ChatGPT-driven Customer JTBD Research using B2B Case Study

4.8 (4)

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9 Days

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Cohort-based Course

Learn customer JTBD principles & methods via an interactive B2B ChatGPT case study (30+ prompts) using The Wheel of Progress framework.

Course overview

Shine a light on the Dark Funnel of the B2B Buyers Journey using chatGPT

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).

Who is this course for

01

The Product Marketer seeking to gain a better understanding of the Dark Funnel.

02

The Digital Marketer seeking to better understand the customer journey from first thought (struggling moment) to continuous use (habit).

03

The Content Marketer who wishes to better tailor their messaging in relation to customer desires and avoidances.

04

Anyone seeking to learn how to apply jobs-to-be-done research to drive better customer engagement and experience design.

What you’ll get out of this course

An introduction to customer JTBD principles and methods

You'll get an introduction to customer jobs-to-be-done principles and methods in relationship to brand, marketing, product and service experiences.

Overview of The Wheel of Progress® framework

An introduction to The Wheel of Progress® and the Cycle of Customer Progress first thought (struggling moment) to continuous use (habit formation).

The twelve (12) Elements of Customer Progress

You'll learn how to identify the twelve (12) elements of customer progress (customer jobs, pains, gains, events, solutions, constraints, desires, avoidances, pushes, pulls, habits, and anxieties).

Uncover the motivational forces and desires related to Switching Behavior

You’ll learn the specific ChatGPT prompting language (interactive exercises) to identify Forces and Desires (pushes, pulls, habits, anxieties, desires, avoidances) in relationship to 'switching behavior'.

Shed a light on the Dark Funnel

Uncover the dark funnel, the unseen and often untracked parts of a customer's buying journey, using 30+ ChatGPT prompt scripts, centered around a B2B Case Study.

This course includes

3 interactive live sessions

Lifetime access to course materials

In-depth lessons

Direct access to instructor

Projects to apply learnings

Guided feedback & reflection

Private community of peers

Course certificate upon completion

Maven Satisfaction Guarantee

This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.

Course syllabus

Week 1

Jan 21—Jan 26

    Jan

    21

    Session 1: Introduction to Customer JTBD using The Wheel of Progress(R) Framework

    Tue 1/214:30 PM—6:30 PM (UTC)

    Case Study: Customer JTBD "safeguarding my company from cybersecurity threats"

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    The Dark Funnel of B2B Marketing (the visible and unvisible)

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    A Definition: Customer Jobs-to-be-done

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    The Study of Customer Progress (Circumstance and Progress)

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    The Customer rarely Buys what the Business thinks it Sells Them

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    The Wheel of Progress® framework (Timeline and Motivational Forces)

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    The Twelve Elements of Customer Progress

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    Customer Jobs, Pains and Gains

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    The Cycle of Customer Progress (First Thought through Continuous Use)

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    Jan

    23

    Session 2: Uncovering the Twelve Elements of Customer Progress (using ChatGPT)

    Thu 1/234:30 PM—6:30 PM (UTC)

    Solutions and Constraints (internal, external, time-based)

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    Switching Behavior (Promoting Forces overcoming Blocking Forces)

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    Motivational Forces and Desires

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    JTBD as a Process (a series of steps)

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Week 2

Jan 27—Jan 29

    Jan

    29

    Additional JTBD Related Topics as decided by the Group

    Wed 1/294:30 PM—6:30 PM (UTC)

    Buyer Types (beneficiary, performer, purchaser, influencer)

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    B2B Buyer Persona (Five Insights)

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    B2B Value Proposition

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    Product Market-fit vs. Language Market Fit

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    B2B Sales Methodologies (and the Twelve Elements of Progress)

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4.8 (4 ratings)

What students are saying

Meet your instructor

JOHN GUSIFF

JOHN GUSIFF

CX Strategist

John Gusiff is the Managing Partner for Customer Centric Solutions LLC. He founded the company in 2002 after spending 15 years helping leading brands across B2C, B2B, and B2B2C industries, design and implement customer acquisition, engagement, service, and retention strategies.


He is passionate about improving the lives of customers via human-centered design and design thinking methods. He leverages customer jobs-to-be-done (jtbd) insights research along with applied behavioral science when consulting with his clients.


He has worked directly with executives in marketing, sales, product development, customer service and support functions to help them rethink how they better service their customers and implement the processes, organization, and technology to support it.


Clients have included: American Honda, Canada Goose, Citibank, Ecobee, G Adventures, Gympass, Humana, Porch, lululemon, Royal Ambulance, Shaklee, and TransAlta.

A pattern of wavy dots

Join an upcoming cohort

ChatGPT-driven Customer JTBD Research using B2B Case Study

Cohort 4

$325

Dates

Jan 21—29, 2025

Payment Deadline

Jan 21, 2025
Get reimbursed

Course schedule

Two Session - 2 hrs per Session

  • Tuesdays & Thursdays

    10 am to 12 pm PST

    1st Session: Overview of The Wheel of Progress® Framework


    2nd Session: The Twelve Elements of Progress and Switching Behavior

  • LIVE Cohort Sessions with Interactive ChatGPT Exercises

    All Session Recorded

    Live sessions held with the entire cohort enabling conversation and interaction during the course.


    Over 30+ ChatGPT prompt scripts around a tailored Case Study to help teach JTBD principles and methods.

  • Maven Community

    Leveraging the Maven community for posting announcements, reading materials, general discussion, and takeaways from the class.

Learning is better with cohorts

Learning is better with cohorts

Active hands-on learning

This course builds on live workshops and hands-on projects

Interactive and project-based

You’ll be interacting with other learners through breakout rooms and project teams

Learn with a cohort of peers

Join a community of like-minded people who want to learn and grow alongside you

Frequently Asked Questions

A pattern of wavy dots

Join an upcoming cohort

ChatGPT-driven Customer JTBD Research using B2B Case Study

Cohort 4

$325

Dates

Jan 21—29, 2025

Payment Deadline

Jan 21, 2025
Get reimbursed

$325

4.8 (4)

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9 Days