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 30+ 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.

We'll walk through The Wheel of Progress® framework, in a presentation format, teaching you about The Cycle of Customer Progress:

- First Thought

- Passively Looking

- 1st Triggering Event

- Actively Looking

- 2nd Triggering Event

- Deciding

- Hiring/Firing

- Consuming

- Continuous Use

You'll also learn about identifying the Twelve (12) Elements of Progress:

- Events

- Forces and Desires (habits, pushes, desires, avoidances, pulls, anxieties)

- Jobs, Pains and Gains

- Solutions (core job, prior, in-conjunction, co-existing)

- Contraints (internal, external, temporal)

and the concept of Switching Behavior, where promoting forces (pushes, desires, pulls) outweigh blocking forces (habits, avoidances, anxieties) in order for switching behavior to occur.

We'll look at customer progress through the eyes of different B2B Buyer Persona (economic, strategic, end user, technical, gatekeepers, and coach/champions).

We'll utilize ChatGPT prompting to uncover Language Market Fit as it relates to headlines, sub-headlines, social proof, and features (as benefits).

We'll utilize ChatGPT prompting to identify Customer Value Propositions that matter most picking from Bain's 40 elements of customer value (tablestakes, economic and performance, ease of doing business, personal/career, and vision/purpose).

The B2B Case Study for this particular course will be focused on evaluating the customer job-to-be-done of "safe-guarding my company from cyber-security threats". You'll be acting as the researcher, product marketer, product manager, or experience designer driving the study.

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).