Summary of Buyer Personas

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8 Overall

9 Applicability

8 Innovation

7 Style


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To find out what your customers want, ask them. Consultant Adele Revella argues that too many business-to-business companies base their marketing efforts on guesswork and intuition. Instead, they need in-depth knowledge about their customers. She recommends constructing “buyer personas” of your B2B buyers and refocusing your marketing messages on their priorities. A buyer persona is a composite portrait of a segment of your market that represents a large group of customers with similar attitudes, needs and goals. In this detailed manual, Revella shows how to create your own buyer personas. She skips theory to provide nuts-and-bolts instructions on conducting interviews, collating data into spreadsheets and turning the findings into compelling marketing messages. getAbstract believes her insights will benefit marketing strategists, sales managers and sales representatives at business-to-business companies.

In this summary, you will learn

  • How to construct a “buyer persona,”
  • What strategies will help you identify the personas in your customer base and
  • What steps you can take to tailor your marketing to each buyer persona.
 

About the Author

Marketing consultant Adele Revella founded the Buyer Persona Institute and blogs on its website.

 

Summary

What Do Customers Want?
Business-to-business marketing has changed. In the old days, customers couldn’t use the Internet to evaluate buying options. They went directly to vendors for information. A vendor’s sales representatives cultivated relationships with their customers, and crafted...

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