Descrição do produto
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.
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.