Claire Suellentrop loves getting inside customers’ heads, uncovering what those customers really care about, and using these juicy details to create great marketing.
She’s currently the co-founder of two companies: Userlist.io (behavior-based email for SaaS products), and Forget The Funnel (SaaS marketing training).
Previously, she consulted on customer insights and marketing for Wistia, MeetEdgar, Death to the Stock Photo, and many other fun SaaS companies. Before jumping into the world of consulting and co-founding, Claire was the Director of Marketing and #2 employee at Calendly.
Get out of the Echo Chamber: How to Use Jobs-To-Be-Done to Perfect your Product’s Positioning
When marketing a product, it’s common for founders to focus on the product itself. “Look at our cool features! We help you do XYZ activity, but better!” This is a recipe for getting lost in the noise.
Instead, capturing your customer’s attention requires focusing on her ultimate motivation (“job to be done”), which is to transform her current life-situation into a preferred one.
After this talk, you’ll walk away with an understanding of how the ‘jobs-to-be-done’ theory helps SaaS companies create effective positioning — and a proven, step-by-step process for uncovering your best customers’ ‘job-to-be-done’.