SaaS Academy

Director of Demand Generation

Just casually helping build the world's best coaching program for SaaS founders. NBD.

Growth Marketing Manager

Helping you get clear on how to turn marketing into revenue.

Creating alignment between brand x product x marketing x tactics x dollars

Reach out to see if I'm a fit for your needs.

Marketing Strategy Consultant

SeamlessMD

Healthcare SaaS solution built for health systems scaling and standardizing surgical recovery to save time and money.

First Demand/Growth marketing hire. 

Building out B2B Demand Generation playbook from the ground up to generate revenue across medium to enterprise health systems across North America.

Blackbaud

Blackbaud is the world's leading world's leading cloud software company powering social good. Top-down sales led growth.

First Demand Generation hire in Canada marketing a portfolio of 30+ SaaS solutions made for mission-driven organizations.

Built the national DG go-to-market strategy and execution across verticals including healthcare, education, fintech, and more. Supported revenue and pipeline generation across SMB to Enterprise. 

During my tenure, Canadian business unit was fastest growing unit in the organization.

Principal Demand-Generation Marketing Manager

Grassriots Inc.

Innovative Mission-driven Digital Marketing Agency helping social good brands evolve their marketing strategies.

Oversaw digital marketing department and executed omni-channel campaigns for mission-driven organizations across the globe. 

Clients included: Amnesty International, Doctors Without Borders, Humane Society International, OXFAM Canada, University of Toronto, Environmental Defence Canada, Mercy Home for Boys and Girls, The Centre for Addiction and Mental Health Foundation

Marketing Manager

Digital Strategist

Nonprofit Digital Marketing Agency helping social good organizations raise funds and grow their audience through  marketing campaigns.

Executed omni-channel digital marketing campaigns for mission-driven organizations.

Clients included:  American Heart Association, Canadian Cancer Society, St. Joseph’s  Health Centre Toronto, Camp Ooch, Trillium Health Partners Foundation, CAMH  Foundation, Toronto General & Western Hospital Foundation, War Child Canada

Marketing Specialist

CauseForce, LLC 

The industry leading peer-to-peer fundraising agency.

Field Marketing supporting recruitment via email, phone, and events & trade shows for Princess Margaret Cancer Foundation's Ride to Conquer Cancer.

Community Engagement Specialist

Crepe Delicious

International Food and Beverage Franchise.

Ran integrated marketing campaigns leveraging digital, print, OOH, radio, and events & tradeshows to build brand awareness and drive direct purchase conversions at  13 locations across Canada.

Marketing Manager @ SaaS Academy

I’m not a copywriter, designer, paid ads expert, or funnel architect.

Sure, I have those skills.

But they’re just tools in the belt.

Companies come to me when they have a marketing problem.

Maybe they think they need better emails.
Maybe it’s LinkedIn content.
Maybe it’s a full-scale campaign with ongoing support.

At the core, it’s always about solving a business challenge.

So as a marketer, my job is to:

✅ Diagnose the real problem
✅ Present a solution that drives results
✅ Use whatever tools get you there the fastest

If you're stuck on a marketing problem and need a clear, effective path forward...

Let’s talk!

Joe M.

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.

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

taplio

The Battle

Joe M.

Ryan Paul Gibson

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