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

MediaSync

MediaSync is the only CRM native platform that gives you detailed company level insight into your LinkedIn campaigns directly into your CRM.

- Developed end‑to‑end prototype and conducted user tests with 5 paid pilot clients, validating core value proposition
- lead product roadmap - collecting features and determining the rollout of those features for the product growth

- product market research - interviewing customers and and prospects, getting feedback and refining messaging
- sales & biz dev - reached out to prospects that led to partnerships and new business for MediaSync
- marketing - manage social media and content

- marketing automation - defined workflows and built the CRM
- Established early partnerships for content integration pilots

Founder & CEO

Mentor

MazeBolt 

A pre-product market fit DDoS testing Cybersecurity SaaS solution.

I lead MazeBolt’s global demand generation, managing paid and organic media strategies. My role involves hands-on direction of internal and external marketing teams, with a focus on efficiency and measurable outcomes - building brand and sustainable pipeline.

Highlights:

- Directed organic and paid demand generation team, overseeing $300k annual paid media budget 

- Increased the SQL-to-Opportunity Rate by 62% and MQL-to-Opportunities by 54% by focusing on meaningful brand engagement, demand generation and re-engagement

- Doubled organic search and increased the CTR by 2.5x, becoming the top pipeline source

- increased onsite demo requests by 9% MoM using CRO techniques and a/b testing

- Built a full timeline and funnel analysis of the opportunities for channel contribution insights and budget adjustment

- Pioneered video-based marketing, automated with AI and conducted conversion rate testing to streamline funnel

Senior Demand Generation Manager

Geffen Resources

Consulting in the B2B SaaS, IT and Manufacturing Sector

I provided strategic marketing and RevOps consulting, implementing demand generation strategies for my B2B clients. My role focused on streamlining user journeys, driving sustainable pipeline, and enhancing lead quality and conversion efficiency.

Highlights:
- Improved demo booking rates by 40% through funnel optimisation.
- Reduced unqualified leads by 27% via targeted campaign improvements.
- Delivered full-funnel Demand Gen and RevOps strategy for B2B SaaS, It and manufacturing clients
- Managed and optimised client ad budgets totalling $300k monthly (Google Ads, YouTube, LinkedIn, Bing, Meta).
- Managed MarTech stack for clients (HubSpot, Salesforce, GA4, ZoomInfo, etc)

Fractional Marketing Director

floLIVE

An IoT B2B Telecommunications Infrastructure & SaaS Company

I directed global marketing operations and full funnel demand generation, creating and executing multi-channel ABM campaigns. I fostered collaboration between sales, marketing, and product teams to enhance overall pipeline performance.

Highlights:

- Triple marketing-sourced meeting rate and increased win rate to 37% by implementing an ABM plan
- Led a full-funnel content engine, boosting engagement from 3% to 19% and increased return rates.
- Directed $100k global media budget across Google, LinkedIn and X with in-house and external talent
- Onboarded and led internal and external teams across Paid Media, SEO, CRO, Content and Marketing Ops
- Built lead engagement tracking processes and a partner program
- restructured Salesforce to Account/Contact structure that better reflected the companies sales processes
- Built and governed a unified MarTech stack (HubSpot, Salesforce, etc) for integrated lead and pipeline tracking

I ran market research before entering into new verticals, using that information as the basis for the full GTM strategy. This led to the first major customers in those verticals.

Demand Generation and Revenue Operations Lead

RevGenius

RevGenius is an amazing network of different types of marketers and salespeople with a dedication to growth. It's a great place to find amazing people and advice.

Member

Penguin Strategies

A full-service HubSpot B2B Inbound marketing agency serving SaaS, Semiconductors, Additive Manufacturing, Cloud Computing, Cybersecurity and more industries.

I coordinated integrated marketing strategies, leading diverse teams to execute tailored campaigns for technology-focused clients. I emphasised detailed research and client alignment to achieve ambitious marketing goals.

Highlights:

 - Successfully rebranded 2 clients which led to a 15% increase in demo requests	
 - Developed a content strategy for clients that increased their engagement rates by 35% and increased demo request rates by 25%
 - Set market research backed marketing strategies, mapping out customer journeys, for my B2B Tech clients
 - Led several 5 member matrix style project teams including paid media, SEO, content, social media and RevOps along side contractors
 - Ran ongoing analysis and tests on messaging and audiences

My hands-on analytical leadership ensured marketing efforts directly aligned with client objectives, consistently delivering strong results.

Growth Lead and Account Manager

Group 8A

An ecommerce agency.

I managed substantial client budgets on Google, LinkedIn, YouTube and Meta for performance marketing initiatives, focusing on funnel optimisation and retention. My role required rigorous analysis and strategic implementation of automation processes.

Highlights:

- Doubled ROAS from 2x to 4x on major client accounts.
- Enhanced customer retention through funnel automation.
- Optimised multi-channel marketing budgets exceeding $100k monthly
- Migrated the company to a CRM and marketing automation platform
- Helped the sales team with an outreach strategy using content, marketing automation, & ads
- Upgraded the company to a BI reporting system and managed & maintained the business intelligence
- ran company wide training on different processes and tracking systems like Google Tag Manager

My approach delivered measurable profitability and growth for clients through continuous optimisation and performance analysis.

Director of Search & Analytics

Digital Marketing Specialist

One Egg: Digital Marketing Agency

One Egg Digital is a data-driven marketing agency, providing SEM, SEO, and CRO services. Both of the founders have over 10 years of experience in the industry and they pride themselves on trickling down that experience by providing active mentoring to all of their account managers across different accounts. One Egg also engages with all of its clients to be more integrated and aligned. The CEO of LegalVision said it best with "they are not just an agency that sits in their offices managing an AdWords budget. We really think of them, frankly, as part of our team".

SEM and Marketing Automation Specialist

Telaway USA SIMS

A B2C and B2B telecommunications company focusing on the travel industry.

As Marketing Director, I oversaw strategic planning and execution across demand generation, product launches, and customer lifecycle management. I built and led cross-functional teams, aligning marketing strategies closely with organisational goals.

Highlights:

- Grew monthly recurring revenue (MRR) by 20% month-over-month.
- Improved customer lifetime value (LTV) by 15% through targeted lifecycle marketing.
- Directed successful product launches alongside R&D and customer success teams.
- Built the companies CRM and automation from scratch and managed the BI, learning SQL to do so

Marketing Director

Hi, I’m Yisrael Segall. I’m a deep generalist and growth strategist who thrives at the intersection of marketing, data, and complex B2B technology.

With over a decade of experience across demand generation, ABM, product marketing, content, SEO, and ops, I’ve helped global B2B SaaS companies grow by deeply understanding how technical buyers make decisions—and designing marketing strategies that mirror that journey. Whether I’m scaling start-ups or optimizing mature GTM engines, I specialise in simplifying complexity, aligning teams, building holistic and measurable inbound marketing engines and turning insights into action.

I'm the founder of MediaSync, a tool that brings full-funnel, company-level LinkedIn Ads data and timeline analysis into HubSpot. It’s built to give marketers true visibility into what drives enterprise demand, not just lead form conversions.

Some of my proudest growth wins include:

Driving SQL-to-opportunity growth by 62% and CTR gains from 3% to 7% at a pre-PMF cybersecurity SaaS.

Lifting inbound meeting rates from 4% to 11% and sustaining a 37%+ win rate at an IoT telecom scaleup.

Leading $300k+ monthly budgets across paid and organic, while decreasing unqualified lead volume by 27%.

I’ve worked across industries like compliance, industrial management, manufacturing tech, edutech, and telecom infrastructure. But my favorite challenges are always the most complex ones - where the buyer is smart, the product is technical, and the growth path isn’t obvious. One that requires conducting market research to understand the audience, prepare the positioning and craft the messaging.

I’m also a mentor at GrowthMentor, helping founders and marketers think through growth problems holistically.

Let’s connect if you’re trying to scale a high-consideration B2B product—and want a strategy that actually reflects how your buyers buy.

taplio

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Ryan Paul Gibson

Yisrael Segall

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