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Buyer personas : how to gain insight into your customers expectations, align your marketing strategies, and win more business /
"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 co...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Wiley,
2015.
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| Edición: | 1. |
| Temas: | |
| Acceso en línea: | Texto completo Texto completo |
Tabla de Contenidos:
- 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.