple customer touchpoints. The 2024 report highlighted a 10% increase in video creation tools and a substantial rise in automation software, reflecting the growing emphasis on visual content and streamlined processes.
Looking ahead, artificial intelligence is poised to play a transformative role in martech stacks, with tools like ChatGPT and AZoIntel driving efficiencies in content generation and customer insights.
Discover how AI is shaping the future of Martech.
6. Social Media and Email: The Everlasting Pillars
Social media has grown into a powerhouse for scientific marketing, with platforms like LinkedIn remaining dominant due to their professional user base. Organic social strategies have consistently focused on creating engaging, humanized content to build trust, while paid social budgets saw a marked increase, particularly in 2023 and 2024.
Email marketing has consistently delivered strong ROI, with the 2023 report revealing that 65% of marketers ranked it as a high or very high priority. The shift toward more personalised and targeted email campaigns has been pivotal in maintaining its relevance.
Our marketing experts answer audience questions and discuss social media strategies that can support your business. Listen below.
Relevant Resources
7. The Role of AI and Automation
The rise of AI tools was one of the defining themes of the 2024 report, with marketers increasingly turning to automation for content generation, data analysis, and campaign optimization. From enhancing efficiency to providing deeper insights into customer journeys, AI is proving to be a game-changer.
As we prepare for 2025, the focus will likely shift toward balancing AI-driven processes with the need for authentic, human-centered marketing—a challenge that demands careful navigation.
Learn how AI is transforming marketing strategies.
What Does This Mean for 2025?
As we move into 2025, scientific marketers must continue adapting to a rapidly changing environment. Whether it’s integrating new technologies, refining hybrid marketing strategies, or doubling down on trust-building efforts, staying informed and agile is key.
