Use AI to Win B2B Customers

Lightning Lessons

Practical skills & tools to accelerate your career

Use AI to Win B2B Customers

Hosted by John Gusiff

495 students

What you'll learn

Illuminate The Dark Funnel

Use GenAI to identify the unobservable aspects of the buyer journey that are difficult to identify and track.

Decode different B2B Buyer Types

Identify unique priorities of key stakeholders, including economic, procurement, technical, and user buyers.

Identify Motivational Forces behind Switching Behavior

Apply cutting-edge GenAI prompts to uncover forces and desires associated with switching behavior.

Beyond Product Market Fit

Uncover the path to growth that takes into consideration language market fit and behavioral market fit.

Why this topic matters

GenAI-based JTBD methods provide a data-driven way to uncover these hidden motivations and struggles, far surpassing guesswork by offering actionable, scalable insights. This empowers businesses to engage buyers effectively, even in the most opaque parts of the decision-making process. To shine a light on the Dark Funnel of B2B Marketing.

You'll learn from

John Gusiff

B2C and B2B Growth Advisor (Customer JTBD -> Language Market Fit)

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.

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

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.

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