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Friday, June 11

& Saturday, June 12


Videos and handouts are being posted now. Click on Sessions to access them.

Session Abstract

Market Research and Analytics

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Session #


People Don’t Care About Your Funnel; Uncovering the Real Buying Journey

Marketing gets more complex by the day. And prospects have more control over their buying journey than ever before. It’s too easy to waste time and money on things that don’t work. In the panic to grow, companies default to forcing leads through a pre-ordained funnel, rather than influencing the actual way people buy. We will discuss how companies are using primary customer interviews to reverse engineer a true buying journey; allowing brands to make better strategic, tactical and financial decisions around marketing activities. Attendees will receive a list of questions they can use immediately to interview their own customers.

Ryan Paul Gibson


content lift

Ryan thinks he’s logged over 1200 interviews in his career so far but stopped counting a while ago. With over 20 years of experience in marketing & communications, he specializes in primary market research. In between running marketing for B2C, B2B and non-profit organizations, he spent three years as a television & radio reporter for CBC News. He is the founder of Content Lift, a boutique branding & content agency.


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