Clients from Content How to get more buyers (10 expert tactics)
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Feb 5, 2025 Caitlin Bourgoin, the founder of Why We Buy, specializes in buyer psychology and offers insights into what drives customer decisions. She discusses the importance of customer discovery calls and the 'Jobs to Be Done' theory for understanding buyer motivations. Caitlin reveals three powerful questions to ask during these calls and challenges common marketing assumptions. She emphasizes the need to shift from vanity metrics to genuine engagement, advocating for strategies that prioritize client conversion and authentic communication in marketing.
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Customer Discovery Calls
- Conduct customer research calls, or "clarity calls," to understand client behavior.
- Focus on reconstructing the buyer's journey, not just product feedback.
Jobs to Be Done Theory
- Customers don't buy products for their features but to get specific jobs done.
- Understanding those jobs is key to product development and messaging.
Intercom Example
- Intercom's map feature, initially for visualizing customer locations, became a social proof tool.
- Observing how customers use products can reveal unexpected jobs they're trying to get done.
