How to Use the JTBD Framework for Marketing
1. Define and Segment Your Target Customer(s)
For companies that sell B2B, customers include the person who uses the SaaS product, the teams that support it, and the leaders who make the purchasing decision. These three types of customers are described effectively in the JTDB framework.
Marketers should work to define which job roles fall into each customer category, and explore JTBD and desired outcomes for each type of customer.
While demographic and firmographic segmentation can still be effective in some contexts, segmenting your customers according to the jobs they’re trying to accomplish is likely the best way to optimize your messaging.
2. Create a Job Map
Having identified your customers and the jobs they are trying to get done, the next step is to create a job map.
The purpose of creating a job map is to understand what your customers are trying to accomplish at every step in the process of executing a job, what needs to happen to ensure success, and by what metrics success will be measured.
The best way to construct a detailed job map is to conduct market research and interviews with your target audience to better understand their JTBD, target outcomes, and definition of success.
3. Identify the Best Marketing Opportunities
Once you’ve defined your customers, segmented them by customer type, and documented their JTBD, you can start to identify the best opportunities for marketing to each customer segment.
At this stage, marketers should be asking questions like:
- Which of these jobs is most important to my target customer?
- Which jobs are conducted most frequently by my customers?
- Which jobs, sub-jobs, or process steps are causing the most pain for my target customer? Where are they spending the most time or generating the most cost?
- How do my competitor’s products help my target customer accomplish their JTBD? Where are the unmet needs?
By asking these questions, marketers can identify the best opportunities to deliver targeted content with messaging that speaks directly to the target customer and their most important needs and JTBD.