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.

1. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
Rethinking “Personas”:
Create higher-converting campaigns
using Jobs To Be Done

2. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen

3. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
“So ware Stephen”
Twitter: @unronic
Instagram: @unronik
LinkedIn:
linkedin.com/in/stephenkrauska

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. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
???
“So ware Stephen”

6. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen

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. 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. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen

10. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen

11. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
Jobs To Be Done

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. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
“Job”
Consumer’s struggle, motivating them to
seek something new

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. 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. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
???
“So ware Stephen”

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. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen

19. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen

20. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
Case study: Autobooks

21. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
Case study: Autobooks

22. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
Case study: Autobooks

23. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
Case study: Autobooks

24. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
Case study: Autobooks

25. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
Case study: Autobooks

26. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
Case study: Autobooks

27. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
Case study: Autobooks
SMBs discovering Autobooks → signing up:

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. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
Case study: Autobooks

30. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
Uncovering your customers’
Jobs to be Done

31. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
Step 1: Find your best customers

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. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
Step 2: Get those customers
on the phone

34. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
Step 2: Get those customers
on the phone

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. 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. 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. 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. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
ConvinceAttractReach Educate

40. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
ConvinceAttractReach Educate
Advertising channels
Online forums & communities
Partnerships

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. 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. 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. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen

45. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen

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. Rethinking “Personas” with Jobs To Be Done#LearnInbound / @ClaireSuellen
Thank you!
Follow-up questions?
Find me at:
@ClaireSuellen
claire@heyelevate.com