What makes people click, convert or care?
It’s a question every marketer asks… And most are still guessing.
Despite all the tools, personas, and campaign data, it’s still far too easy to fall into marketing that sounds good, but doesn’t land.
That’s where Jobs to Be Done (JTBD) comes in. Not as a tactic, but as a foundational way to understand what your customers are really trying to achieve.
Why Jobs to Be Done (JTBD) Belongs in Your Marketing Playbook
JTBD helps you understand the real reason someone starts looking for a solution in the first place. It’s not about what your product does. It’s about the outcome your customer is trying to achieve.
When you apply JTBD to marketing, you begin to uncover the underlying motivation, context, and emotional triggers that lead to a purchase decision.
You stop guessing why a headline works and start writing copy that mirrors the language and logic your customer uses to make progress.
Key Concepts in JTBD-Driven Marketing
- The Struggling Moment: Understand what’s broken in your customer’s current reality. Every high-performing campaign starts with a pain point they feel now.
- Timeline of a Buying Decision: Learn to map content and messaging to the customer’s real decision-making journey, from First Thought to Ongoing Use.
- The Four Forces of Progress: Pushes, Pulls, Anxieties, and Habits. Also how to use them to guide your storytelling, ads and landing pages.
- Message-Market Fit: Use JTBD interviews to uncover exact phrases and value propositions that truly resonate with your audience.
- From Features to Outcomes: Learn how to position your product around progress instead of checklists.
What JTBD Can Do for Your Marketing
You’ll walk away with:
- A new lens to approach customer research and messaging
- Techniques to uncover language that resonates
- A playbook for turning real customer struggles into powerful campaigns
You’ll also learn from real examples of companies that restructured their marketing using JTBD insights and saw better conversion, retention and alignment between teams.
Who Should Explore JTBD
- SaaS and B2B marketers
- Product marketers
- Content strategists
- Founders and early-stage teams
Whether you’re writing landing pages, ads, or nurturing leads, JTBD will help you build messaging that moves.
Want to Go Deeper?
We’ve put together a free JTBD in Marketing Guide that goes even further — with real examples, templates, and step-by-step applications tailored for marketing teams.
Download the free guide and start creating campaigns that truly resonate.