Don’t just join the conversation. Shape it with fresh insight.
Build trust and credibility by turning original insights into compelling content. With the right approach, it doesn’t have to be a heavy lift.
Why the struggle to stand out?
Line up five pieces of content from five 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 talking points. It either feels stale or lacks credibility.
Qualitative research changes that. When your audience sees you have a fresh perspective grounded in credible research, your content stops sounding like marketing and starts positioning your brand as a market 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 compelling 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 creation 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.
You need someone who can help you challenge outdated thinking in your market, communicate perspective-shifting insights that disrupt the status quo, and create content that grows pipeline. That’s me—Laurie (Laura) MacPherson.
With 12 years in the B2B tech marketing trenches and training in qualitative research methods, I’ve conducted countless interviews, synthesized complex findings, crafted editorial-style thought leadership, and translated research into compelling narratives—for everything from 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 someone who “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 a market 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
