Buyer Personas (eBook)

How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business

Adele Revella (Autor)

eBook Download: EPUB

2015
Wiley (Verlag)
978-1-118-96166-7 (ISBN)

Infos

Named one of Fortune Magazine s 5 Best Business Books in 2015See 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.

Autor

ADELE REVELLA is the CEO and Founder of Buyer Persona Institute and a leading authority on buyer personas. Through her company's research and workshops, Adele's buyer persona methodology has become the gold standard for thousands of marketers in hundreds of global companies. 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.

Produkt-Details

• Erscheint lt. Verlag: 24.2.2015
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Adele Revella • B2B Marketing • B2B marketing strategy • Business & Management • Buyer Persona • Buyer Persona Institute • Buyer Personas • buyer persona usage • buyer persona workshop • Consumer decision making • consumer messaging • Content Marketing • customer-centric marketing • customer composite • Customer Engagement • Customer Insights • customer reach • effective marketing • How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business • implementing buyer persona insights • ITSMA • Marketing • marketing approach • marketing audience • marketing content • marketing distribution • marketing ideas • marketing plans • marketing skills • Marketing theory • Market Research • Messaging • Positioning • Sales enablement • Strategic Marketing • Strategisches Marketing • understanding buyer personas • Wirtschaft u. Management
• ISBN-10: 1-118-96166-8 / 1118961668
• ISBN-13: 978-1-118-96166-7 / 9781118961667