GTM Engineering

Turning Social Engagement Data into Pipeline

Spencer Chemtob

GTM Engineer @ Clay

Monitor likes, comments, and shares to identify prospects already interested in your solution

Social signals reveal buying intent

Convert social interaction data into qualified account lists for focused outbound campaigns

Turn engagement into ABM targets

Use engagement patterns to reach prospects when they're most receptive to your message

Time your outreach perfectly

Whether you're already active on LinkedIn or just getting started, you know it could be driving more business growth. But right now it's:→ More time-consuming than revenue-generating→ Missing a clear strategy for converting connections to clients→ Not delivering the ROI you know is possible Sound familiar?→ You're sharing content but not seeing meaningful business results→ You know thought leadership matters but struggle to stand out→ You're watching competitors win deals through LinkedIn while your efforts plateau Here's the truth:LinkedIn isn't just another social media platform. It's a business engine that can systematically drive: → Inbound leads→ Strategic partnerships→ Top talent→ Media opportunities→ Revenue growth But most "LinkedIn courses" miss the point. They focus on content creation while ignoring the platform's true potential as a business development tool. You don't just magically start drowning in leads because you post a few times / week using some template that looks like everyone else's content. You need a strategy to stand out and what many growth gurus don't tell you is how much success on LinkedIn depends on the behind-the-scenes strategies rather than content itself. What makes this course different?I spent 20 years leading sales operations before mastering LinkedIn as a growth channel. I'll teach you how to: → Transform your profile into a client-attracting asset→ Curate your feed to perfection, providing endless opportunities for strategic engagement. → Build meaningful relationships that drive business value→ Create content that resonates with decision-makers→ Convert connections into opportunities (without being salesy) This isn't just about posting content. It's about building a systematic approach to growing your business through LinkedIn. Why Sales Navigator Mastery Matters While others teach basic LinkedIn, I'll show you how to leverage Sales Navigator's advanced features to: → Identify and connect with decision-makers at scale → Build targeted prospect lists that convert ﻿→ Get real-time insights on your ideal clients In 4 weeks, you'll get:→ Live training sessions that build on my sales operations expertise→ Group working sessions to implement what you learn→ A personal strategy session to customize your approach→ A framework for turning LinkedIn from a time-sink into your most valuable business platform→ Training on how to leverage Sales Navigator (LinkedIn's premium toolkit) for targeted business growth→ Systems and processes that turn LinkedIn from a social platform into a sales engine→ Advanced prospecting strategies I developed while scaling tech companies Ready to transform your LinkedIn presence into a predictable business generator? Join the next cohort!

Build a magnetic personal brand. Attract clients, talent, and opportunity. Win.

Course syllabus

Thursdays will be 90-minutes of structured learning with time for Q&amp;A Tuesdays will be 60-minute office hours where the agenda is primarily driven by student questions &amp; collaboration.

Tuesday & Thursday Learning Sessions

Each week we'll cover a new area and students will have access to full recaps as well as a homework assignment per area of study.

Weekly projects

Participation in this cohort includes a 60-minute 1:1 strategy session with Liam upon completion of the course to ensure that you have everything you need to implement the lessons learned.

Private 1:1 Strategy Session with Liam

Students will have access to all slides, recordings, and written recap material forever.

Lifetime Access to Course Materials

Course schedule

Early-stage B2B founder building premium service brand. Needs LinkedIn strategy for lead generation, partnerships, and industry authority.

Established coach/consultant with proven expertise. Needs LinkedIn system to scale beyond referrals and attract ideal clients consistently.

Executives and entrepreneurs with deep industry knowledge but struggling to position as thought leader beyond referral network.

Who is this course for

What you’ll get out of this course

<ul><li>Transform your profile into a magnetic landing page that converts views into conversations with high-value targets.</li><li>Master every profile section from banner to recommendations, fully optimized for conversion. </li></ul>

PROFILE TRANSFORMATION

<ul><li>Build a valuable, relevant network through strategic engagement.</li><li>Fill your feed with content that inspires you to engage strategically in timely conversations relevant to your industry. </li><li>Learn advanced search techniques, signal monitoring, and engagement strategies.</li></ul>

EXPERT ENGAGEMENT AND NETWORKING STRATEGIES

<ul><li>Develop your unique content strategy and personal brand voice.</li><li>Create compelling posts across multiple formats, leveraging AI and collaborative tools to scale your presence.</li><li>Learn how to maximize your content creation efforts at scale.</li></ul>

CORE CONTENT MARKETING STRATEGY

<ul><li>Convert your LinkedIn activity into measurable business results.&nbsp;</li><li>Learn how to measure your success, scale your content creation, and supercharge your social selling strategy.</li><li>Master premium features, analytics, and time-saving tools to build a sustainable social selling engine.</li></ul>

SUPERCHARGING YOUR CONTENT CREATION & SOCIAL SELLING EFFICIENCY

<ul><li>Cohorts are capped at 15 people to ensure that everyone gets plenty of personalized attention &amp; Q&amp;A. </li><li>Every student gets a 60-minute 1:1 with me in addition to the 10 hours of small group instruction. </li></ul>

PERSONALIZED ATTENTION

Build your personal brand and master social selling on LinkedIn. Turn your expertise into a magnet for ideal clients and business growth.

Liam Darmody

Sales Operations Leader turned Personal Brand Strategist & Business Coach

July '25 Cohort

September '25 Cohort

🚀 This course will teach you the core principles and methods behind Customer Jobs-to-Be-Done (JTBD) research — leveraging the power of OpenAI's ChatGPT (Generative AI)! 🎉 BONUS 3RD SESSION just added! You'll learn:🔍 → How to create Synthetic Personas to evaluate customer progress through the eyes of individuals with different motivations, desires, avoidances, and jobs-to-be-done.🧠 → How to apply the Big Five Personality Traits model (Openness, Conscientiousness, Extraversion, Agreeableness, Neuroticism) to create three or more synthetic personas.🛠️ → The critical difference between Product-Market Fit and Language-Market Fit — focus, goal, indicators, and outcome.🎯 → How to use ChatGPT prompting to uncover Language-Market Fit across synthetic personas, testing headlines, sub-headlines, social proof, and features-as-benefits.📣 → How to apply what you learn about Language-Market Fit across your website, email marketing, and social media.. 🧑‍💻 Hands-on Case Study ExperienceWe'll work through a real-world case study using 30+ interactive ChatGPT prompting scripts (yours to keep!) to make the learning process fun and interactive. You'll also master 📚 The Wheel of Progress® Framework, covering 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 dive deep into 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)🚧 Constraints (internal, external, temporal) Plus, you'll understand how Switching Behavior happens when promoting forces (pushes, desires, pulls) outweigh blocking forces (habits, avoidances, anxieties). 🧘‍♀️ Case Study Focus:You'll act as a researcher, product marketer, product manager, or experience designer, exploring the customer JTBD of "achieving mindfulness" through The Serenity App. 🎥 ALL SESSIONS RECORDED!By the end, you'll walk away ready to apply:✨ Customer Jobs-to-Be-Done✨ The Cycle of Customer Progress✨ Switching Behavior✨ Synthetic Personas✨ Language-Market Fit... directly to your organization or projects!

Learn and apply customer JTBD research using an interactive ChatGPT case study.

Course syllabus: Three Sessions

1st Session: The Wheel of Progress® Framework and Cycle of Customer Progress 2nd Session: The Twelve Elements of Progress and Switching Behavior (additional topics)

Two Sessions (Tuesday and Thursday)

LIVE sessions held with the entire cohort enabling conversation and interaction during the course. Over 25+ ChatGPT prompt scripts around a tailored Case Study to help teach JTBD principles and methods. All activities performed during the class sessions. Pre-read materials.

LIVE Cohort Sessions with Interactive ChatGPT Exercises

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

Maven Community

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

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

The Content Marketing Manager who wants to tailor messaging around the progress customers are seeking to make in their lives.

The Researcher who wants to understand the entire customer cycle of progress (first thought to continuous use/habit formation).

The Product Marketer seeking to gain a better understanding of switching behavior (pushes, pulls, habits, anxieties).

The UX Designer looking to broaden their understanding of customer's beyond their interaction with a digital product.

The Product Manager who wants to rethink product roadmaps based upon desired customer outcomes rather than features or outputs.

Quickly build a strong foundation for applying JTBD to brand, marketing, product, and service experiences.

📚 Master the principles and methods of Jobs-to-Be-Done (JTBD)

Understand how customers move from first thought to habitual use — and spot opportunities to influence them along the way.

🌀 Unlock the Wheel of Progress® and the Cycle of Customer Progress

Use powerful ChatGPT prompting scripts to reveal customer situational context, aspirations, functional jobs, emotional and social jobs, and desired outcomes.

🤖 Leverage ChatGPT to uncover deep customer insights

Pinpoint critical moments across the customer journey — from pains and gains to constraints, desires, and anxieties.

🛤️ Identify the 12 Elements of Customer Progress

Learn how pushes, pulls, habits, avoidances, and anxieties interact to drive (or block) customer decisions — and how to tip the balance.

⚡ Decode Switching Behavior and Motivation Forces

Design realistic personas by applying the Big Five Personality Traits, helping you simulate different customer mindsets for sharper research and messaging.

🧬 Create Synthetic Personas using the Big Five Traits

Adapt your websites, emails, and social media to match the way customers naturally think, talk, and decide — boosting engagement and conversions.

✍️ Achieve Language-Market Fit across your channels

You'll leave with practical tools and frameworks to uncover customer jobs, map progress, decode switching behavior, build synthetic personas, and sharpen your messaging for smarter growth. 🎯

🚀 Apply everything you learn directly to your own industry, product, or service.

🚀 Learn customer JTBD principles & methods through an interactive ChatGPT case study (30+ scripts) using The Wheel of Progress® framework.

JOHN GUSIFF

CX Strategist

Cohort 8

Cohort 9

Introducing a revolutionary approach to market understanding: Stop trying to validate what you want to sell. Learn to truly listen to what the market wants you to build. Imagine having direct access to the unfiltered thoughts, desires, and needs of billions of potential customers. Not through traditional market research or focus groups, but through what I call the Billion-Person Focus Group® - a revolutionary AI-powered approach to understanding what people really want. Why This Course Is DifferentMost market research courses teach you how to validate your ideas. This course teaches you something far more powerful: how to let the market guide your decisions before you even build. Using my Oracle and Architect framework, you'll learn to:→ Move beyond traditional "validation" to achieve true Product-Market Flow→ Build AI thought partners that give you deep market insights 24/7→ Tap into the authentic voice of your market at scale→ Understand not just what people do, but why they do it What Makes This Approach Unique:→ Goes beyond surface-level data to uncover emotional and cultural drivers→ Teaches you to build your own AI thought partners, not just use tools→ Focuses on deep listening rather than validation→ Combines human-centered research with cutting-edge AI technology Real Results From My Methodology:→ Helped companies pivot features to drive 40% surge in user adoption→ Reduced churn rates by 30% through deeper customer understanding→ Increased revenue by 20% by identifying hidden market opportunities→ Secured 25% market share in new markets within 6 months→ Saved millions in wasted resources and customer acquisition costs The secret?→ Stop building what you think people want and telling them what to buy.→ Instead, start listening to what the market actually needs and is telling you what to sell. If you are ready transform your vision into market-validated success then please join us. .

Ready to stop guessing and start knowing what your market truly wants?

If your events are recurring and at the same time, it might be easiest to use a single line item to communicate your course schedule to students

Tuesdays & Thursdays

Feel free to type out dates as your title as a way to communicate information about specific live sessions or other events.

May 7, 2022

Schedule items can also be used to convey commitments outside of specific time slots (like weekly projects or daily office hours).

Visionary EntrepreneursBuild with confidence, not guesswork. Use AI-powered deep listening to create products your market actually wants.

Marketers &amp; Growth LeadersSpot hidden opportunities and create campaigns that resonate by understanding what truly drives your audience.

Consultants &amp; Agencies Transform client outcomes using AI-powered market intelligence. Make decisions backed by deep insights.

Solopreneurs &amp; Side-Hustlers Launch products that connect by truly understanding your niche. Stop guessing, start knowing your market.

Product &amp; Innovation Leaders Create products people love by understanding their deeper needs. Turn market insights into winning features.

This Course Is Perfect For:

What This Course Will Help You Do

Learn to use AI to test and refine your ideas before heavy investment, drastically reducing the risk of launching products that don't resonate with your audience. Say goodbye to guesswork and hello to data-driven clarity and certainty.

Validate Ideas with Confidence and Eliminate Guesswork

Dive deep into the vast world of online data to extract meaningful insights others miss. Master the Billion-Person Focus Group® technique to spot emerging trends, underserved segments and understand authentic, real-time consumer preferences before your competitors do.

Uncover Hidden Market Opportunities

Go beyond surface-level demographics to understand the deep motivations driving customer decisions. Create offerings that truly resonate with your target audience, fostering loyalty and driving sustainable growth. Build what your market craves, before they even know they want it.

Craft Products and Campaigns People Love

Gain deep insights into customer preferences to optimize your offerings and marketing strategies for maximum impact and resonance.

Optimise Existing Products and Campaigns

Use the power of AI to develop data-driven strategies for pricing, distribution, and marketing. Optimize your success while minimizing customer acquisition costs. Create messaging that deeply connects with your audience, setting your brand apart in even the most crowded markets.

Develop Winning Go-to-Market Strategies

Learn to monitor and interpret market shifts as they happen. Quickly adjust your strategies to seize emerging opportunities and maintain continuous product-market fit in dynamic environments. Stay ahead of the curve and never be caught off-guard by market changes again.

Pivot Your Strategies Proactively - Not Reactively

Save money, avoid costly missteps and accelerate your path to product-market fit. Optimize your resource allocation for maximum impact. Transform from a market follower into a visionary leader, armed with AI-powered foresight and data-driven confidence.

Minimise Risk, Maximise Success
 

Build AI-powered virtual personas or focus groups to test product concepts, predict market reactions, refine messaging or uncover unmet needs before launch. Build and deploy your own AI research agents to gather insights 24/7, transforming how you understand your market.

Create AI-Powered Virtual Personas and Market Validation Companions

Gain exclusive access to AI prompts, codebases, templates and frameworks that will revolutionize your approach to market research. Learn to craft laser-focused AI prompts that unlock hidden insights and validate your assumptions with unprecedented speed and accuracy.

Build Your DIY AI-Powered Market Research Toolkit
 

Connect, collaborate, and learn alongside visionary professionals. Get personalized support and expert guidance to tackle your unique challenges.

Join a Community of Market Innovators

Unlock the power of AI and the Billion-Person Focus Group® to decode what your market really wants in ways traditional research can't.

Cohort 4

Abi Awomosu

Data and AI Whisperer.  Advisor to Founders and Fortune 500 Execs for 20+ Years

Cohort 2

Cohort 3

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&nbsp;The Wheel of Progress® framework, in a presentation format, teaching you about&nbsp;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&nbsp;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&nbsp;Switching Behavior, where&nbsp;promoting forces&nbsp;(pushes, desires, pulls) outweigh&nbsp;blocking forces&nbsp;(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&nbsp;B2B Case Study&nbsp;for this particular course will be focused on evaluating&nbsp;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).

Jobs-to-Be-Done Meets GenAI: Navigating the B2B Buyer’s Hidden Journey with Chat

1st Session: Overview of The Wheel of Progress® Framework 2nd Session: The Twelve Elements of Progress and Switching Behavior

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.

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

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

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

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

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.

Shed a light on the Dark Funnel (the hidden journey)

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

An introduction to customer JTBD principles and methods

An introduction to The Wheel of Progress® and the Cycle of Customer Progress first thought (struggling moment) to continuous use (habit formation) and the twelve (12) elements of customer progress (customer jobs, pains, gains, events, solutions, constraints, desires, avoidances),

Overview of The Wheel of Progress® framework for conducting jobs-to-be-done research

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'.

Uncover the motivational forces and desires related to Switching Behavior

You'll learn how to create synthetic B2B Buyer Persona (economic, strategic, end user, technical, gatekeepers, champion/influencer) to inform the buying process.

B2B Buyer Personas and the Buying Process

You'll learn the customer jobs-to-be-done informed methods and techniques for determining language market fit using ChatGPT across websites, email marketing, and social media marketing. We'll focus on headlines, sub-headlines, social proof, and features (as benefits).

Language Market Fit

You'll learn how to leverage ChatGPT to help uncover different B2B value propositions (table stakes, economic and performance, ease of doing business, personal/career, vision/purpose).

B2B Customer Value Propositions

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

Lightning Lessons

Turning Social Engagement Data into Pipeline