Buyer Personas, Revised and Expanded Gain Deep Insight into Your Customers' Buying Decisions and Win More Business
Building 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 harness this newfound knowledge to...
| Autor principal: | |
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| Otros Autores: | |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Newark :
John Wiley & Sons, Incorporated
2024.
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| Edición: | 2nd ed |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009841202106719 |
Tabla de Contenidos:
- Cover
- Title Page
- Copyright Page
- Contents
- Introduction: Listen First, Then Speak
- Understanding Your Buyer's Story
- More Than Just a Profile of Your Prospective Buyers
- Will This Approach Work for You?
- How the Book Is Organized and What's New
- Part I The Art and Science of Buyer Personas
- Chapter 1 Understanding Buying Decisions and the People Who Make Them
- Where Buyer Profiles Fall Short
- What a Family Vacation Can Teach Us About the Buying Decision
- Some Background
- My Mindset
- The Initial Search
- Evaluating Options
- The Decision
- How Lagoon Oasis Earned My Business
- Focus Your Buyer Personas on the Buying Decision
- High-consideration Buying Decisions
- Multiple Stages in the Buying Journey
- Types of Buying Insights Needed
- Next Steps
- Chapter 2 Focus on Insights That Guide Marketing and Sales Enablement
- A Unique Opportunity
- Why Interested Buyers Don't Buy
- What the Best Sellers Do to Overcome Buyer Indecision
- The Marketer's Opportunity and a Dilemma
- Buying Situation 1: Choosing the Best Option (No Customer Inaction Present)
- Buying Situation 2: Inability to Make a Decision
- Buying Situation 3: Preference for the Status Quo
- 5 Rings of Buying Insight Define Your Buyer Persona
- Buying Insight 1: Priority Initiatives
- Buying Insight 2: Success Factors
- Buying Insight 3: Perceived Barriers
- Buying Insight 4: Decision Criteria
- Buying Insight 5: Buyer's Journey
- Chapter 3 Decide How You Will Discover Buyer Persona Insights
- A Straightforward Approach to a Complex Question
- One-on-One Interviews
- Recent Buyers
- Is This Another Kind of Qualitative Research?
- Using Salespeople to Build Buyer Personas
- Survey Research Will Enhance Your Buyer Personas
- How Social Media Contributes to Buyer Personas
- How Does AI Fit In?.
- Part II Interviewing for Buying Insights
- Chapter 4 Setting Up Your Buyer Persona Study
- Persuade Stakeholders That You Need Buying Insights, Not "Buyer Personas"
- Overcome the "We Know Our Buyers" Objection
- When You Don't Have Time for Buyer Persona Interviews
- How to Design Your Buyer Persona Study
- Study Design Question #1: What Buying Decision Will Be the Focus of Your Buyer Persona?
- Study Design Question #2: What Are the Key Characteristics of the Prospective Buyers You Are Targeting?
- Study Design Question #3: Which Buyers Should You Interview as Part of Your Study?
- Buyer Persona Case Study: Buying an MRI Machine
- An MRI Machine Is a High-consideration Buying Decision
- Designing the MRI Machine Buyer Persona Study
- Chapter 5 Gain Permission and Schedule Buyer Interviews
- Use Your Sales Database to Find Buyers to Interview
- Sometimes You Want to Avoid Your Internal Database
- Using Professional Recruiters to Set Interview Appointments
- Which Buyer Should You Interview?
- Interview Buyers Who Chose You as Well as Those Who Didn't
- Buyer Group 1
- Buyer Group 2
- Buyer Group 3
- Buyer Group 4
- Contacting Buyers to Request an Interview
- Making Initial Contact via Phone
- Following Up with E-mail
- Knowing When to Move On
- Chapter 6 Conduct Probing Buyer Interviews
- Who Should Conduct the Interview?
- Prepare for Your Buyer Interview
- Get 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
- Ask Questions That Keep the Conversation Flowing
- Case Study: An Example Interview with Tim
- Look for Insight When Buyers Use Jargon
- Make Your Questions About Your Impact Count
- Probing on Who Influences the Decision
- Asking About the Perceived Value of Your Differentiators.
- When Features Affect Decisions, Look for Insight
- Be a Respectful Listener
- Part III Creating Your Buyer Persona
- Chapter 7 Mine Your Interviews for Buying Insights
- You Need Fewer Interviews Than You Think
- Steps for Developing Buying Insights from Your Interviews
- Step 1: Mark Up Your Interview Transcripts
- Step 2: Organize the Story Based on Buying Insights
- Step 3: Summarize the Main Point of Each Quotation
- Step 4: Select Buyer Quotes for Each Buying Insight
- Using AI to Mine Your Interviews for Insights
- Chapter 8 Communicate Buying Insights for Impact
- Presenting the 5 Rings of Buying Insight to Others
- Building the Buyer Profile
- Identify Top Themes That Will Resonate with Buyers
- Chapter 9 Conduct Survey Research to Enhance Buying Insights
- Ways to Enhance Your Buyer Persona with Survey Research
- Confirm the Accuracy and Validity of Your Buyer Persona
- Determine Which Buyer Expectations Are the Most Important
- Test Value Proposition and Market Messaging Concepts
- Identify and Understand Buyer Segments
- Who Should You Survey?
- Surveying Recent Buyers and Prospective Buyers
- Part IV Aligning Your Strategies to Win More Business
- Chapter 10 Decide What to Say to Buyers
- Will Your Current Approach Work?
- Hold a Messaging Strategy Workshop
- Ask for Pre-meeting Contributions
- Develop a Complete List of Capabilities That Matter
- The Moderator Is a Proxy for the Buyer
- Apply Two Filters to Identify Message Themes and Proof Points
- Evaluate Your Capabilities vs. the Competition's
- Assess the Relative Value of Your Capabilities to Buyers
- Bring in the Copywriters and Creative Teams
- Chapter 11 Adjust Strategies to Deliver the Knowledge and Experience Buyers Want
- Empathize with Buyers Through Priority Initiatives
- Build Buyer Trust and Confidence Through Success Factors.
- Differentiate Through Perceived Barriers
- Answer Important Buyer Questions Through Decision Criteria
- Design Marketing Activities to Enable Your Buyer's Journey
- Prioritize Assets That Align with the Buyer's Journey
- Changing the Conversation with Salespeople
- Share Insights, Not Buyer Personas
- Deliver Buying Insights Through Sales Playbooks
- Chapter 12 Start Small, with an Eye to the Future
- Where to Begin Your Buyer Persona Initiative
- How to Earn Your Stripes as a Strategic Resource
- Communicating Insights That Affect Other Teams
- Using Buyer Personas to Guide Strategic Planning
- Start Small and Make a Difference
- Acknowledgments
- About the Authors
- Index
- EULA.
