The customer already decided.
You just don’t know how.
We talk to those who hired you, those who chose the competitor and those who didn’t decide. We reconstruct the context that made it that week, that month, that deal.
Which scenarios do you recognize?
A sales cycle that drags on
For months, and no one can explain what’s stuck. And it repeats next quarter.
Sales losing deals
And the prospect coming back with “price” or “internal decision” as the reason.
Marketing spending on leads that don’t close
No one knows if the problem is the lead, the pitch or the funnel.
Silent churn and migration to the competitor
The decision to leave started long before the CRM logged any signal.
What Buyer Intelligence is not
A survey doesn’t ask about context, nor about the day the buyer decided.
The salesperson sees a slice of the saga, with the decision already rationalized.
Your customer won’t tell you the real saga. They protect the relationship and fear hearing a pitch. And whoever knows the product hears what they already believe, without noticing.
These are in-depth conversations with your customers.
We uncover the context in which the purchase happened — wins, losses and no-decisions — with methodological rigor for high-consideration B2B buying.
A neutral interviewer has no hypothesis to defend
Every B2B buying decision has four questions behind it:
45 days from kickoff to the final presentation
Book a meeting ›What made the customer decide at that moment
The real trigger of the purchase. Why the status quo became unacceptable that month, that half-year, and not six months earlier.
What the customer needed to see to choose you
The results they actually expected and the criteria they used to compare the options.
What almost blocked their decision and the committee’s
The fears, the objections, the bad experiences with previous vendors. What would make them delay, turn into a no-decision or pick the competitor.
Who took part and with what weight
The political map of the decision. Who signs off, who influences, who blocks.
The impact of understanding how your customer decides
The customer interview work helped me truly understand the three audiences with the highest LTV who valued my product. With that we adjusted plans, prices and the differentiators of each plan.
We decided to hire Conversion Lab for our entry into the US market. They interviewed current customers, potential customers and sales reps from US competitors. The result was flawless and far beyond our expectations.
What we deliver to you
Your customer’s decision ladder: what triggers the search, what secures the choice, what stalls it, who you’re compared against and what weighs on the committee.
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Who in your operation uses it?
Marketing
Messaging that speaks to the real decision trigger. A page that answers the question the buyer is asking at that moment in the cycle. Ad creative grounded in evidence.
Sales
A script that recognizes the prospect’s stage before trying to advance. Objections anticipated the right way. No-decision becomes actionable reading.
Product
A roadmap that solves what stalls the decision. Bundle and pricing calibrated to what the buyer is willing to defend internally.
Founder and RevOps
A shared diagnosis across marketing, sales and product on why revenue isn’t scaling as it should.
When the customer leaves
B2B churn is rarely about the cancellation day. The decision started weeks earlier. We interview whoever made the decision to leave, with active listening and a business lens.
It had great results! It was simple, effective, it helped the department a lot. The structure changed, we needed to unify tools, and the Corporate University started issuing the certificates. I tried to fight to stay, but it was out of my hands.
Who leads the conversations with customers, C-levels and team
Flávia Lemos
Learned Jobs to be Done directly from Bob Moesta. Certified in 5 Rings of Buying Insight by Adele Revella. Conducted 532 in-depth interviews, from analysts to C-Level executives. Seven Copyhackers certifications, including Copy for SaaS.
Leonard Castro
Conversion Optimizer certified by the CXL Institute, Reforge member and former CMO of Growth Hackers. Ten years aligning marketing and sales in high-consideration B2B decisions.
Stop working in the dark.
45 minutes for you to tell us where you’re stuck and leave with more clarity than you came in. Then we’ll see if it makes sense to move forward together.
Book a meeting ›FAQ
Is it the same as a buyer persona?
No. A persona describes who the buyer is. Buyer Intelligence describes how they decide. The first helps segment media. The second helps close the deal.
Why reconstruct the context of the decision instead of just asking why they bought?
Because “why did you buy” is a question the buyer answers with rationalization — what they think sounds good today, about something already in the past. Context is where the decision actually happened: what became urgent that week, who was in the room, what almost made them delay, what made it that deal. Only by reconstructing the context does the answer become actionable. It’s not a question, it’s investigation in the form of a conversation.
Can’t AI do this?
AI analyzes transcripts. It doesn’t interview, doesn’t recruit customers, doesn’t decide what to ask. And your customer won’t tell the saga of the decision to a chatbot. The human part — the interviews — we do. AI amplifies the analysis afterward.
Why do you run the interview and not us, who know the customer?
Because no buyer tells the full story of the decision to whoever sold to them — nor to whoever will sell again. This isn’t about ill will. It’s about three concrete things: (1) the buyer edits for whoever took part in the process, because they know the counterpart; (2) the buyer worries that any detail of the conversation will become fuel for the next sale; (3) whoever knows the product deeply tends to hear what confirms what they already believe — silent confirmation bias, hard to notice from the inside. An outside interviewer doesn’t have these three problems. That’s what makes the real saga appear, with name, date and event.
How long does the project last?
45 days from kickoff to the final presentation with the team.
How many interviews are involved?
With 8 customers, chosen together with you, we already get incredibly rich material to unravel the buying decision.
Do you interview customers who left a long time ago?
Yes, within a limit. Ideally we talk to those who left in the last 6 to 12 months — memory of the details is still good and the market context is still comparable to today’s. Beyond 18 months, the buyer reconstructs the decision in hindsight, and the value drops.
Do you deliver a website too?
Yes, as a separate service. Buyer Intelligence can be hired on its own — Marketing, Sales and Product use the output to realign internally. If it makes sense to evolve into a website, we talk after the presentation to your team.
Do you do this for B2C brands?
Yes, with a different methodology suited to that scenario. The service for B2C and B2B2C operations is Customer Intelligence. You can learn more here
How much does it cost?
Starting at R$ 20,000, depending on the number of segments and interviews. We calibrate the package in the initial conversation.