This week Matt Hodges, Intercom’s head of marketing, joins us to talk about integrating Intercom’s marketing efforts around Jobs-to-be-Done.
Matt talks us through his experience of uncovering the jobs that Intercom is hired to do, and applying the learning to things like SEO, landing page design, and website architecture.
He takes us into the details of putting together landing pages and product tours that were highly focused on the job (as opposed to a vertical, persona, or customer segment), and gives us some insight into how he uses jobs and personas for different marketing activities.
- 12 Steps to Landing Pages That Convert [Matt Hodges – Inside Intercom]
- Follow Matt on Twitter
- The Inside Intercom Blog