Buyer Personas Revised and Expanded Gain Deep Insight Into Your Customers Buying Decisions and Win More Business Expanded Ed 1st Edition by Jim Kraus, Adele Revella ISBN 1394236336 9781394236336
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Buyer Personas Revised and Expanded Gain Deep Insight Into Your Customers Buying Decisions and Win More Business Expanded Ed 1st Edition by Jim Kraus, Adele Revella – Ebook PDF Instant Download/Delivery: 1394236336, 9781394236336
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Product details:
ISBN 10: 1394236336
ISBN 13: 9781394236336
Author: Jim Kraus, Adele Revella
A fresh look into understanding your prospective customer’s buying decisions to influence them and win more business
Building on the groundbreaking success of the first edition, this newly revised and updated version of Buyer Personas enables marketers to stop wasting time and resources on their best guesses and start drilling down to understand what buyers truly care about–then harness this newfound knowledge to create strategies and messages that break through the clutter and reach buyers on their level.
In a world where buyers frequently struggle to get the information they need to evaluate competitive alternatives and feel confident in their choices, this book lays out a step-by-step approach used by hundreds of companies to understand what buyers want to know and experience as they search for a solution to meet their needs, weigh their options, and make a buying decision. In this book, you’ll learn:
- Why understanding the buying decision is far more important than knowing a few things about the individuals or roles involved in that decision
- How to develop a modern Buyer Persona based on five types of buying insights that will inform nearly every marketing and sales decision you make
- Why interviewing recent buyers is the best way to develop your Buyer Persona and how to do it effectively
- How to use AI and quantitative survey research to enhance your Buyer Persona
- Ways to use Buyer Persona insights to increase awareness of your products and services, drive consideration, and convert more business
The revised and expanded Buyer Personas is a complete guide to go beyond benefit-heavy, undifferentiated marketing and focus only on what buyers care about most. It earns a well-deserved spot on the bookshelves of entrepreneurs, executives, marketers, and other business professionals looking to influence their prospective buyers.
Buyer Personas Revised and Expanded Gain Deep Insight Into Your Customers Buying Decisions and Win More Business Expanded Ed 1st Table of contents:
PART I: The Art and Science of Buyer Personas
1 Understanding Buying Decisions and the People Who Make Them
Where Buyer Profiles Fall Short
What a Family Vacation Can Teach Us About the Buying Decision
Focus Your Buyer Personas on the Buying Decision
High-consideration Buying Decisions
Multiple Stages in the Buying Journey
Types of Buying Insights Needed
Next Steps
2 Focus on Insights That Guide Marketing and Sales Enablement
A Unique Opportunity
Why Interested Buyers Don’t Buy
What the Best Sellers Do to Overcome Buyer Indecision
The Marketer’s Opportunity and a Dilemma
5 Rings of Buying Insight Define Your Buyer Persona
3 Decide How You Will Discover Buyer Persona Insights
A Straightforward Approach to a Complex Question
Is This Another Kind of Qualitative Research?
Using Salespeople to Build Buyer Personas
Survey Research Will Enhance Your Buyer Personas
How Social Media Contributes to Buyer Personas
How Does AI Fit In?
PART II: Interviewing for Buying Insights
4 Setting Up Your Buyer Persona Study
Persuade Stakeholders That You Need Buying Insights, Not “Buyer Personas”
Overcome the “We Know Our Buyers” Objection
When You Don’t Have Time for Buyer Persona Interviews
How to Design Your Buyer Persona Study
Buyer Persona Case Study: Buying an MRI Machine
5 Gain Permission and Schedule Buyer Interviews
Use Your Sales Database to Find Buyers to Interview
Sometimes You Want to Avoid Your Internal Database
Using Professional Recruiters to Set Interview Appointments
Which Buyer Should You Interview?
Interview Buyers Who Chose You as Well as Those Who Didn’t
Contacting Buyers to Request an Interview
6 Conduct Probing Buyer Interviews
Who Should Conduct the Interview?
Prepare for Your Buyer Interview
Get It on the Record
“Take Me Back to the Day …”
Case Study: An Example Interview with Tim
Look for Insight When Buyers Use Jargon
Make Your Questions About Your Impact Count
Probing on Who Influences the Decision
Asking About the Perceived Value of Your Differentiators
When Features Affect Decisions, Look for Insight
Be a Respectful Listener
PART III: Creating Your Buyer Persona
7 Mine Your Interviews for Buying Insights
You Need Fewer Interviews Than You Think
Steps for Developing Buying Insights from Your Interviews
Using AI to Mine Your Interviews for Insights
8 Communicate Buying Insights for Impact
Presenting the 5 Rings of Buying Insight to Others
Building the Buyer Profile
Identify Top Themes That Will Resonate with Buyers
9 Conduct Survey Research to Enhance Buying Insights
Ways to Enhance Your Buyer Persona with Survey Research
Who Should You Survey?
PART IV: Aligning Your Strategies to Win More Business
10 Decide What to Say to Buyers
Will Your Current Approach Work?
Hold a Messaging Strategy Workshop
11 Adjust Strategies to Deliver the Knowledge and Experience Buyers Want
Empathize with Buyers Through Priority Initiatives
Build Buyer Trust and Confidence Through Success Factors
Differentiate Through Perceived Barriers
Answer Important Buyer Questions Through Decision Criteria
Design Marketing Activities to Enable Your Buyer’s Journey
Prioritize Assets That Align with the Buyer’s Journey
Changing the Conversation with Salespeople
Share Insights, Not Buyer Personas
Deliver Buying Insights Through Sales Playbooks
12 Start Small, with an Eye to the Future
Where to Begin Your Buyer Persona Initiative
How to Earn Your Stripes as a Strategic Resource
Communicating Insights That Affect Other Teams
Using Buyer Personas to Guide Strategic Planning
Start Small and Make a Difference
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Tags: Jim Kraus, Adele Revella, Buyer Personas, Customers, Business Expanded