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 🎈

Fractional CMO/Strategic Advisor | Fast-Track Your B2B or SaaS Marketing in Just 90 Days | Brand Positioning Expert | Podcaster | TechStars Mentor

I help B2B and SaaS companies do marketing that makes sales happen faster and easier.

As a strategic advisor, I bring big-picture thinking and hands-on execution to the table. 

My expertise lies in:
- Developing clear brand positioning in ultra-competitive markets
- Developing strategic roadmaps based on what moves the needle
- Empowering sales teams to nurture and win high-value prospects
- Creating content that attracts, engages, and converts
- Revitalizing Websites to engage and drive conversions

My approach? 

Customized strategies that align with your goals and resources (aka money, people), delivering results without breaking the bank.

Ready to accelerate your growth and outpace the competition? 

Let's talk - https://tidycal.com/markevans/30-minute-discovery-call

Mark Evans

I co-founded a tech conference because of Twitter.
 
Twenty years ago, I met the other founders through random conversations on social media.

We'd discuss tech topics, debate ideas, and enjoy the exchange. 

One day, someone floated the idea of meeting for drinks. Drinks became a wild proposition: what if we started a conference?
 
At its peak, the mesh conference had 600 attendees and speakers flying in from around the world. 

It was  amazing, and it never would have happened without those Twitter connections.
 
That's what social media used to be. You could meet interesting people, have real conversations, and discover new opportunities.
 
Now? Most platforms leave me feeling anxious or a weird sense of FOMO. 
 
One of my resolutions for 2026 is to pull back. Spend less time scrolling and more time on real connections. Learning Spanish. Playing guitar. Getting coffee.
 
Maybe I've just changed, or maybe the platforms have. 
 
I miss what social media used to feel like. 

I keep wondering whether that version of online community is gone for good, or if something new will eventually take its place.

More: Check out this Hard Fork podcast on whether a "better" social network can be. built - https://lnkd.in/gr_7YdGG

#socialmedia #twitter #mesh #conference

Strategic and tactical marketing advisor to B2B & SaaS companies | podcaster | ex-journalist | Blue Jays fan

Snow day in Toronto! 

Of course, I walked to the rink this morning on the off chance that hockey was happening.

Sadly, the lights were out and no one was home. 😒 

#snow #hockey #optimism

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The Battle

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Ryan Paul Gibson's LinkedIn Performance

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