Description

Most people associate “Jobs” with Product and UX. But in Marketing, it can be quite powerful, because effective marketing starts and ends with user psychology… Understanding why people buy, where they look for solutions, what solutions they look for, and what doubts prevent them from buying.

Now we have almost a hundred people singing from the same hymn sheet…

Absolutely worth it, it will stay with us forever.

Darina Garland | Co-Founder - Ooni Pizza Ovens

Your Instructor:

Nopadon Wongpakdee

A long-time practitioner of JTBD, Nopadon spent time learning from (and teaching with) Bob Moesta, pioneer of the Jobs framework. He introduced Jobs to Citibank and 500 Startups. He has refined this approach in his work at Startup Core Strengths, helping over 100 startups apply the Jobs methodology specifically to accelerate growth. Previously, he spent 20+ years in Digital Marketing, where he helps companies understand how to scale their growth, with a focus on SEO and inbound marketing.

What we'll Cover:

Refine your interviewing skills and learn specifically how to apply Jobs insights at each stage of the marketing funnel, including how to:

Quickly draft and optimize ads, landing pages and app store listings
Find specific customer language that resonates and converts
Uncover long-tail search terms that competitors missed
Find entirely new channels and growth loops
Prioritise and address common anxieties and objections
Improve your pricing page
Create “lead magnets” that fill sales pipelines
Boost activation by getting users to the “aha moment” fast

What You’ll Get:

Join 2 two-hour live sessions where we can discuss your business and answer your questions.

Learn to conduct “Jobs” interviews to map the customer journey, including specific prompts of what to listen for at each stage
Run practice interviews to refine your technique
A set of “question cards” as a quick reference
A step-by-step framework to convert your interview learnings into measurable growth
Practical tips on Zoom vs. in-person interviews, and how to leverage transcripts
A “user psychology playbook” template to synthesise your insights
A “Job Card” template to share your learnings with the whole team

Who should attend?

These practices have been shown to benefit companies at any stage or industry. The course is ideal for marketing leaders, writers and designers, as well as early-stage founders who want to get “hands-on.” Prior experience with JTBD or Marketing is helpful, but not required. But good listening skills are essential.

1. Focus

Zoom in on the most important parts of the business to focus your work and simplify resource decisions (e.g. spend, build, hire). You’ll spot and unblock constraints, and find and build out growth loops

2. Align

Give everyone a simple scoreboard so they can see how they’re doing, and understand how their work contributes to the company’s success. This will help individuals prioritise better, align and focus the team, and reduce silos and politics.

3. Simplify

Have more productive conversations with key leaders and investors, because you're working from a common set of assumptions

What kinds of business models will we cover?

Simple B2C acquisition funnels (quick impulse-buy, DTC)
Longer slower “Considered purchase” funnels (B2B and B2C)
Enterprise B2B sales (lead-gen, nurture, sales)
Marketplaces (2- and 3-sided)
Mobile apps, traffic, installs through retention
Viral / product-driven growth
Subscription / retention-driven businesses (B2B and B2C)
Content & inbound traffic models (incl. SEO and Influencer)

First, you’ll distill your business into a simple flow diagram. Then, you’ll identify key levers that drive your growth engine so you can prioritise areas of focus. This will also help you spot problems early if things aren’t lining up with your growth model.

What is a growth model, exactly?

“The JBTD framework was a bit of a mystery to me and despite reading numerous blogs and books, I struggled to get the essence of how it can help me. This course has allowed us to get to a clear understanding of the thought process behind users’ purchasing decision. It was eye opening to learn what are the right questions to ask our users to get to the underlying truth of their behaviours. We thought we knew everything but yet, it has uncovered surprising things about our customers that allowed us craft high impact copy, enhance our brand positioning and improve conversion. Highly recommend for anyone who is ready to deepen their understanding of their customers.”

Francesca Abalasei | Growth Manager - SecondNature.io

Master JTBD for Marketing

April 27 & 29

15:00 -17:00 GMT

Solo = £400

Group = 3+ for £300

Limited to 25 attendees

Why are “growth models” critical?

When each person works from a different mental model (investors, product people, marketers, etc.) they each act from their own set of assumptions: E.g. product people want to research and build… marketing people want to buy ads or do branding… engineers want to refactor code or do iOS15 updates, compliance wants to comply and lawyers want to keep you out of jail (crazy, I know 🤷🏻‍♂️). Chaos ensues because everyone’s moving in different directions, and everyone passionately believes their thing is the most important thing in the company.

Simply put, your growth model lets you establish a common language, and give everyone a simple mental model to understand how their own work contributes to your overall growth.

Sharpen your interviewing skills to uncover hidden customer insights that can improve each stage of the marketing funnel. (Craft stronger ad copy & landing pages, find new channels, even help pricing and retention.)

Peer deep into your users’ psychology to uncover unconscious motivations that improve each stage of the marketing funnel

Individuals £400 (or £300 if you buy 3 or more)

Dates: April 27 & 29