This course will teach you the core principles and methods behind customer jobs-to-be-done (JTBD) based research utilizing a B2B Case Study integrating over 30+ interactive ChatGPT prompting scripts making it both fun and interactive.

The "Dark Funnel" in B2B (Business-to-Business) marketing and sales refers to the unseen and often untracked parts of a customer's buying journey. It encompasses all the anonymous and unattributed activities that potential buyers engage in before they make themselves known to a seller. This concept is significant in today's digital world where buyers have numerous online resources at their disposal to research and evaluate products or services independently.

In a recent report, Gartner Research found that 77% of B2B buyers state that their latest purchase was very complex of difficult. In addition, it stated that customers were already 57% of the way down the purchase path before they even considered engaging with you.

What are they doing (distribution of buying groups time by key buying activities)? 27% spent researching independently online, 18% spent researching independently offline, 17% spent meeting with potential vendors/suppliers, 22% spent meeting with the buying group (alignment and consensus building), and 16% spent doing other buying process activities.

Selling is hard; however, buying is even harder. Stop selling and focus on making it easier to buy. Customer jobs-to-be-done research helps 'shine a light' on the Customer Cycle of Progress from struggling moment to passively looking to actively looking to deciding to experiencing to continuous use.

It enables you to understand the 'hiring' moment as well as the promoting forces (pushes, desires, and pulls) and blocking forces (habits, avoidances, anxieties) behind switching behavior.

We'll walk through The Wheel of Progress® framework, in a presentation format, teaching you about the cycle of customer progress, the twelve (12) elements of customer progress, and switching behavior. You'll learn about each principle and concept leveraging a curated collection of over 25+ ChatGPT prompts for supporting JTBD research.

Customer jobs-to-be-done research not only informs product-market fit (solving a problem and service an unmet need), but, language-market fit (messaging that resonates with the target audience) as well.

You'll walk away with the knowledge required to apply Customer JTBD Research methods within your own organization. How to edit/modify the 30+ ChatGPT prompts to make them your own (focused on your customer's desired progress).