Buyer Personas, Revised and Expanded:Gain Deep Insight Into Your Customers' Buying Decisions and Win More Business

by: Jim Kraus (Author),Adele Revella(Author)

Publisher: Wiley

Edition: 2nd

Publication Date: 2024/7/30

Language: English

Print Length: 240 pages

ISBN-10: 1394236336

ISBN-13: 9781394236336

Book Description

A fresh look into understanding your prospective customer's buying decisions to influence them and win more businessBuilding on the groundbreaking success of the first edition, this newly revised and updated version of Buyer Personas enables marketers to stop wasting time and resources on their best guesses and start drilling down to understand what buyers truly care about―then haess this newfound knowledge to create strategies and messages that break through the clutter and reach buyers on their level.In a world where buyers frequently struggle to get the information they need to evaluate competitive alteatives and feel confident in their choices, this book lays out a step-by-step approach used by hundreds of companies to understand what buyers want to know and experience as they search for a solution to meet their needs, weigh their options, and make a buying decision. In this book, you'll lea:Why understanding the buying decision is far more important than knowing a few things about the individuals or roles involved in that decisionHow to develop a mode Buyer Persona based on five types of buying insights that will inform nearly every marketing and sales decision you makeWhy interviewing recent buyers is the best way to develop your Buyer Persona and how to do it effectivelyHow to use AI and quantitative survey research to enhance your Buyer PersonaWays to use Buyer Persona insights to increase awareness of your products and services, drive consideration, and convert more businessThe revised and expanded Buyer Personas is a complete guide to go beyond benefit-heavy, undifferentiated marketing and focus only on what buyers care about most. It eas a well-deserved spot on the bookshelves of entrepreneurs, executives, marketers, and other business professionals looking to influence their prospective buyers.

About the Author

A fresh look into understanding your prospective customer's buying decisions to influence them and win more businessBuilding on the groundbreaking success of the first edition, this newly revised and updated version of Buyer Personas enables marketers to stop wasting time and resources on their best guesses and start drilling down to understand what buyers truly care about―then haess this newfound knowledge to create strategies and messages that break through the clutter and reach buyers on their level.In a world where buyers frequently struggle to get the information they need to evaluate competitive alteatives and feel confident in their choices, this book lays out a step-by-step approach used by hundreds of companies to understand what buyers want to know and experience as they search for a solution to meet their needs, weigh their options, and make a buying decision. In this book, you'll lea:Why understanding the buying decision is far more important than knowing a few things about the individuals or roles involved in that decisionHow to develop a mode Buyer Persona based on five types of buying insights that will inform nearly every marketing and sales decision you makeWhy interviewing recent buyers is the best way to develop your Buyer Persona and how to do it effectivelyHow to use AI and quantitative survey research to enhance your Buyer PersonaWays to use Buyer Persona insights to increase awareness of your products and services, drive consideration, and convert more businessThe revised and expanded Buyer Personas is a complete guide to go beyond benefit-heavy, undifferentiated marketing and focus only on what buyers care about most. It eas a well-deserved spot on the bookshelves of entrepreneurs, executives, marketers, and other business professionals looking to influence their prospective buyers.