Buyer Personas: How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business
| Author | : | |
| Rating | : | 4.58 (849 Votes) |
| Asin | : | 1118961501 |
| Format Type | : | paperback |
| Number of Pages | : | 240 Pages |
| Publish Date | : | 2015-03-09 |
| Language | : | English |
DESCRIPTION:
"Know your customer" is an adage as old as marketing itself, but, in the digital era, many are forgetting this timeless truth. Countless examples show that this last step is where too many marketing executives fall short. Buyer Personas provides immediately actionable, step-by-step procedures and answers to the questions that marketers ask as they begin to build and use buyer personas. From the Inside FlapThe best way to understand what people want is to get to know them. Interview a customer tomorrow morning, and by tomorrow afternoon you will have robust new knowledge of how your buyers think, without any of the pitfalls that accompany less people-centered approaches. Although it's possible to gather mountains of information on just about anything, no amount of data will help marketers understand customers as well—or as quickly—as simply listening. The third section of Buyer
She is widely recognized as a marketing and business leadership speaker, consultant, blogger, and workshop facilitator. . In her decades-long marketing career, Adele has seen the discipline from all sides: executive, consultant, trainer, and entrepreneur. ADELE REVELLA is the CEO and Founder of Buyer Persona Institute and a leading authority on buyer personas. Through her company's research
To avoid letting such a valuable tool go to waste, access the expert perspective in Buyer Personas, and craft a more relevant marketing strategy.. 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 whyUnderstand your buyer's goals and how you can address themTailor your marketing activities to your buyer's expectationsSee the purchase through the customer's eyesA 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. 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. Written by the world's leading authority on buyer personas, this book prov
Jonathan Kranz said This is the only serious way to do personas, period.. I'm going to be blunt. In my "This is the only serious way to do personas, period." according to Jonathan Kranz. I'm going to be blunt. In my 20-year career as a marketing copywriter, I've seen two kinds of personas: the ones done by Adele Revella (or informed by her principles), and everything else. And everything else isa waste of time. You don't need to know if your customer plays golf. It doesn't matter if she's a soccer mom. Who cares what they read and where they like to go on vacation?You need to know just three things: why they buy; how they buy; and what criteria they apply to their choices. The. 0-year career as a marketing copywriter, I've seen two kinds of personas: the ones done by Adele Revella (or informed by her principles), and everything else. And everything else isa waste of time. You don't need to know if your customer plays golf. It doesn't matter if she's a soccer mom. Who cares what they read and where they like to go on vacation?You need to know just three things: why they buy; how they buy; and what criteria they apply to their choices. The. A Useful (that's a compliment) Way of Engaging Changing Buyers I recently read Mark Roberge’s “The Sales Acceleration Formula,” which describes how he built a Sales function from scratch that aligned sales hiring, training, coaching and the work of the Marketing and Sales departments because there were no real political constraints in making everything work together. He had a great chapter where he laid out a Buyer Persona / Buyer Journey matrix, which provided a new way of looking at prospects and customers and how they made buying deci. "Limited Value for Businesses that Deal w/Low Consideration Solutions and Products" according to Ms Teeta. This is a good resource for businesses that deal in high consideration solutions/products - meaning items (or services) that are not purchased on a whim or impulse - instead items/services that involve a fair amount of thought and options weighing before making a committment and handing over a wad of cash. I mostly deal with lower consideration items so most of the processes discussed don't apply to my line of work. However the author offers a few useful insights for small time players on how