JTBD Marketing

JTBD analysis in an essential method for driving marketing strategy and guiding sales conversations.

Make a concerted effort to listen for psychological triggers that instigate decision chains.

Context

• Listening
• Problems
• Desires
• Biases
• Intentions
• Decisions

Awareness

The customer journey from identifying problems/opportunities to progress.

1. Unaware
2. Problem Aware
3. Solution Aware
4. Product Aware
5. Most Aware

Intent

Use emotional hooks to retell heroes journeys that resonate with your audience and drive people to break inertia.

Low intent

• User is not currently motivated to take action
• Content should focus on why and value proposition

Medium intent

• User could take action but needs to be convinced
• Content should lead with why and transition into how

High intent

• User wants to take action today
• Content should focus on how to get started and what to expect.

What is the most important question you could ask yourself to make progress?