3 expert tips to get org-wide support for JTBD theory
3 expert tips to get org-wide support for JTBD theory
Marketing Powerups #86: Alli Blum shares 3 tips to help you get org-wide buy-in for the Jobs-to-be-Done framework
Hello, and welcome to Marketing Powerups! 👋🏽
Today's powerups include:
Ahref’s tips after reviewing 1,000,000 domains.
Optimize content strategy across the customer journey.
Alli Blum’s tips to get org-wide buy-in for the Jobs-to-be-Done framework.
Ready? Let's go! ⭐️
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⭐️ 3 tips to get buy-in for the JTBD framework
One framework that's had the biggest impact on my career is the Jobs-to-be-Done (JTBD) theory. It's the idea that people "hire" products to accomplish a job. For example, you might be "hiring" Marketing Powerups to learn marketing frameworks to help your campaigns stand out.
Understanding what your customers are hiring your product to do can help you educate people better on how your product can help them better than your competitors.
Today, Alli Blum (Growth Consultant at the Hypothesis Department) shares 3 tips to help you get org-wide buy-in for the JTBD theory at your company:
1. Start small and cultivate connections. 🤗
Starting small is the way to go. Begin by connecting with your colleagues on a personal level. Understand their pain points and gradually link these to your customers' needs. This approach helps build the case for buy-in over time. As Alli puts it:
"By understanding our colleagues' problems and strategically linking them to customer needs, we can gradually build a compelling case for buy-in within the organization."
2. Align organizational efforts with customer progress. ⏩
Alignment is key. It's crucial to align your organizational efforts with your customers' progress. Rather than focusing solely on marketing strategies, emphasize the need to build experiences facilitating customer progress. According to Alli:
"Your focus should be on integrating the organization around serving the progress of your customers. This mindset shift is fundamental in gaining org-wide buy-in for the jobs-to-be-done framework."
3. Host workshops to drive understanding. 🤓
Consider arranging Job-to-be-Done workshops within your organization. These workshops should revolve around activities like listening to customer data, understanding job stories, and applying these insights to various aspects of the business. Alli highlights the impact of such workshops:
"By diving deep into the voice of customer data, understanding job stories, and applying them throughout the business, we can drive a deeper understanding and trust in the framework, thus reducing resistance and increasing buy-in."
In the latest Marketing Powerups episode, Alli shares more in-depth tips to help you get org-wide buy-in for the JTBD framework.
Listen to the episode on Apple Podcast and Spotify now, or watch it on YouTube.
✨ Mini powerups
Fun-sized tools, links, and blurbs to boost your marketing.
📝 How to optimize your content strategy across the customer journey: (article)
In this MarTech article, learn how to captivate your audience at every step, from awareness to decision-making, with strategic content that turns prospects into loyal customers.
😵 Google goes on the defensive on its search quality & forum results: (opinion)
If you Google medical questions, Reddit threads sometimes end up at the top of the search results page, beating out trusted medical sources. Danny Sullivan, Google's Search Liaison, commented on a LinkedIn post from Lily Ray defending why they do this.
📊 What I learned from auditing over 1,000,000 websites: (presentation)
Patrick Stox—Product Advisor and Brand Advisor at Ahrefs—shares his slide deck for SERP Conf 2024, full of helpful SEO tips, data, and insights from auditing over 1,000,000 domains.
That’s all for now, friends!
Have a powered-up day,
Ramli John
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