导读荐语
想知道客户想要什么,你应该直接去问他们。咨询师阿黛尔·瑞莫拉认为,很多B2B公司的营销策略都是基于猜测和直觉,然而他们需要对客户有更深入的了解。作者认为应该建立“买家特征”,同时市场营销应该针对客户最关心的问题。所谓买家特征指的是市场上有着相似心态、需求和目标的客户的全方位特征。在这本内容翔实的著作中,瑞莫拉告诉读者如何构建买家特征。作者直接跳过理论,着眼实战,详细地告诉读者如何采访客户、如何将数据整理成表格并将最终成果转化为有吸引力的营销口号。getAbstract相信,这本书会让B2B公司中的营销人员、销售经理和销售代表受益匪浅。
浓缩书
关于作者
营销顾问阿黛尔·瑞莫拉(Adele Revella)建立了买家特征研究所,并在其网站上发表博客。
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