Insight that moves your market.
Content that moves your pipeline.
Your audience has seen the same talking points packaged and repackaged a dozen different ways. They’re looking for fresh insight from credible sources—for direction they can trust.
Why the struggle to stand out?
Line up five pieces of content from different competitors, strip away the logos, and then try to tell which is which. It’s nearly impossible.
Why? Because teams are oversimplifying their narratives, getting lost in buzzword soup, and relying on the same set of source material.
The solution: Tap into insights
Most thought leadership recycles second-hand data or aspirational rhetoric. It either feels stale or lacks credibility.
Qualitative research changes that. When your audience sees you have a fresh perspective grounded in expert research, your content stops sounding like marketing and starts positioning your brand as a leader. That’s how you build trust, authority, and differentiation in markets crowded with sameness.
You need an efficient way to generate insights and shape those insights into content that resonates with your audience. I can help with both.
The Insight Lab: A better way to do content
Original Data
No more regurgitated ideas. We’ll uncover original insights from your customers and your SMEs.
Meet the Insight Lab, my approach to research and content that delivers true thought leadership. And best of all, it requires very little time commitment from you and your team. My process is flexible and designed to fit seamlessly into your workflow.
A Clear POV
Every piece will have a fresh, compelling point of view that sparks meaningful conversations.
Strategic Alignment
The content we create together will connect to your business goals and move prospects along the buyer’s journey.
I’m Laurie (Laura) MacPherson. If you’re looking for someone who can help you uncover perspective-shifting insights and create content that grows pipeline, you’ve come to the right place.
With 12 years in the B2B tech marketing trenches and training in qualitative research methods, I’ve conducted countless interviews, synthesized complex findings into compelling narratives, and crafted editorial-style thought leadership—for solutions spanning AI infrastructure to RPM health tech.
I'm especially good at ramping up fast. Clients have described me as having “an incredible talent for connecting the dots,” being “adept at uncovering customer pain points and finding creative ways to present solutions,” and having “quickly developed a deep understanding of our business, our goals, and our industry.” Companies including Immuta, Passport, Front, and Knowde have trusted me with their insight-driven content—and they have lots of good things to say about the experience.
Ready to lead with content that reframes the conversation, earns the meeting, and unlocks budget? Send me a message, and we’ll set up a call.
Hi there!
What clients say…
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“You are our most valued asset in growing our business. You’ve helped us think in lots of new ways and have completely transformed what we think about how to use content in our marketing strategy.”
Mike Donelley, Seventh Sense
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“It’s been an amazing six months of growth for us in terms of leads. Our success has been a combination of strategic content and making sure we hit the right people at the right point in the funnel. You thought of everything in terms of what we needed from the content and helped guide us with your experience.”
Harry Rose, Bonterra
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“We worked with Laura to build awareness of our solutions for healthcare professionals in the US market. She was passionate about reinforcing our positioning as a leading digital health technology company, thoughtful in her approach, and delivered high-quality work. I look forward to collaborating with her again in the future!”
Megan Cincotta, Withings Health Solutions
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“Our company was eager to build thought leadership. Laura stepped in and took the time to listen, understand and ultimately generate high-quality lead-converting thought leadership content for our team. Not only did she exceed our expectations with her work, she was also a pleasure to work with!”
Julie Starck, Passport
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“Choose Laura! She’s adept at uncovering customer pain points and finding creative ways to present solutions. The articles and case studies she developed for us are getting thousands of monthly views with high time-on-page and a low % exit rate. And our sales team is using them to close deals.”
Emily Hackeling, Front
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“Laura has been a tremendous help to Sigma as we’ve scaled out our content marketing and thought leadership initiatives. Her creativity and ability to translate technical information for different personas have been a lifesaver. I couldn’t recommend Laura enough."
Devon Tackels, Sigma
