By Dr. Sharon H. Porter | Friday, February 23, 2024 | 4:00 PM ET
In the bustling realm of science marketing, where innovations often tread the fine line between obscurity and industry transformation, one name stands out: Elizabeth Chabe. Recognized as a luminary in her field, Chabe has spearheaded numerous initiatives that have propelled niche concepts into industry-altering phenomena. Her insights, gleaned from years of experience at the forefront of scientific innovation, offer a roadmap for navigating the complex landscape of marketing in the sciences.
In a recent podcast interview, Chabe discussed the intricacies of her work, shedding light on the strategies that have enabled her to drive meaningful change in the industry. Central to her approach is a deep understanding of both the scientific content and the target audience—a delicate balance that she has mastered over the course of her career.
At the heart of Chabe's philosophy lies the concept of storytelling. As the author of "The Giant's Ladder," she emphasizes the power of narrative in conveying complex ideas to diverse audiences. By crafting compelling stories that resonate with both experts and laypeople alike, Chabe has been able to bridge the gap between scientific innovation and public understanding.
One of Chabe's most notable achievements has been her ability to elevate obscure concepts into mainstream consciousness. Through strategic marketing campaigns and targeted outreach efforts, she has helped shine a spotlight on emerging technologies and breakthrough discoveries, catalyzing widespread interest and investment in previously overlooked areas.
In addition to her work in marketing, Chabe is also a staunch advocate for diversity and inclusion in the sciences. By championing underrepresented voices and fostering inclusive environments, she aims to cultivate a more equitable and innovative scientific community—one that reflects the diverse perspectives and experiences of society at large.
Chabe's new book, The Giant's Ladder: The Science Professional’s Blueprint for Marketing Success, is a guide that is specifically crafted for scientists stepping into leadership roles, marketing professionals within scientific organizations, and communication experts in research institutions. It provides a clear, insightful approach to sharing and promoting scientific innovations, products, and services.
The book offers a structured approach to marketing, specifically tailored for science professionals. It starts with understanding your audience and extends to advanced concepts like product positioning, narrative development, and campaign planning. The content is rooted in real-world examples, providing actionable strategies that can be directly applied in professional settings.
As the podcast interview draws to a close, one thing becomes abundantly clear: Elizabeth Chabe's impact on the world of science marketing is both profound and enduring. Through her visionary leadership and unwavering commitment to excellence, she continues to inspire and empower the next generation of innovators to reach new heights of success.
About Elizabeth Chabe
ELIZABETH CHABE (MBA, MS) is an author, entrepreneur, and recognized strategic marketing consultant for science, engineering, and technology organizations. Her work has been featured in The New York Times, Popular Science, Entrepreneur, CNBC, Composites World, and 360Dx, among others.
As the founder and CEO of High Touch Group, Elizabeth oversees a team that develops marketing and PR strategies for advanced science, engineering, and technology organizations. Through High Touch Group’s holistic, comprehensive marketing services, clients generate more leads, drive revenue, and elevate their brands into the global B2B space. Her work as a strategic consultant has been instrumental to biotechnology, energy, advanced materials, advanced manufacturing, and robotics and automation companies.
Since her first business venture at the age of nine, Elizabeth has built and overseen countless successful research programs and marketing teams. As the former senior manager of digital and strategic marketing at the Jackson Laboratory (JAX), she developed the marketing strategies for its mouse model portfolio, model generation (CRISPR), and in vivo contract research services. Prior to joining JAX, she oversaw global communications for the Advanced Structures and Composites Center in Maine. There, she managed projects including the center’s offshore wind research program, the largest research and R&D program in Maine’s history.
Since 2018, Elizabeth has been a governor-appointed director of the Maine Venture Fund.
Her book, “The Giant’s Ladder: The Science Professional’s Blueprint for Marketing Success,” is available for pre-order on Amazon and from your favorite book retailers.
An inveterate traveler, she splits her time between the US and developing world communities. She currently resides in Mexico with her husband and rescue dogs.
Join the Vision & Purpose Podcast as we explore the world of science marketing as we sit down with Elizabeth Chabe, a trailblazer who has transformed niche ideas into industry-changing innovations. Elizabeth shares her expertise and experiences, offering valuable insights into the strategies and tactics that have propelled scientific advancements into the spotlight. From navigating the complexities of niche markets to spearheading transformative campaigns, Elizabeth's journey is a testament to the power of marketing in shaping the future of science.
We also discuss her new book, The Giant's Ladder: The Science Professional’s Blueprint for Marketing Success, a book that offers a structured approach to marketing, specifically tailored for science professionals. It starts with understanding your audience and extends to advanced concepts like product positioning, narrative development, and campaign planning. The content is rooted in real-world examples, providing actionable strategies that can be directly applied in professional settings.
Tune in to gain inspiration and actionable wisdom from one of the foremost leaders in the field.
