Persona-driven marketing for mid-market commerce
E-Commerce Got Hard.We can help.
Channels are saturated. CAC is up. Attribution is broken. Dashboards stopped telling you anything useful. The one thing nobody’s been able to tell you is why your customers actually do or don’t buy — and it’s the only thing that matters.
We’ve spent 30 years figuring out how. Then we built the technology to do it at a price point that isn’t reserved for Fortune 500 brands.
Persona · Source-attributed
The Quiet Optimizer
Data doesn’t lie. But it will gaslight and mislead you.
Identical demographics. You’ve marketed to both in the same way. You’re wrong about both.
King Charles III
Reigning Monarch · b. 1948
- SexMale
- YearBorn 1948
- OriginBritish, UK
- MaritalMarried twice
- ResidenceLives in a castle
- WealthWealthy & famous
Ozzy Osbourne
Prince of Darkness · b. 1948
- SexMale
- YearBorn 1948
- OriginBritish, UK
- MaritalMarried twice
- ResidenceLives in a castle
- WealthWealthy & famous
Demographics tell you who someone is. Personas tell you why they buy.
That’s the difference between a campaign that works and one that burns budget.The four things that broke
Your digital marketing problem creates a bigger business viability problem.
Four things happened in the last three years. Most of the industry is still ignoring.
The signal collapsed.
Cookies are gone. iOS killed attribution. Your pixel sees less every month, and most reporting is quietly more guesswork than anyone wants to admit.
AI made everyone sound the same.
Every brand has the same generative tools. Creative is becoming wallpaper. Differentiation isn’t optional anymore — it’s survival.
Your personas are stale.
You’re targeting the customer you had in 2022. Your customer in 2026 is a different person with different priorities, and nobody’s gone back to check. Your team is still taking your word for it.
CAC is up. LTV is flat.
You’re paying more to acquire customers who buy less. ROAS is garbage and keeps you stuck. That’s not a marketing problem — that’s a business viability problem.
Why you can no longer PPC your way to success today
Marketing has been making million-dollar decisions on hundred-dollar data.
Sessions. Bounce rate. ROAS. Demographic guesses pulled from a pixel that doesn’t fire half the time anymore. These numbers are based on the average of everyone but specific to nobody. The brands winning right now know something about their customers their competitors don’t — and it’s not in the analytics dashboard.
What dashboards show you
- Sessions
- Bounce rate
- ROAS
- Conversion rate
- Pixel demographics
- Aggregate cohorts
What actually drives the buy
- Decision drivers
- Buying scenarios
- Lifestyle context
- Emotional triggers
- Source-attributed evidence
- Why a customer bought
Until recently, the data infrastructure to surface this was reserved for enterprise. We built the technology to deliver it to mid-market. We call it NeuroGraph — more on that in a minute.
About us
The story behind Reap.
Reap exists because of a 30-year tour of duty that taught the founder, Brice McBeth, what mid-market ecommerce actually needs — and what it keeps getting sold instead.
Founder · Brice McBeth
30 years on the buyer’s side of the table.
1996
IBM. SurfAid Analytics.
Brice spent a decade at IBM as the product manager for SurfAid Analytics — the world’s first web analytics platform delivered as a service. Before Google Analytics existed. Before “data-driven marketing” was a phrase anyone used. The lessons from that decade — about what marketers do with data, where they get lost, and what they need decisions to look like — are the foundation of everything Reap does now.
2008
Reap founded as a CRO agency.
When CRO wasn’t a popular service category yet, Brice founded Reap as a conversion rate optimization agency. The bet: ecommerce brands would eventually need someone who could tell them why their funnel was leaking, not just where. That bet aged well.
2012
We hired ourselves.
Most agencies will never know what it’s like to be the client. So we became one. Reap built and launched an ecommerce store from scratch — selling salon and barber furniture — using our own playbook. Scaled it. Eventually sold it to our largest manufacturer. Eight years of running our own P&L taught us things no agency-only team will ever learn.
2024
NeuroGraph launched.
Three decades of operator experience plus 16 years of agency work surfaced a pattern: every breakthrough we’d ever delivered started with the same thing — knowing something about the customer that the brand didn’t. So we built the technology to do that systematically, at scale, for any mid-market brand.
Today
Reap runs the Playbook.
Everything we’ve learned across IBM, the agency, the ecommerce exit, and the technology we’ve built since is codified into something we call the Reap Playbook. Every engagement runs on it. Every account manager is trained on it. Every client gets the benefit of 30 years of plays — not the instinct of whoever happens to be running their account that week.
“Designers should not be working to make you happy about your brand. They should be working to convince your customers to buy. There’s a difference.”— BRICE McBETH, FOUNDER
The system that runs every engagement
The Reap Playbook.
30 years of operator plays. Run by people who’ve actually been in the operator’s seat.
Every Reap engagement runs on the Playbook — a living system of plays we’ve built, tested, and refined across 200+ ecommerce and B2B brands since 2008. It’s what makes us different from agencies that wing it on instinct.
Persona-driven everything.
Powered by NeuroGraph — our proprietary persona intelligence platform. Every play starts with who’s actually buying and why, not who you wish was buying.
AI-augmented account management.
Your account manager isn’t winging it. Our AI surfaces the right play from the Playbook at the right moment, drawing on 30 years of what’s worked. Senior thinking on every account, every week — without senior-hour pricing.
Deliverables built for the C-suite.
Every engagement comes with a phased, prioritized, revenue-attached plan. Branded. Presentable. Built for the boardroom, not the spreadsheet.
A senior strategist who runs it with you.
The Playbook isn’t a deck you read alone. It’s a plan we present, defend, and adjust live — based on what you know about your business that we don’t.
The technology nobody else has
The operating system for persona-driven marketing.
A few years ago, we got tired of building one-off persona research engagements that became outdated the day we delivered them. So we built the technology that solves the problem permanently.
NeuroGraph fuses three streams of evidence into a living model of who your customers actually are, why they buy, and what to do next. It updates as your customers change. It carries its receipts — every persona is source-attributed.
Until NeuroGraph, this kind of intelligence existed only at the enterprise level — six-figure CDP contracts, six-month research engagements, data science projects that never quite shipped. We made it accessible to mid-market at a price point that fits in a real marketing budget.
Reap is the agency built around NeuroGraph. NeuroGraph is also available standalone — including for agencies who want to bring persona-driven intelligence to their own clients.
Stream 01
Behavioral
What they do, where, and when.
Stream 02
Transactional
What they buy, repurchase, and abandon.
Stream 03
Identity (CDP)
Who they actually are — across sessions and devices.
Billy Bistotti
Persona ID · ng-04812
- EmployerIBM · 14 yrs
- RoleSr. Solutions Architect
- Income$125,000
- MaritalNever married
- ChildrenNone
- LocationAustin, TX · home-owner
- LifestyleAvid hiker · weekend cyclist
- ReadsThe Economist, Outside, Hacker News
- Buys forSelf, parents (gifting cycle)
- ChannelEmail-first · low social engagement
- Decision driverDurability over novelty
- Repurchase11-month median cadence
- Refusal triggersDiscount-led messaging, urgency
- AffinityPatagonia, Apple, REI Co-op
What we do
Familiar services. Run on a system you haven’t seen before.
We don’t just run campaigns. We run the customer.
Scale & Profit Diagnostics
Persona-Driven Diagnostics
One-time, fixed-fee engagements that surface what’s actually broken in your funnel. No retainer required. Bring us in, get the truth, decide what to do with it.
CRO
Persona-Driven CRO
Reap was originally founded as a CRO agency in 2008. Unlike other agencies that glorify site updates and random ideas as CRO, our test ideas come from real customer decision drivers — not from whatever’s trending on Twitter. We’ve been doing CRO since before CRO was a category.
Creative
Persona-Driven Creative Design
Designed a website that was intentionally cool, but it killed your conversion rate? We’ve been there. You skipped a critical step. Let’s talk and get that fixed.
PAID MEDIA
Persona-Driven PPC
PPC, paid social, retargeting — every campaign briefed from the actual reasons your customers buy. Why ROAS isn’t the only metric that matters. Why your lookalike audiences are leaving money on the table.
SEO & GEO
Persona-Driven SEO & Content
Content strategy that targets buying scenarios, not just keywords. Built for AI search, voice search, and the way humans actually look for what they need now.
Retention
Persona-Driven Lifecycle (Email & SMS)
Stop blasting your list. Start nurturing each customer based on actual behavior, decision triggers, and the second-purchase window — not the calendar.
Brands we’ve worked with
You’re in good company.
Some incredible brands have trusted Reap to do the hard work of figuring out who their customers actually are — then run the plays.
Outcome receipts
Brands already running the Playbook.
GOAT Fuel
Case Study · Amazon Marketplace
Standish
(Our Own Ecommerce Business)
Case Study · DTC, Lead Gen — How we built our own e-commerce business and optimized conversions by 950%
Covixyl
Case Study · Marketplace, DTC, Scale — Covixyl propelled to $1MM in 7 months with Reap
In their words
What it’s like to work with us.
On the road
Where to find us.
We’re on the road a lot — speaking at industry events, hosting client workshops, and showing up wherever the conversations about persona-driven marketing are happening. The best Reap relationships have started with a hallway conversation at a conference.
eTail East
Brice on a panel: “What replaces attribution when the pixel is gone.”
Boston, MA
Reap × NeuroGraph Roundtable
Closed-door dinner for ecommerce founders and CMOs working through CAC pressure. By invitation.
Dallas, TX
ShopTalk Fall
Brice keynote: “Persona-driven marketing for the post-attribution era.”
Chicago, IL
DFW CPG Founders Forum
Reap-hosted workshop on building a persona model from your own first-party data.
Dallas, TX
Subscription Show
The Reap team on-site. Grab a coffee, bring your funnel, leave with a diagnostic.
New York, NY
How to work with us
Three methods of engagement.
Door 01
The
Diagnostic
Find the leaks. Get the truth.
What’s included
- Fixed-fee, fixed-scope engagement
- Audit across PPC, CRO, SEO, email, persona work
- Phased, prioritized, revenue-attached plan
- No retainer. No commitment.
You walk away with
A clear-eyed view of what’s broken, what’s working, and what to do about it.
Best for brands who want clarity before committing to a partner.
Schedule a diagnosticDoor 02
The
Advisory
A senior brain in the room. Without disrupting your team.
What’s included
- Direct access to a Reap Senior Strategist
- Playbook setup and ongoing management
- Strategic guidance on your hardest decisions
- We work alongside your team — we don’t replace it
You walk away with
Senior-level thinking on every decision, without senior-hour pricing or a takeover.
Best for in-house teams or agencies who need a senior brain in the room.
Schedule a strategist callDoor 03
The
Growth Partnership
The full Playbook, fully executed.
What’s included
- CRO, paid, SEO, lifecycle, persona research
- All channels running off the same system
- Every campaign briefed from the same evidence
- Accountable to the same outcomes
You walk away with
A full marketing engine — not a stack of disconnected tactics. This is what we’re built for.
Best for brands ready to stop renting tactics and start running a system.
Get a quoteFinal word
Get a complimentary core diagnostic.
A fast, no-commitment look at where your marketing is actually leaking — across PPC, CRO, SEO, email, and persona work. We’ll quick-check the high-level fundamentals and tell you what we see. No deck. No workshop. No retainer required. If we find something worth digging into, we’ll tell you what a deeper engagement would look like. If we don’t, we’ll tell you that too.
Schedule your complimentary diagnostic →Ready when you are. Find your leak in 30 minutes.
Get your complimentary diagnostic →