Buyer Personas: How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business
See your offering through the buyer's eyes for more effectivemarketing Buyer Personas is the marketer's actionable guide tolearning what your buyer wants and how they make decisions. Writtenby the world's leading authority on buyer personas, this bookprovides comprehensive coverage of a compelling new way to conductbuyer studies, plus practical advice on adopting the buyer personaapproach to measurably improve marketing outcomes. Readers willlearn how to segment their customer base, investigate each customertype, and apply a radically more relevant process of messageselection, content creation, and distribution through the channelsthat earn the buyers' trust. Rather than relying on generic data orguesswork to determine what the buyer wants, the buyer personaapproach allows companies to ask the buyer directly and obtain moreprecise and actionable guidance. Buyer personas are composite pictures of the people who buysolutions, services or products, crafted through a unique type ofinterview with the people the marketer wants to influence. Thisbook provides step-by-step guidance toward implementing the buyerpersona approach, with the advice of an internationally-respectedexpert. * Learn who buys what, and why * Understand your buyer's goals and how you can address them * Tailor your marketing activities to your buyer'sexpectations * See the purchase through the customer's eyes A recent services industry survey reports that 52 percent oftheir marketers have buyer personas, and another 28 percent expectto add them within the next two years but only 14.6 percentknow how to use them. To avoid letting such a valuable tool go towaste, access the expert perspective in Buyer Personas, andcraft a more relevant marketing strategy.
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