Trigger Technique – Digital Nova Scotia – Leading Digital Industry
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Trigger Technique

May 21, 2020 @ 10:00 am - 1:00 pm ADT

Did you know, DNS members with less than 50 employees could access this training program for free? Have more than 50 employees? No worries, you could attend for 50% off!


In Times Like These… Whoever Gets Closer to the Customer Wins

The world changed overnight and now you’re scrambling to adapt. You need to recoup lost revenue, find new distribution channels, and stay top-of-mind with customers.

Do you know what really makes your customers tick, click, and buy? If not, you’re in trouble. When you’re not 100% clear about who your best customers are or what motivates them to buy, it’s not just frustrating for you or your team—it’s a massive time suck.

You can spend weeks doing market research, but you won’t find all the answers you need. If you want to understand why customers buy products like yours—the ‘real’ why—you need to ask them.

Trigger Technique is a hands-on training program for leaders, marketers and sales teams. You’ll learn how to master one of the most powerful yet under-utilized skills in the marketer’s toolkit: 1:1 buyer interviews.

When done *the right way* (read: with less bias or awkwardness), 1:1 interviews are pure magic…

  • You’ll quickly discover which customer segments to prioritize
  • You’ll identify new channels to get in front of prospects sooner
  • You’ll have the rich insights needed to craft high-converting campaigns and offers
  • You’ll unearth new opportunities for innovation and growth

Training Overview

This hands-on workshop will introduce participants to “jobs to be done” (or JTBD)—a path-breaking growth framework being used by many of the world’s fastest-growing companies.

You’ll learn how to use 1:1 customer interviews to discover why people ‘really’ buy. Better yet? You’ll get hands-on help conducting interviews and extracting insights you can action immediately.

What to Expect

  • A 3-hour group workshop where teams are introduced to JTBD theory and get hands-on practice conducting 1:1 interviews – May 21, 2020 @ 9am-12pm
  • A private, guided training session where we will interview 3-4 customers and extract actionable insights – sessions will be booked based on customer availability
  • A 3-hour group workshop where teams will brainstorm how to action insights gathered from discovery interviews in their marketing – June 25, 2020 @ 9am-12pm
  • Participants will also receive access to additional online training materials. This ensures that what’s learned is easily transferred to other key team members.

Who It’s For

This program is designed for leaders, marketers, and salespeople who need to quickly understand what triggers customers to search for, buy, and love products like theirs.

Why Attend

Teams who do regular audience research are 466% more successful, yet 65% don’t do it. A little upfront work will empower your team to get marketing results worth bragging about.


This program has been fully funded through Workplace Innovation and Productivity Skills Incentive (WIPSI), and will be provided FREE for DNS members with less than 50 employees. If your company has more than 50 employees, 50% of program costs will be funded. You must meet all eligibility requirements to take part in this opportunity.

  • Be operating within the tech sector as a tech business
  • Be Located in Nova Scotia and be registered with the Nova Scotia Registry of Joint Stocks or incorporated by an act of the Nova Scotia legislature
  • Be in business for at least one year
  • Have at least 25,000 dollars in wages or owner remuneration (this is not revenue; this is wages paid out either to employees or to the owner)
  • Be a DNS member prior to the program start date
Apply for the Program!

Please submit your completed form to with your preferred course in the subject line.


About Katelyn Bourgoin

Katelyn Bourgoin is a 4X founder turned growth strategist and trainer. Her specialty is helping marketers and product teams figure out what triggers customers to buy so they can market smarter.

With operational experience spanning the marketing, tech, and hospitality sectors, Katelyn has been named as an influential entrepreneur by Forbes magazine and featured in Inc., HuffPost, Bustle, CBC, CTV, Global TVUSA Today, and more. Katelyn is recognized as one of the “top 20 wonder women of SaaS marketing and growth” by SaaStock. Katelyn’ s past clients include high-growth tech startups, SMBs, business support organizations, and Fortune 500 companies like Target and Holiday Inn.

Today Katelyn helps frustrated marketers, founders and salespeople to focus on what really matters—their customers. After all, whoever gets closer to the customer wins.


May 21, 2020
10:00 am - 1:00 pm ADT
Event Category:


Nova Scotia Canada