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Buyer Personas: How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business eBook Kindle

5.0 de 5 estrelas 1 avaliação de cliente

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Número de páginas: 231 páginas Dicas de vocabulário: Habilitado Configuração de fonte: Habilitado
Page Flip: Habilitado Idioma: Inglês

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Named one of Fortune Magazine’s “5 Best Business Books” in 2015

See your offering through the buyer's eyes for more effective marketing

Buyer 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.

Capa Interna

The best way to understand what people want is to get to know them. Businesses are beginning to re–embrace this truth, and to realize that Big Data reveals only part of the customer′s story. Marketing surveys have indicated that, within the next couple of years, at least 80 percent of all marketers will be using buyer personas to define their audiences and guide business strategies. Those who have already tried the technique have been amazed by its ease and value, yet, for many, buyer personas are still not translating to increased business. Buyer Personas is a long–awaited how–to guide for marketers who want to implement buyer–expert marketing effectively.

Creating buyer personas is the process of conducting one–on–one interviews with customers to get a handle on their mind–sets, understand their purchasing decisions, and build three–dimensional profiles of real buyers. But how are these interviews conducted? And then what? Buyer Personas addresses these questions in a concise and refreshingly relatable way. Adele Revella hopscotches over fads and hysteria to prove that asking customers about their decisions and then systematically analyzing their answers is one of the most powerful strategies around.

"Know your customer" is an adage as old as marketing itself, but, in the digital era, many are forgetting this timeless truth. 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. 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.

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. Beginning with the principles of buyer persona marketing, then proceeding to a practical method for contract or in–house buyer persona development, the book concludes with the most crucial element making use of buyer personas once they have been generated. Countless examples show that this last step is where too many marketing executives fall short. They focus on the goal of creating buyer personas without a clear plan that guarantees a useful outcome. The third section of Buyer Personas assures that the buyer persona initiative leads to sales and marketing activities that measurably impact business goals.


Detalhes do produto

  • Formato: eBook Kindle
  • Tamanho do arquivo: 3834 KB
  • Número de páginas: 231 páginas
  • Editora: Wiley; Edição: 1 (24 de fevereiro de 2015)
  • Vendido por: Amazon Servicos de Varejo do Brasil Ltda
  • Idioma: Inglês
  • ASIN: B00QQMV5WI
  • Leitura de texto: Habilitado
  • X-Ray:
  • Dicas de vocabulário: Habilitado
  • Leitor de tela: Compatível
  • Configuração de fonte: Habilitado
  • Avaliação média: 5.0 de 5 estrelas 1 avaliação de cliente
  • Lista de mais vendidos da Amazon: #24,608 entre os mais vendidos na Loja Kindle (Conheça os 100 mais vendidos na Loja Kindle)

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Por fernando em 26 de junho de 2015
Formato: eBook Kindle Compra verificada
This book has great insights if you want to start a marketing research business.
If you read this book, I suggest you are willing to conduct a buyer persona analysis on the short run.
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Avaliações mais úteis de consumidores na Amazon.com (beta) (Pode incluir avaliações do Programa de Recompensas para Primeiros Avaliadores)

Amazon.com: 4.5 de 5 estrelas 42 avaliações
Esta avaliação foi considerada útil por 12 de 13 pessoa(s):
3.0 de 5 estrelas Limited Value for Businesses that Deal w/Low Consideration Solutions and Products 28 de agosto de 2015
Por Ms Teeta - Publicada na Amazon.com
Formato: eBook Kindle Compra verificada
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 to benefit from a BP. All in all, despite it being pretty boring, I closed this book with more useful information trapped in my brain than I had when I started - so all was not lost and I have to give it 3 stars. I recommend that anyone curious about BPs, check this one out from your local library - because unless you're a professional who deals with high consideration businesses, you're going to not going to find this book very useful.
Esta avaliação foi considerada útil por 4 de 4 pessoa(s):
5.0 de 5 estrelas I had the good fortune to take a Pragmatic Marketing class with Adele 28 de março de 2015
Por RonWen - Publicada na Amazon.com
Formato: Capa dura Compra verificada
When I first started out in B2B technology marketing, I had the good fortune to take a Pragmatic Marketing class with Adele. During the class I distinctly remember her teaching and coaching style, very supportive, fact-driven and detailed. It was obvious that she had been in the marketing trenches, rolling up her sleeves and doing the detailed work. But I admit to being a bit intimidated by the whole process given how new I was to marketing.

Fast-forward 6 years later and Buyer Personas are a hot topic to many marketers, content marketers in particular. And there are discussions, templates and tools all over the internet on how to create personas but they seem of mixed value to me. I find out that Adele has struck out on her own and is publishing her first Buyer Persona book so it's time to get it on Amazon!

Having just finished the book (I will re-read the key chapters), I found it structured and presented in the same practical fashion that she used as an instructor. Plenty of details, supportive coaching, insights and more. In the end, building a buyer persona is qualitative market research and not everyone has that skill in their toolset. Adele's book provides the busy marketer, guidance and the guard rails to keep your Buyer Persona project on track with enough details but also the flexibility to fit your resource scenario. The book also provides examples of how to document your interview results and how to prioritize and synthesize them for execution in your marketing plan. She also covers the political aspects of getting sales support and buy-in to your Buyer Persona project.

Overall a very detailed and thorough book on Buyer Personas that you should leverage if you're serious about taking that first big step. Adele's been doing Buyer Personas for a long time and her expertise and wisdom shines through in this book. Worth the time and effort for professional marketers supporting medium to high consideration products and services, thanks Adele!
Esta avaliação foi considerada útil por 2 de 2 pessoa(s):
5.0 de 5 estrelas *** AWESOME *** BOOK. THINK YOU UNDERSTAND BUYER PERSONAS? THINK AGAIN. 7 de novembro de 2015
Por Amazon Customer - Publicada na Amazon.com
Formato: Capa dura Compra verificada
I am a voracious reader of business books on a wide range of subjects (including most of the big hit best sellers), and this one stands out as one of the very best I have ever read. (Also, I have no ties to the author, so please consider this review fully objective). Importantly, it has the potential to overcome all of the negative misconceptions about buyer personas that are so prevalent today, and which are based upon a deep misunderstanding of what buyer personas are, what they are not, and how they are created. At the risk of offending some, I can say that if you re developing buyer personas without having read this book, you are almost certainly developing something different from what the buyer persona concept represents, and failing to capture a significant part of the value of your work. Do yourself a favor and read this book first.

The concept of buyer personas is enormously important for today's marketers (particularly those deploying marketing automation systems / focused on content marketing) and the author does a terrific job of explaining the value of buyer personas, as well as how to develop and implement them across an enterprise. The book is a true how to manual, and puts the reader in an excellent position to develop and deploy buyer personas for their own company or their clients, or to effectively manage a consultant doing it on their behalf. The writing is very strong, clear and organized, with many good examples drawn from the author's own extensive experience. It is full of many "Aha!" moments that make it a fascinating read. Upon completing the book, you will be left saying to yourself "Ok, I get it! This is great stuff and I can do it!" You will have added an enormously powerful new tool to your marketing toolkit.

I strongly recommend this book for all marketers today, across all industries. Nice work Ms. Revella.
Esta avaliação foi considerada útil por 2 de 2 pessoa(s):
5.0 de 5 estrelas Buyer Personas the Right Way 10 de maio de 2016
Por Ellen Valentine - Publicada na Amazon.com
Formato: Capa dura Compra verificada
If you are a marketer, strategy director or corporate executive, this landmark book helps you get out of your own product and service myopia and turns you back to focusing on your customers and prospective customers. Only when you begin to understand the customers’ journey, their buying triggers and perceived barriers can you truly elevate the effectiveness of not only your marketing but also your sales approach, your business strategy and more.

Buyer Personas not only explains why you should adopt the methodology, but the author also walks you step by step through how to conduct buyer interviews, assimilate interview data, transform data into insights, build the persona(s) and design the messaging that will resonate with buyers. Don't be deceived by short cut processes to create summaries of buyers that describe college education, magazine subscriptions and little else. This is the only methodology that works.
Esta avaliação foi considerada útil por 6 de 6 pessoa(s):
5.0 de 5 estrelas Will change the way you look at your marketing department 12 de março de 2015
Por K. T. Jensen - Publicada na Amazon.com
Formato: Capa dura Compra verificada
Truly exceptional. For as long as marketing has been an integral part of business, it's been viewed as a "soft science," run on speculation and emotion. Buyer Personas reveals that there is a data-driven methodology that works. Full of real-world example of Revella's process in action, this book is integral for any marketer who wants to take things to the next level and directly address the needs of their customer base. I can't recommend this book highly enough.
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