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

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”

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.

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”

20. 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)

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

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

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

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

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