Many B2B marketers create customer personas. But many also find that traditional personas often don't live up to the hype. A more actionable approach is the Jobs To Be Done (JTBD) framework. In this video, Matt Hodges explains how he implemented the approach at Intercom and the impact it had on their marketing.
Jason is the managing director at Considered Content — a content-led demand generation agency helping B2B marketers reduce friction in long sales cycles.
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