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Buyer Personas: How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business Hardcover – 27 Mar 2015
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From the Inside Flap
The best way to understand what people want is to get to know them. Businesses are beginning to re-embrace this truth, and to realize that Big Data reveals only part of the customer's story. Marketing surveys have indicated that, within the next couple of years, at least 80 percent of all marketers will be using buyer personas to define their audiences and guide business strategies. Those who have already tried the technique have been amazed by its ease and value, yet, for many, buyer personas are still not translating to increased business. Buyer Personas is a long-awaited how-to guide for marketers who want to implement buyer-expert marketing effectively.
Creating buyer personas is the process of conducting one-on-one interviews with customers to get a handle on their mind-sets, understand their purchasing decisions, and build three-dimensional profiles of real buyers. But how are these interviews conducted? And then what? Buyer Personas addresses these questions in a concise and refreshingly relatable way. Adele Revella hopscotches over fads and hysteria to prove that asking customers about their decisions--and then systematically analyzing their answers--is one of the most powerful strategies around.
"Know your customer" is an adage as old as marketing itself, but, in the digital era, many are forgetting this timeless truth. Although it's possible to gather mountains of information on just about anything, no amount of data will help marketers understand customers as well--or as quickly--as simply listening. Interview a customer tomorrow morning, and by tomorrow afternoon you will have robust new knowledge of how your buyers think, without any of the pitfalls that accompany less people-centered approaches.
Buyer Personas provides immediately actionable, step-by-step procedures and answers to the questions that marketers ask as they begin to build and use buyer personas. Beginning with the principles of buyer persona marketing, then proceeding to a practical method for contract or in-house buyer persona development, the book concludes with the most crucial element--making use of buyer personas once they have been generated. Countless examples show that this last step is where too many marketing executives fall short. They focus on the goal of creating buyer personas without a clear plan that guarantees a useful outcome. The third section of Buyer Personas assures that the buyer persona initiative leads to sales and marketing activities that measurably impact business goals.
From the Back Cover
PRAISE FOR BUYER PERSONAS
"I find that most marketers have no 'real' idea how to develop buyer personas for their organization. This critical component is either missing or completed incorrectly for the majority of enterprises. Don't let this happen to you. Buy this book and implement this strategy in your organization today."
--Joe Pulizzi, Founder, Content Marketing Institute and Author of Epic Content Marketing
"In an age of Big Data analytics, where all the emphasis has been on B2C marketers inferring consumer buying tendencies by crunching Web logs, it is good to see new work on the qualitative side of the ledger, focused on specific individuals making considered purchase decisions shaped by personal and social values. Adele's focus on buyer personas provides a great platform for building B2B marketing campaigns."
--Geoffrey Moore, Author of Crossing the Chasm
"Business schools advise marketers to listen to customers. Adele Revella provides a powerful methodology to understand customers. This book is an important contribution to the marketing literature. Highly recommended."
--S. Thomas Emerson, Distinguished Career Professor of Entrepreneurship, Carnegie Mellon University in Qatar
"'If you build it they will come' no longer works in the high tech industry. Adele's book is a practical guide to starting with the customer first, making your marketing more relevant so you can close more business faster. Most important is her approach to understanding why buyers don't choose your solutions, providing the marketing innovator with an opportunity to turn objections into key selling points."
--Bridget C. Bisnette, Senior Director, Cisco Systems
"In a world where marketing is increasingly about listening to your customers and meeting their needs, you need to find a way to both do that well and do it efficiently. Here, Adele Revella delivers the prescription."
--Ann Handley, Author of the bestselling Everybody Writes and Chief Content Officer, MarketingProfs
"Look no further than this tried-and-true playbook from the reigning queen of the buyer persona. Adele Revella's practical, step-by-step approach has been immensely valuable to help us develop a more effective messaging strategy. Buyer personas help us get inside the consumer's mind-set, instead of falling back on the 'me-too messaging' that's so prevalent in our industry."
--Marissa Myers, Director of Marketing, Dreyfus Sotheby's International
"Adele's message is simple but incredibly powerful--market from an understanding of what really matters to buyers. It might sound simple, but it's hard to do. Want to know your customer better? Want a better way to communicate with them? Want to change the game on your sales and marketing? This book shows the way, with a clear and effective road map for developing and using personas."
--Tim Cook, Partner & Vice President of Client Services, The Mx Group
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This book can be summed up as: do win-loss phone interviews, it's important.
There's maybe enough content here for a long blog post at best.
Other waffle includes "Immediately after leaving your voice mail message or talking with an administrative assistant , you should follow up with an email." Yikes! I'd better write that advice down on a legal pad.
Reading it it's a bit like being on a rollercoaster:
you are brought up into "marketing secrets"and than you are smashed down into the details of a methodology so little to describe what you have to use as title of an excell spreadsheet.
I see why Revella has done something like that: very small details make huge difference in her methodology.
The grain of her understanding of marketing it's so fine that has made clarity in concepts that too many marketers take for granted, only because they cover the problem. But do not solve it.
I have not used the methodology yet, but having used in the past some of the concepts and appraoches outlined, I have no doubt that the methodology works.
Revella has done an incredible job in aligning critical ideas in B2B Marketing, polishing the broken steps and rewiring them in the right way.
This book is a must ready for any marketer involved in "high consideration sales".
I have read some review of this book saying that it is "too fluffy" "generic" or "pedant": the reality is that most probably the reviewer should take a second read, this time with a magnifying lens.