Talk to customers and turn insights into growth. Recruit, interview and synthesise without overthinking it. Capture findings in simple notes that feed decisions and content.
If there’s one thing that’s consistently driven growth in both my own companies and my clients’ businesses, it’s customer research. Not flashy campaigns, not hacks, just a structured way to understand what your customers really care about.
When things get busy, this is often the first thing teams stop doing. But it’s the one thing that can improve everything else. From messaging to product to sales conversations, good research is the thread that runs through real growth.
I’ve always loved talking to customers. It’s where psychology meets marketing. It helps you see the world through their eyes and spot opportunities you’d never find in a dashboard.
This playbook gives you a practical way to run B2B customer research. You’ll learn how to recruit people, run interviews, summarise what you hear, and turn those insights into action. And with a bit of creativity, you can apply these steps well beyond B2B too.
Before you start interviews or surveys, get clear on what you actually need to learn to improve your growth strategy.
Use heatmaps, recordings and survey data to uncover friction, confusion and blockers that hurt your conversion rates.
Personas shouldn’t be pretty slides. Make them sharp, testable tools that guide messaging and targeting.
Customer interviews are the best source of insight—if you know how to run them properly. Most marketers don’t.
You’ve got the interviews. Now what? Turn transcripts into clear, actionable insight that drives growth.
Turn interview notes into a six-slide deck senior leaders will green-light in minutes.
Use what you already have. But if you're starting from scratch or want recommendations, these are the tools I use with clients and personally rely on. Consider this a bonus: helpful if you need it, completely optional if you don't.
Behaviour analytics that reveals where visitors get stuck, combining heatmaps, recordings and quick surveys.
Free behaviour analytics with heatmaps and recordings, good for spotting friction at no cost.
No code automation that connects apps and moves data, great for quick wins and alerts that save time.
The books that shaped how I think about growth. Read summaries here, then buy what resonates. Learn from the best thinkers in B2B.
Key concepts and frameworks explained clearly. Quick reference when you need to understand a term, refresh your knowledge, or share with your team.
Most B2B marketers are either Random Ricks (trying everything) or Specialist Steves (obsessed with one channel). Generalists run tactics without strategy. Specialists hit channel ceilings. But there's a better way.
Tries everything at once. Posts on LinkedIn, runs ads, tweaks the website, chases referrals. Nothing compounds because nothing's consistent. Growth feels chaotic.
Obsessed with one tactic. 'We just need better ads' or 'SEO will fix everything.' Ignores the rest of the system. One strong engine can't carry a broken machine.
Finds the bottleneck. Fixes that first. Then moves to the next weakest link. Builds a system that's predictable, measurable and doesn't need 80-hour weeks.
Learn how she diagnoses bottlenecks, orchestrates the four engines, and drives predictable growth. Choose if you want to read or watch:
Get practical frameworks delivered daily. Seven short emails explain how Sarah diagnoses bottlenecks, orchestrates the four engines, and builds systems that compound.
Free 45-minute video module from the full course. Watch how to diagnose your growth bottleneck and see exactly what the course platform looks like.
Tactical playbooks for every stage of this engine. The playbooks are practical guides for tactical stuff. They complement the (paid) growth framework and help you with the tactics.
Explain the driver tree from traffic to revenue. Find the few inputs that move results most, set weekly actions and owners, and review progress on a simple cadence.
See playbook
Build a go to market plan that aligns your offer, motion and channel, so you stop guessing and start growing with purpose. Map goals, owners and next steps for the next quarter.
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Talk to customers and turn insights into growth. Recruit, interview and synthesise without overthinking it. Capture findings in simple notes that feed decisions and content.
See playbookTest and learn faster. Set up an experimentation system that helps you prioritise, track and repeat what works. Keep a backlog and a clear way to decide what to try next.
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Install a weekly rhythm that keeps you focused. Review data, resolve blocks and ship work every single week. Use a short agenda that turns issues into clear actions.
See playbook
