Former investigative reporter Ryan Paul Gibson pulls back the curtain on what really drives B2B buying decisions. Through thousands of in-depth customer interviews, he's developed a research framework that helps companies find their ideal market and unlock dramatic growth.

Gibson shares the story of how one company was spinning its wheels trying to sell to software developers, until his research revealed a completely different - and far more lucrative - market of IT practitioners desperate for their solution. He breaks down the 10 key elements required to truly understand B2B buyers and build marketing programs that resonate.

This episode reveals:

• Why most companies completely misunderstand their target market
• The investigative interview techniques that uncover buyer motivations
• How to identify and capitalize on hidden market opportunities
• Building trust and credibility through deep customer understanding
• Practical ways to stay top-of-mind during long B2B sales cycles
• Converting research insights into effective marketing messages

• Download the B2B Buyer Persona Guide at www.contentlift.io/b2b-buyer-persona-template
• Get 184 proven customer interview questions at www.contentlift.io/customer-interview-questions