Loomis Marketing

Real-World Lessons. Ideas That Illuminate.

Frequenly Asked Questions

When was Loomis Marketing founded?

Loomis Marketing was founded in 2012 to help organizations connect marketing more directly to real business outcomes—growth, loyalty, and sales momentum. The firm was built on a simple idea: if you understand what customers are trying to accomplish (their “jobs to be done”), you can position, message, and execute in a way that creates real value—and measurable results.

Loomis Marketing focuses on Voice of Customer (VOC) research, marketing strategy, brand positioning, and go-to-market clarity—especially for B2B organizations. We help leaders see their business through customers’ eyes, turn insight into stronger messaging and experiences, and connect those improvements to what matters most: profitable growth and sales performance.

Most clients are B2B leaders—owners, CEOs, presidents, and heads of marketing or sales—who want sharper differentiation and a clearer growth plan. We often work with professional services firms, software companies, industrial and manufacturing businesses, and mission-driven organizations that need credible strategy, practical execution guidance, and customer insight they can trust.

We’re not a plug-and-play agency that starts with tactics. We start with truth—what customers actually believe, value, and need. Loomis Marketing brings deep experience in customer interviews and strategy, then works with a “constellation of collaborators” (design, web, CRM, content, lead gen, etc.) to execute as needed—without forcing a one-size-fits-all retainer.

VOC research is a structured way to learn what customers really think—why they buy, why they stay, what frustrates them, and what they wish you did better. Done well, VOC gives you clearer positioning, stronger messaging, better customer experience decisions, and more confident sales and marketing direction—because it reflects customer reality, not internal assumptions.

Surveys can be helpful, but interviews uncover the “why” behind decisions—language, emotions, tradeoffs, and context that a checkbox can’t capture. In a good interview, customers explain how they evaluate options, what risk they’re managing, and what outcomes they’re chasing. That depth often reveals the hidden insights that become your strongest differentiators.

Customers often hold back when speaking directly to a vendor—especially about sensitive issues. A neutral third party increases candor and reduces “polite feedback.” It also helps you hear patterns without defensiveness. The result is clearer insight, fewer blind spots, and a more accurate understanding of where loyalty is strong—and where it’s at risk.

Dave Loomis has personally conducted more than 10,000 customer interviews over his career. That volume builds pattern recognition: the ability to hear what’s being said, what’s not being said, and what it means for positioning, messaging, customer experience, and sales. The process is both empathetic and highly analytical—designed to lead to action.

Loomis Marketing is especially experienced with B2B organizations, including industrial, construction-related fields, building materials, chemicals, heavy equipment, technology, and professional services. The common thread isn’t the category—it’s complexity: longer buying cycles, multiple stakeholders, high trust requirements, and the need for value propositions that stand up in real conversations.

It’s our practical three-phase approach:

  • Reveal what customers truly believe (VOC, stakeholder interviews, market intelligence).
  • Refocus how you go to market (positioning, messaging frameworks, value proposition).
  • Realize results (plans, campaigns, sales enablement, launch strategy).


It’s a simple structure that keeps work grounded, strategic, and action-oriented.

Common services include: Voice of Customer (VOC) research, executive/stakeholder interviews, market and competitive intelligence, opportunity assessments, brand strategy and positioning, messaging frameworks, value proposition development, strategic planning workshops, marketing and communications plans, campaign oversight, sales enhancement/training, and launch strategy. Engagements are tailored—clients can start at any stage.

Yes. Brand positioning is often the single biggest lever for clarity and growth. We help leadership define what you stand for, who you serve best, why you win, and how to express it simply. The best positioning is credible (customers agree), differentiated (it separates you), and usable (sales and marketing can actually apply it).

Yes—often based directly on VOC language. A good messaging framework gives your team consistent “truth-based” talking points, proof, and story structure for different audiences (executives, users, procurement, partners). A strong value proposition clarifies the outcomes you deliver and the reasons customers believe you—not just claims you want to make.

Absolutely. Customer insight matters most when it changes behavior: how you target, how you speak, what you emphasize, and what you offer. We connect VOC findings to go-to-market strategy and sales enablement—so the message resonates, objections are anticipated, and prospects feel understood. Better alignment typically improves lead quality and conversion.

It’s a disciplined, human-centered approach: prepare the right interview list, conduct interviews that earn real honesty, then synthesize themes into actionable insights. We listen for patterns, tensions, “jobs to be done,” decision criteria, and the specific words customers use. The deliverable is not a transcript dump—it’s clarity, implications, and recommended next steps.

Customer Outsight® is a trademarked concept and a book-based process about shifting to the customer’s perspective to find hidden insights (“gemstones”). Loomis Marketing is the consulting practice where that philosophy is applied in real client engagements—VOC research, strategy, messaging, and execution support. Customer Outsight® is the platform; Loomis Marketing is the done-with-you / done-for-you service.

They’re the four stages of the Customer Outsight® process for customer interviews:

  • Fix: Arrange and prepare interviews
  • Focus: Conduct interviews well
  • Find: Analyze what you heard and identify patterns
  • Fuel: Use insights to drive strategy, messaging, and action
    It’s designed to help teams get better results immediately, not “someday.”

Yes. Market and competitive work often complements VOC by clarifying what alternatives customers consider, what they compare, and why they perceive one firm as “safer” or “better.” Combined with VOC, it helps leaders make sharper decisions about differentiation, pricing posture, niche focus, and how to win in specific segments.

Many VOC engagements run 4–8 weeks, depending on interview volume, scheduling speed, and deliverables. Some projects are faster for urgent needs; others expand into strategy workshops and go-to-market planning. The work is scoped to produce meaningful insight quickly, with enough rigor to support executive decisions.

It depends on your goals, audience diversity, and how quickly themes stabilize. Many projects use an efficient set of interviews across key stakeholder types (customers, lost prospects, distributors, internal leaders). The objective is not “more interviews” for its own sake—it’s enough high-quality conversations to surface consistent patterns and actionable truths.

Deliverables typically include a clear synthesis of findings (themes, patterns, supporting quotes), implications for strategy and messaging, and practical recommendations. Many engagements also produce messaging frameworks, value propositions, positioning statements, strategic plans, campaign direction, and sales enablement guidance. Everything is built for real-world use, not shelfware.

Yes—often that’s the best model. Loomis Marketing can plug gaps, lead the VOC and strategy work, and then collaborate with your internal team and/or agency to execute. This keeps work efficient and aligned. You get strategic horsepower without replacing the people who already understand your day-to-day brand execution.

Loomis Marketing is based in Cleveland/Chagrin Falls, Ohio, and works with clients across the U.S. Many projects are executed remotely (Zoom interviews, virtual workshops), with on-site options when it benefits leadership alignment, sales training, or stakeholder sessions. The priority is impact, not geography.

Yes. Dave Loomis speaks on topics like the power of customer perspective, VOC, value selling through listening, and building trust-based growth. Formats include keynotes, breakout sessions, sales meetings, leadership retreats, webinars, and podcasts. Talks are designed to be practical, engaging, and immediately applicable.

Leadership teams, marketing teams, sales teams, and product/innovation groups all benefit—especially when growth has plateaued, differentiation feels fuzzy, or internal opinions are conflicting. VOC creates shared truth. Strategy work turns that truth into a clearer plan. When teams align around customer reality, execution becomes faster and more confident.

Yes. Interviewing prospects and potential buyers reduces risk by clarifying real buying criteria, perceived barriers, and the “job” your offering must perform. It helps you avoid expensive assumptions, sharpen product-market fit, and accelerate messaging that resonates. It can also shorten the learning curve to ROI by focusing effort where customers actually care.

AI can increase speed and efficiency, but it can’t replace human trust and nuance—especially in interviews. Loomis Marketing embraces AI where it improves workflow and analysis, while keeping the ethical center intact: respect confidentiality, avoid misrepresentation, and protect customer relationships. The goal is smarter work, not automated “insight theater.”

Yes. Some clients want a strategy and a roadmap; others want a partner who helps get it done. Loomis Marketing can support implementation through campaign direction, messaging rollout, sales enablement, training, and coordination with collaborators. The intent is always the same: turn insight into action that improves outcomes.
Start with a conversation about your goals: what’s happening in the business, what you suspect customers think, and what decisions you need to make. From there, we’ll define the smartest path—VOC interviews, positioning refresh, messaging framework, go-to-market plan, or a focused workshop. Everything is customized to your situation and priorities.

Both. Loomis Marketing supports short-term projects (VOC, positioning, messaging, strategic planning) and long-term advisory/retainer relationships where ongoing insight, strategy, and execution oversight are valuable. The right model depends on your internal capacity, the pace of change in your market, and how quickly you need momentum.

Clients typically gain clarity on why customers buy, what drives loyalty, what risks threaten retention, and what prospects need to hear to trust you. That leads to stronger positioning, higher-confidence messaging, better customer experience decisions, and more effective selling. Often, VOC also reveals “unexpected truths”—the kind that changes strategy for the better.