In this conversation, Will interviewsRyan Paul Gibson, founder ofContent Lift, about customer interviews in B2B and leveraging them in positioning and content strategies.

Ryan has conducted over 1900 customer interviews. He shares his journey in B2B and how his passion for customer understanding led him to start Content Lift. They discuss the importance of customer insights in the B2B buying journey and the common mistakes companies make in their go-to-market strategy. Ryan provides valuable tips on conducting effective customer interviews, including setting research objectives, identifying interviewees, and actively listening. He also emphasizes the need to analyze and action customer insights to drive marketing and business strategies.

Takeaways:

- Customer insights are crucial in B2B marketing and can significantly impact positioning and content strategies.

- Companies often lack a deep understanding of their customers and their decision-making process, leading to shallow marketing efforts.

- Conducting effective customer interviews requires setting research objectives, identifying interviewees, and actively listening.

- Analyzing and actioning customer insights is essential for driving marketing and business strategies. Create a central operating system, such as a Wiki or Slack channel, to store and access insights.

- Use technology and AI, like GPT, to personalize and contextualize customer insights.

- Build integrations, like a Slack integration with GPT, to make insights easily accessible to teams.

- Leverage customer insights in sales by understanding buyer context and tailoring sales conversations.

- Adapt to the shift in B2B buying by being genuine, transparent, and understanding the power of the customer.FounderVideo Podcast Ep. 2: Ryan Paul Gibson from Content Lift (https://www.contentlift.io/)Brought to you by: https://foundervideo.comIncrease the profitability of your LinkedIn Ads - book a free strategy call today.