Claire Suellentrop

Out With User Personas: Creating Compelling, High-Converting Campaigns Using Jobs To Be Done

Traditional marketing teaches us to group customers based on their personas ("Jan is 35, works in corporate HR, drives a Honda, loves her two kids"). But this approach misses the mark: it fails to address the customer's need. That need is what drives people to use your product.

Rather than grouping customers by lifestyle attributes, Jobs To Be Done (JTBD) helps you discover the need your product meets for people - and that need is fuel for drastically more relevant, high-converting marketing campaigns.

During this session you’ll learn:

  • How user personas and JTBD are different (including examples from real campaigns)
  • How to implement the JTBD process within their organization
  • Exact questions to ask to uncover customers' JTBD (and questions not to ask)
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