JTBD for Marketering - Nopadon.pdf
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JTBD for Marketering - Nopadon.pdf
- 2. Headline A/B Test A B Shop by text with expert stylists Look your best without the hassle of shopping
- 3. Headline A/B Test A B Accelerate your Learning. Develop your thinking through online discussion Organise, share and take notes on web pages, PDFs and academic papers easily, so you can learn faster, remember more and get things done.
- 4. Co-founder Startup Core Strengths Former EIR @ Citi Ventures Former Growth Hacker @ 500 Startups Using JTBD for 5+ years Startup Core Strengths: 10 week programme Seed & Series A companies who are ready to focus on growth. Nopadon
- 5. • How to create messaging that connects with prospects • How JTBD will supercharge your • Acquisitions • SEO • Content Strategy • What questions to ask and what to listen for • The top 3 Mistakes JTBD for Marketers TODAY’S TAKE AWAYS
- 6. How is this going to help us? Marketing & Sales • Find more customers • Convert more customers • Spot Churn Product Teams • Build better products • Convert & retain more customers Founders • All of the previous • Create alignment around true north star metric
- 8. WHAT IS JOBs TO BE DONE? – 01
- 9. A framework that will help you uncover unconscious motivations that influence a person’s decision to buy a product or service
- 10. “A product is ‘hired’ to get a job done.”
- 11. SUPPLY SIDE VS. DEMAND SIDE THINKING – 02
- 12. Supply vs. Demand Perspective CUSTOMER & CONSUMER COMPANY, BRAND & PRODUCTS
- 13. Supply vs. Demand Perspective ? COMPANY, BRAND & PRODUCTS “THE WALL” PRODUCT - MARKET DISCONNECT
- 14. Supply vs. Demand Perspective ? SUPPLIERS INPUTS “THE WALL” PRODUCT - MARKET DISCONNECT BUSINESS SYSTEM STRATEGY SPECS SUPPLY-SIDE PRODUCTS BENEFITS FEATURES EXPERIENCES ATTRIBUTES DESIGN & DEVELOPMENT | SALES & MARKETING WHAT THE COMPANY CAN DELIVER — PUSH
- 17. COMPANY, BRAND & PRODUCTS “THE WALL” PRODUCT - MARKET DISCONNECT Demand-Side Journey Unaware of need Researching solutions Trying a solution Aware of a need Comparing solutions
- 18. Demand-Side Journey Everything you see Thinking brain Filter criteria 1) Familiarity 2) Goal relevance
- 19. Demand-Side Journey Anxiety Goal Hope Struggle Question Deadline All in one app! Feature Feature Feature Price ? ? ?
- 20. Demand-Side Journey Anxiety Goal Hope Struggle Question Deadline Struggle Answer Answer Goal Hope
- 21. NOW YOU CAN… –
- 22. The Timeline Unaware of need Aware / passive looking Actively researching Enjoying solution Comparing solutions First thought Trigger Trigger Trigger
- 23. The Problem with Personas
- 25. Headline A/B Test A B Shop by text with expert stylists Look your best without the hassle of shopping Winner 5X
- 26. Headline A/B Test A B Accelerate your Learning. Develop your thinking through online discussion Organise, share and take notes on web pages, PDFs and academic papers easily, so you can learn faster, remember more and get things done. Winner10X
- 28. A Desired Outcome is the ultimate goal/aim that your prospect is trying to achieve.
- 29. Desired outcomes have: Functional Emotional & Social Components
- 34. MISTAKE 2: THINKING YOUR CUSTOMERS ARE THE SAME –
- 36. 100X in 4 Years
- 39. Supply side thinking Desired Outcomes +35-40% 🔥
- 40. • Create copy that cuts through and resonates with your prospects • Understand what you prospect is ultimately trying to achieve How will we use this?
- 41. • You will understand why customers are or are not attracted to your product, helping more customers buy your product, and creating copy that connects with customers. How will we use this?
- 42. •Interviews •Interviews •And more interviews How will we use this?
- 43. The Timeline Unaware of need Aware / passive looking Actively researching Enjoying solution Comparing solutions First thought Trigger Trigger Purchase / switch
- 44. The Timeline Unaware of need Aware / passive looking Actively researching Enjoying solution Comparing solutions First thought Trigger Trigger Purchase / switch
- 46. The Timeline Unaware of need Aware / passive looking Actively researching Enjoying solution Comparing solutions First thought Trigger Trigger Purchase / switch
- 47. 11X in 11 Months
- 48. It isn’t about payments!
- 51. Creates demand Reduces demand Motivation Friction Forces Driving Demand
- 52. Promise of the new Anxiety of the new Pull Anxiety Pain of the current situation Push Habit of the present Habit Forces Driving Demand 1 2 3 4
- 53. Pain of the present • What do prospects struggle with? • What pain is causing them to search for a new way of doing thing? Push Forces driving demand 1 Motivation Creates demand
- 54. Promise of a new future • What do they think they are trying to achieve? • What is their ultimate goal? • What will you allow them to do? Pull Forces driving demand 2 Motivation Creates demand
- 55. “Habit and Anxiety are your silent competitors… These forces are just as much competitors as any product produced by a competing business.” —Alan Klement
- 56. “How does it work?” Anxiety of the new • Exist when prospects have never used a particular product • Unfamiliar Product or Category Reduces demand Anxiety Friction Forces hindering demand “Looks complicated” “What is this?” “How does this help?” 3
- 57. “We’ll need to get buy in from X,Y,Z…” Habit of the present • What habits do they have to break to use you? • What is making it really hard functionally, emotionally, or socially to change Reduces demand Habit Friction Forces hindering demand “We’ll have to migrate from solution x” 4
- 58. Habit of the present • Inability to Try • (Gemist, Warby Parker) • Multiple Stakeholders • (Technical stakeholder etc.) • Switching Cost • (excel vs lotus) • Requires a Change in Behaviour • change in sales process Habit Forces hindering demand 4 Reduces demand Friction
- 59. Pull/promise Anxiety Push/pain Habit The Four Forces 1 2 3 4 A) “Meeting Ping Pong” B) “Slowing down my deals!” A) “Close more Sales” B) “Look more professional” A) “Does it integrate with my calendar? B) “Will it work with my CRM?” C) “I’m not technical” A) “We’ll need buy in for this” B) “What will my SDRs do?” C) “We’ll have to get rid of our chat app” Factors that cause inertia • Habit • Inability to try • Cost of switching • Change in behaviour • Multiple stakeholders
- 61. Supply side thinking Now you can… Pain/push
- 62. All supply side All demand side Outcomes
- 65. 3X in 6 Months
- 66. Anxiety busting!
- 67. MISTAKE 3: NOT ASKING THE RIGHT QUESTIONS –
- 69. • Imagine I was shooting a documentary • Take them back in their mind to that first moment. (Who were you with? What were you wearing?) • Unpack vague terms or generalities • It’s not a list of questions (more on that) • Record them & Buddy Up Best practices
- 70. • It’s a skill • Practice • You’ll need to do several • Patterns will emerge A quick note
- 71. Let’s make this real: Getting insights Pain of the present • What do prospects struggle with? • What are their unmet needs? Push What to ask / What to listen for • Take me back to when you first thought of buying something like this? • Listen for obvious JTBD and needs • What made you buy at this moment? • Listen for the trigger, what changed in their situation? Motivation 1
- 72. Let’s make this real: Getting insights Promise of a new future • What do they think they are trying to achieve? • What will you allow them to do? Pull What to ask / What to listen for • What were you trying to achieve? (through buying this product) • Listen for the ultimate goal (social or emotional) Hint: it’s not about your product, features or benefits • Describe the transformation you expect from this product • Listen for outcomes/ success criteria Motivation 2
- 73. Let’s make this real: Getting insights Anxiety of the year • What mental tradeoffs are they making? • What about you/your product give creates uncertainty? Anxiety What to ask / What to listen for • Tell me the story of buying this product? • Listen for anxieties, comprehension issues, emotional decisions • What worried you about the other solutions or ours? • Listen for the success criteria and anxieties Friction 3
- 74. Let’s make this real: Getting insights Habit of the present • What allegiances to the old way do they have? • What’s keeping them from progressing? Habit What to ask / What to listen for • How long had you been thinking about this purchase?/What took so long? • Listen for factors of inertia, what complicating issues were there? • Describe how hard it was replacing the old way of doing things? • Listen for Social/ Emotional inertia what was hard to deal with? Friction 4
- 75. B2B Specific Questions How is this project viewed inside the organisation? How did this project affect your business? Who cared about the outcomes of this project? Sample questions What to listen for • Find out if your prospect undertook this project to gain wider recognition, social or emotional jobs. • We're listening for the outcomes that were expected from this project. • We're listening for other stakeholders who are involved in the decision making. this will tell us who inside the business owns the project and its results
- 76. B2B Specific Questions What did success look like? What did you need from your supplier? How could you have achieved the same outcome? Sample questions What to listen for • What does success look like from the business with a client's perspective? Listen for emotional jobs. • Listen for functional emotional or social needs. Avoid discussions of price or convenience. Ask why. • We are listening for alternative solutions. Look beyond obvious suppliers to the job to be done.
- 77. • Stop your Supply Side thinking • Don’t Ignore your customers Habits & Anxieties • Talk to Prospects and ask the right questions JTBD for Marketers
- 78. GET IT DONE! –