Applying JTBD to marketing: Case study with The Re-Wired Group
Operationalising growth and driving better-fit leads by applying Jobs to be Done: an Oh Blimey case study.
Some of the results from operationalising marketing processes using JTBD:
Sessions up 110%
New unique users up 123%
Content conversions up 150%
Website > program sign-up up 53%
“We knew what our clients’ struggles were and what progress they were looking to make, but ultimately, there was a gap in how to apply this to our own marketing. Oh Blimey helped us to translate this into our marketing, helping us to operationalise processes and unlock a new level of growth”.
Bob Moesta, President, The Re-Wired Group.
Background:
The Re-Wired Group is an innovation and design consulting firm that helps organisations and startups build better products. Its team is made up of Bob Moesta, Greg Engle, Matt Sheppard and Katherine Thompson.
As the co-creator of the Jobs to be Done framework, along with Clayton Christensen, they’ve worked with names such as Basecamp, AutoBooks, and Intercom. They’re also the authors of Demand-Side Sales: 101, a methodology used by companies looking to reframe their sales process by changing the lens of which they view customers.
Before partnering with Oh Blimey, The Re-Wired Group had long relied on consistent, repeat customers for work and decided it was time to expand beyond the base they’d developed.
It was now time to be more strategic and to get to the bottom of what was working… and why.
“It was time for us to become more intentional/strategic about how, when and where we communicated about our capabilities and offering.
Our approach was informal and adhoc. We'd speak at conferences, post on LinkedIn and record the occasional podcast, but didn't have any consistency around channels, cadence or message”.
Applying JTBD to grow your marketing: the process
Conducting Jobs to be Done on the customers of the people who co-created the Jobs to be Done methodology.
How meta, eh?
Oh Blimey helps startups and organisations to build growth foundations.
The project with The Re-Wired Group pulled together a combination of frameworks, including Customer-Led Growth by Forget the Funnel, as well as its own proven startup marketing methodology that’s used by startups from pre-seed to series A.
Underpinning this entire project was the application of Jobs to be Done to marketing.
As a quick refresher, Jobs to be Done (JTBD), is a theory that assumes people don’t buy things randomly; they hire and fire solutions to make progress in their lives. It is used both by organisations with product market fit and also by those looking to create their startup growth strategy.
Applying JTBD to your marketing and sales can help you to unlock why customers buy, simply by identifying the context in which decisions are made. This insight can then be used to realign marketing channel strategy, improve onboarding campaigns, improve click throughs… and ultimately grow more business.
In the case of The Re-Wired Group, they have product-market fit. Which means Oh Blimey came into:
Identify their main customer job and recommend the most effective way to position and market The Re-Wired Group's proposition.
Identify customers' success gaps and create content aligned to helping them to make progress, taking into account what may hold them back from using The Re-Wired Group.
Build in repeatable marketing processes that would allow them to grow, but also show them what was working and why.
Outcomes
Identification of an additional step in the prospects’ journey. This then helped us to understand what content to create to help with the education and application process.
A better understanding of which marketing channels customers used to research and sign up to the service, therefore providing focus on what activities to ramp up and which to pause.
A customer experience map with recommendations for marketing programs, helping to operationalise marketing and automate campaigns.
Examples of how applying JTBD
to create marketing that resonates.
Here are just a few examples of how we took the strategy and then applied it to their offering. This awesome work was carried out by a number of carefully selected partners of Oh Blimey’s, including Hekla, Jasmine Williams, Claire Carlile, and Matt Sullivan.
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New website copy with conversion copy aligned to the voice of customer.
We worked with an awesome copywriter to take the words of customers and turn it into language our prospects needed at the relevant stage of the buying process.
Result: click through rate up 53%
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Closed the content gap to help educate ideal customers to make progress.
Created a top and middle of the funnel content strategy aligned around the key struggles identified. This involved applying struggles and forces language within various pipeline content creation.
Better qualification and less time educating.
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A revised channel strategy supported with a strategic messaging strategy.
We created an SEO and social strategy aligned to the buying process, optimising for key terms.
This involved capturing demand and building the audience.New unique users up 123%
What’s the number one thing you can now do… that you couldn’t before using Oh Blimey?
Katherine Thompson, The Re-Wired Group
“We are able to do so much more, and I especially appreciate that Lucy can take the initiative and get work done with little direction. She does not enforce a "cookie cutter" approach but works with us based on our preferences, maturity and abilities”.
Bob Moesta, The Re-Wired Group
“We’re in the business of helping our clients understand their customers, but when it came to our business, we needed help translating our understanding of demand for our services into action.
We knew what their struggles were and what progress they were looking to make, but ultimately, there was a gap in how to apply this to our own marketing. Oh Blimey helped us to translate this into our marketing, helping us to operationalise processes and unlock a new level of growth”.
Are you unsure of what’s working and why?
Get in touch to learn how I may can help you operationalise your marketing processes to build repeatable growth.
