What is Progress-Based Marketing?

Progress-Based Marketing is a strategic approach to marketing communications that focuses on the progress customers are trying to make in their lives or work, rather than on product features or brand messaging. Grounded in Jobs To Be Done theory, this approach recognizes that customers "hire" products and services to help them achieve goals and overcome obstacles—they're seeking progress, not products themselves.

Unlike traditional marketing that often centers on what a company offers or how it's different from competitors, Progress-Based Marketing organizes messaging, content, and campaigns around the specific steps in a customer's job-to-be-done and the struggles they face when trying to execute these steps. This creates more resonant marketing that connects directly to customer motivation and purchase drivers.

By aligning marketing with the progress customers are trying to make, companies create more effective communications that generate higher-quality conversion rates, and reduce customer acquisition costs while building stronger brand connections.

Why is Progress-Based Marketing important?

Traditional marketing approaches often fail to connect with customers' genuine motivations for several key reasons:

1. Feature-focused messaging

Traditional messaging often emphasizes product features or specifications with limited connection to customer goals, creating weak resonance with actual purchase motivation.

2. Undifferentiated positioning

Generic claims about quality, innovation, or service create little meaningful differentiation in crowded markets where competitors make similar statements.

3. Misaligned content development

Without understanding customer jobs, marketing teams create content that fails to address the questions and concerns driving customer research and decision-making.

4. Missed targeting opportunities

Traditional demographic or firmographic targeting often fails to identify the customers most likely to respond—those who struggle most with the job your product addresses.

5. Ineffective funnel design

Without mapping marketing to the customer's buying journey as it relates to their job-to-be-done, funnel stages and content fail to match actual decision processes.

What are the key components of effective Progress-Based Marketing?

A comprehensive approach to Progress-Based Marketing includes these key components:

1. Job-Centered Messaging Framework

The foundation for all marketing communications:

• Clear articulation of the primary job customers are trying to accomplish
• Identification of specific steps in the job where customers struggle
• Prioritization of unmet needs based on importance and satisfaction gaps
• Customer language and terminology related to the job
• Emotional aspects of job execution that drive purchase motivation

This messaging framework ensures all communications connect directly to customer progress.

2. Struggle-Based Segmentation and Targeting

Customer targeting based on job execution challenges:

• Identification of customer segments with distinct struggle patterns
• Prioritization of segments based on struggle intensity and market size
• Channel selection based on where struggling segments seek solutions
• Messaging variations that address segment-specific struggles
• Attribution models that connect to segment-specific behaviors

This targeting approach focuses marketing resources on customers most likely to respond.

3. Job-Mapped Content Strategy

Content development aligned with job steps and needs:

• Content mapping to specific job steps in the customer journey
• Educational materials addressing key job execution challenges
• Comparison content that evaluates solutions based on job satisfaction
• Social proof demonstrating successful job execution with your solution
• Decision support content aligned with purchase consideration factors

This content strategy ensures marketing assets directly support customer progress.

4. Progress-Oriented Conversion Pathways

Lead generation and nurturing aligned with job progress:

• Lead capture mechanisms focused on job-related challenges
• Lead scoring based on struggle intensity and readiness
• Nurturing sequences that follow job execution logic
• Call-to-action framing around making progress on the job
• Conversion optimization focused on removing job-related barriers

These conversion pathways create more effective customer acquisition processes.

5. Job Satisfaction Measurement

Metrics that connect marketing to customer outcomes:

• Pre/post measurements of job execution improvement
• Attribution of marketing influence on job satisfaction
• Customer feedback focused on progress made
• Testimonials structured around job execution success
• Brand perception related to job satisfaction enablement

This measurement approach connects marketing activities to genuine customer value.

How do you implement effective Progress-Based Marketing?

1. Develop deep job understanding

Start by thoroughly understanding customer jobs and struggles:

• Conduct qualitative research to understand the customer's job
• Map the complete job including all steps and needs
• Identify where customers struggle most in executing the job
• Document the language customers use to describe their challenges
• Capture the emotional aspects of job execution struggles

This job understanding provides the foundation for all marketing activities.

2. Create a job-based messaging framework

Develop a structured approach to marketing communications:

• Articulate the primary job your solution helps accomplish
• Identify the specific job steps your solution addresses
• Highlight the key unmet needs you satisfy better than alternatives
• Create messaging hierarchies based on need importance
• Develop proof points that demonstrate job execution improvement

This framework ensures all marketing communications connect to customer progress.

3. Implement segment-specific campaigns

Develop targeted marketing for different customer segments:

• Create segment profiles based on job struggle patterns
• Develop segment-specific value propositions addressing unique challenges
• Select channels where struggling segments seek solutions
• Design creative approaches that resonate with segment experiences
• Implement measurement systems to track segment response

These targeted campaigns create stronger connections with high-potential customers.

4. Develop job-mapped content assets

Create content aligned with job steps and needs:

• Map existing content to customer job steps
• Identify gaps in content coverage across the job
• Develop new content addressing underserved job steps
• Optimize content for job-related search terms
• Create formats appropriate for different job contexts

This job-aligned content addresses customer information needs throughout their journey.

5. Align sales enablement with job progress

Connect marketing and sales through job understanding:

• Train sales teams on customer job steps and needs
• Develop qualification questions based on struggle indicators
• Create presentation materials organized around job execution
• Design demonstrations that show job step improvement
• Implement handoff processes that maintain job context

This alignment creates a seamless experience from marketing to sales.

6. Measure impact on customer progress

Implement metrics that connect marketing to outcomes:

• Establish baseline measurements of job execution before implementation
• Track improvements in job satisfaction among marketed customers
• Capture testimonials focused on job execution progress
• Measure marketing influence on job-related purchase decisions
• Calculate return on marketing investment based on job improvement value

These measurements demonstrate the real impact of progress-based marketing.

What frameworks help with Progress-Based Marketing?

The Job-Based Messaging Matrix

This framework organizes messaging across job steps:

• Rows represent job steps in the customer's process
• Columns contain messaging elements (challenges, solutions, outcomes, proof)
• Cells provide specific messaging for each step and element
• Prioritization indicates which messages should be emphasized
• Variations account for different customer segments

This matrix ensures comprehensive messaging coverage across the customer's job.

The Struggle-Based Content Map

This framework aligns content with customer challenges:

• Vertical axis represents job steps
• Horizontal axis represents customer journey stages
• Cells indicate content addressing specific struggles at each stage
• Color coding highlights content for different segments
• Indicators show content format and channel

This map guides content development and identifies coverage gaps.

The Progress Milestone Framework

This framework structures marketing around key job progress points:

• Identification of critical milestones in job execution
• Marketing messages aligned with each milestone
• Conversion goals tied to milestone achievement
• Success metrics for each milestone
• Support resources designed for specific milestones

This approach creates marketing that matches the natural flow of customer progress.

The Value Articulation Model

This framework structures how value is communicated:

• Before state: Description of the customer's situation before progress
• Struggle points: Specific challenges preventing progress
• Solution approach: How your offering enables progress
• After state: Description of the customer's improved situation
• Proof elements: Evidence demonstrating progress achievement

This model creates compelling narratives about customer progress.

The Progress-Based Funnel Design

This framework reimagines the marketing funnel around job progress:

• Awareness: Job recognition and goal articulation
• Interest: Exploration of job execution approaches
• Consideration: Evaluation of progress enablement options
• Decision: Selection of best progress facilitation
• Adoption: Implementation and initial progress achievement
• Advocacy: Sustained progress and recommendation

This design aligns marketing activities with how customers actually seek progress.

What are common challenges in implementing Progress-Based Marketing?

Organizational product-centricity

Many marketing organizations are structured around promoting product features rather than customer outcomes. Shifting this mindset requires leadership commitment and persistent reinforcement.

Insufficient job research

Without thorough understanding of customer jobs and struggles, progress-based marketing lacks foundation. Investing in comprehensive job research is essential before implementation.

Difficulty measuring progress

Connecting marketing activities to actual customer progress can be challenging. Developing appropriate proxy metrics and implementing measurement systems requires thoughtful design.

Cross-functional alignment gaps

Progress-based marketing requires alignment between product, marketing, and sales teams around customer jobs. Building this alignment often requires new collaboration processes.

Content transformation scope

Converting existing content assets to a progress-based approach can seem overwhelming. Starting with high-impact customer touchpoints and gradually expanding coverage helps manage the transition.

How do you use Progress-Based Marketing to improve key metrics?

1. Enhance lead generation effectiveness

Improve the quantity and quality of leads:

• Create lead magnets directly addressing job struggles
• Develop targeting criteria based on struggle indicators
• Design landing pages focused on job progress
• Implement qualification based on job execution challenges
• Align paid media with job-related search terms and interests

These approaches generate more qualified leads at lower cost.

2. Increase conversion rates

Improve progression through the marketing funnel:

• Align content sequences with job execution steps
• Remove friction from progress-related decision points
• Develop nurturing based on job execution logic
• Create social proof showcasing job completion success
• Design calls-to-action around making progress

These improvements increase conversion at all funnel stages.

3. Strengthen competitive differentiation

Create more distinctive market positioning:

• Identify job steps where competitors perform poorly
• Highlight unique approaches to satisfying important needs
• Create comparison content based on job execution criteria
• Develop messaging around underserved job aspects
• Build thought leadership addressing evolving job challenges

This differentiation creates stronger competitive advantage.

4. Improve content performance

Enhance the effectiveness of marketing content:

• Reorganize content libraries around job steps
• Optimize content for job-related search terms
• Create interactive tools that address specific job challenges
• Develop assessment resources that help customers diagnose struggles
• Design visualization aids that clarify job execution approaches

These content improvements drive higher engagement and conversion.

5. Increase customer lifetime value

Strengthen post-purchase relationships:

• Develop onboarding focused on quick job execution wins
• Create usage content organized around job steps
• Implement success measurement around job completion
• Design expansion offerings addressing adjacent job steps
• Build communities centered on job mastery

These approaches increase retention, expansion, and advocacy.

How do you measure the effectiveness of Progress-Based Marketing?

Job Awareness Metrics

These measure how marketing affects job understanding:

• Job recognition - Customer ability to articulate their job clearly
• Struggle identification - Recognition of specific execution challenges
• Solution category awareness - Understanding of progress enablement options
• Progress potential recognition - Awareness of possible improvement
• Goal articulation clarity - Ability to express desired outcomes

These metrics reveal whether marketing helps customers understand their job.

Engagement With Progress Content

These measure how customers interact with job-based content:

• Job content consumption - Engagement with job-focused materials
• Struggle-related search behavior - Queries indicating job challenges
• Assessment tool usage - Interaction with job diagnostic resources
• Progress visualization engagement - Interaction with before/after content
• Job-related question submission - Inquiries about execution approaches

These metrics show whether content connects with customer job execution concerns.

Progress-Based Conversion Metrics

These connect conversion to job progress:

• Struggle-qualified leads - Prospects with validated job challenges
• Progress roadmap requests - Inquiries about improvement approaches
• Solution comparison engagement - Evaluation based on job criteria
• Value assessment completion - Calculation of progress potential
• Job-based purchase justification - Buying rationale connected to progress

These metrics link marketing influence to purchase decisions.

Customer Progress Outcomes

These measure actual customer progress achievement:

• Job execution improvement - Enhanced speed, accuracy, or completeness
• Struggle reduction - Decreased difficulty with specific job steps
• Progress attribution - Customer recognition of solution's role in improvement
• Progress achievement timeline - Time to realize meaningful gains
• Progress sustainability - Continued improvement over time

These metrics demonstrate whether marketing promises translate to customer reality.

Marketing Efficiency Improvements

These show how progress-based approaches enhance marketing performance:

• Customer acquisition cost reduction - Lower expense to acquire customers
• Conversion rate improvement - Increased progression through funnel stages
• Content effectiveness enhancement - Better performance of marketing assets
• Sales cycle compression - Shorter time from awareness to decision
• Marketing qualified lead quality - Higher conversion to opportunities

These metrics reveal the operational benefits of progress-based marketing.

How does Progress-Based Marketing differ from traditional approaches?

Versus Feature-Benefit Marketing

Traditional approaches present product features and their advantages. Progress-Based Marketing focuses on how customers can advance toward their goals, creating stronger emotional connection and more meaningful differentiation.

Versus Brand-Centered Marketing

Traditional brand marketing emphasizes company identity and values. Progress-Based Marketing makes the customer the hero of the story, with the brand playing the role of guide or enabler in their journey.

Versus Demographic-Targeted Marketing

Traditional targeting focuses on customer characteristics. Progress-Based Marketing targets based on job execution struggles, reaching customers across demographic boundaries who share common goals.

Versus Pain-Solution Marketing

While somewhat similar, traditional pain-solution marketing often focuses on immediate product-related problems. Progress-Based Marketing addresses the broader progress customers seek to make, creating more strategic and sustainable positioning.

Versus Category-Defined Marketing

Traditional approaches often accept industry category definitions. Progress-Based Marketing defines the market by customer jobs, potentially revealing opportunities beyond conventional category boundaries.

How thrv helps with Progress-Based Marketing

thrv provides specialized methodologies and tools to help companies implement effective Progress-Based Marketing centered on customer jobs and progress. The thrv platform enables teams to map customer jobs, identify struggle points, develop job-based messaging frameworks, create content aligned with job steps, implement segment-specific campaigns, and measure marketing impact on customer progress.

For organizations struggling with weak messaging, ineffective content, undifferentiated positioning, or high customer acquisition costs, thrv's approach to Progress-Based Marketing provides a clear path to more effective customer communication based on a understanding of what drives customer behavior. The result is more qualified leads, higher conversion rates, and stronger customer relationships—all derived from aligning marketing with the progress customers are trying to make.