Supercharge your content with customer insights
Learn what it takes to be successful in your industry by listening to your customers, tracking their journeys, and pinpointing their conversion triggers. Turn those insights into content that attracts, converts, and retains your best customers.
Discover perspectives that empower sales and marketing teams
When marketing and sales focuses on what they want to say, instead of what customers want to know, you lose out on revenue.
Fix this issue and boost your conversion rates by educating every acquisition team about:
- Customer jobs-to-be-done — Understand exactly where and how your customers find value in your product or service.
- Buying triggers — Double-down on what works by analyzing the most successful triggers in your buyer journey.
- Hesitations — Address common sales blockers before they come up by understanding what holds prospective customers back.
- Trusted channels — Learn the most effective marketing channels to find your best customers on.
Jobs to be done: A customer-first lens for powerful positioning
Move from guesswork to groundbreaking
Knowing your customers’ goals, frustrations, and their buyer journey can help your entire acquisition strategy evolve from company-led to customer-led.
By digging into what your customers truly want and need, you can turn your product or service into an integral and irreplaceable part of their success.
Understanding what your top customer concerns are helps you get your foot in the door via content that helps them achieve their goals while bringing them to your brand.
Customer surveys and interviews: How to get to know your customers better
How it works
1) Give us access to a sample size of your customers, divided into top, average, and worst.
2) We administer key interviews and surveys via your survey platform of choice.
3) You get a report filled with insights about your customers, their goals and motivations, and how to use these insights to guide your acquisition efforts.
4) We provide a list of customer-inspired content ideas for each stage of your funnel.
5) Optional: We work with your team to implement our suggestions across your website and processes, and/or create more customer-led content under an ongoing content retainer.
Get actionable customer insights.
What you’ll learn
- Strengths and weaknesses of your buyer’s journey
- Top conversion triggers at each stage of your funnel
- Customer roles, responsibilities, and day-to-day tools
- Buyer personas, user personas, and team architecture
- Trusted marketing channels, voice of the customer
- Customer goals, aspirations, KPIs, and jobs-to-be-done
Boost your customer knowledge.
Customer-Led Content Timelines
Depending on your desired customer sample size, we recommend starting two to three months before you want the results.
We recommend at least 50 customers for survey insights, and at least 10 for customer interview insights.
- Contact your customers (1-2 days): You can send out an email asking customers to take our surveys and sign up for an interview, or share their email addresses and we will reach out.
- Gather survey responses (4-5 weeks): We work together on follow-ups and incentivizing your customers to fill out our customer insights survey.
- Conduct customer interviews (3-4 weeks): We chat with your top, average, and worst customers in 30-minute interviews, scheduled over the course of a month.
- Analyze customer responses (1-2 weeks): We look through the data with a fine-toothed comb and provide a detailed analysis into your customer behaviors, motivations, and more. With this comes a report on top customer-led content ideas that you can hand to your marketing team, or have us execute.
- Taking action (3-4 weeks): Optionally, we work with your team to execute updates to acquisition strategies, website language, marketing materials, sales processes, and more.
Learn what it takes to get more of your dream customers.
Content FAQs
Still with me? I’ve compiled some helpful questions and answers below.
What is Customer-Led Content?
Customer-Led Content is a content strategy approach that starts with what your customers actually say, not with what your brand wants to say. I run surveys and interviews with your current customers, analyze their jobs-to-be-done, hesitations, and buying triggers, and turn those into the content your buyers will actually read, share, and act on. Most B2B content is company-led — written from the inside out. This reverses that.
How is this different from regular content strategy or content marketing?
Most content strategy starts with a keyword list and the brand’s opinions. Customer-Led Content starts with a structured round of surveys (50+ responses) and interviews (10+) with your real customers. Bryce Romney, Founder of ShipTrac, called the methodology “a playbook for voice-of-customer marketing and focusing on audience/users… not just helpful, it’s refreshing.” The output is a content engine built around what buyers need, not what you want to say.
Who is this engagement for?
Build-phase B2B eCommerce ops and B2B SaaS companies that have at least 50 customers to survey (or 10+ willing to sit for a 30–45 minute interview) and want their content grounded in real buyer language. Especially useful for teams where marketing has started shipping content but it isn’t converting, or where the sales team says one thing and the website says another. If you don’t have at least 10 willing customers, we’ll need to start there.
What do I actually get at the end?
A documented voice-of-customer report: personas and jobs-to-be-done in your customers’ own words, the buying triggers that moved them from awareness to purchase, the hesitations that almost stopped them, and the channels they trust. Plus a content plan built from those findings; editorial calendar, priority topics, channel mix, and sales enablement material.
At Deliverr, this methodology produced the content engine behind 500,000+ monthly blog visits before a $2.1B Shopify acquisition. At MyFBAPrep, the same approach drove a 255% lead increase in month one of the website redesign and 200+ inbound leads/month at scale.
How long does the engagement take?
Three to six months, since I also want to get your content engine off the ground. I’ll do customer outreach, survey fielding, interviews, analysis, and first-round content execution. Start at least 2–3 months before you need the results live. This engagement can’t be rushed without compromising the research quality, which is the whole point.
What do I need to bring to this engagement?
- Access to at least 50 customers willing to respond to a survey or 10+ willing to do a 30–45 minute interview.
- An internal point-of-contact (product, CX, or marketing) who can connect me to those customers and flag internal context.
- Any existing research, personas, or content I should reconcile against what customers actually say. Often, the gap between the two is the insight.
When should I choose Customer-Led Content vs. a fractional CMO engagement?
Choose Customer-Led Content when your strategy, positioning, and team are mostly in place but the content itself isn’t landing. If you need the research layer, not full marketing leadership. Choose a fractional CMO when the marketing function itself needs building or rebuilding (see my Fractional CMO page). Some engagements expand from Customer-Led Content to CMO scope. Pick the one that matches what you need now.
Check out more of my testimonials.