Buyer Personas, Revised and Expanded
portes grátis
Buyer Personas, Revised and Expanded
Gain Deep Insight Into Your Customers' Buying Decisions and Win More Business
Kraus, Jim; Revella, Adele
John Wiley & Sons Inc
07/2024
240
Dura
9781394236336
15 a 20 dias
Descrição não disponível.
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
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
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buyer decisions; buyer behavior; customer centric marketing; marketing; business branding; sales; information overload; product development; market research; sales funnel; new products; concept testing; risk aversion; marketing decisions
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
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
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
