B2B buying doesn’t happen overnight. It’s a sequence of events that impact a decision long before people reach out to your sales team.

How well do you understand what triggers buyers to take action? What influences their decisions, what makes them trust you? Who ends up on their short list of vendors, and how do they make the final decision?

If you don’t know how people make buying decisions, it will be very difficult to influence them through your marketing.

In episode #13, I talk to Ryan Paul Gibson of contentlift.io about running customer research interviews that don’t suck.

We talk about:

• What running investigative customer interviews entails
• How to prepare for a customer interview, so you make the most of it
• How to uncover behaviors instead of opinions
• How to use the learnings in your marketing

Find Ryan on LinkedIn or on his website contentlift.io.