JTBD interviews follow a specific shape: walk the customer backward from purchase to first awareness, surface the trigger event, the consideration set (what else they evaluated), the anxiety (why they hesitated), and the value (what would happen if the product disappeared tomorrow). The output is a structured understanding of the customer's actual decision process — not a persona description.
For B2B SaaS, JTBD analysis usually reveals that the formal job and the social job are different. A founder buys CRM software because they need pipeline (functional), but the trigger is usually a board meeting where pipeline questions were embarrassing (social). Landing page copy that addresses both lands better than copy that addresses only the functional layer.
The diagnostic test: pick five customer interview transcripts. Find the phrases customers use when describing the trigger event. Compare to the headlines on your landing page. Match = strong; mismatch = weak.
How Lytms scores it
Lytms scores Awareness Fit by comparing landing page language to a corpus of customer-voice phrases for the brand's sub-category. A high mismatch signals that the page is using analyst language when buyers use trigger-event language; the finding includes the specific phrases buyers use.
See also
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