Ryan Paul Gibson, the founder of Content Lift, shares how you should conduct customer interviews that provide priceless info for your B2B marketing efforts. He talks about how direct conversations with your customers can reveal buyer motivations, different pain points and the general decision making process.
Ryan and Will discuss the importance of asking the right questions selecting ideal candidates for the interviews then analyzing their responses and tweaking your strategy.
The responses you get can help prove or disprove your assumptions, refine the messages you’re running with and further align your marketing efforts with the real needs of your customers.
TAKEAWAYS:
- Customer interviews uncover actionable insights for B2B marketing.
- Direct conversations with customers provide deep understanding of their behaviors and motivations.
- A structured approach ensures consistency and reliability when conducting interviews.
- Selecting the right interview candidates, such as recent customers, is key to obtaining relevant insights.
- Asking open-ended, unbiased questions encourages detailed and honest responses.
- Analyzing interview data helps identify patterns and actionable findings to inform strategies.
- Understanding the buyer’s journey reveals key decision-making processes and pain points.
- Insights from interviews align marketing strategies with real customer needs and preferences.
- Customer feedback challenges assumptions, ensuring messaging is accurate and resonant.
- Actionable insights from interviews drive better marketing strategies and business growth.
TIMESTAMPS:
00:00 Introduction
02:25 Ryan Paul Gibson’s Journey and Content Lift
06:18 The Evolution of Customer Insights in B2B
10:02 Common Mistakes in B2B Go-to-Market Strategy
17:32 Conducting Effective Customer Interviews
21:29 Crucial Steps in Conducting Customer Interviews
32:47 Why Marketing Teams Struggle with Customer Research
42:16 Analyzing and Actioning Customer Insights
45:08 Creating a Central Operating System for Insights
47:13 Leveraging Tech and AI in Customer Insights
52:07 Building a Slack Integration with GPT
54:20 Making the Most of Customer Insights in Sales
58:17 Adapting to the Shift in B2B Buying
