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

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.


Joseph K.

I know this is the last day for many Sponsors before #Thanksgiving. Be thankful that you have a job to return to on Dec 1 - and if you are extending your break beyond that...well be extra thankful! 

Also, thank everyone there for tolerating my recent video series on #patientrecruitment. I know I got frothy at the mouth at some points - but hey, passion is passion.

At any rate, best wishes to everyone as they gather with their friends and families next week.

Chief Strategy Officer at ProofPilot | Optimizing the Speed and Quality of Research for All

Part 3 (cont'd): The First Office Visit. So much can go wrong here in the #patientrecruitment journey if we didn't invest enough up front and along the way. No shows, non-consents, screen fail ratios....  There is much more to say here to optimize (and I invite the community to comments). I am laying down the foundational elements here for starters.

#NotfortheFaintofHeart
#EveryPatientCounts
#EliminateScreenFailureRatioPayments

I am excited to try my first Wawa, Inc. gobbler shorti!! Thanks to Meghan Varano for nudging me to try it (or should I "blame" her?). Sometimes, #Thanksgiving is #NotfortheFaintofHeart - but be grateful anyway. Comparison is the thief of joy.

Folks....stuffing a bunch of papers and brochures in a tote bag with a water bottle and relying on busy CRCs to deliver ALL the info and updates is failing the patients.

First trial? Sixth trial? Twenty years engaged in the healthcare system? None of that changes the fact that trial participants need to be guided at every step.

When participant engagement in clinical trials is done right, it:

✔️ Improves adherence with study tasks
✔️ Reduces drop-off
✔️ Enhances the overall trial experience
✔️ Boosts patient trust in clinical research

So what is “done right,” you might ask?

📄 Step-by-step guidance delivered at the right time through every stage of the trial
📂 Centralized, organized study content, resources, and third party tech/services
💬 Clear communication channels for questions
⚙️ Tailored support for study tech

When patients speak, we listen. Sponsors, are you listening, too? Let’s work together to deliver what they need.

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Ryan Paul Gibson

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