Why JTBD is foundational to digital marketing

There was a time not too long ago when we did most of our shopping face to face. We drove to the store, browsed around, selected products, asked questions of the sales associates, and made purchases. In B2B scenarios, salespeople often visited the office with brochures, samples, and slick pitches.

Today, customers have become accustomed to self-service and want to complete most of their customer journey on their own. Depending on your source, buyers complete somewhere between 57% to 74% of the B2B customer journey before they reach out to a salesperson.

The result is that most marketing no longer takes place in person—it’s done mostly at a distance. This means marketers need an entirely new understanding of their customers.

Professor of marketing and award-winning author Dr. Tracy Tuten will be joining Tony Ulwick to discuss the fast-changing demands of the digital customer journey and the tools marketers can use to deliver on those demands.

Tracy L. Tuten, Ph.D., is a professor of marketing and author of several books including co-author of the award-winning textbook, Social Media Marketing. She has recently been awarded the TAA 2021 Most Promising New Textbook Award for, The Principles of Marketing for a Digital Age.