Buyer Personas - by Adele Revella (Hardcover)
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<p/><br></br><p><b> Book Synopsis </b></p></br></br><b><b>Named one of Fortune Magazine's "5 Best Business Books" in 2015<br /></b><br />See your offering through the buyer's eyes for more effective marketing</b> <p><i>Buyer Personas</i> 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 coverage of a compelling new way to conduct buyer studies, plus practical advice on adopting the buyer persona approach to measurably improve marketing outcomes. Readers will learn how to segment their customer base, investigate each customer type, and apply a radically more relevant process of message selection, content creation, and distribution through the channels that earn the buyers' trust. Rather than relying on generic data or guesswork to determine what the buyer wants, the buyer persona approach allows companies to ask the buyer directly and obtain more precise and actionable guidance.</p> <p>Buyer personas are composite pictures of the people who buy solutions, services or products, crafted through a unique type of interview with the people the marketer wants to influence. This book provides step-by-step guidance toward implementing the buyer persona approach, with the advice of an internationally-respected expert.</p> <ul> <li>Learn who buys what, and why</li> <li>Understand your buyer's goals and how you can address them</li> <li>Tailor your marketing activities to your buyer's expectations</li> <li>See the purchase through the customer's eyes</li> </ul> <p>A recent services industry survey reports that 52 percent of their marketers have buyer personas, and another 28 percent expect to add them within the next two years - but only 14.6 percent know how to use them. To avoid letting such a valuable tool go to waste, access the expert perspective in <i>Buyer Personas</i>, and craft a more relevant marketing strategy.</p><p/><br></br><p><b> From the Back Cover </b></p></br></br><p>PRAISE FOR <b>BUYER PERSONAS</b> <p>"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."<br/> <b>--Joe Pulizzi, </b> Founder, Content Marketing Institute and Author of <i>Epic Content Marketing</i> <p>"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."<br/> <b>--Geoffrey Moore, </b> Author of <i>Crossing the Chasm</i> <p>"Business schools advise marketers to listen to customers. Adele Revella provides a powerful methodology to <i>understand</i> customers. This book is an important contribution to the marketing literature. Highly recommended."<br/> <b>--S. Thomas Emerson, </b> Distinguished Career Professor of Entrepreneurship, Carnegie Mellon University in Qatar <p>"'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."<br/> <b>--Bridget C. Bisnette, </b> Senior Director, Cisco Systems <p>"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."<br/> <b>--Ann Handley, </b> Author of the bestselling <i>Everybody Writes</i> and Chief Content Officer, MarketingProfs <p>"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."<br/> <b>--Marissa Myers, </b> Director of Marketing, Dreyfus Sotheby's International <p>"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."<br/> <b>--Tim Cook, </b> Partner & Vice President of Client Services, The Mx Group<p/><br></br><p><b> About the Author </b></p></br></br><p><b>ADELE REVELLA</b> is the CEO and Founder of Buyer Persona Institute and a leading authority on buyer personas. Through her company's research and workshops, Adele's buyer persona methodology has become the gold standard for thousands of marketers in hundreds of global companies. She is widely recognized as a marketing and business leadership speaker, consultant, blogger, and workshop facilitator. In her decades-long marketing career, Adele has seen the discipline from all sides: executive, consultant, trainer, and entrepreneur.
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