Understanding the Jobs to Be Done Theory

The “Jobs to Be Done” theory is at the core of Evolve Digital Labs’ process for developing successful lead generation and marketing strategies. It has helped Evolve shape effective playbooks for transportation, healthcare, higher-education, telecommunications and B2B industries. 

WHAT IS JOBS TO BE DONE THEORY?

Countless articles and books have been written about JTBD.  It is an outcome-driven innovation methodology, more simply put, a means for identifying the how and why of a consumer’s path to purchase.

JTBD provides a controlled process for gathering and analyzing a consumer’s needs. Those who use the “jobs theory” have a definition for a customer’s desired outcomes. Marketers can use JTBD to formulate effective strategies for growth and a process to secure more customers.

What is Jobs to Be Done?
Why Jobs to Be Done
Process and outcomes
Customer Maps
Keyword Research

WHY JOBS TO BE DONE?

Why is Jobs To Be Done different from other marketing theories or processes?  Jobs To Be Done is outcome focused – operating under the assumption – that people buy products and services to get jobs done. Meaning the approach focuses on the outcome a customer is seeking and the path to reach that outcome, not just the need a customer may have.

PROCESS AND OUTCOMES

So what does the process look like to achieve a consumer’s desired outcome online? We have broken it down with a simple example highlighting America’s favorite pastime.

The goal in this example is to engage and convert people interested in attending a St. Louis Cardinals Baseball Game. We will follow three simple steps for identifying and meeting a consumer’s Jobs To Be Done.

  • 1: Create a Job Map

  • 2: Optimize Content Using Keyword Research & Job Map

  • 3: Develop a Content Strategy and Page Structure

JOBS TO BE DONE CUSTOMER MAP

A customer job map is a critical component to effective JTBD execution. Job maps are just as they sound … a visual outline divided into a step-by-step process to identify the precise job a customer is trying to complete. See the map below for those attempting to attend a Cardinal’s game.

Evolve_Digital_Labs_Jobs_Map_JTBD
Jobs to Be Done
Process and Outcomes
Customer Map
Keyword Research

KEYWORD RESEARCH & SELECTION

St_Louis_Cardinals_Schedule

Determine how and what people are searching for against the outcome. Then discover what jobs must be done to satisfy the outcome.

RESEARCH GAME DAYS

  • Query
  • St. Louis Carindals Schedule
  • Saint Louis Cardinals Schedule
  • St. Louis Cardinals Game Schedule
  • Monthly Google Searches
  • 74,000
  • 1,600
  • 1,300
  • Competition
  • Low
  • Low
  • Low

RESEARCH TICKETS & MAKE PURCHASE

  • Query
  • St. Louis Cardinals Tickets
  • STL Cardinals Tickets
  • St. Louis Cardinal Tickets
  • St. Louis Cardinals Game Schedule
  • Monthly Google Searches
  • 14,800
  • 3,600
  • 1,900
  • 1,300
  • Competition
  • Medium
  • Medium
  • High
  • Low

RESEARCH TRAVEL ARRANGEMENTS