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Rethinking “Personas”: Create higher-converting campaigns using Jobs To Be Done

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Marketing best practices teach us to segment our customers based on their personas: e.g., Sally is 35, works in corporate HR, drives a Honda, loves her two kids.

But this approach misses the mark: it fails to reveal your customers’ true motivations. Why did they buy from you? Why do they use your product? This presentation explores how these details are the fuel you need to run more relevant, high-converting marketing campaigns.

Published in: Marketing
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Rethinking “Personas”: Create higher-converting campaigns using Jobs To Be Done

  1. 1. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Rethinking “Personas”: Create higher-converting campaigns using Jobs To Be Done
  2. 2. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
  3. 3. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen “So ware Stephen” Twitter: @unronic Instagram: @unronik LinkedIn: linkedin.com/in/stephenkrauska
  4. 4. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Male Early 30s Works at a so ware company Urban dweller Married No children LOVES his cats “So ware Stephen”
  5. 5. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen ??? “So ware Stephen”
  6. 6. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
  7. 7. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen “82% of marketers believe they deeply understand who they’re trying to reach. marketo.com/newsroom/press-releases/2017-08-23-More-Than-Half-of-Consumers-Frustrated-by-How-Brands-Approach-Engagement-Today-Study-Shows
  8. 8. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen “82% of marketers believe they deeply understand who they’re trying to reach. marketo.com/newsroom/press-releases/2017-08-23-More-Than-Half-of-Consumers-Frustrated-by-How-Brands-Approach-Engagement-Today-Study-Shows Over half of consumers (56%) believe brands do not understand them or market to them in relevant ways.
  9. 9. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
  10. 10. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
  11. 11. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Jobs To Be Done
  12. 12. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Jobs To Be Done Uncovers a customer’s motivation for buying your product – the “job” your product is“hired” to complete.
  13. 13. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen “Job” Consumer’s struggle, motivating them to seek something new
  14. 14. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen “Job” Consumer’s struggle, motivating them to seek something new “Done” Struggle is resolved, life is better
  15. 15. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen When _________, Help me _________, So I can _________. Your customer’s “Job” Situation that triggers the struggle “Job” / struggle motivating them “Done” / better life
  16. 16. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen ??? “So ware Stephen”
  17. 17. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen When I’m visiting the offices of our most important clients... Help me look put-together, but not old-fashioned... So I can show clients that I’m professional, and also modern / tech-savvy. “So ware Stephen”
  18. 18. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
  19. 19. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
  20. 20. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Case study: Autobooks
  21. 21. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Case study: Autobooks
  22. 22. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Case study: Autobooks
  23. 23. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Case study: Autobooks
  24. 24. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Case study: Autobooks
  25. 25. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Case study: Autobooks
  26. 26. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Case study: Autobooks
  27. 27. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Case study: Autobooks SMBs discovering Autobooks → signing up:
  28. 28. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Case study: Autobooks SMBs discovering Autobooks → signing up: Conversions rose from 14% → 23% (64% increase)
  29. 29. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Case study: Autobooks
  30. 30. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Uncovering your customers’ Jobs to be Done
  31. 31. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Step 1: Find your best customers
  32. 32. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Step 2: Get those customers on the phone ▫ 10 interviews ▫ “Timeline,” not “testimonial” ▫ Record & transcribe
  33. 33. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Step 2: Get those customers on the phone
  34. 34. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Step 2: Get those customers on the phone
  35. 35. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Step 2: Get those customers on the phone Avoid: ● Why did you ________? ● What do you think about ______? ● Do you think ______?
  36. 36. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Step 2: Get those customers on the phone Take me back to life before [PRODUCT]. What were you using back then? What happened that made you realize [OLD SOLUTION] would no longer work? How did you go about looking for a new solution? How did you eventually find [PRODUCT]? What made you realize [PRODUCT] was the right fit?
  37. 37. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Step 2: Get those customers on the phone List of interview questions: claire@heyelevate.com
  38. 38. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Step 3: Zoom in on patterns Common struggles pushing people to shop How they evaluated the options What they were skeptical of / worried about How they finally found your solution How they knew it was right for them
  39. 39. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen ConvinceAttractReach Educate
  40. 40. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen ConvinceAttractReach Educate Advertising channels Online forums & communities Partnerships
  41. 41. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen ConvinceAttractReach Educate Advertising channels Online forums & communities Partnerships Ad creative Content strategy Email nurture
  42. 42. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen ConvinceAttractReach Educate Advertising channels Online forums & communities Partnerships Ad creative Content strategy Email nurture Landing page copy Website design & copy Product messaging
  43. 43. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen ConvinceAttractReach Educate Advertising channels Online forums & communities Partnerships Ad creative Content strategy Email nurture Landing page copy Website design & copy Product messaging Cross-sell campaigns Winback campaigns
  44. 44. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
  45. 45. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
  46. 46. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Go forth List of interview questions: claire@heyelevate.com Free SaaS marketing workshops: forgetthefunnel.com/workshops
  47. 47. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen Thank you! Follow-up questions? Find me at: @ClaireSuellen claire@heyelevate.com

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