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

Dimmo

I will change the way people evaluate and buy software. www.dimmo.ai

Chief Executive Officer

Two Dads in Tech

Listen now on YouTube, Spotify, Apple, and everywhere you listen to podcasts.

Interested in sponsoring? Email daniel@twodadsintech.com

Host

Proofpoint

- Broke into 6/9 accounts at the C-Level from prospecting efforts in the first 5 months. These accounts have never been Proofpoint customers and 3 of them haven't chatted with us in over 3 years.
- Generated 2.3M in pipeline in 5 months. All new logos.
- 226% of quota

Sr. Named Account Executive (Large Enterprise)

Refurl

Founder (Acquired)

metadata.io

Q1 - 280%
Q2 - 172%
Q3 - 72% (completely my fault. had my first kid and let 2 momentum deals slip)
Q4 - 96%

- closed the largest net new logo deal
- set record for fastest rep to hit first two quarters
- trained 6 reps 
- most outbound deals closed

Enterprise Account Executive

Vocul

Founded a platform that created personal interactions between business influencers with their following. Brought on a base of influencers that had more than 12M followers.

Dremio

Account Executive

MongoDB

Q1:
- 138% of quota
- Most professional services sold on the sales floor 
- Only in the seat for 2 months this quarter

Q2 -
- Responsible for training new hires how to ramp efficiently
- 184% of quarterly quota
- created “Table Talk” which was a weekly discussion of strategic thinkers moving deals through the pipe 

Q3
- 153% of quarterly quota 
- Exceeded annual quota 3 quarters in 

Q4
- 116% of Quota 
- focused on net new logos

Symantec

	Average 65 calls daily to grow the region by acquiring net new customers and providing them with a presentation of the company’s value
	Demonstrate leadership and initiative by sharing successful methods to the sales floor and educating teammates if needed
	Achieve quarterly quotas averaging 120% attainment and $160,000 of net new revenue per quarter
	Probe to clearly understand the pain points and leverage engineers to assist with creating technical security strategies
	Build rapport with existing customers and implement cross selling to expand their Symantec portfolio

Named Account Executive

	Generated over $1.2M in NACV and grew the new customer business by 22% year over year
	Received the Inside GHE MVP for the fiscal year by leading the team in net new business
	Accomplished creating 39 opportunities from 43 greenfield meetings in Q4 resulting in $1.2m of qualified pipeline
	Created a greenfield talk-track and objection list that the Vice President of Sales recognized and rolled out to the sales floor as a standard

Territory Account Executive (SLED)

Apple

	Generated $864,865 in the last fiscal year which resulted in me leading all part-time sales specialists
	Brought in over $50,000 of business revenue last fiscal year and exceeded the business introduction quota by 185%
	Work alongside business partners to fabricate technological solutions for their business and assist with account management

Sales Specialist

Troy Munson

if you don’t wake up at 4am 

or around 4am 

i don’t blame you 

ive been doing it for several years now 

and it still sucks 

you can tell by the bags under my eyes 

the only thing for me is the pros > the cons 

pros: 

- i go to the gym - does loads for my mental health + we only have 1 body, take care of it 

- i get alone time for 2 hours (some of that includes the gym) 

outside of that, i would have no alone time. 

no time to just sit in my thoughts, plan, strategize, breathe, etc.. 

so if you don’t wake up at 4am, i don’t blame you. 

but i do encourage you to find 1-2 hours a day where you can be completely alone. 

preferably doing an activity of some sort.

This pisses me off. 

My friend signed an offer: $330K. 

OTE of course. 
 
It's one of those nightmare stories. 

My best friend accepted an enterprise sales role for $330k OTE. 

Several months in, he said “3 reps out of 50 hit quota they’re planning to hire 30 more reps in the next 12 months”

They closed 3 funding rounds in 12 months so they HAD to scale headcount. 

BUT THIS SHIT IS MIND BOGGLING?!?!?! 

How do you plan to make any seller happy with attainment like this?

It’s SO easy to get blinded by high OTEs. 

I fell into this trap before. Never again.

Here are all the companies that will trap you into stuff like this, and companies where you will actually hit quota: https://lnkd.in/de3-Q4FJ

texted Travis (met him on LinkedIn) 

said let’s run, but I forgot my running shoes.. 

zero excuse there 

but you still gotta get it in so we did a lift instead 

he wasn’t as strong as I thought 

strong heart tho 

go meet good ppl

No alternative text description for this image

My mindset:

I can break into literally any account you want me to break into. 

That will always my mindset.

everyone should read this

doesn’t matter your job title 





your time is limited. 

make the most.

An outbound cadence that’s been working well for me: 

Day 1: Call 

Day 1: Send LI request 

Day 1: Send a prospecting email with research. Here's an example: 

"Hey Name, since you're focusing on [project you learned from research], it makes sense to make you aware of [X challenges]. 

[Customer] was able to avoid that by [Problem you solve for]. 

Worth learning more?"
---------------

Day 3: Call 
Day 3: Send LinkedIn message if they accepted: 

“Hey Troy, sent you an email with the subject line “[Subject Line]”

Putting a face to the name 
---------------

Day 4: Reply on the same email thread. Here's what to do:

Use a whiteboard, take a selfie, and send the picture to them. I usually write "Open to a quick intro?" or "Any interest" on the whiteboard. Nothing else with the picture. If you want a higher response rate, try drawing their logo.
---------------

Day 5&6: Call

---------------

 
Day 7-8: Reply on the same thread once more saying this: 

"Was my drawing really that bad Name? 

Or is now just not the right time to solve for [Challenge]?"
---------------

I've been doing this for a bit now and have seen consistent success and want to see others get success from it to. 

The last response was: "The fact you took the time to draw the logo that well I feel warrants at least an introduction call. How's your calendar end of next week?"

Got questions about it? lmk

was on a call with 4 SaaS CEO's yesterday

here's what's working in outbound for us: 

cold calls (if you're doing it) 

and one off manual emails. 

we all have complex AI workflows set up 

we're all doing what linkedin shoves down your throat

but at the end of the day 

it's manually reaching out. 

one CEO said "my founding AE switched to manual emails this week and has booked double the meetings" 



counterintuitive with all the advice you see on here

food for thought.

Before you send that prospecting email, less is more.

Me: “This discount ends at the end of the quarter” 

Also me:

I got asked: "how did you break into cybersecurity personas?" Here's how I booked 4 meetings with multibillion dollar accounts: 

Number 1
Persona: C-Level
Source: Google 
How I got the meeting: I googled their name and their previous company. Several articles popped up, one being a 22 page research paper he wrote. I read most of the research paper and emailed him my opinions and tied it back to value I can provide. The subject line was the name of the research paper. 

Number 2
Persona: VP 
Source: LinkedIn 
How I got the meeting: This person posted one of his security training recordings on LinkedIn. It was an hour long. I listened to all of it and emailed him what I learned from the training. I asked if he'd be open to learning what we had to offer. I responded to the email thread the day after saying "bubbling this up in case you missed it" and this booked the meeting. 

Number 3
Persona: C-Level
Source: LinkedIn
How I got the meeting: The CIO wrote about how he was a sports fanatic on LinkedIn. I emailed him inviting him to an NFL game. He declined but intro'd me to the correct C-Level executive I needed to talk to (who didn't respond to any of my emails for months). We booked a meeting within 2 weeks. 

Number 4: 
Persona: Senior Director 
Source: Marketing
How I got the meeting: I invited her to a "Women Who Cyber" event that our company hosted. She went and said it was an incredible event. This then led to us emailing back and forth and meeting up for lunch to discuss their 2024 plans. 



One thing I tell every single company or rep I help: 

There is no silver bullet. 

Literally none.

Your reps need to be doing research. 

Your reps need to be standing out. 

One thing they can do to increase conversions is ensure their writing is clear and simple. 

There's so many ways to book a meeting, you just have to do the dirty work and find the right way for the right person.

just signed up for a 401k. 

lil nervous, will be my longest run yet.

use linkedin, meet good people, become friends. see you monday Travis

graphical user interface, text, application, chat or text message

Manual emails, cold calls, and LinkedIn familiarity. 

These 3 methods are how you'll win in outbound in 2026. 

If you have a robust channel program, that too. 

But many companies don't. 

I don't need to explain why or add fluff to the post. 

It's how the game works. 

Ask questions in the comments if you're curious. 

ps, linkedin familiarity only works if your ICP has linkedin. If not, the first 2 work

I don't care if you're a seller.
I don't care if you're a marketer. 
I don't care if you're a sales leader. 

You need workflows to grow your business steadily. 

Three workflows I use that help me grow Dimmo + generate more revenue: 

1. Cold call transcript -> Analyze -> CRM 

This takes every single conversation I have with prospects, understands the sentiment, updates my CRM, and automatically tags them as interested or not. 

Now I know where to focus for nuturing and follow ups. 

2. Discovery Call -> Tech Stack Recommendation Doc

What I do is simple: I listen to peoples challenges for an hour, understand their stack, and recommend how to make it more efficient/save money. All for free. This recommendation doc is very detailed.

I've created structure that I follow for every single recommendation doc so as soon as I hop off of a discovery call, without doing anything, the transcript is analyzed, a Google Doc is created, and it's entirely filled out for me. 


3. Email Journey 

For Dimmo's Newsletter, when someone signs up, they get a welcome email. 

Based on their actions, they get zapped into a different journey. If they respond to something about Gong, they get a recommendation for alternatives. Etc.. 

All done automatically. 

I dont do a dang thing. 

All of these workflows I have built in Zapier. 

Go build a workflow: https://bit.ly/4ooQhlb

If you need me to help you think of workflows, just DM me. 

No cost of course.

After reviewing 300+ cold emails in the last 3 months, I've found things YOU SHOULD NOT do in cold emails. Here are 5 things to stop right now:

1. Do NOT start an email with anything like this: 
→ I know this email caught you out the blue
→ I know your inbox is noisy so I'll cut to the chase (lmao ok u r the noise)
→ I hope this email finds you well

There are 50+ more things to not start with, but I keep seeing stuff like this. 

Still? It's so weird. 

Imagine going up to someone in person saying "I hope this conversation finds you well".....


2. Do NOT have a CTA that looks like this: 
→ Can we discuss your 2024 strategy at 4:00pm on Friday I would love to hear about your goals and challenges

Threw up in my mouth typing that. 


3. STOP with the "intelligent" language
→ We maximize efficiency and streamline operational processes an...

What're you saying?

No one talks like this. You don't even talk like that. 

Why are you emailing like that?!?!? 


4. Stop opening up with a broad assumption -- add proof!
→ You're probably evaluating security solutions 
→ I thought re-evaluating your sales stack would be top of mind

Open up with WHY you thought that (if you even have it). This isn't a sly technique. 

Example: "You just launched Up2Date AI 3 days ago, saw the press. The product looks slick, but your engineers spend probably spend several hours each week fixing bugs... yadda yadda yada"


5. Stop making subject lines an entire sentence 
→ "Increase end to end deliverability for your emails immediately" 

Nope. Nope. Nope. 

Try to make them short & clear.


ps, adding an irrelevant photo bc i haven't added a pic in quite some time and i like to switch up the content style every so often

Step by step, how to get into tech sales + 10 companies hiring for BDRs right now:

First, stop acting like a candidate and start acting like a rep.

here you go:

1. Pick your target accounts. Find companies hiring that you actually find interesting. These companies are hiring: https://lnkd.in/dxHN3HYg
- Redis
- Impact Networking
- Hubspot
- Samsara
- Monday
- Lucid Software
- Cloud Kitchens
- Motive
- Redgate Software
- MaintainX

(If you're hiring, comment below)

2. Do the homework. Use ChatGPT/Gemini to find recent news and press releases. Know their problems and company updates as well as they do. Very simple. 

3. Skip HR. Find the Sales Directors, VP of BizDev, and Hiring Managers on LinkedIn.

4. Get the data. Use Apollo, Seamless, or RocketReach to get their direct numbers and emails.

5. Cold call them. If you're too scared to cold call to get the job, you won't last in the job. DM me for tips.

6. Send a relevant email. Don't send a resume. Send a sample sequence you wrote for them. Or show how you'd break into an account for them. Or stand out big time. Show your skills.


(OPTIONAL BUT VERY EFFICIENT):
Do this in public. 

It’s uncomfortable, but posting your journey makes you impossible to ignore.


Be relentless. 
Stand out. 
Show them you know them.

Dm me with any questions, i've done this many times.

Before running Dimmo, I was breaking into massive enterprise accounts consistently. Here's what I did to understand the account: 

1. Create an Org Chat

I want to understand the lay of the land from a people perspective. 
→ C-Level
→ Any relevant VP
→ All Directors
→ Relevant Managers
→ Relevant Practitioners

2. Create an Account Plan. 

An account plan is key for large accounts and top prospects.
→ Overview
→ Investor Relations
→ 10k Information (if public)
→ Growth Insights
→ Recent news (are they doing well? bad?)
→ Job openings
→ Challenges
→ Concerns
→ Risk
→ How they make money
→ How do they go to market?
→ Their competitors
→ Their industry trends
→ Have ChatGPT summarize this info & why they're a good fit

There's more you can do, but this is a great start.

3. Persona Information

I did deep research on people - at a minimum Director level and above.
→ Podcast features
→ Article/Blog features
→ Accomplishments from current/previous roles
→ Video features
→ Twitter info
→ LinkedIn posts/likes
→ Any other relevant info when you type in their name and title in Google or ChatGPT

A great prompt in Gemini, or ChatGPT Deep Research can get this for you.

4. Use Multiple Channels

Do a multi-channel approach:
→ LinkedIn
→ Email
→ Cold Calls
→ In-person events
→ Your current network

Within these areas, get creative. 

5. Signals

I focused on 'warm' areas first. 
→ Job changes
→ Industry changes
→ Intent (though most of this is eh)
→ People who open emails multiple times
→ People that click on links
→ Companies that are in growth mode

Also use signals relevant to your industry. 

If you prevent breaches, use recent breaches as a signal. 

Do these things, you'll break into enterprise accounts in no time.

for people evaluating new GTM tech..

buying a new bike wont make you pedal faster

A step by step guide on how to build an audience on LinkedIn, without having to spend a penny: 

A 'masterclass' if you will.

bear with me.. this is a long post but it's all you need.

→ Engagement Piece:

1. In the beginning, make 15-25 meaningful comments a day.
2. Send meaningful/purposeful connections daily
3. Send a note to every new connection, voice notes for more brownie points
4. Support their posts.
5. Avoid engagement pods those are weird and fake

→ Content Creation Piece:

1. Write down 3 or 4 things you're passionate about/good at.
2. Break those down into smaller subsections.
3. Break those down into examples.
4. Break those down into personal experiences.
5. Recycle the top posts but change how you phrase it/present it.

→ Here's one example for me:

1. Prospecting
2. Video prospecting, cold emails, social selling, creative prospecting.
3. Do this for each subsection above but I'll only focus on one here which is Video Prospecting. Here's what I can talk about + I would add personal experiences to each:

- How I structure a good prospecting video
- A deal that closed that started from video
- A recent win from a video
- New things I'm trying with videos
- What I avoid in videos
- Ways I grab attention with the thumbnail

I now have a minimum of 6 different things to post about. Do this for each subsection. Chances are you have multiple personal experiences which = more content.

→ How to start a post:

❌ The other day I was prospecting and decided to use video for a change and when I sent a ...... blah. blah. blah.

✅ I closed a 208k deal last quarter that started from a prospecting video.

→ How to write body of the post:

Make it easy to read.

People skim on LinkedIn.

So write it like this if you can.


......and just like that.

You have 30+ pieces of content.
30+ really = 90+ if you repurpose it.
You have active engagement.
You're creating eye-catching post.

Now you're rich and famous!!!!!!

taplio

The Battle

Ryan Paul Gibson

Troy Munson

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The Battle

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Engagements

Likes

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);}Troy Munson's LinkedIn Performance

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