Attention: Chief Marketing Officers
Do you want enthusiastic marketing buy-in from your CEO, your company, and your team?
Let me show you how — and why jobs-to-be-done customer research process is the key.
Hi, I’m Nathan Collier.
I’ve been a journalist, a marketing director, a growth lead, and I’m now the founder of Magic Moment Labs.
What’s the “magic moment”?
It’s the moment when all your marketing efforts collide with events in your prospect’s life — and lead to a sale.
Too many marketing teams never speak with customers directly, so they have no idea why magic moments actually happen in the real world. As a result, they have no direct knowledge of what influences prospects to become customers.
Here’s a question:
Have you ever sat in a meeting full of people tossing around opinions about what you should (or shouldn’t!) do next in marketing?
I have.
If your meetings went anything like mine, everyone had an opinion.
“Let’s run ads!”
“Launch a podcast!”
“We need a new promotion!”
I found those conversations maddening. A lack of true customer insights leads to a bunch of people in a room guessing about what might work.
That’s where Jobs-to-Be-Done research comes in.
Jobs-to-Be-Done research is conducted through interviews — not surveys or focus groups — for one key reason: people don’t actually know why they buy things.
This kind of research is common in product teams — but it’s almost unheard of in marketing. And that’s a mistake.
Jobs-to-Be-Done research clears away the many uninformed opinions often thrown around in those brainstorming sessions and replaces them with objective, actionable next steps based on real customer research.
In just 4 weeks, I’ll deliver clear, non-debatable, market-driven insights you can use to:
Eliminate thousands or tens of thousands in wasted marketing spend
Focus your team’s work on marketing strategies that are much more likely to succeed
Get enthusiastic internal buy-in for marketing from your CEO and the rest of your company
Best of all, while I’m at it, I’ll train 1-2 members of your team how to use the same process I use to conduct Jobs-to-Be-Done research.
That way, you come away with deep, objective insights and a new, in-house resource you can use for research into future projects, products, and ideas.
Let’s replace opinions with insight.
And make your next marketing move feel obvious.
What Others Are Saying
“Nathan is nothing short of personable, authentic, and charmingly transparent. Always humble, easy to reach, Nathan provides the most in-depth, eye-opening feedback you could ask of anyone.”
Lyka Ferry: Storytelling Strategist, Workshop & Keynote Speaker
“Nathan is a wellspring of content marketing wisdom, and full of strategies for boosting business success.”
Kieran Smith, Web3 CMO
How it works
Step 1: Background
First, I need to know what you’re trying to accomplish and how you’re tracking success in those areas. Are you on the hook for traffic, leads, MQLs, SQLs, MRR, etc? What marketing strategies are you pursuing today? What channels seem to be working well? What channels seem to be a waste of time and energy? These questions will inform the research methodology I’ll develop for the customer research phase.
Step 2: Research Interviews
Working with you and your team, we’ll line up 12-15 interviews with customers who recently purchased your product. I and a member of your team will conduct the interviews, using a journalistic approach to uncover the “magic moment” — the moment when their life circumstances and your marketing efforts converged to lead them to your product. We’ll uncover what was happening in their life at the time, how they heard about you, and why they chose your product over the competition (or instead of doing nothing).
Step 3: Insights
The magic of Jobs-to-Be-Done research is that — after a few interviews — patterns start to emerge among the stories. I never know in advance what these patterns will be. But they become obvious and overwhelming — quickly. You may think you know why long-term customers stay with your product or why free trial users sign up. But do you know why the newly paying customers pulled out their credit card? In this phase, we’ll compile all the information from our interviews to find out.
Step 4: Recommendations
Finally, we’ll meet with you and your team (and your CEO if you’d like!) to deliver the results of the research. We’ll give recommendations about marketing strategies you can consider stopping along with new ones likely to be more effective based on the research.
Get in touch!
Schedule a free 1:1 introductory session to discuss your needs.