Buyer Personas, Revised and Expanded

Informationen zum Autor JIM KRAUS is the President of Buyer Persona Institute (BPI) and a Principal of KS&R, Inc., a leading global market research and consulting firm. Jim has spent his entire career as an executive and consultant, advising small to market leading global brands on how to understand their prospective buyers and why they make the buying decisions that they do. ADELE REVELLA is the Founder of Buyer Persona Institute (BPI) and a leading authority on buyer personas. A career marketer with decades of experience, Adele has seen the discipline from all sides: executive, consultant, trainer and entrepreneur. Now retired, she traveled the world as a marketing and business leadership speaker, consultant, blogger and workshop facilitator. Klappentext PRAISE FOR BUYER PERSONAS "The guide you need to create personas based on the actual problems of actual people...not guesswork or hunches or vibes." -- ANN HANDLEY, bestselling author and Chief Content Officer, MarketingProfs "The first edition of Buyer Personas changed the trajectory of my career. For close to a decade, it has been the only method that is mandatory for every one of our fractional CMOs. The expanded edition brings new insights to the first book's fundamentally profound simplicity, revealing the persona methodology that every existing and aspiring CMO should embrace." -- JOSEPH FROST, Founder, yorCMO " Buyer Personas is an important playbook for sales and marketing leaders grappling with how to drive decisions with B2B buyers desperately searching for providers and solutions that they trust." -- TED MCKENNA, Coauthor of The JOLT Effect: How High Performers Overcome Customer Indecision "Most marketers acknowledge the importance of understanding their prospective customers, yet they often struggle to initiate a reliable process to do so. This book serves as the ultimate solution--a comprehensive guide akin to a 'know your customer bible'--empowering you to make sales and marketing decisions grounded in an accurate understanding of your buyers and why they make the buying decisions that they do." -- JOE PULIZZI, author of five bestselling marketing books including Epic Content Marketing and Content Inc . Inhaltsverzeichnis Introduction: Listen First, Then Speak 1 PART I The Art and Science of Buyer Personas 9 Chapter 1 Understanding Buying Decisions and the People Who Make Them 13 Chapter 2 Focus on Insights That Guide Marketing and Sales Enablement 31 Chapter 3 Decide How You Will Discover Buyer Persona Insights 43 PART II Interviewing for Buying Insights 55 Chapter 4 Setting Up Your Buyer Persona Study 57 Chapter 5 Gain Permission and Schedule Buyer Interviews 73 Chapter 6 Conduct Probing Buyer Interviews 87 PART III Creating Your Buyer Persona 109 Chapter 7 Mine Your Interviews for Buying Insights 111 Chapter 8 Communicate Buying Insights for Impact 131 Chapter 9 Conduct Survey Research to Enhance Buying Insights 147 PART IV Aligning Your Strategies to Win More Business 167 Chapter 10 Decide What to Say to Buyers 169 Chapter 11 Adjust Strategies to Deliver the Knowledge and Experience Buyers Want 185 Chapter 12 Start Small, with an Eye to the Future 201 Acknowledgments 213 About the Authors 215 Index 217 ...

Auteur

JIM KRAUS is the President of Buyer Persona Institute (BPI) and a Principal of KS&R, Inc., a leading global market research and consulting firm. Jim has spent his entire career as an executive and consultant, advising small to market leading global brands on how to understand their prospective buyers and why they make the buying decisions that they do. ADELE REVELLA is the Founder of Buyer Persona Institute (BPI) and a leading authority on buyer personas. A career marketer with decades of experience, Adele has seen the discipline from all sides: executive, consultant, trainer and entrepreneur. Now retired, she traveled the world as a marketing and business leadership speaker, consultant, blogger and workshop facilitator.

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PRAISE FOR BUYER PERSONAS

"The guide you need to create personas based on the actual problems of actual people...not guesswork or hunches or vibes."
--ANN HANDLEY, bestselling author and Chief Content Officer, MarketingProfs

"The first edition of Buyer Personas changed the trajectory of my career. For close to a decade, it has been the only method that is mandatory for every one of our fractional CMOs. The expanded edition brings new insights to the first book's fundamentally profound simplicity, revealing the persona methodology that every existing and aspiring CMO should embrace."
--JOSEPH FROST, Founder, yorCMO

"Buyer Personas is an important playbook for sales and marketing leaders grappling with how to drive decisions with B2B buyers desperately searching for providers and solutions that they trust."
--TED MCKENNA, Coauthor of The JOLT Effect: How High Performers Overcome Customer Indecision

"Most marketers acknowledge the importance of understanding their prospective customers, yet they often struggle to initiate a reliable process to do so. This book serves as the ultimate solution--a comprehensive guide akin to a 'know your customer bible'--empowering you to make sales and marketing decisions grounded in an accurate understanding of your buyers and why they make the buying decisions that they do."
--JOE PULIZZI, author of five bestselling marketing books including Epic Content Marketing and Content Inc.

Contenu

Introduction: Listen First, Then Speak 1

PART I The Art and Science of Buyer Personas 9

Chapter 1 Understanding Buying Decisions and the People Who Make Them 13

Chapter 2 Focus on Insights That Guide Marketing and Sales Enablement 31

Chapter 3 Decide How You Will Discover Buyer Persona Insights 43

PART II Interviewing for Buying Insights 55

Chapter 4 Setting Up Your Buyer Persona Study 57

Chapter 5 Gain Permission and Schedule Buyer Interviews 73

Chapter 6 Conduct Probing Buyer Interviews 87

PART III Creating Your Buyer Persona 109

Chapter 7 Mine Your Interviews for Buying Insights 111

Chapter 8 Communicate Buying Insights for Impact 131

Chapter 9 Conduct Survey Research to Enhance Buying Insights 147

PART IV Aligning Your Strategies to Win More Business 167

Chapter 10 Decide What to Say to Buyers 169

Chapter 11 Adjust Strategies to Deliver the Knowledge and Experience Buyers Want 185

Chapter 12 Start Small, with an Eye to the Future 201

Acknowledgments 213

About the Authors 215

Index 217