Buyer personas how to gain insight into your customers expectations, align your marketing strategies, and win more business
"See your offering through the buyer's eyes for more effective marketingBuyer Personas is the marketer's actionable guide to learning what your buyer wants and how they make decisions. Written by the world's leading authority on buyer personas, this book provides comprehensive co...
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| Format: | eBook |
| Language: | English |
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Hoboken
Wiley
2015
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| Edition: | 1 |
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| Collection: | O'Reilly - Collection details see MPG.ReNa |
| Summary: | "See your offering through the buyer's eyes for more effective marketingBuyer Personas is the marketer's actionable guide to learning what your buyer wants and how they make decisions. Written by the world's leading authority on buyer personas, this book provides comprehensive coverage of a compelling new way to conduct buyer studies, plus practical advice on adopting the buyer persona approach to measurably improve marketing outcomes. Readers will learn how to segment their customer base, investigate each customer type, and apply a radically more relevant process of message selection, content creation, and distribution through the channels that earn the buyers' trust. Rather than relying on generic data or guesswork to determine what the buyer wants, the buyer persona approach allows companies to ask the buyer directly and obtain more precise and actionable guidance. Buyer personas are composite pictures of the people who buy solutions, services or products, crafted through a unique type of interview with the people the marketer wants to influence. This book provides step-by-step guidance toward implementing the buyer persona approach, with the advice of an internationally-respected expert. Learn who buys what, and why Understand your buyer's goals and how you can address them Tailor your marketing activities to your buyer's expectations See the purchase through the customer's eyes A recent services industry survey reports that 52 percent of their marketers have buyer personas, and another 28 percent expect to add them within the next two years - but only 14.6 percent know how to use them. To avoid letting such a valuable tool go to waste, access the expert perspective in Buyer Personas, and craft a more relevant marketing strategy"-- |
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| Item Description: | Includes index. - Machine generated contents note: Introduction: Listen First, Then Speak Why Is Everyone Talking About Buyer Personas? Will This Approach Work For You? Chapter One: Understand Buying Decisions and the People Who Make Them Why the 'Know Your Customer' Rule Has Been Redefined A Clothes Dryer's Extra Setting Made All the Difference Will You Understand Your Buyer, Or Their Decision? Relying On Buyer Demographics and Psychographics How Marketers Benefit From Buyer Profiles Buying Insights Complete Your Persona High Consideration Decisions Reveal the Best Insights Buying Insights from A Quick Trip To London Chapter Two: Focus On Insights That Guide Marketing Decisions Listening To Kathy Frustrated, . - a Newly-Minted Consultant Invents Personas Buyers Have Distinct Expectations The 5 Rings of Buying Insight Give Your Buyer a Seat at the Table Buying Insight Open Doors to C-Level Executives Chapter Three: Decide How You Will Discover Buyer Persona Insights The Most Important Nine Months of My Career How Interviews Reveal Insight Is This Another Kind Of Qualitative Research? Crafting The Low Consideration Buyer's Story Using B2B Sales People to Build Buyer Personas The Pros and Cons Of Buyer Surveys When to Use Focus Groups Will Big Data Deliver Insights? How Social Media Contributes To Buyer Personas SAP Gains a High-Value Insight Through Web Analytics PART TWO: INTERVIEWING FOR BUYING INSIGHTS Chapter Four: Gain Permission and Schedule Buyer Interviews Convince Stakeholders That You Need Buying Insights Overcome the "We Know Our Buyers" Objection When You Don't Have Time for Buyer Persona Interviews Use Your Sales Database to Find Buyers To Interview Sometimes You Want To Avoid Your . - Internal Database Using Professional Recruiters To Set Interview Appointments Which Buyer Should You Interview? Interview Buyers Who Chose You As Well As Those Who Did Not Contacting Buyers to Request An Interview Chapter Five: Conduct Probing Buyer Interviews Who Shoul |
| Physical Description: | 1 online resource |
| ISBN: | 9781118961667 9781118961650 1118961668 111896165X |