Death to Boring B2B Marketing, Part 2: Jobs to be Done

In our new economy of trust, connection, and relevance, marketing strategies need to reflect a deep understanding of customer value. Unfortunately, the classic, persona-based form of marketing isn’t designed to achieve that outcome. We need a new way to be relevant. Fortunately, there’s a framework to help marketers do just that: “Jobs to be Done”. It’s designed—and proven—to give tremendous insight into the true value you provide to your customers. After this session, you'll be able to:

• Understand jobs-to-be-done theory and how it can (and should) be applied to marketing
• Uncover what your customers “hire” your product or service to do
• Implement your discoveries at any scale that works for you