Buyer Personas: How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business
Buyer Personas is a long-awaited how-to guide for marketers who want toimplement buyer-expert marketing effectively.Although organizations are increasingly turning to buyer personas to understand buyers and the decisions they make, 83� business leaders say they aren’t using buyer personas as effectively as possible (ITSMA). While an onslaught of new, readily-available templates make it seem easy to simplify the process of identifying buyer personas, they merely enable marketers to display the information already in their heads. Author Adele Revella says marketers can’t achieve outcomes if they don’t use the right tool for the job. The book describes how to truly derive outcomes from buyer personas from:•Conducting uniquely designed interviews with potential buyers•Mining buyer interviews for practical, strategy-informing insights•Designing marketing to enable buyers’ journeys•Aligning marketing and sales around buying insights to win more businessBuyer Personas takes readers step-by-step through the process, tapping into Revella’s 25 years of experience - from launching tech giants in the ‘80s to her role as CEO of Buyer Persona Institute and the leading expert on buyer personas – to help marketers go beyond traditional marketing research and data analytics to create effective buyer personas to actually grow business.
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