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Turn your customer’s Job-to-be-Done into innovative marketing ideas

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Hosted by Tony Ulwick
Discussion Points
  • The Trigger Framework.
  • The four questions you need to answer to create winning marketing campaigns.
  • Why traditional demographics don’t give marketers the insights they need.
  • Why your experimentation should be insights-driven.
  • Live Q&A
Duration: 56 Minutes


Marketing is more challenging than ever. Your customer’s attention has never been so distracted, receiving 1000’s of marketing messages per day.

How do you create campaigns that cut through the noise and meet your customer when they need your solution, delivering the right message at the right time?

The buyer journey starts with a trigger; it’s time your marketing starts there.

In this webinar, Katelyn Bourgoin, CEO of Customer Camp, will teach you the Triggers Technique so you can stop guessing and start creating unique campaigns that meet your customers at the moment their buyer’s journey begins.

Katelyn will help you build your next campaign by answering these four questions:

  • What triggers people to begin the buying journey?
  • What Job are they trying to get done?
  • What are their pains with other solutions?
  • What are their selfish desires?

Katelyn Bourgoin is a 4X founder turned customer whisperer. Her specialty is helping teams figure out what triggers people to buy so they can market smarter.

With experience spanning the marketing, tech, and hospitality sectors, Katelyn been named an influential entrepreneur by Forbes, one of the “top 20 wonder women of SaaS marketing and growth,” and featured in Inc., USA Today, HuffPost, and more.

Katelyn lives by a simple mantra: whoever gets closer to the customer wins.

Tony Ulwick

Tony is the pioneer of Jobs-to-be-Done Theory, inventor of the Outcome-Driven Innovation® (ODI) process, and founder and CEO of Strategyn. Philip Kotler calls Tony “the Deming of innovation” and Clayton Christensen credits him with “bringing predictability to innovation.” Published in Harvard Business Review and MIT Sloan Management Review, Tony is also the author of 2 best sellers: What Customers Want and JOBS TO BE DONE: Theory to Practice.

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Stop guessing. Start innovating.
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