PRAISE FOR BUYER PERSONAS
"The guide you need to create personas based on the actual problems of actual people...not guesswork or hunches or vibes."
--ANN HANDLEY, bestselling author and Chief Content Officer, MarketingProfs
"The first edition of Buyer Personas changed the trajectory of my career. For close to a decade, it has been the only method that is mandatory for every one of our fractional CMOs. The expanded edition brings new insights to the first book's fundamentally profound simplicity, revealing the persona methodology that every existing and aspiring CMO should embrace."
--JOSEPH FROST, Founder, yorCMO
"Buyer Personas is an important playbook for sales and marketing leaders grappling with how to drive decisions with B2B buyers desperately searching for providers and solutions that they trust."
--TED MCKENNA, Coauthor of The JOLT Effect: How High Performers Overcome Customer Indecision
"Most marketers acknowledge the importance of understanding their prospective customers, yet they often struggle to initiate a reliable process to do so. This book serves as the ultimate solution--a comprehensive guide akin to a 'know your customer bible'--empowering you to make sales and marketing decisions grounded in an accurate understanding of your buyers and why they make the buying decisions that they do."
--JOE PULIZZI, author of five bestselling marketing books including Epic Content Marketing and Content Inc.
Inhaltsverzeichnis
Introduction: Listen First, Then Speak 1
PART I The Art and Science of Buyer Personas 9
Chapter 1 Understanding Buying Decisions and the People Who Make Them 13
Chapter 2 Focus on Insights That Guide Marketing and Sales Enablement 31
Chapter 3 Decide How You Will Discover Buyer Persona Insights 43
PART II Interviewing for Buying Insights 55
Chapter 4 Setting Up Your Buyer Persona Study 57
Chapter 5 Gain Permission and Schedule Buyer Interviews 73
Chapter 6 Conduct Probing Buyer Interviews 87
PART III Creating Your Buyer Persona 109
Chapter 7 Mine Your Interviews for Buying Insights 111
Chapter 8 Communicate Buying Insights for Impact 131
Chapter 9 Conduct Survey Research to Enhance Buying Insights 147
PART IV Aligning Your Strategies to Win More Business 167
Chapter 10 Decide What to Say to Buyers 169
Chapter 11 Adjust Strategies to Deliver the Knowledge and Experience Buyers Want 185
Chapter 12 Start Small, with an Eye to the Future 201
Acknowledgments 213
About the Authors 215
Index 217
