Ryan Paul Gibson is the founder of content lift. Ryan explains how customer research can drive sales, how to make the case for marketing budget, and how to do customer research interviews that don't suck.

He has worn business development hats, works alongside demand gen marketers, and really understands what it's like for organizations that are navigating uncertain times right now.

Ryan also contextualizes this type of work and shares examples like The Mom Test by entrepreneur and writer Rob Fitzpatrick.

Jump ahead with the following chapter markers:

• (00:00) - Intro
• (00:28) - De-risking marketing
• (01:27) - Arguing for your budget
• (03:12) - Aligning with sales
• (05:18) - Customer research
• (08:39) - Beyond personas
• (10:39) - Research amidst uncertainty
• (13:16) - Outro

Find Ryan Paul Gibson on LinkedIn: https://www.linkedin.com/in/ryan-paul-gibson/
Learn more about content lift: https://contentlift.io