Introduction

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How to use Jobs to be done.

On today’s episode I’m joined by my guest Claire Suellentrop, a messaging and conversion expert at Loveyourcustomers.co.

Claire is also a published author and the former Director of Marketing for Calendly. In this episode she will introduce us to the “Jobs to be done” methodology that is replacing the old method of creating customer personas.

Listen in for a step-by-step practical guide on this method, why you should be using it, and how you can implement it in your business.

Topics covered:

• Claire’s role at Calendly and transition into consulting
• How to use jobs to be done to ready your customers' minds
• The “Jobs to be done” approach to marketing
• Identifying your power customers and making a profile
• Tips for interviewing customers and getting valuable insight
• Introducing new methods to your company successfully
• Case studies and recommended resources on the “Jobs to be done” methodology

Resources mentioned:

• Why the Jobs-to-be-Done Framework Creates Better Products: Alan Klement
• Websites that Convert: The fundamentals of writing compelling website copy by Claire Suellentrop
• Loveyourcustomers.co
• Claire’s talk from the Unbounce’s Call to Action Conference
• Rev.com and Speechpad.com - Transcription services
• Matt Hodges on Marketing the Job to be Done via Intercom
• When Coffee & Kale Compete by Alan Klement
• https://jtbd.info/ Blog by Alan Klement
• Bikeshedding in Marketing: 3 Keys to Being an Effective Marketer

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Finally...

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