Buyer Personas
John Wiley & Sons Inc (Verlag)
978-1-118-96150-6 (ISBN)
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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.
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.
Foreword xiii
David Meerman Scott
Acknowledgments xvii
Introduction: Listen First, Then Speak xix
Why Is Everyone Talking about Buyer Personas? xx
Will This Approach Work for You? xxii
Part I Understanding the Art and Science of Buyer Personas 1
Chapter 1 Understand Buying Decisions and the People Who Make Them 3
Why the “Know Your Customer” Rule Has Been Redefined 5
A Clothes Dryer’s Extra Setting Made All the Difference 6
Will You Understand Your Buyers’ Decisions? 7
Relying on Buyer Demographics and Psychographics 10
How Marketers Benefit from Buyer Profiles 11
Buying Insights Complete Your Persona 12
High-Consideration Decisions Reveal the Best Insights 13
Buying Insights from a Quick Trip to London 15
Chapter 2 Focus on the Insights That Guide Marketing Decisions 19
Listening to Kathy 20
Frustrated, A Newly Minted Consultant Invents Personas 22
Buyers Have Distinct Expectations 23
The 5 Rings of Buying Insight 25
Give Your Buyer a Seat at the Table 27
Buying Insight Opens Doors to C-Level Executives 31
Chapter 3 Decide How You Will Discover Buyer Persona Insights 35
The Most Important Nine Months of My Career 36
How Interviews Reveal Insight 38
Is This Another Kind of Qualitative Research? 39
Crafting The Low-Consideration Buyer’s Story 41
Using B2B Salespeople to Build Buyer Personas 42
The Pros and Cons of Buyer Surveys 43
When to Use Focus Groups 44
Will Big Data Deliver Insights? 45
How Social Media Contributes to Buyer Personas 48
SAP Gains High-Value Insights through Web Analytics 49
Part II Interviewing for Buying Insights 51
Chapter 4 Gain Permission and Schedule Buyer Interviews 55
Persuade Stakeholders That You Need Buying Insights 56
Overcome the “We Know Our Buyers” Objection 57
When You Don’t Have Time for Buyer Persona Interviews 59
Use Your Sales Database to Find Buyers to Interview 60
Sometimes You Want to Avoid Your Internal Database 61
Using Professional Recruiters to Set Interview Appointments 62
Which Buyer Should You Interview? 64
Interview Buyers Who Chose You as Well as Those Who Did Not 66
Contacting Buyers to Request an Interview 68
Chapter 5 Conduct Probing Buyer Interviews 73
Who Should Conduct the Interview? 74
Prepare for Your Buyer Interview 75
Getting It on the Record 77
“Take Me Back to the Day .” 78
Use Your Buyer’s Words to Probe for Insight 80
Go Slowly to Capture the Whole Story 81
Questions That Keep the Conversation Flowing 82
An Example Interview with Tim 84
Look for Insight When Buyers Use Jargon 86
Make Your Questions about Your Impact Count 88
Probing on Who Influences This Decision 90
Asking about the Perceived Value of Your Differentiators 91
When Features Affect Decisions, Look for Insight 92
First and Foremost, Be a Respectful Listener 94
Chapter 6 Mine Your Interviews for Buying Insights 97
You Need Fewer Interviews Than You Expect 98
Step 1: Mark Up Your Interview Transcript 99
Step 2: Organize the Story Based on Buying Insights 103
Step 3: Write a Headline for Each Key Insight 106
Chapter 7 Determine How Many Buyer Personas You Need 111
Segment Buyers Based on Insights, Not Profiles 112
Conduct More Interviews to Test Segmentation Options 114
Analyze Insights to Decide How Many Personas 117
Will Two Buyer Personas Help You Win More Business? 118
Presenting Your Buyer Persona 123
Copywriting Your Buying Insights 127
Building the Buyer Profile 128
How to Find Buyer Profile Information 129
Part III Aligning Your Strategies to Win More Business 131
Chapter 8 Decide What to Say to Buyers 135
Will Your Current Approach Work? 136
Set the Agenda, and Invite the Right People 138
Ask for Premeeting Contributions 139
Develop a Complete List of Capabilities That Matter 140
The Moderator Is a Proxy for the Buyer 142
Apply Two Filters for Short Messaging 143
Evaluate Your Competitive Ranking 144
Assess Relative Value to Buyers 145
Bring in the Copywriters and Creative Teams 150
Chapter 9 Design Marketing Activities to Enable Your Buyer’s Journey 151
Understand the Buyer’s Journey 153
Patrick’s Journey for an Employee Benefits Decision 154
Prioritize Assets That Align with the Buyer’s Journey 156
Prepare to Be Surprised 157
How Buyer Personas Affect Industry or Solution Marketing 158
A Global Perspective on Buyer Personas and Campaigns 160
Can You Be Useful to People Who Aren’t Buying? 162
Educate Buyers That Success Is within Reach 163
Autodesk Helps Buyers Achieve Their Top Priorities 164
Chapter 10 Align Sales and Marketing to Help Buyers Decide 171
Changing the Conversation with Salespeople 173
Share Insights, Not Buyer Personas 174
Deliver Buying Insights through Sales Playbooks 175
Enabling the Challenger Sale 176
Helping Salespeople Break into the C-Suite 177
Insight into the Nurse’s Emotions Halts Sales Losses 179
Sales and Marketing: Vive La Différence! 183
Chapter 11 Start Small, with an Eye to the Future 185
Where to Begin Your Buyer Persona Initiative 186
How to Earn Your Stripes as a Strategic Resource 188
How Buyer Personas Benefit Product Strategy 190
Building Buyer Personas for New Products 192
Communicating Insights That Affect Other Teams 193
Using Buyer Personas to Guide Strategic Planning 194
Start Small and Make a Big Difference 198
Bibliography 199
Index 203
| Verlagsort | New York |
|---|---|
| Sprache | englisch |
| Maße | 158 x 231 mm |
| Gewicht | 431 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-118-96150-1 / 1118961501 |
| ISBN-13 | 978-1-118-96150-6 / 9781118961506 |
| Zustand | Neuware |
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