Twilio Director of Product Marketing • 3y
I find the jobs to be done framework very useful in order to keep a customer-first mindset. Truly understanding your target audience's needs serves a product marketer targeting any segment or industry. Ultimately all buyers are people whether they're purchasing as a consumer or as a representative of their employer.
ServiceNow VP, Product Marketing - CRM • 2y
I think it's very helpful. For those reading this that haven't read Clayton Christensen's work, here's a good summary of the concept of "jobs to be done". When we create messaging, we need to be focused on what problem we're solving. I'll give you an example of when I worked on GoToMeeting. This was early days and not many people used online meetings, way before Zoom. If you think about what job GoToMeeting was solving, many thought the problem was better collaboration. You get screen sharing an ...Read More
Lemon.io Head of Growth Product Marketing | Formerly LottieFiles, WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold) • 3y
JTBD is a great framework for products with many use cases which can appear across multiple B2B ICPs. For example, when I was leading SDK product marketing, we used job stories to explain typical use cases for SDK. Our enterprise users "hired" SDK to solve their own integration needs and build various types of extensions which went into typical job stories.
WSO2 Director of Product Marketing • 2y
The Jobs To Be Done (JTBD) concept is excellent for an enterprise B2B sales motion, and it is beneficial to think about why someone would buy your product. However, there are a few things to keep in mind. Speaking just about the job works well when your audience is responsible for actually getting the job done. For example, developers might need a CI/CD pipeline tool to deploy code, or marketers might need an email marketing tool to send email to customers. With these audiences, you can speak ab ...Read More
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