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JTBD for Marketering - Nopadon.pdf

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JTBD for Marketering - Nopadon.pdf

  1. 1. JTBD FOR MARKETERS – NOPADON WONGPAKDEE
  2. 2. Headline A/B Test A B Shop by text with expert stylists Look your best without the hassle of shopping
  3. 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. 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. 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. 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
  7. 7. A Framework For Customer Obsession
  8. 8. WHAT IS JOBs TO BE DONE? – 01
  9. 9. A framework that will help you uncover unconscious motivations that influence a person’s decision to buy a product or service
  10. 10. “A product is ‘hired’ to get a job done.”
  11. 11. SUPPLY SIDE VS. DEMAND SIDE THINKING – 02
  12. 12. Supply vs. Demand Perspective CUSTOMER & CONSUMER COMPANY, BRAND & PRODUCTS
  13. 13. Supply vs. Demand Perspective ? COMPANY, BRAND & PRODUCTS “THE WALL” PRODUCT - MARKET DISCONNECT
  14. 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
  15. 15. 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
  16. 16. Demand-Side Journey Everything you see Thinking brain Filter criteria 1) Familiarity 2) Goal relevance
  17. 17. Demand-Side Journey Anxiety Goal Hope Struggle Question Deadline All in one app! Feature Feature Feature Price ? ? ?
  18. 18. Demand-Side Journey Anxiety Goal Hope Struggle Question Deadline Struggle Answer Answer Goal Hope
  19. 19. NOW YOU CAN… –
  20. 20. The Timeline Unaware of need Aware / passive looking Actively researching Enjoying solution Comparing solutions First thought Trigger Trigger Trigger
  21. 21. The Problem with Personas
  22. 22. MISTAKE 1: SUPPLY SIDE THINKING –
  23. 23. Headline A/B Test A B Shop by text with expert stylists Look your best without the hassle of shopping Winner 5X
  24. 24. 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
  25. 25. OUTCOMES & BLOCKERS – 04
  26. 26. A Desired Outcome is the ultimate goal/aim that your prospect is trying to achieve.
  27. 27. Desired outcomes have: Functional Emotional & Social Components
  28. 28. Desired Outcomes Functional? Emotional? Social?
  29. 29. Desired outcomes Functional Emotional Social
  30. 30. Desired outcomes Functional? Emotional? Social?
  31. 31. Desired Outcomes Functional Emotional Social?
  32. 32. MISTAKE 2: THINKING YOUR CUSTOMERS ARE THE SAME –
  33. 33. 100X in 4 Years
  34. 34. 4 Distinct Jobs 👍 👎👎
  35. 35. Supply side thinking Desired Outcomes +35-40% 🔥
  36. 36. • Create copy that cuts through and resonates with your prospects • Understand what you prospect is ultimately trying to achieve How will we use this?
  37. 37. • 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?
  38. 38. •Interviews •Interviews •And more interviews How will we use this?
  39. 39. The Timeline Unaware of need Aware / passive looking Actively researching Enjoying solution Comparing solutions First thought Trigger Trigger Purchase / switch
  40. 40. The Timeline Unaware of need Aware / passive looking Actively researching Enjoying solution Comparing solutions First thought Trigger Trigger Purchase / switch
  41. 41. The Timeline Unaware of need Aware / passive looking Actively researching Enjoying solution Comparing solutions First thought Trigger Trigger Purchase / switch
  42. 42. 11X in 11 Months
  43. 43. It isn’t about payments!
  44. 44. Upstream struggles
  45. 45. OUTCOMES & BLOCKERS – 04
  46. 46. Creates demand Reduces demand Motivation Friction Forces Driving Demand
  47. 47. 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
  48. 48. 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
  49. 49. 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
  50. 50. “Habit and Anxiety are your silent competitors… These forces are just as much competitors as any product produced by a competing business.” —Alan Klement
  51. 51. “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
  52. 52. “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
  53. 53. 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
  54. 54. 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
  55. 55. PULLING IT ALL TOGETHER – EXAMPLES
  56. 56. Supply side thinking Now you can… Pain/push
  57. 57. All supply side All demand side Outcomes
  58. 58. Guessing Anxiety busting!
  59. 59. Anxiety busting! Supply side 45-50% 🔥
  60. 60. 3X in 6 Months
  61. 61. Anxiety busting!
  62. 62. MISTAKE 3: NOT ASKING THE RIGHT QUESTIONS –
  63. 63. THE INTERVIEW – 05
  64. 64. • 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
  65. 65. • It’s a skill • Practice • You’ll need to do several • Patterns will emerge A quick note
  66. 66. 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
  67. 67. 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
  68. 68. 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
  69. 69. 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
  70. 70. 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
  71. 71. 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.
  72. 72. • Stop your Supply Side thinking • Don’t Ignore your customers Habits & Anxieties • Talk to Prospects and ask the right questions JTBD for Marketers
  73. 73. GET IT DONE! –

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