The B2B Playbook #172: Why Most FAIL at B2B Customer Journey Research (And How to Fix It) - Ryan Paul Gibson
How to Talk to Customers & Actually Learn Something (The Right Way)
Most B2B marketers THINK they’re doing customer research… but they’re doing it all wrong.
This week, we’re joined by customer research expert Ryan Paul Gibson to show you how to actually talk to customers and uncover golden insights that drive revenue.
Ryan has conducted over 2,000 customer interviews, and he’s going to break down exactly how to structure your conversations so you stop wasting time and start getting actionable data.
Here’s what we cover in this episode:
Why most marketers are FAILING at customer research
+ The simple process to run 1-on-1 interviews that reveal real insights
+ How B2B buyers actually make decisions (Hint: It’s NOT the funnel)
Tune in and learn:
+ The 4 types of customer interviews you NEED to be doing
+ The best questions to ask to uncover buyer motivations
+ How to get people to actually agree to customer interviews
This episode is a must-watch for any B2B marketer looking to level up their demand generation strategy and actually understand what their customers care about.
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00:00 How to Talk to Customers & Actually Learn Something
02:10 The Big Mistake Marketers Make with Customer Interviews
04:30 Why 1-on-1 Conversations Are the BEST Research Method
06:50 How B2B Buyers REALLY Make Decisions (It’s Not a Funnel!)
09:10 The 4 Types of Customer Interviews You Should Be Doing
12:00 How to Set Up a Customer Interview That Gets Real Insights
14:40 Who You Should Be Interviewing (And Who to Avoid)
18:20 The BEST Way to Get People to Agree to Customer Interviews
22:00 How to Ask Questions That Uncover Golden Insights
25:10 What to Do When People Don’t Want to Talk to You
28:40 The Secret to Getting Buyers to Reveal Their REAL Motivations
32:00 How to Analyze Customer Interviews & Turn Data into Action
36:00 Real-World Examples of Customer Research Transforming Businesses
39:30 How to Use Customer Research to Improve Marketing & Sales
42:00 Key Takeaways & Where to Start Today
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S07 E172 - The B2B Playbook
#demandgeneration #demandgen
#b2bmarketing #customerresearch #b2bjourney #buyingjourney