Ryan Paul Gibson

content lift

We help B2B businesses run investigative customer interviews,
so they can build a more qualified pipeline,
and avoid wasting money on go-to-market activities that don't influence buyers.

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 Buyer/Market Research 
* Voice of the Customer Work
* Brand Perception & Identity
* Subject Matter Expert Interviews

Founder

RPG Marketing 

I work with B2B marketing teams as a fractional senior marketer,
helping build, launch and maintain marketing programs.

The benefits of hiring a part-time senior marketer are:
* Flexibility: I can work on a variety of projects, rather than one deliverable 
* Cost savings:  A senior skill set without an increase in headcount
* Dependability: I'm in independent contributor who can balance strategy and execution

My specialty is research, content and product marketing.
Some of the projects I've worked on for clients:

* Buyer & market research, gathering insights to create new personas and messaging
* Development of content strategies to support the entire customer lifecyle 
* Thought leadership and strategic narrative development with C-Suite 
* Sales enablement programs
* Copywriting for paid search, landing pages and other high-conversion content.
* Traditional PR activities with trade media and other communications tasks 
* Original research for whitepapers, ebooks and other content formats 

Happy to chat, walk you through these various projects and see if I can help in any way.

Fractional Senior Marketer

Invest Ottawa

I teach early-stage entrepreneurs the fundamentals of customer discovery. We cover: 

- different methodologies like Jobs to Be Done and Lean Canvas 
- different types of customer research
- how to define your research objectives and find potential buyers
- how to conduct 1:1 interviews with examples from projects I've run

Mentor - Customer Discovery

GrowthMentor

Mentor - Customer Research 

Rewind

Working with the CMO and the rest of the marketing team, I help the company refine it's go-to-market strategy and oversee special projects.

Senior Marketing Consultant

Managing content team & company strategy.

Head of Content (Interim)

Helping the company with Messaging, Content, PR & Branding as they build out their core team. I have led or assisted in the following projects: 

* Messaging frameworks for multiple products
* Customer research  
* Content strategy
* Tone & voice documents
* Audits & analysis of organic channel performance 
* Overseeing contract writers
* Creation of lead magnets (Reports, Ebooks, etc)
* Customer case studies 
* Content for product launches
* Sales enablement materials

Senior Marketing Specialist

Perth Brewery

Giatec | Smart Concrete Testing Technologies

Member of the senior leadership team, reporting directly to CEO.

Led development of annual operating plan for marketing, ensuring marketing activities aligned with overall business strategy.

Oversaw a team of six direct reports, responsible for Lead Generation (SEO, PPC, Content), Social Media,  Graphic Design and Web Development.

Worked with the product, sales and customer success teams to refine the go-to-market strategy and positioning of core product lines.

Created preliminary key messaging documents, brand guides and buyer personas.

Interviewed customers for success stories and content ideas; during tenure as manager, organic traffic increased on average 175% YOY.

Built relationships with industry analysts and trade media; successfully achieving media coverage goals in annual operating plan. 

Oversaw execution of tradeshows and events.

Worked with designers and UI/UX to improve customer experience and increase conversions on key landing pages.

Copywriting for google ads, landing pages and other high conversion content.

Marketing Manager

Entrepreneurs, Tech, Jobs. Rinse. Repeat.

Helped shape and execute marketing plans, to meet the strategic objectives.

Oversaw creative development of local, national and international campaigns.

Chief architect of the “Work in Ottawa” Campaign, which generated over six million unique impressions through our digital tactics.

Member of Amazon HQ2 Task Force Marketing Committee

Senior Marketing Strategist

Manager, Marketing & Content Strategy

Dan Rascal

P/T with Ottawa's strongest & spiciest video creative agency. 

http://danrascal.com/

Consultant

Northern Army

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

Today B2B buyers spend most of a buying journey,
figuring stuff out on their own.

They spend weeks, months or years.
Trying to solve problems.
Evaluating solutions.
Trying to determine what’s credible.
What makes sense for them? 

Data from your dashboards & CRMs can help. 
Yet it’s a fraction of the buying story.
And this data typically measures the end.

Marketing teams have to influence the ENTIRE buying journey.
If you don’t have a detailed understanding,
of HOW and WHY you best fit buyer buys,
Then you will FAIL to influence their buying decisions.

In-depth customer investigations (aka interviews),
are the best process for reverse engineering the buying journey.
And the best source of data,
To build marketing & sales programs that win new business. 

Yet B2B teams struggle with this.
They tell me:

- We don't have experience in it
- We don't know how to be unbiased
- We struggle with how to use the insights
- We don't have the bandwidth
- We don't want to bother our customers
- We did it before and hadn't seen the value
- Honestly, it can be intimidating

It's hard out there for a marketing team
Always guessing.
Always spending $$.
Rarely moving the needle.

🤔 HOW I CAN HELP:

I help B2B marketers run better customer research interviews 🕵️‍♂️

After working with me you will have:
*  A reversed engineered buying journey, in the words of your ideal client
* A list of the business triggers & motivations for your target buyer (ICP)
* Insights on how to spend marketing $$$
* Possible solutions and action items for each insight
* Fresh messaging, campaign & copy ideas.

🤔 HOW WE CAN WORK TOGETHER:

There are three ways:
* I can run a turnkey research project for you ($$$)
* I can interview your customers & hand over the content ($$)
* I can teach you how to do it ($)

You can read my ONE case study in my "Features" section.

🤔 WHY ME:

I've logged 21+ years in Marketing, Branding & Communications.
I spent 3 years working as an investigative reporter.
I've interviewed over 1900 people in my career.
I've worked with over 100 businesses of all shapes and sizes.

👋 SAY HELLO!

- Feel free to DM me here on LinkedIn
- Send an email to ryanpaulgibson@contentlift.io
- Visit my website: https://www.contentlift.io/

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

Boundary Analytics

Boundary is a B2B marketing analytics platform that measures which activities impact pipeline. Using a combination of correlation modeling and time lag analysis, Boundary allows B2B marketers to go beyond the limits of attribution to not only see where demand is created – but when.

CEO and Co-Founder

Sirkin Research 

Demand research for B2B companies. Power your content strategy with original insights delivered straight from your ideal customers.

Learn more at www.sirkinresearch.com.

Proof Analytics

Senior Advisor

At RDC, we believe all events need to be a reflection of the communities they serve. Our consumer centric strategies are rooted in data insights, innovative design and sustainable business practices - the stepping stones toward a long and solid future.

We are a team of futurists with deep subject-matter prowess across a breadth of functions designing our client’s growth strategies from a multitude of lenses because we know looking at the same thing from different perspectives has the power to change its meaning - and stages across the world.

Change the Stage

The Change the Stage Initiative is a global community dedicated to helping the events industry achieve positive progress with an emphasis on inclusivity and sustainability.

We’re working with industry leaders who are publicly committed to scalable change by developing accessible research, tools and content needed to enact change. Because, we believe who you put on stages. the vendors you partner with, and how you design your events is not only good for the world - it’s also good for business.

Advisor

Arras

Arras takes a modern approach to data that combines a cutting-edge cloud analytics platform with on-demand access to our team of analytics and data management experts.

If you are like most organizations, you have mountains of disconnected data living in multiple systems across your landscape. Our technology connects to all of the systems in your tech stack to give you a single view of your business. We analyze your data to uncover actionable insights that help increase revenue, maximize ROI, and optimize the processes that drive your organization.

We take pride in being the enabling force that allows our customers to grow in ways they never could on their own. Come see how we can help you turn your data into intelligence!

Principal

FamilyWize Community Service Partnership

• Drove 100% annual revenue increase and helped position company for successful exit
• Developed pharmaceutical pricing strategy, leading to increase in Customer Lifetime Value and 82% New Customer growth
• Built new Analytics practice, identifying the right people, processes, and technology
• Created omni-channel Marketing ROI model, reducing Customer Acquisition Cost by 64% through optimized spend mix
• Directed Web Optimization team, leading to 3x increase in Conversion Rate
• Built revenue forecasting model, allowing for more strategic allocation of budget and resources
• Supported reporting for Electronic Medical Record (EMR) integration with large health systems
• Designed measurement strategy for offline tactics to help optimize Sales Channel effectiveness
• Led Market Research initiative, including Market Sizing, Competitive Intelligence, Customer Survey, and Segmentation study

Vice President, Strategy and Analytics

BMC Software

• Built and managed global teams for Business Intelligence, Data Science, and Digital Optimization functions
• Led cross-functional Analytics Center of Excellence to analyze company-wide operations along with Sales Analytics and Finance
• Drove $100M+ of incremental revenue by recommendation of Cross-Sell and Upsell tactics
• Collaborated with senior leadership to define B2B Marketing ROI and measure contribution to Sales Pipeline and Revenue
• Created cross-channel Algorithmic Marketing Attribution Model to optimize Marketing Mix
• Built algorithm for behavioral lead scoring engine, leading to 25% increase in Conversion Rate
• Developed Account-Based Marketing strategy leveraging logistic regression model to determine optimal targets by product
• Partnered with Product teams to identify KPIs and measure launches across seven product lines
• Provided insights to drive optimized content and User Experience across digital properties
• Selected to attend the Corporate Recognition Event, honoring the highest-performing 1% of BMC employees worldwide

Head of Marketing Analytics

• Produced end-to-end reporting to track effectiveness and help optimize Marketing campaigns
• Performed Lead Funnel Optimization and recommended strategies to senior leadership
• Developed Customer Segmentation in SAS to automate targeted Email Marketing nurture streams
• Standardized tracking requirements across digital properties for Adobe Analytics solution
• Supported implementation of Eloqua Marketing Automation
• Executed SQL queries daily against large-scale databases to pull, clean, and manipulate data

Lead Database Marketing Analyst

Merck

• Performed analysis of brand and customer performance and presented insights to leadership
• Analyzed IMS longitudinal data in SQL and SAS to track patient behavior over time

Marketing Analyst

Accenture

Client: EMC, Westborough, MA
Business Analyst
April 2008 - May 2009
• Partnered with Sales, Marketing, and Finance client groups to implement performance management solution with OBIEE
• Gathered requirements and wrote Functional Design documents for multiple business areas
• Served as QA Leader and managed day-to-day activities of offshore test team in Mumbai, India

Client: AstraZeneca, Wilmington, DE
Marketing Analyst
October 2007 - March 2008
• Developed linear regression model in SAS to predict market share, allowing the client to negotiate favorable contracts with health care providers
• Determined doctors’ ability to prescribe based on managed care influence and comparative status to competitors

Business Intelligence Consultant

Solving the 2 biggest challenges facing B2B marketers: effectively measuring the impact of marketing through Boundary Analytics and knowing what matters most to their ideal buyer through Sirkin Research.

I've worked with some of the fastest-growing B2B technology and financial brands in the world. Here are a few of my favorite highlights and results through analysis and research:

+ Doubled ARR for NewsCred in less than two years, including driving $750K in pipeline from a single webinar, followed by a 9-figure acquisition
+ Launched Welcome Software and fueled its rapid growth from 0-8 figures of ARR, leading to a 9-figure acquisition
+ Helped Trustpilot to become one of the most visited websites in the world and quantified the value of their brand assets
+ Increased FamilyWize new customer growth by 82% and reduced CAC by 64%, leading to a 9-figure acquisition

taplio

The Battle

Ryan Paul Gibson

Jeff Sirkin

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