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

Ladybugz Interactive Agency, Boston MA

Ladybugz Interactive is a full service web + digital agency that can help your business strategize and succeed. We do web design, branding, SEO, content creation and social media marketing to custom WordPress responsive websites and eCommerce stores. 

Our team leaders know success, we have been doing this for over 20 years and counting. Our agency focuses mainly on B2B industries such as biotech, family owned, non-profit, education, construction, professional services and manufacturing.

Business Development and Go to Market Strategy

Loud-Hailer Inc. / BUKI

Loud-Hailer was founded in 2014 by a group of people who wanted to connect devices directly to each other, without a central network.

This seemingly simple but powerful thought led our team on a journey that pushed the limits of Bluetooth technology.

We wanted to give people the power to connect to others nearby without a carrier (Internet/Wi-Fi/cell) by using encrypted Bluetooth to share information or data. People can communicate in situations or locations with poor to no coverage.

Because we invented a way for Bluetooth to be 2 directional at once and with the encrypted Bluetooth mesh network, we discovered it can support endless use cases, such as: real time people tracing and tracking, contact tracing, indoor wayfinding, IoT functions without Internet, auto location aware functions, and more.

 Our technology will power our future world in ways we can’t even imagine today.

Sales and Go To Market Strategy

OpenRounds

OpenRounds is a platform serving private golf clubs and their members. Since coming to market in 2016 it has provided an access point for golfers belonging to clubs enrolled in the network, allowing these members to seamlessly explore and book golf accommodations at affiliated private clubs. Well established with club officers, golf professionals, PGA Section partners and golf management groups, OpenRounds is highly valued as a means to increase club utilization while deepening member engagement. The company’s platform is based on understanding the unique needs of each golf club and ensuring that member expectations are honored and upheld.

Advisor

RevGenius

RevGenius is a group of revenue generating sales and marketing professionals brought together to learn, share, support, and grow with each other. You can consider us your alt work family!

Growth Leader & Ambassador 

Modern Sales Pros

Member

Optimum Water New England

Optimum Water
A locally owned and family operated company, Optimum Water New England is helping companies kick the bottle habit and work healthier!

Why Optimum?Why Optimum?
Bottleless water and ice systems are a healthier, more environmentally friendly way to hydrate at work. Water is purified through our five-step filtration process, then perfectly chilled, heated, or made into ice. Our Touch-Free operation and antimicrobial CleanContact™ surfaces ensure that hands never touch the spout, preventing cross-contamination. And with our bottle-less system there are no jugs to lift or transport -reducing your workers compensation exposure and your carbon footprint.

• No handling or storing jugs
• Environmentally friendly alternative to bottles
• No workers compensation exposure
• Clean contact surfaces: no more cross contamination
• No biological contamination in the holding tank
• The best purified water available
• Quarterly, level billing - no fluctuating bills

How does it work?
Our five-step purification process ensures that every drop dispensed from your Optimum system is only the purest, freshest water. Our state-of-the-art systems are the best in the industry. 

Customer Focus
Everything we do at Optimum Water is about helping our customers.
• Superior hassle-free service
• No upselling & no hidden fees
• Friendly service after the sale
• Providing the freshest, cleanest water & ice available

Account Relationship Manager

On Touch Go

OTG is redefining the way SME's drive foot traffic Enabling brands to reach audiences in their own backyard with contextualized advertisements on a location-based smart-screen rideshare network.

Gradmor

Gradmor provides organizations advanced data and business intelligence to make better decisions around their employee, operations and growth initiatives.

Our organization is transforming the way HR and operation departments use data to solve their biggest challenges. We make advanced data accessible to help these teams run more efficient, effective HR initiatives. Our advanced data and insights enable us to provide groundbreaking solutions that help organizations operate at their highest level.

AlphaBBL

We are data nerds. AlphaBBL was started by three ex-IEA barrel counters with a combined experience of over 30 years in data mining and analysis. Our proprietary data mining algorithms combined with deep knowledge about oil storage nuances gives us a leading edge in onshore storage measurement.

Director of Sales

IngeniousIO

IngeniousIO is an innovative solutions leader in the AECO Industry. Providing a data-driven platform that enhances your entire project life-cycle by elevating efficiency and reducing your tech spend.

This Integrated cloud-based application is designed to manage daily operations within business development, project execution, and through completion. Manage your project and stay connected with all disciplines in real-time on one easy to use platform

At IngeniousIO, the objective is to eliminate internal and external fragmentation within the 10 trillion dollar AECO industry. How do we do this? By solving operational fragmentation one business and integrated project at a time.

Chief Sales Strategist

I love helping growth companies make meaningful connections with their customers.

Entrepreneurial business development and sales leader with 15+ years of success in early stage B2B enterprise SaaS companies. Experience in marketing and consultative selling (direct/indirect) SaaS and data solutions for retail, CPG, publishing, and technology markets. Able to build and nurture profitable relationships, manage teams and resources, and work collaboratively with peers, partners, and clients.

email jonathan.sroka@gmail.com

* Go To Market Strategist at Loud-Hailer, helping to pivot product, marketing, messaging, sales, and fundraising in post COVID world leading to 6 figures in sales and whole new GTM effots
* First sales leader at RevTrax where I grew the team from 2 to 6, increased recognized revenue in 2013 by 83% and more than doubled bookings. 
* Started the sales team at Sailthru and grew revenue from $20K to $500K in MRR in 18 months, grew the team to 4 people and helped secure a Series A raise $8M.

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Ryan Paul Gibson

Jonathan Sroka

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