Death to Boring B2B Marketing, Part 2: Jobs-to-Be-Done
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This document discusses how adopting a jobs-to-be-done framework can help marketers create more relevant marketing. It provides examples of how companies like Intercom use jobs-based thinking to improve customer understanding, segmentation, messaging and product design. The document advocates discovering customer jobs through interviews, analytics and applying the job framework to activities like account-based marketing and landing page design.
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Death to Boring B2B Marketing, Part 2: Jobs-to-Be-Done
- 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. “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
- 6. @CLIFFSEAL fAVORITE SongIS OUT OF TUNE YOUR
- 8. @CLIFFSEAL
- 9. @CLIFFSEAL
- 15. @CLIFFSEAL joB done JUST TUNING COULDN’T GET THE …SO WE “HIRED” EQUAL TEMPERAMENT
- 17. CREATIVE EXPRESSION WITH MUSICAL INSTRUMENTS 9 @CLIFFSEAL JUST SCALE EQUAL TEMPERAMENT
- 18. YOUR CUSTOMER’S COMPELLING CONTEXT + MOTIVATION 10 @CLIFFSEAL YOUR PRODUCT YOUR COMPETITOR Source: Badass, Kathy Sierra
- 19. “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
- 30. JOBS-TO-BE-DONE THEORY PROVIDES A FRAMEWORK FOR RELEVANCE @CLIFFSEAL
- 31. RELEVANT MARKETING ADDRESSES Source: http://trackmaven.com/ blog/2016/05/b2c-b2b- marketing-research/ CONTEXT + MOTIVATION @CLIFFSEAL
- 32. 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
- 33. @CLIFFSEAL Empowering peoPLeTO GET THE RIGHT JOB DONE RELEVANCE IS
- 37. “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
- 38. “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
- 40. DISCOVER JOBS THROUGH TALKING TO ACTUAL PEOPLE @CLIFFSEAL
- 41. DISCOVER JOBS THROUGH TALKING TO ACTUAL PEOPLE LEADS, CUSTOMERS, LOST, AND ATTRITED @CLIFFSEAL
- 42. DISCOVER JOBS THROUGH TALKING TO ACTUAL PEOPLE LEADS, CUSTOMERS, LOST, AND ATTRITED BUYING TIMELINE @CLIFFSEAL
- 43. DISCOVER JOBS THROUGH TALKING TO ACTUAL PEOPLE LEADS, CUSTOMERS, LOST, AND ATTRITED BUYING TIMELINE @CLIFFSEAL “FIRST THOUGHT” AND “MOMENTS OF STRUGGLE”
- 46. “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
- 47. “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
- 48. DISCOVER JOBS THROUGH ANALYTICS, SUPPORT, AND SALES @CLIFFSEAL
- 49. DISCOVER JOBS THROUGH ANALYTICS, SUPPORT, AND SALES @CLIFFSEAL WORKFLOWS
- 50. DISCOVER JOBS THROUGH ANALYTICS, SUPPORT, AND SALES @CLIFFSEAL WORKFLOWS SNAGS
- 51. DISCOVER JOBS THROUGH ANALYTICS, SUPPORT, AND SALES @CLIFFSEAL WORKFLOWS WORKAROUNDS SNAGS
- 52. “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
- 55. IMPLEMENT JOBS IN LANDING PAGES @CLIFFSEAL
- 56. IMPLEMENT JOBS IN LANDING PAGES @CLIFFSEAL NARRATIVE
- 58. IMPLEMENT JOBS IN @CLIFFSEAL NARRATIVE COPYWRITING & KEYWORDS LANDING PAGES
- 60. IMPLEMENT JOBS IN @CLIFFSEAL SOCIAL PROOF NARRATIVE COPYWRITING & KEYWORDS LANDING PAGES
- 64. “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/
- 66. IMPLEMENT JOBS BY REDEFINING PERSONAS @CLIFFSEAL
- 67. IMPLEMENT JOBS BY REDEFINING PERSONAS @CLIFFSEAL SUB-JOBS & STORIES
- 69. IMPLEMENT JOBS BY REDEFINING PERSONAS @CLIFFSEAL SUB-JOBS & STORIES TRUE COMPETITORS
- 70. Source: Intercom on Jobs-to-be-Done
- 73. “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
- 74. 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.
- 75. “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