The Resource Buyer personas : how to gain insight into your customers expectations, align your marketing strategies, and win more business, Adele Revella., (ebook)

Buyer personas : how to gain insight into your customers expectations, align your marketing strategies, and win more business, Adele Revella., (ebook)

Label
Buyer personas : how to gain insight into your customers expectations, align your marketing strategies, and win more business
Title
Buyer personas
Title remainder
how to gain insight into your customers expectations, align your marketing strategies, and win more business
Statement of responsibility
Adele Revella.
Creator
Contributor
Subject
Genre
Language
eng
Summary
"See your offering through the buyer's eyes for more effective marketingBuyer Personas is the marketer's actionable guide to learning what your buyer wants and how they make decisions. Written by the world's leading authority on buyer personas, this book provides comprehensive coverage of a compelling new way to conduct buyer studies, plus practical advice on adopting the buyer persona approach to measurably improve marketing outcomes. Readers will learn how to segment their customer base, investigate each customer type, and apply a radically more relevant process of message selection, content creation, and distribution through the channels that earn the buyers' trust. Rather than relying on generic data or guesswork to determine what the buyer wants, the buyer persona approach allows companies to ask the buyer directly and obtain more precise and actionable guidance.Buyer personas are composite pictures of the people who buy solutions, services or products, crafted through a unique type of interview with the people the marketer wants to influence. This book provides step-by-step guidance toward implementing the buyer persona approach, with the advice of an internationally-respected expert. Learn who buys what, and why Understand your buyer's goals and how you can address them Tailor your marketing activities to your buyer's expectations See the purchase through the customer's eyes A recent services industry survey reports that 52 percent of their marketers have buyer personas, and another 28 percent expect to add them within the next two years - but only 14.6 percent know how to use them. To avoid letting such a valuable tool go to waste, access the expert perspective in Buyer Personas, and craft a more relevant marketing strategy"--
Assigning source
Provided by publisher
Cataloging source
DLC
http://library.link/vocab/creatorName
Revella, Adele
Dewey number
658.8/342
Index
index present
LC call number
HF5415.32
Literary form
non fiction
Nature of contents
dictionaries
http://library.link/vocab/relatedWorkOrContributorName
OverDrive, Inc
http://library.link/vocab/subjectName
  • Consumer behavior
  • Marketing
Label
Buyer personas : how to gain insight into your customers expectations, align your marketing strategies, and win more business, Adele Revella., (ebook)
Link
Instantiates
Publication
Note
Includes index
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier MARC source
rdacarrier
Content category
text
Content type MARC source
rdacontent
Contents
  • Title Page; Copyright; Dedication; Foreword; Acknowledgments; Introduction: Listen First, Then Speak; Part I: Understanding the Art and Science of Buyer Personas; Chapter 1: Understand Buying Decisions and the People Who Make Them; Why the "Know Your Customer" Rule Has Been Redefined; A Clothes Dryer's Extra Setting Made All the Difference; Will You Understand Your Buyers' Decisions?; Relying on Buyer Demographics and Psychographics; How Marketers Benefit from Buyer Profiles; Buying Insights Complete Your Persona; High-Consideration Decisions Reveal the Best Insights
  • Buying Insights from a Quick Trip to LondonChapter 2: Focus on the Insights That Guide Marketing Decisions; Listening to Kathy; Frustrated, a Newly Minted Consultant Invents Personas; Buyers Have Distinct Expectations; The 5 Rings of Buying Insight; Give Your Buyer a Seat at the Table; Buying Insight Opens Doors to C-Level Executives; Chapter 3: Decide How You Will Discover Buyer Persona Insights; The Most Important Nine Months of My Career; How Interviews Reveal Insight; Is This Another Kind of Qualitative Research?; Crafting the Low-Consideration Buyer's Story
  • Using B2B Salespeople to Build Buyer PersonasThe Pros and Cons of Buyer Surveys; When to Use Focus Groups; Will Big Data Deliver Insights?; How Social Media Contributes to Buyer Personas; SAP Gains High-Value Insights through Web Analytics; Part II: Interviewing for Buying Insights; Chapter 4: Gain Permission and Schedule Buyer Interviews; Persuade Stakeholders That You Need Buying Insights; Overcome the "We Know Our Buyers" Objection; When You Don't Have Time for Buyer Persona Interviews; Use Your Sales Database to Find Buyers to Interview; Sometimes You Want to Avoid Your Internal Database
  • Using Professional Recruiters to Set Interview AppointmentsWhich Buyer Should You Interview?; Interview Buyers Who Chose You as Well as Those Who Did Not; Contacting Buyers to Request an Interview; Chapter 5: Conduct Probing Buyer Interviews; Who Should Conduct the Interview?; Prepare for Your Buyer Interview; Getting It on the Record; "Take Me Back to the Day..."; Use Your Buyer's Words to Probe for Insight; Go Slowly to Capture the Whole Story; Questions That Keep the Conversation Flowing; An Example Interview with Tim; Look for Insight When Buyers Use Jargon
  • Make Your Questions about Your Impact CountProbing on Who Influences This Decision; Asking about the Perceived Value of Your Differentiators; When Features Affect Decisions, Look for Insight; First and Foremost, Be a Respectful Listener; Chapter 6: Mine Your Interviews for Buying Insights; You Need Fewer Interviews Than You Expect; Step 1: Mark Up Your Interview Transcript; Step 2: Organize the Story Based on Buying Insights; Step 3: Write a Headline for Each Key Insight; Chapter 7: Determine How Many Buyer Personas You Need; Segment Buyers Based on Insights, Not Profiles
Edition
1
Extent
1 online resource.
Form of item
online
Isbn
9781118961667
Isbn Type
(epub)
Lccn
2014050053
Media category
computer
Media MARC source
rdamedia
Specific material designation
remote
Stock number
8974C56D-5257-4EEB-ACDE-9EA3CCA819DC
System control number
  • ocn899114087
  • (OCoLC)899114087
Label
Buyer personas : how to gain insight into your customers expectations, align your marketing strategies, and win more business, Adele Revella., (ebook)
Link
Publication
Note
Includes index
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier MARC source
rdacarrier
Content category
text
Content type MARC source
rdacontent
Contents
  • Title Page; Copyright; Dedication; Foreword; Acknowledgments; Introduction: Listen First, Then Speak; Part I: Understanding the Art and Science of Buyer Personas; Chapter 1: Understand Buying Decisions and the People Who Make Them; Why the "Know Your Customer" Rule Has Been Redefined; A Clothes Dryer's Extra Setting Made All the Difference; Will You Understand Your Buyers' Decisions?; Relying on Buyer Demographics and Psychographics; How Marketers Benefit from Buyer Profiles; Buying Insights Complete Your Persona; High-Consideration Decisions Reveal the Best Insights
  • Buying Insights from a Quick Trip to LondonChapter 2: Focus on the Insights That Guide Marketing Decisions; Listening to Kathy; Frustrated, a Newly Minted Consultant Invents Personas; Buyers Have Distinct Expectations; The 5 Rings of Buying Insight; Give Your Buyer a Seat at the Table; Buying Insight Opens Doors to C-Level Executives; Chapter 3: Decide How You Will Discover Buyer Persona Insights; The Most Important Nine Months of My Career; How Interviews Reveal Insight; Is This Another Kind of Qualitative Research?; Crafting the Low-Consideration Buyer's Story
  • Using B2B Salespeople to Build Buyer PersonasThe Pros and Cons of Buyer Surveys; When to Use Focus Groups; Will Big Data Deliver Insights?; How Social Media Contributes to Buyer Personas; SAP Gains High-Value Insights through Web Analytics; Part II: Interviewing for Buying Insights; Chapter 4: Gain Permission and Schedule Buyer Interviews; Persuade Stakeholders That You Need Buying Insights; Overcome the "We Know Our Buyers" Objection; When You Don't Have Time for Buyer Persona Interviews; Use Your Sales Database to Find Buyers to Interview; Sometimes You Want to Avoid Your Internal Database
  • Using Professional Recruiters to Set Interview AppointmentsWhich Buyer Should You Interview?; Interview Buyers Who Chose You as Well as Those Who Did Not; Contacting Buyers to Request an Interview; Chapter 5: Conduct Probing Buyer Interviews; Who Should Conduct the Interview?; Prepare for Your Buyer Interview; Getting It on the Record; "Take Me Back to the Day..."; Use Your Buyer's Words to Probe for Insight; Go Slowly to Capture the Whole Story; Questions That Keep the Conversation Flowing; An Example Interview with Tim; Look for Insight When Buyers Use Jargon
  • Make Your Questions about Your Impact CountProbing on Who Influences This Decision; Asking about the Perceived Value of Your Differentiators; When Features Affect Decisions, Look for Insight; First and Foremost, Be a Respectful Listener; Chapter 6: Mine Your Interviews for Buying Insights; You Need Fewer Interviews Than You Expect; Step 1: Mark Up Your Interview Transcript; Step 2: Organize the Story Based on Buying Insights; Step 3: Write a Headline for Each Key Insight; Chapter 7: Determine How Many Buyer Personas You Need; Segment Buyers Based on Insights, Not Profiles
Edition
1
Extent
1 online resource.
Form of item
online
Isbn
9781118961667
Isbn Type
(epub)
Lccn
2014050053
Media category
computer
Media MARC source
rdamedia
Specific material designation
remote
Stock number
8974C56D-5257-4EEB-ACDE-9EA3CCA819DC
System control number
  • ocn899114087
  • (OCoLC)899114087

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