Episode 8: How to Create Your Buyer’s Roadmap with Investigative Interviews with Ryan Paul Gibson

Steve sits down with Ryan Paul Gibson, Founder of Content Lift, which makes use of investigative interviews to help marketing teams find more customers. Their process gives clarity and consensus on why customers are choosing your brand; allowing you to develop fresh messaging, campaign and copy ideas; and overall offer better insights on how to spend marketing dollars.

Ryan also serves as a Senior Marketing Specialist for the software company Rewind on a contractual basis, helping them with messaging, content, PR, and branding as they build out their core team. Finally, Ryan is the Principal at RPG Marketing, a boutique firm focused on content and product marketing.

Listen in as Ryan explains the fascinating and often frustrating gap between the pro-research and anti-research camps and how to speak the customer’s language in order to close that gap. He breaks down the principles of effective qualitative customer research in helping to sketch out a roadmap of your ideal customer’s buyer journey.

Ryan also speaks on the unique opportunities that today’s B2B landscape brings when it comes to letting one’s marketing creativity shine. He encourages marketers to embrace their curiosity and follow their instincts, while at the same time taking care to validate and iterate their ideas to cut through the noise.

Key Takeaways:

• Qualitative customer research is all about understanding the depths of how and why buyers buy.
• Research is the foundation of marketing. It helps inform the choices you have to make. When it comes to building a strong customer base, get crystal clear on their path to purchase. That will help you create focus and tension around what they want, while following a roadmap that guides them toward a decision to buy that feels natural.
• There are so many more opportunities to be creative in today’s B2B space. Embrace your curiosity and don’t take answers at face-value. Get seduced by your own ideas, but always take care to research and verify. A bias to action is good; but, is that action worth your time?

Connect with Ryan Paul Gibson on LinkedIn.