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Death to Boring B2B Marketing, Part 2: Jobs-to-Be-Done

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@CLIFFSEAL
deathto
boriNgB2B MARKETING
ii

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“What is the biggest
problem marketers
face?”

Source: http://
www.slideshare.net/
MathewSweezey/the-future-of-
marketing-...

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“What is the biggest
problem marketers
face?”

“How to keep up with
trends to drive higher
quality leads.” Source: http://...

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Death to Boring B2B Marketing, Part 2: Jobs-to-Be-Done

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According to Seth Godin, the biggest mistake marketers are making today is "Thinking that their job is to spend money to get attention." In our new economy of trust, connection, and relevance, marketing strategies need to reflect a deep understanding of customer value. The classic, persona-based form of marketing isn't designed to achieve that outcome. There's a new framework to help marketers become more relevant: Jobs to be Done. It's designed and proven to give tremendous insight into the true value you provide to your customers. Knowing what your customers need your product or service to do means you know how to help them achieve their goals. Join us to learn about the Jobs-to-be-Done mindset, see how it worked for others, and walk away with a fresh way to be truly relevant to your customers.

According to Seth Godin, the biggest mistake marketers are making today is "Thinking that their job is to spend money to get attention." In our new economy of trust, connection, and relevance, marketing strategies need to reflect a deep understanding of customer value. The classic, persona-based form of marketing isn't designed to achieve that outcome. There's a new framework to help marketers become more relevant: Jobs to be Done. It's designed and proven to give tremendous insight into the true value you provide to your customers. Knowing what your customers need your product or service to do means you know how to help them achieve their goals. Join us to learn about the Jobs-to-be-Done mindset, see how it worked for others, and walk away with a fresh way to be truly relevant to your customers.

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Death to Boring B2B Marketing, Part 2: Jobs-to-Be-Done

  1. 1. @CLIFFSEAL deathto boriNgB2B MARKETING ii
  2. 2. “What is the biggest problem marketers face?”
 Source: http:// www.slideshare.net/ MathewSweezey/the-future-of- marketing-2016-new-roles- tools-and-trends/ @CLIFFSEAL
  3. 3. “What is the biggest problem marketers face?”
 “How to keep up with trends to drive higher quality leads.” Source: http:// www.slideshare.net/ MathewSweezey/the-future-of- marketing-2016-new-roles- tools-and-trends/ @CLIFFSEAL
  4. 4. @CLIFFSEAL HumAN-centered mArKETING IT’S TIME FOR
  5. 5. @CLIFFSEAL fAVORITE Song YOUR
  6. 6. @CLIFFSEAL fAVORITE SongIS OUT OF TUNE YOUR
  7. 7. Y THO @CLIFFSEAL
  8. 8. @CLIFFSEAL
  9. 9. @CLIFFSEAL
  10. 10. @CLIFFSEAL JUST SCALE RATIOS ONE KEY ✅ ❌
  11. 11. @CLIFFSEAL JUST SCALE EQUAL TEMPERAMENT RATIOS ONE KEY ✅ ❌ RATIOS ANY KEY ❌ ✅
  12. 12. @CLIFFSEAL joB done JUST TUNING COULDN’T GET THE
  13. 13. @CLIFFSEAL joB done JUST TUNING COULDN’T GET THE …SO WE “HIRED” EQUAL TEMPERAMENT
  14. 14. 9 @CLIFFSEAL JUST SCALE EQUAL TEMPERAMENT
  15. 15. CREATIVE EXPRESSION WITH MUSICAL INSTRUMENTS 9 @CLIFFSEAL JUST SCALE EQUAL TEMPERAMENT
  16. 16. YOUR CUSTOMER’S COMPELLING CONTEXT + MOTIVATION 10 @CLIFFSEAL YOUR PRODUCT YOUR COMPETITOR Source: Badass, Kathy Sierra
  17. 17. “The customer rarely buys what the business thinks it sells [them]. One reason for this is, of course, that nobody pays for a ‘product.’ What is paid for is satisfactions. But nobody can make or supply satisfaction as such—at best, only the means to attaining them can be sold and delivered.” 
 - Peter Drucker @CLIFFSEAL Source: Managing for Results, Peter Drucker
  18. 18. “SATISFACTIONS” 12 @CLIFFSEAL “MEANS” “MEANS”
  19. 19. “SATISFACTIONS” JOB-TO-BE-DONE 13 @CLIFFSEAL “MEANS” HIRED TOOL “MEANS” HIRED TOOL
  20. 20. “SATISFACTIONS” JOB-TO-BE-DONE 13 @CLIFFSEAL “MEANS” HIRED TOOL OPPORTUNITY
  21. 21. Image: http:// www.mommysavesbig.com/ printable-coupons/wp-content/ uploads/2016/12/arm-and- hammer.jpg Source: https://hbr.org/ 2005/12/marketing- malpractice-the-cause-and-the- cure
  22. 22. JOBS-TO-BE-DONE THEORY PROVIDES A FRAMEWORK FOR RELEVANCE @CLIFFSEAL
  23. 23. RELEVANT MARKETING ADDRESSES Source: http://trackmaven.com/ blog/2016/05/b2c-b2b- marketing-research/ CONTEXT + MOTIVATION @CLIFFSEAL
  24. 24. RELEVANT MARKETING RELIES ON Source: https://digiday.com/ marketing/5-charts-show-just- touch-brands-customers/ , https://www.salesforce.com/ form/marketingcloud/conf/b2b- personas-targeting-audiences.jsp ACCURATE SEGMENTATION @CLIFFSEAL 81% MARKETERS HAVE A “HOLISTIC” VIEW OF THEIR CUSTOMERS 78% CUSTOMERS FEEL MISUNDERSTOOD BY RETAILERS 15% AVERAGE ANNUAL B2B PERSONA CHURN
  25. 25. @CLIFFSEAL Empowering peoPLeTO GET THE RIGHT JOB DONE RELEVANCE IS
  26. 26. Source: https://blog.intercom.com/marketing-the-job-to-be-done/
  27. 27. “We were using a personas- based approach to segmentation, but it wasn’t working. We had too many “typical users” who had little in common, going by traits like demographics or job titles.” 
 - Des Traynor, Co-founder of Intercom @CLIFFSEAL Source: https://hbr.org/ 2016/09/know-your- customers-jobs-to-be-done
  28. 28. “As soon as I grasped the distinction between ‘customers’ and ‘problems people need help with,’ a lightbulb went off. I called my cofounder … and said, ‘We’re going to build a company that is focused on doing a job.’” 
 - Des Traynor, Co-founder of Intercom @CLIFFSEAL Source: https://hbr.org/ 2016/09/know-your- customers-jobs-to-be-done
  29. 29. DISCOVERING JOBS-TO-BE-DONE @CLIFFSEAL
  30. 30. DISCOVER JOBS THROUGH TALKING TO ACTUAL PEOPLE @CLIFFSEAL
  31. 31. DISCOVER JOBS THROUGH TALKING TO ACTUAL PEOPLE LEADS, CUSTOMERS, LOST, AND ATTRITED @CLIFFSEAL
  32. 32. DISCOVER JOBS THROUGH TALKING TO ACTUAL PEOPLE LEADS, CUSTOMERS, LOST, AND ATTRITED BUYING TIMELINE @CLIFFSEAL
  33. 33. DISCOVER JOBS THROUGH TALKING TO ACTUAL PEOPLE LEADS, CUSTOMERS, LOST, AND ATTRITED BUYING TIMELINE @CLIFFSEAL “FIRST THOUGHT” AND “MOMENTS OF STRUGGLE”
  34. 34. Source: https://jtbd.info/ uncovering-the-jobs-that- customers-hire-products-and- services-to-do-834269006f50
  35. 35. Source: https://jtbd.info/ uncovering-the-jobs-that- customers-hire-products-and- services-to-do-834269006f50
  36. 36. “When someone says [Basecamp is] easy…I ask, ‘Why is easy good?’ … you can get that deep into why people answer a specific question a certain way and find out it’s almost always an emotional response.” 
 - Jason Fried, Founder & CEO of Basecamp @CLIFFSEAL Source: http://jobstobedone.org/ radio/jason-fried-on-using-jtbd- at-basecamp/#challenging- interviewees
  37. 37. “You can change the way you explain your product or change the way you market your product or the messaging around it to play on those emotional responses a lot more than just fact or features, which are ultimately boring things to most people.” 
 - Jason Fried, Founder & CEO of Basecamp @CLIFFSEAL Source: http://jobstobedone.org/ radio/jason-fried-on-using-jtbd- at-basecamp/#challenging- interviewees
  38. 38. DISCOVER JOBS THROUGH ANALYTICS, SUPPORT, AND SALES @CLIFFSEAL
  39. 39. DISCOVER JOBS THROUGH ANALYTICS, SUPPORT, AND SALES @CLIFFSEAL WORKFLOWS
  40. 40. DISCOVER JOBS THROUGH ANALYTICS, SUPPORT, AND SALES @CLIFFSEAL WORKFLOWS SNAGS
  41. 41. DISCOVER JOBS THROUGH ANALYTICS, SUPPORT, AND SALES @CLIFFSEAL WORKFLOWS WORKAROUNDS SNAGS
  42. 42. “It turned out that people had four distinct jobs…We now offer four distinct services, each designed to support one of those jobs.” 
 - Des Traynor, Co-founder of Intercom @CLIFFSEAL Source: https://hbr.org/ 2016/09/know-your- customers-jobs-to-be-done
  43. 43. IMPLEMENTING JOBS-TO-BE-DONE @CLIFFSEAL
  44. 44. IMPLEMENT JOBS IN LANDING PAGES @CLIFFSEAL
  45. 45. IMPLEMENT JOBS IN LANDING PAGES @CLIFFSEAL NARRATIVE
  46. 46. Source: https:// blog.intercom.com/12-steps-to- creating-landing-pages-that- convert/
  47. 47. IMPLEMENT JOBS IN @CLIFFSEAL NARRATIVE COPYWRITING & KEYWORDS LANDING PAGES
  48. 48. Source: https:// blog.intercom.com/12-steps-to- creating-landing-pages-that- convert/
  49. 49. IMPLEMENT JOBS IN @CLIFFSEAL SOCIAL PROOF NARRATIVE COPYWRITING & KEYWORDS LANDING PAGES
  50. 50. Source: https:// blog.intercom.com/12-steps-to- creating-landing-pages-that- convert/
  51. 51. Source: https:// blog.intercom.com/12-steps-to- creating-landing-pages-that- convert/
  52. 52. Source: https:// blog.intercom.com/12-steps-to- creating-landing-pages-that- convert/
  53. 53. “Looking at it from that light really informs: if you go to our landing page on the spot, how can we help people visualize and recreate the moment in their mind of when they were like, yes, this is why I need to look for a new solution right now.” 
 - Matt Hodges, Sr. Director of Marketing at Intercom @CLIFFSEAL Source: http:// jobstobedone.org/radio/ marketing-with-jobs-to-be- done/
  54. 54. @CLIFFSEAL fearless paTHsTO SELF-ACTUALIZATION RELEVANCE CREATES
  55. 55. IMPLEMENT JOBS BY REDEFINING PERSONAS @CLIFFSEAL
  56. 56. IMPLEMENT JOBS BY REDEFINING PERSONAS @CLIFFSEAL SUB-JOBS & STORIES
  57. 57. Source: http:// alanklement.blogspot.com/2013/09/ replacing-user-story-with-job-story.html
  58. 58. IMPLEMENT JOBS BY REDEFINING PERSONAS @CLIFFSEAL SUB-JOBS & STORIES TRUE COMPETITORS
  59. 59. Source: Intercom on Jobs-to-be-Done
  60. 60. Source: https:// blog.intercom.com/12-steps-to- creating-landing-pages-that- convert/
  61. 61. Source: https:// blog.intercom.com/12-steps-to- creating-landing-pages-that- convert/
  62. 62. “Our conversion rate has increased, since prospects can now buy just the piece of the site that suits their initial job, and we’re able to establish multiple points of sale across client organizations.” 
 - Des Traynor, Co-founder of Intercom @CLIFFSEAL Source: https://hbr.org/ 2016/09/know-your- customers-jobs-to-be-done
  63. 63. TRY APPLYING JOBS TO YOUR ACCOUNT-BASED MARKETING STRATEGY What are the jobs for your target account? Create a messaging guide to keep you focused. Create assets convincing the account to “hire” your product. @CLIFFSEAL Define your persona(s) with their sub-jobs and your true competitors.
  64. 64. “The big mistake [for marketers] is thinking that their job is to spend money to get attention. If they think that that is what their job is, they will never ever succeed in marketing.” 
 - Seth Godin @CLIFFSEAL Source: https://www.inc.com/ abigail-tracy/seth-godin- marketing-is-not-about-paying- for-attention.html
  65. 65. @CLIFFSEAL deathto boriNgB2B MARKETING ii

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