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Why JTBD is foundational to digital marketing

A conversation with Dr. Tracy Tuten & Tony Ulwick

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Hosted by Tony Ulwick
Discussion Points

Discussion Topics:

  • How digitization has impacted the customer journey.
  • Why modern marketing now requires a new understanding of the customer.
  • Why Jobs-to-be-Done is now foundational for marketers.
Duration: 51 Minutes


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.

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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