So you wanna interview customers...  

🎙️Latest Episode

How marketers should do customer research interviews

Ryan Gibson, Founder of Content Lift, helps B2B marketing teams run customer research interviews that don't suck.

Because most of them do.

We don't know what to ask.

Why don't know why.

We're overly anxious about how to conduct really good interviews that actually help us make informed business decisions.

The list goes on.

But there's a way to overcome all those struggles: just get started (and use the insights Ryan has accrued over 1,500+ interviews).

In this interview, he shared some really helpful advice on how to be more successful in the pursuit to use customer research to drive marketing decisions.

PLUS, he's shared a list of questions for us to use (he promises he will not spam you after you provide your email address).

Thanks for all the inspiration, Ryan!

Listen/watch however you like:

youtu.be  

Key moments in the conversation (links go to YouTube)

0:00 Intros: Ryan, Ashley, Jess & the Topic

2:05 Why interview customers? "It's the only way you're going to win." AKA: Talking to them is the only way you're going to understand what you should be doing.

3:23 Ryan's history interviewing customers (fax machines were involved)

5:00 Getting everyone onboard: they need to believe it's important

6:42 Ashley's anecdote: Case study horror story

10:45 Critical step: Figure out who owns which part(s) of the customer relationships

14:50 Why you need to go beyond listening to sales conversations

16:50 How to get buy-in from a sales team: find out what drives their anxiety

22:00 How to target and convince someone to talk to you

33:35 What are you looking for in responses? "An unbiased statement of facts"

35:27 What questions should you ask? (hint: it's not questions as much as goals)

42:10 How to make someone feel comfortable enough to answer candidly

46:24 Examples from Ryan's mega list of questions

49:33 How to choose what you want to learn from customer interviews

55:18 What you can do when a customer is being difficult during an interview

59:05 The magic of the end of an interview

1:01:50 The best way to learn? Start

1:02:55 Ryan's new services (they sound amazing!)

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Thanks,

Ashley Guttuso & Jess Goss  

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