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

Sirkin Research 

Demand research for B2B companies. Power your GTM with product-specific insights delivered straight from your ideal customers.

www.sirkinresearch.com

Marketing

Gamlen Consulting

Positioning, messaging, and marketing strategy for B2B companies.

www.gamlenconsulting.com

Brand Strategist + Marketing Consultant

Gamlen Digital

Gamlen Digital was a micro agency for local businesses that only provided marketing services that could directly be tied to revenue. 

We specialized in local SEO, PPC, figuring out if our clients' current SEO person was actually doing anything or just sending screenshots from a guy he's outsourcing to in Malaysia, and making sure Yelp didn't screw them over. 

While we consulted for a variety of businesses, our main client was a restaurant group in Scottsdale for which I also creatively directed and did the photography.

Here are some of my proudest accomplishments for this client achieved by both myself and my team:

· Increased website traffic from 3K to over 10K in the first six months 
· Established a 7% website conversion rate for reservations specifically (only 10% of restaurant websites get above 6.4%) 
· Grew a monthly newsletter from 0 to over 1500 subscribers in less than six months with an average open rate of over 50% and a CTR of 13% (industry average is 18.5% and 2%, respectively)
· Increased Google Business profile interactions by 104% and bookings by 119%
· Doubled revenue for one of their restaurants and increased it by 56% for another within an 18-month period compared to pre-COVID numbers, as well as built the brand for their newest concept from scratch

Business Owner

Grizzle.io

Wrote, ghostwrote, and optimized long-form content for some of the top B2B and SaaS companies.

Content Writer

Victoria Gamlen Photography

Let my inner Todd from Wedding Crashers shine and became a full-time artist for a few years specializing in fine art, street, and portrait photography.

www.victoriagamlenphotography.com

Fine Art Photographer

eBay

Creatively directed and implemented eBay’s pilot program Pre-owned Picks, a curated online marketplace of C2C inventory with an audience of 2M. Developed an editorial calendar with event ideas and wrote event copy. Worked cross-functionally with numerous departments to make sure milestones were met on time, in budget, and without anyone getting sued. Played a key role in the launch of their Valet and Authenticate program as a product consultant after mastering their labyrinth of an inventory database.

Campaign Manager

Responsys

Brief stint in corporate. Built, tested, and launched complex email campaigns and interactive programs using Responsys Interact® platform for two multi-million dollar retail client partners.

Campaign Specialist

TeleportHQ 

Spent a few months at a baby startup that built a platform to schedule, pay, and virtually connect with one simple tool. Spearheaded all aspects of lead generation including research, initial contact, and ongoing support for all users. Developed, organized, and coordinated the majority of UI/UX changes and product development, allowing for efficient execution by engineering team. Created and implemented all marketing tools, as well as social media accounts and email campaigns.

Manager of Customer Relations

Keybridge IT Solutions Ltd

Updated client websites and ran SQL reports. Learned that despite having a CS degree, I don't belong in IT.

IT Support Intern

Northrop Grumman Information Systems

Worked on some very large projects with some very large budgets and some very long acronyms. Learned that despite feeling very cool and important when telling people what I did, defense contracting was not for me.

Business Development Intern

Positioning and Brand Strategy | Marketing @ Sirkin Research

Photographer turned copywriter turned marketer.

I got my start in B2C running marketing and creatively directing for a hospitality group in Phoenix before taking my experience working with tight deadlines and even tighter budgets over to the B2B world. 

I currently serve as Head of Marketing at Sirkin Research and as a co-host of The Sirkin Research Podcast.

To learn more about Sirkin Research, head to www.sirkinresearch.com. 

To learn more about me, head to www.gamlenconsulting.com.

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Ryan Paul Gibson

Victoria Gamlen

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