Using Data-Driven Marketing to Scientific Research | Alejandro Medina from Research Solutions

Lukas Haensch: Okay, guys, before we get started with today’s episode, let me give you a brief overview of what Pathmonk is all about before we jump into today’s show. Pathmonk is the AI for website lead generation. With increasing online competition, 98% of your website visitors are just not converting. So your ability to successfully show your value and support visitors in their buying journey separates you from the competition. Pathmonk qualifies and converts leads for you on your website by figuring out where people are in the buyer’s journey and influencing them at key decision moments with micro experiences like case studies, introduction videos, and much more. Basically, you get 50% more conversions by simply adding Pathmonk to your website, letting the artificial intelligence do all the work, and getting access to 50% more conversions from your same traffic. If you’re interested in that, check it out at pathmonk.com.

In today’s episode of the Pathmonk Presents podcast, I have a very interesting guest here with me today. Alejandro from Research Solutions, representing Reprints Desk. Today, we want to deep dive into what he’s doing over there and how he’s working as a marketer to help companies discover the overall article galaxy out there. Welcome to the show, Alejandro!

Alejandro Medina: Thank you very much, Lukas. It’s a pleasure to be here and exciting to share a little of my experience with you.

Lukas: Awesome. So maybe tell people a little bit about Reprints Desk. What is it all about?

Alejandro: Well, Research Solutions, before Reprints Desk, has simplified how organizations discover, acquire, and manage scientific articles and data since 2006 with AI-powered tools. We are proud to say that we empower 70% of life sciences companies, as well as prestigious universities and emerging businesses worldwide. We serve over 70 vertical markets, including biotech, healthcare, aerospace, legal, and much more. No matter the size of the research process, we’ve got it covered with our scalable solutions. We believe we can make the research world a little less complicated together.

Lukas: That makes a lot of sense. Now, tell us a little bit about the typical organizations and businesses that you support. Maybe describe a well-fitting customer.

Alejandro: We are passionate about serving scientists, researchers, and innovators who tirelessly work to improve lives around the globe. We understand that our users are driven by a desire to make a difference in their communities, and we’re here to help them achieve that. Our services became particularly crucial during the COVID-19 pandemic when the scientific community needed rapid access to vital information. We were there and continue to be there for similar challenges and opportunities. Our aim is to innovate, share, provide, empower, support, and accelerate their incredible work with Research Solutions.

Lukas: Very cool. Who would be the people within those businesses that come to your website or reach out? What roles do they have?

Alejandro: Our services cater to a variety of roles within the innovation process. This includes researchers—both academic and corporate—librarians, students, medical writers, regulatory professionals, and innovation strategists. We also extend our services to academic, corporate, and government research-focused organizations. In a nutshell, we simplify their research process and support them in their journey toward scientific discovery, especially during challenging times like the COVID-19 pandemic.

Lukas: Very cool. Maybe tell us a bit about how you think about growth for Research Solutions and Reprints Desk. It’s researchsolutions.com, by the way, for everyone listening. What are the channels you leverage?

Alejandro: One of the most potent acquisition channels is our website, where users can find information about our products, use cases, webinars, eBooks, blog posts, and schedule demonstrations. With iOS 14 privacy policy changes, attribution has been challenging for us. Therefore, organic searches represent our primary means of acquisition, according to our CRM, HubSpot. The high volume of searches for our brand and products through Google indicates an intention and prior knowledge of our brand, influenced by word of mouth, social media, and our presence at conferences and events, among other brand awareness initiatives.

Lukas: Got it. You mentioned the website there. What role does the website play, and what metrics do you monitor?

Alejandro: It’s a crucial piece for the business—not just for the marketing team. It allows new users to discover Research Solutions and acts as the main channel for generating leads and eventual customers. We focus on key metrics like website visits, conversion rates, and CAC. It’s a multidisciplinary process, involving SEO specialists, graphic designers, developers, and more to provide and improve the user experience. This teamwork provides the marketing team with autonomy for web management, information updates, and tracking—key factors to keep our website in optimal condition.

Lukas: That makes sense. Now, let’s switch gears and talk about your daily work as a marketer. What are the tasks you work on day-to-day?

Alejandro: My role focuses on performance marketing. Day-to-day, I review the performance of paid media campaigns on LinkedIn, Google Ads, and Meta, looking for areas of optimization—be it communication, budget allocation, bidding strategies, or targeting. These efforts focus on indicators like CAC and conversion rates. Additionally, I ensure that the website, as the destination for most ads, works perfectly with integrated measurement tools. I also support face-to-face events and conferences, handling logistics for sponsorships and exhibit spaces where we prospect for leads. That’s my daily work in a nutshell.

Lukas: Awesome. That sounds really good. Now, as we approach the end of the episode, I have some rapid-fire questions. Are you ready?

Alejandro: Absolutely.

Lukas: What is the last book that you read?

Alejandro: The last book I read was by a local poet I discovered during a visit to the Dominican Republic. Exploring culture through literature is enriching—it amplifies both professional and personal perspectives.

Lukas: Very cool. What’s the one single thing your company is focused on at the moment?

Alejandro: We recently acquired two companies, Resolute AI and another, and are focused on integrating all our family products. We’re also considering a rebranding initiative while refining growth strategies.

Lukas: If you had a magic wand, what’s one problem you would fix as a marketer?

Alejandro: I’d create a platform that consolidates all information, provides accurate attribution for acquisition channels, and automates reporting to make data-driven decisions seamlessly.

Lukas: If we could time travel to the start of your marketing career, what advice would you give yourself?

Alejandro: Focus on mentors—those who can teach technical skills and soft skills. Always think about how your work impacts your growth as a professional and as a person. Stay ethical, keep learning, and engage with data science—it’s the future.

Lukas: Great advice! Alejandro, I appreciate you joining us on Pathmonk Presents. What’s one thing people should remember about Research Solutions or Reprints Desk?

Alejandro: Focus on your customers. Optimize your website and strategies to deliver value, and always make data-driven decisions.

Lukas: Cool. Thanks a lot for being a guest on Pathmonk Presents.

Alejandro: You’re welcome. Thank you!