Rand Fishkin & Claire Suellentrop: JTBD SparkToro Case Study

Claire and Rand will discuss how Jobs to be Done helped rethink marketing at SparkToro. Understanding the jobs customers hired SparkToro to do has impacted marketing and product strategy, from prioritizing features, positioning and all the way through the marketing stack.

They will share how using the Jobs framework, they were able to, among other things, double SparkToro’s free to paid conversion rate.


Rand Fishkin

Co-Founder & CEO, SparkToro

Rand Fishkin has dedicated his professional life to helping people do better marketing through his writing, videos, speaking (these are classics), and his book, Lost and Founder. When Rand’s not working, he’s usually cooking a fancy meal for the love of his life, author Geraldine DeRuiter. If you bribe him with great pasta or fancy cocktails, he’ll happily pull back the curtain on big tech’s dark secrets.

Rand has spoken as BoS before; Helping Customers Find You Online – The Ever Changing World of Inbound Marketing in 2014; and The Things I Wish I Could’ve Told Young Mr Fishkin in 2016

Claire Suellentrop

COO & Co-Founder, Forget The Funnel

Claire is co-founder and COO of Forget The Funnel, boutique growth consultants for scaling SaaS companies. FTF uses a systematic approach to help SaaS teams graduate from ad hoc experiments to sustainable growth; an approach rooted in your customers’ desired experience, your unique product, and your team’s particular strengths & needs.

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