How do you incorporate JTBD into messaging? And if so, what's your approach to building that in?
1 Answer
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • April 18
I love this question and I'm a huge fan of JTBD again from my time at Intercom where this was a huge part of how we build and marketed our products.
This actually needs to start before you get to the messaging stage. This needs to start at the product scoping stage, where you and your product team should develop a PRD (Product Requirements Doc). This doc should clearly define what is the problem to be solved (what is the job customers want to do). Once this has been defined, and a solution is defined and built, you can build your messaging around the Jobs this solution now enables your customers to do - versus feature and functionality.
445 Views
Top Product Marketing Mentors
Christy Roach
AssemblyAI VP of Marketing
Claudia Michon
Automation Anywhere Senior Vice President, Product & Solutions Marketing
Gregg Miller
PandaDoc VP of Product Marketing & Brand
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Amanda Groves
Enable VP of Product Marketing
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing
Kevin Garcia
Anthropic Product Marketing Leader
Amanda Groves
Enable VP of Product Marketing
Pulkit Agrawal
Chameleon Co-founder & CEO
Alissa Lydon
Dovetail Head of Product Marketing
Related Questions
What are the best ways to differentiate a new product category?What has been the most useful mechanism you have used to test messaging and determine the best message?How often do you re-iterate on messaging and why do you do it at this interval?How often do you re-iterate on messaging and why do you do it at this interval?How do you simplify technical jargon so that your audience understands it but not so much so as to lose its essence? How do begin to formulate your messaging? Do you generally begin with the product management team, sales team etc?