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 🎈

ProofPilot - A Digital Protocol Performance Platform for Research

Chief Strategy Officer

Going to grow this acorn into a mighty oak tree

Chief Marketing Officer

Villanova School of Business

Sending the ladder down to help budding professionals find their passion, connect the dots, and meet amazing people

Mentor

Ledger Run, Inc. - powering ClinRun

Advisor

Eli Lilly and Company

Discovered and developed digital ways to characterize disease and support patients in managing their conditions.

Sr. Advisor, Digital Health Office, Translational Technology & Innovation

Hosted 3 seasons of Lilly’s Research podcast, exploring the factors that inspire bold advances in science, innovation and the resilience required to change history. Tune in to hear how the Lilly research and development (R&D) team collaborates with partners in advocacy, technology, academia and policy to seek cures or solutions for the most difficult diseases.

Host of Elixir Factor Podcast

Advanced research design innovation capabilities with a central focus of optimizing the patient experience from awareness to transitioning back into healthcare.  Built bridges between healthcare and clinical research to maximize shared value and advance public health.  Enabled Lilly to become the Sponsor of Choice for research for HCPs, investigative staff and patients.

Senior Advisor, Patient Experience and Design Innovation

Transformed our patient facing clinical research persona and engagement strategy to become the Pharma leader in improving awareness, research participation and advocacy of clinical research of the broader public. Drove our first initiation of a #DCT to improve speed through convenience. Led the TransCelerate awareness campaign, One Person Closer.

Senior Advisor, Clinical Innovation

Shire Pharmaceuticals

Modernized Shire's approach to trial optimization and patient engagement and recruitment, and then helped to push the envelope for the rest of the industry

Director Clinical Operations, Patient Engagement and Recruitment

ePharmaSolutions

learned to speak the IT language and see what was possible

Director - Site Feasibility and Patient Recruitment

Merck

proud to have been a key member of the industry's inaugural trial optimization organization

Group Manager - Global Trial Optimization

Phase I Medical Program Coordinator

MDS Pharma Services

"It's about listening first, then selling."
-Erik Qualman

Assoc Director of Bus Development

a recommended and educational tour of duty away from the land of milk and pharma

Sr. Project Leader

Merck & Co

the best place to learn the clinical research craft before the industry fragmented the role

Late Stage Medical Program Coordinator

I create.
I make sense of things.
I creatively make sense of things.


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