B2B JTBD: Functional Jobs will always align with business goals?

I’ve been thinking about what happens when we try to apply the Jobs to be Done (JTBD) lens to business-to-business situations. Uncovering needs by carefully interviewing consumers is so powerful when we are talking directly to the end user but what about those buying design or marketing services from an agency or negotiating a fleet… Read More B2B JTBD: Functional Jobs will always align with business goals?

Using Google Adwords Adplanner to do keyword topic clustering

Clustering keywords can be useful to help identify content topics and marketing opportunities.  There are specialist tools around but you can achieve many of the same outcomes using the tools you are probably already using including Google Adwords Adplanner. Step 1: Start by generating or finding your list of keywords.  I’ve downloaded words from Google… Read More Using Google Adwords Adplanner to do keyword topic clustering

JTBD Analytics: What jobs are site visitors trying to get done?

Jobs to be done theory, JTBD, looks at the world through the eyes of the consumer rather than from a brand or business perspective.  JTBD suggests that by understanding underlying needs and motivations we can design better products or marketing to meet these needs.  Surfacing the needs of our customers should also help us design… Read More JTBD Analytics: What jobs are site visitors trying to get done?