Section 1: Arriving at the marketing JTBD

Let's get started:

1. Define the business objective, insight and the marketing job to be done.

2. Write a compelling and inspiring creative brief

3. Evaluate concepts and articulate the creative idea

4. Develop a production plan for your campaign

Defining the objective

• Keep it specific & measurable You should be able to track your goal with numbers or clear milestones (example, increase sales by 20%, improve customer retention by 15%).
• Tie it to business growthBe clear on how it impacts business growth, whether in the short term or long term. Think about how it contributes to the bottom line.
• Stay focused on the outcome Be clear on what outcome you're seeking - whether it's increased user acquisition, higher engagement, more product trials, or more.

Defining the insight:

• Start with the user
  Think back to the problems your users were facing, dig into research notes or speak to people to understand.
• Focus on emotion
  What emotional triggers did they experience? How big of a problem was it for them and how did it make them feel?
• Look for the gap
  What was missing in the solution space? What did they lack or have a desire for and how can your product fill the gap?

How to Define the Marketing JTBD

• Clarify the goalWhat’s the end goal you want your campaign to achieve?
• Connect it to the usersHow does this goal align with the user's needs? See whether their need is social, functional, financial or personal and how your campaign can solve for it.
• Tie it to business outcomesYour marketing JTBD needs to align with business metrics you're trying to achieve. For that, understand business metrics first and align how the campaign can help achieve those.