Supercharge Your Marketing with The JTBD Framework – Claire Suellentrop – Co-Founder at Forget The Funnel (GMT055)

Imagine having the superpower to read your customers’ minds! You’ll know how they talk, what triggers them to purchase or leave your product, and how they describe your product and your competitors. That would be a ultimate superpower for marketers! With Jobs-To-Be-Done (JTBD) framework to supercharge your marketing. In this episode, Claire Suellentrop, Co-Founder at Forget The Funnel and Hey Elevate, and former Head of Marketing at Calendly, shares exactly how she helped Autobooks use the JTBD framework to create more compelling and effective marketing campaigns.

In episode 55, you’ll learn from Claire:

  1. Claire’s step-by-step process to discovering actionable insights from JTBD customer interviews
  2. How often should company’s be doing JTBD interviews
  3. Two creative ways to get buy-in from your leadership team to do JTBD interviews

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Tweet Some Quotes from This Episode
Even if you segment your customers, the pain points might be the same. This might enable you to create relevant marketing without creating 20 marketing strategies. - @clairesuellen from @GrowthToday podcast. Get the full episode 👇 Click To Tweet The JTBD framework helps you get to the core need of your customers rather demographics data that don't actually influence purchase behavior. – @clairesuellen from the @GrowthToday podcast. Get the full episode 👇 Click To Tweet Interviews are the most effective way to figure out what compelled your customers to make a purchase. Surveys just don't cut it. – @clairesuellen from the @GrowthToday podcast. Get the full episode 👇 Click To Tweet If you're in marketing, your best bet to become a CMO one day is to stop thinking of yourself as a marketer, but as a business person who happens to be good at marketing. – @clairesuellen from the @GrowthToday podcast. Get the full… Click To Tweet What traditional marketing gets so wrong is that often it starts with demographic data without taking into account why that person made the purchase. – @clairesuellen from the @GrowthToday podcast. Get the full episode 👇 Click To Tweet
My Takeaways from This Episode
  1. Don’t just sell to people and personas. Sell to the pain points of customers. Claire brought up several examples of why you should do this. My favorite one is with her husband. She brings up all of his social media profiles and asks why he bought a specific briefcase. Unfortunately, demographics data doesn’t really reveal the reason why.
  2. Talk to your customers. If you’ve been here listening to this podcast, I hope you’ve started to get annoyed with this because almost every marketing experts I’ve talked to have said that if you’re in marketing, you should be talking to your customers. It’s a lot of work. But you’ll get so many insights as to how your customers talk, how they describe your products and your competitors, and what compelled them to purchase your product. Those are such valuable insights.
  3. Stop thinking of yourself as a marketer, but as a business person who is good at marketing. Wow, I’ve never heard it phrased that way, but it’s something that’s been in the back of my mind. The best marketers understand the impact of their work to the bigger picture. Whereas, those who are early on in their career, tend to be siloed in on what they’re good at, whether that’s SEO, paid acquisition or content. If you want to be CMO, as Claire said, the best bet is to become more of a business person.
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About Claire Suellentrop

Claire Suellentrop is a SaaS marketer and customer research evangelist. She is currently Co-Founder at and

Previously the Director of Marketing and #2 employee at Calendly — and now a marketing consultant for high-growth SaaS companies — she’s seen firsthand that truly effective marketing stems from a deep understanding of existing customers. So she helps companies get inside customers’ heads, then uses those insights to create compelling landing pages, high-converting websites, smooth signup flows and sticky onboarding experiences.

Show Notes
  • 5:04

    Why most marketing teams get personas so wrong

  • 7:28

    Use personas as a layer to the jobs-to-be-done (JTBD) of your company

  • 13:10

    How do you figure out the JTBD of a company

  • 20:04

    How long does a JTBD interview process take

  • 22:00

    How often should companies be doing JTBD interviews

  • 25:01

    Two ways to get buy-in from the leadership team to do JTBD interviews

  • 28:46

    Claire’s advice to any marketer’s who want to be a Head of Marketing or CMO in the future

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Get the actionable growth cheat sheets from the latest podcast episodes. Ask questions to upcoming guests. 👇


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