Ryan Paul Gibson

I help B2B businesses run customer interviews that don't suck / Founder @ content lift 🎈

We specialize in buyer research interviews for B2B.
We start booking 1:1 conversations with your ideal buyer 72 hours after launching your project.

You get first-party data to build go-to-market programs that influence buying decisions.

- Their roles and responsibilities 
- The business process buyers are responsible for
- How problems and challenges manifest in this process 
- How do they try to solve these problems
- How and why they prioritized various solutions 
- Buying triggers and catalysts of change
- Their perceptions of vendors/solutions in the market 
- How buyers select and evaluate vendors
- Buying committee members and what they care about 

I've logged 23+ years in Marketing, Sales, and Business Development.
I mentor and teach Customer Discovery & Market Research for early-stage startups.  
I worked three years as an investigative reporter.
I've interviewed over 2300 people in my career.
I've worked with over 200 businesses of all shapes and sizes.

Founder

We help B2B marketing teams run investigative customer interviews. 

We map out a customer's entire journey in their own words.
We find the hidden reasons people are buying your product.

The data helps you make smarter choices with marketing budgets. 
It helps uncover ideas for messaging, campaigns, content and copy.  

All the stuff we do: 

* Primary Customer Research 
* Brand Perception & Identity
* Subject Matter Expert Interviews

🎈  No one had proved this in 30 years.


It's 1990.
John Narver & Stanley Slater wanted to verify a core business theory.
That businesses with a deeper understanding of the market & buyers
were more profitable.

The idea had been written about since 1960.
Philip Kotler was big on it. 
But no empirical study had ever put this idea to the test.
So Narver and Stanley did.

In their 1990 study
They examined 140 business units within one large corporation.
Then in 2000, they replicated the study across 53 corporations.
All in-depth field research.
Across multiple departments.
Rigorously designed controls. 

In both studies, the hypothesis held true. 
There was a meaningful correlation between Market Orientation and profitability.
In other words, businesses that have a deeper understanding of markets & buyers,
significantly shift their odds of success. 

Why this matters:

When go-to-market programs struggle to produce profits,
The default reaction from B2B teams is to focus on execution.
To “do more things” and get “more leads in the pipeline”.

But most GTM programs struggle due to a lack of market and buyer understanding.
(Or “Market Orientation” & “Market Readiness” if we are talking foundational business terms.)
Which means they aren't winning deals,
And "more leads" just masks the real problem.  

I've heard every variation of "we know our buyers, we just need more of them".
And those are the businesses that keep wondering what's off with their go-to-market.

Ryan  Paul Gibson 

I help you get the truth from b2b buyers | Principal @ content lift 🎈

Elias Benussi

Kouo.Ltd

COO - Co-founder

Techstars

Cohort member

Oxford Artificial Intelligence Society

The Oxford AI Society's mission is to ensure AI works for the benefit of everyone, and to ensure anyone can learn about AI regardless of background.

We provide a platform to educate, build, connect, and employ an interdisciplinary Artificial Intelligence community that drives innovation and works towards the long-term social benefit of AI.

President

Faculty

Software Engineer

Software Engineer (Intern)

eGym

Software Developer Intern

I cofounded Kouo because I believed we had reached a plateau in product analytics. 

Kouo’s product analytics analyses user emotions from wearables data using AI, helping you create hyper-immersive and customised user journeys by responding to users emotions while also allowing your product teams to iterate faster with insights into what emotions drive retention.

Been a wild ride from ML researcher, to working in product, to entrepreneur. I should probably write/post more about it

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Ryan Paul Gibson

Elias Benussi

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The Battle

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Engagements

Likes

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