Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017
Transcript of Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017
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know to grow | #sculptspeaks
#sculptspeaks
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Hi.
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#tbt
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know to grow | #sculptspeaks
Today I’m going to tell you stories about milkshakes, new shoes, forces, live chats, and listening.
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i’m josh.
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jhkrak
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#sculptspeaks
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know to grow | #sculptspeaks
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Sculpt is a social media agency built for change.
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know to grow | #sculptspeaks12
In a world of never-ending change, we help your brand story stay consistent and
marketing keep pace.
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know to grow | #sculptspeaks
What’s next?
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I went to sxsw to find out.
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know to grow | #sculptspeaks
👇 👇
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know to grow | #sculptspeaks
messengers and bots snapchat-ification of everything
live and augmented reality storytelling influencer inflation
automation and personalization whatever houseparty is
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know to grow | #sculptspeaks
Great. So where do we start?
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know to grow | #sculptspeaks
Do we build a Bot? Do we experiment with Live?
Do we optimize an augmented reality experience to growth hack demand generation for gen z influencers?
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know to grow | #sculptspeaks
It depends.
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know to grow | #sculptspeaks
Maybe you’ve felt this way too.
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know to grow | #sculptspeaks
When everything is changing, stop guessing. Start listening.
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Why do people buy from you?
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KNOW TO GROW why the best marketers don’t guess,
they listen.
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know to grow | #sculptspeaks
Let’s start there: Listening matters.
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know to grow | #sculptspeaks
“You have two ears and one mouth for a reason.”
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know to grow | #sculptspeaks
Attract new customers Keep customers longer Get customers to switch
Why listening matters
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know to grow | #sculptspeaks
Listening is key to customer-centric content.
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know to grow | #sculptspeaks
Customer-centric content Anticipates their needs and motivations
Speaks like them, to them Answers their questions before they ask
Meets them where they are, when they need you
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know to grow | #sculptspeaks
Trustworthy Likable Human Timely
Helpful Informative Relatable Authentic
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know to grow | #sculptspeaks
TODAY what to start listening for
how to apply what you learn insights into action example
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know to grow | #sculptspeaks
What am I listening for?
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know to grow | #sculptspeaks
Customer-centric content Anticipates their needs and motivations
Speaks like them, to them Answers their questions before they ask
Meets them where they are, when they need you
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know to grow | #sculptspeaks
People (don’t) buy products and services.
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know to grow | #sculptspeaks
People hire products and services to do specific jobs.(and fire the ones that don’t cut it)
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know to grow | #sculptspeaks
What job did they hire your product or service to do?
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Enter: Jobs-To-Be-Done
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know to grow | #sculptspeaks
“Jobs” is a collection of principles and practices that help us understand customer motivation.
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know to grow | #sculptspeaks
customer motivation > customer attributes
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know to grow | #sculptspeaks
✋ if you have one of these?
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know to grow | #sculptspeaks
Who is PR Network of QC’s customer? Describe them.
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know to grow | #sculptspeaks
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know to grow | #sculptspeaks
Most marketers start here 28 - 32 years-old
Works in a local non-profit Communications Coordinator
Has a Twitter account, reluctantly Wears many, many hats
Reads PR Week
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know to grow | #sculptspeaks
Why did they join?
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know to grow | #sculptspeaks
What if instead, we started with their motivations.
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know to grow | #sculptspeaks
Jobs they want done “I want insight that I can apply in my work.”
“I want to associate with people who ‘get’ me.” “I want to be able to get promoted faster.”
“I want to stay ahead.”
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know to grow | #sculptspeaks
Focus on the job(s), not the customer.
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know to grow | #sculptspeaks
Milkshakes 40% before 10am
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know to grow | #sculptspeaks
“What job are you hiring this milkshake to do?”
“If you hadn’t hired this milkshake, what would you have
hired?”
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know to grow | #sculptspeaks
“If you hadn’t hired this milkshake, what would you have
hired?”
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know to grow | #sculptspeaks
It kept them full past 10am. It fit in their cupholder.
It took an entire commute to consume.
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know to grow | #sculptspeaks
The job Cure boredom
Keep my hand free Fill me up until lunch
Not make a mess
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know to grow | #sculptspeaks
The milkshake did the job better than competitors.
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know to grow | #sculptspeaks
If you understand the job, understanding how to market it becomes more obvious.
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Do This
Enjoy the ride Mess free guarantee Commute with ease
Keep you full till lunch
Not This
Cheaper Chunkier
Chocolatier Offers
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Jobs help us understand What were our customers’ struggling moments
What outcomes they want from our product/service Who the real competitors are for our brand
What made them switch
Motivations Situations Anxieties
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know to grow | #sculptspeaks
This isn’t brand new.
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know to grow | #sculptspeaks
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”
Theodore Levitt
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What we want to know Why did you switch?
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Here’s how jtbd works.
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Key elements The interview The timeline The job story
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The interview the full picture of their switch
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know to grow | #sculptspeaks
When to interview Renewals
Onboarding Offboarding
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know to grow | #sculptspeaks
Ask them to replay the story of their purchase in vivid detail. “We’re trying to get enough information to make
the documentary film about your purchase.”
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Think of the interview with the customer in the form of a timeline.
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know to grow | #sculptspeaks
What you’re looking for First thought
Push/Pull forces Struggling moments
Your customers progress
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“This just isn’t cutting it anymore. I need to find something else.
Something new.”
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know to grow | #sculptspeaks
Start with the story of the purchase “When did you start to look?”
“Where were you when you made this?” “Can you remember what the weather was like that day?
“Were you with anyone at the time?”
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know to grow | #sculptspeaks
Speak to the switch “Who made the decision to switch?”
“Recall the last time you were in this situation, needing to get this job done, but didn’t come here to hire this
product. What did you hire?”
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know to grow | #sculptspeaks
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🤔
We’re paying a lot and not getting the results we hoped.
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🤔
If we switch to this new firm, we may hit our goals.
😍
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🤔
Will they really “get” our business?
😍
😟
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🤔
We do have a lot of time invested in our relationship.
😍
😟😑
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know to grow | #sculptspeaks
Goal: Reduce anxiety about new solution
Goal: Push you to new solution
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know to grow | #sculptspeaks
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know to grow | #sculptspeaks
To find the struggling moments and outcomes, ask “why” (up to 5x) to drill deeper.
![Page 78: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/78.jpg)
why why why why why
I want something that’s fast.
I have limited time on my way to work.
It’s easy, clean, and I can do it with one hand.
When I arrive at work I want to be presentable (and clean).
I want to be my best, whole self for the start of my work day.
![Page 79: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/79.jpg)
know to grow | #sculptspeaks
People are aspirational, they're striving to be a better version of themselves. They want to make progress on
things they struggle with.
![Page 80: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/80.jpg)
know to grow | #sculptspeaks
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Job: I want my shoes to tell a better story.
💸
![Page 82: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/82.jpg)
know to grow | #sculptspeaks
Content is most effective when it reaches you when you’re struggling with that specific job.
(whether you realize it or not)
![Page 83: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/83.jpg)
know to grow | #sculptspeaks
Imagine what your business could do if you knew the exact things your customers struggled with,
exactly as they describe it?
![Page 84: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/84.jpg)
know to grow | #sculptspeaks
JOB STORIES When we have the research,
we’re going to frame it up in a format we can use.
![Page 85: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/85.jpg)
know to grow | #sculptspeaks
JOB STORIES Describes the struggling moment, how progress is
visualized, and how life is better when the struggle is solved.
![Page 86: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/86.jpg)
know to grow | #sculptspeaks
When ___, I want to ____ , so I can ____ .
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know to grow | #sculptspeaks
When ___, I want to ____ , so I can ____ .
Motivations Situations Outcome
![Page 88: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/88.jpg)
know to grow | #sculptspeaks
Challenge: Need to tell our story better.
![Page 89: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/89.jpg)
know to grow | #sculptspeaks
When I communicate with my customers, I want to have a compelling message and powerful story, so
I can boost engagement.
Motivations Situations Outcome
![Page 90: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/90.jpg)
know to grow | #sculptspeaks
When I sit down to post on social media every day, I want to know exactly what I need to say, so I can
attract and retain more customers.
Motivations Situations Outcome
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know to grow | #sculptspeaks
Challenge: Lack of resources.
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know to grow | #sculptspeaks
When I have my plate full with urgent priorities, I want to hire a team that I know is going to figure this stuff out and get the job done right, so I can focus on driving the business without sacrificing
growth (or peace of mind).
![Page 93: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/93.jpg)
know to grow | #sculptspeaks
Leave with a clear focus on the outcomes they want.
![Page 94: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/94.jpg)
know to grow | #sculptspeaks
Ready to try yourself?
![Page 95: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/95.jpg)
know to grow | #sculptspeaks
Next Steps Incorporate Jobs in landing pages Wrap content strategy around Jobs
Use Jobs as content themes for social
![Page 96: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/96.jpg)
know to grow | #sculptspeaks
Now that we understand jobs, let’s get tactical.
![Page 97: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/97.jpg)
know to grow | #sculptspeaks
How well is our content doing once people find it?
![Page 98: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/98.jpg)
know to grow | #sculptspeaks
We need to understand What were your customers looking for?
Did they find what they were looking for?
![Page 99: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/99.jpg)
know to grow | #sculptspeaks
Customer-centric content Answers their questions before they ask
Meets them where they are, when they need you
![Page 100: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/100.jpg)
know to grow | #sculptspeaks
Enter: Website Listening Answers their questions before they ask
Meets them where they are, when they need you
![Page 101: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/101.jpg)
know to grow | #sculptspeaks
We need to go deeper than Google Analytics
![Page 102: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/102.jpg)
know to grow | #sculptspeaks
G/A tells you how many, we need how well.
![Page 103: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/103.jpg)
know to grow | #sculptspeaks
Key elements The questions
The goals The tools
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know to grow | #sculptspeaks
A whole suite of tools have emerged to help you listen better on the web.
![Page 105: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/105.jpg)
know to grow | #sculptspeaks
Web Listening Goal Extract the questions prospects and
customers have in their heads but don’t ask.
![Page 106: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/106.jpg)
know to grow | #sculptspeaks
Ask your active users and customers WHAT made them choose you and WHAT made them
nearly abandon your site. Discover HOW to improve your site and Organization.
![Page 107: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/107.jpg)
know to grow | #sculptspeaks
Questions to ask Objections: If you did not make a purchase today, what stopped you?
Pricing: What’s the biggest question you had about our pricing? Confusion: What’s missing on this page?
Motivations: What persuaded you to start a trial?
![Page 108: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/108.jpg)
know to grow | #sculptspeaks
What could we do to make this (content) more useful?
![Page 109: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/109.jpg)
know to grow | #sculptspeaks
Did this answer your question?
![Page 110: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/110.jpg)
know to grow | #sculptspeaks
Content Rule of Thumb They ask, you answer.
![Page 111: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/111.jpg)
know to grow | #sculptspeaks
Example: Improving value of existing content.
![Page 112: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/112.jpg)
know to grow | #sculptspeaks
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know to grow | #sculptspeaks
“It doesn't work properly. My post and my page not reaching anyone.”
![Page 114: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/114.jpg)
know to grow | #sculptspeaks
Solution: Expand post with new information.
![Page 115: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/115.jpg)
know to grow | #sculptspeaks
Live chat tools can accomplish this too.
![Page 116: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/116.jpg)
know to grow | #sculptspeaks
Expected outcomes Improve organic SEO
Improve conversion rates
![Page 117: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/117.jpg)
know to grow | #sculptspeaks
Insights in Action: Case Study
![Page 118: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/118.jpg)
know to grow | #sculptspeaks
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know to grow | #sculptspeaks
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know to grow | #sculptspeaks
2013
![Page 121: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/121.jpg)
know to grow | #sculptspeaks
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know to grow | #sculptspeaks
They interviewed customers.
![Page 123: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/123.jpg)
know to grow | #sculptspeaks
They defined four distinct jobs.
![Page 124: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/124.jpg)
know to grow | #sculptspeaks
The four jobs became three solutions.
![Page 125: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/125.jpg)
know to grow | #sculptspeaks
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Before After
![Page 127: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/127.jpg)
know to grow | #sculptspeaks
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know to grow | #sculptspeaks
Jobs also informed their go-to-market strategy.
![Page 129: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/129.jpg)
know to grow | #sculptspeaks
https://www.youtube.com/watch?v=k0NRo3yLqxM
They built a jobs-optimized funnel.
![Page 130: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/130.jpg)
know to grow | #sculptspeaks
https://www.youtube.com/watch?v=k0NRo3yLqxM
They built a jobs-optimized funnel.
![Page 131: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/131.jpg)
know to grow | #sculptspeaks
https://www.youtube.com/watch?v=k0NRo3yLqxM
![Page 132: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/132.jpg)
https://www.youtube.com/watch?v=k0NRo3yLqxM
ATTRACTREACH CONVINCE EDUCATE DELIGHT
![Page 133: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/133.jpg)
ATTRACTREACH CONVINCE EDUCATE DELIGHT
![Page 134: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/134.jpg)
ATTRACTREACH CONVINCE EDUCATE DELIGHT
![Page 136: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/136.jpg)
ATTRACTREACH CONVINCE EDUCATE DELIGHT
![Page 137: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/137.jpg)
https://www.youtube.com/watch?v=k0NRo3yLqxM
ATTRACTREACH CONVINCE EDUCATE DELIGHT
![Page 138: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/138.jpg)
know to grow | #sculptspeaks
Impact
![Page 139: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/139.jpg)
3X top-of-funnel quality visits (without loss in conversion rate)
https://www.youtube.com/watch?v=k0NRo3yLqxM
35k/mo
220k/mo
source: blog.intercom.com
![Page 140: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/140.jpg)
And growing. 🚀
Illustration: Andrew Kolbrow | source: blog.intercom.com
![Page 141: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/141.jpg)
know to grow | #sculptspeaks
Key takeaways Incorporate customer language everywhere
Wrap content strategy around Jobs Use social media content to help inspire progress
Let Jobs timeline inform funnel Always be listening
![Page 142: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/142.jpg)
know to grow | #sculptspeaks
It doesn’t end here.
![Page 143: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/143.jpg)
know to grow | #sculptspeaks
![Page 144: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/144.jpg)
know to grow | #sculptspeaks
It’s not what you make, it’s what you make happen.
![Page 145: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/145.jpg)
know to grow | #sculptspeaks
Now go, make it happen.
👊
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thank you.
![Page 147: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/147.jpg)
ask josh (almost) anything
josh(at)wearesculpt.com | wearesculpt.com/prnqc
![Page 148: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/148.jpg)
know to grow | #sculptspeaks
workshop preview
![Page 149: Know to Grow: Why the Best Marketers Don't Guess, They Listen - PRN QC 2017](https://reader036.fdocuments.in/reader036/viewer/2022062906/5a6cf97c7f8b9a0a428b4829/html5/thumbnails/149.jpg)
know to grow | #sculptspeaks
Much thanks to the jbtd pros - follow them: The Rewired Group
Alan Klement - jtbd.info Anthony Ulwick - Strategyn
Clayton Christensen