In this episode Ryan shares with us why we have to approach marketing with a business mindset. He tells us that we have less control than we think and that marketing leaders have to be aware of that. We learn a few things about customer research, including how it impacts our approach to business and if the way we spend money makes sense.

Ryan makes a great point about customer research: it's not about the questions you ask, but about the insights you want to get. Businesses face problems, but if you understand why the problem exists in the first place, then you can build a stronger connection with your audience.

Timestamps:

00:00 - Intro

01:40 - What should every b2b marketing leader know about business?

06:30 - Approach marketing with a business mindset

10:10 - How to learn to speak with executivess?

11:00 - How to work as a team with other people in the company

16:00 - How can customer research impact our approach to business and who should do this research?

21:45 - What are the 3 questions we have to ask our clients if we want to build a solid GTM strategy?

25:52 - How you can approach people to ask for interviews?

30:00 - how to learn about your audience if you have a very small TAM

35:00 - Where you can find Ryan

Links:

Content Lift - https://www.contentlift.io/

Ryan on LinkedIn - https://www.linkedin.com/in/ryan-paul-gibson

The Definitive List of B2B Customer Interview Questions - https://www.contentlift.io/customer-interview-questions

Course on customer research - https://ryanpaulgibson.gumroad.com/l/suzriq?layout=discover&recommended_by=search