Andrew Bertera
Scientist-turned-marketing leader at New England Biolabs with over 30 years in commercial roles, specializing in customer experience, brand strategy, and marketing to skeptical, data-driven buyers.
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Mar 16, 2026 • 27min
205. Overcome Buyer Skepticism: How To Boost Sales & Retention | Andrew Bertera
Andrew Bertera, a scientist-turned-marketing leader at New England Biolabs, blends lab experience with 30+ years in commercial roles. He explores why analytical buyers resist change. He covers turning skepticism into curiosity with peer data and samples. He explains how consistent brand and CX, structured feedback, and targeted use of AI build trust and move careful buyers toward commitment.
