Are most B2B marketers actually doing customer research wrong?

In this episode, Content Lift founder Ryan Paul Gibson reveals why "just talking to customers" isn't enough and why one-third of marketers can't even get access to customers at all.

From his days timing how long people take to put cream in coffee to calling customers without permission, Ryan shares guerrilla tactics for getting real insights when your company stands in the way.

Tune in for a masterclass in effective customer investigation that goes beyond the junk food advice most marketers are fed:

• Why most customer interviews produce useless insights that can't guide marketing decisions

• The 95-5 rule: Why 95% of your market isn't ready to buy (and why that's what marketers should focus on)

• How one simple purchase decision took Ryan three years to make (and why that destroys most marketing dashboards)

• Why B2B marketers who can't explain unit economics will always lose budget battles

• The fundamental difference between B2C and B2B that most founders don't understand

• How Reddit changed B2B buying decisions forever (and why sales teams haven't caught up)

If you've ever tried to make data-driven marketing decisions but got stuck with anecdotes instead of insights, this episode is your lifeline. Ryan shows you how to conduct customer research that actually informs strategy instead of just confirming what you already believe. Hit play to learn investigation techniques that will make your marketing budget work twice as hard.

Timestamps:

00:54 Meet Our Guest: Ryan Paul Gibson

01:50 Are Product Marketers Actually Marketers?

02:49 The History and Evolution of Marketing

04:56 Ryan's Journey into B2B Marketing

10:00 Challenges in Product Marketing

14:54 The Importance of Customer Interviews

23:05 Understanding B2B Marketing Dynamics

30:24 Understanding Research Design

30:59 Challenges in Client Engagement

36:09 The Role of AI in Market Research

36:50 Qualitative Research and Thematic Analysis

38:47 Leveraging AI for Faster Insights

41:21 Contextualizing Data with AI

49:51 Effective Customer Conversations

57:02 Final Thoughts and Contact Information

Show Notes:

• "Crossing the Chasm" by Geoffrey Moore

• Ryan Paul Gibson's "DIY Customer Investigation Guide"

• Eisenberg 95-5 Rule Research

• Ryan's LinkedIn

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