{"product_id":"buyer-personas-revised-and-expanded-gain-deep-insight-into-your-customers-buying-decisions-and-win-more-business-hardback-9781394236336","title":"Buyer Personas, Revised and Expanded; Gain Deep Insight Into Your Customers' Buying Decisions and Win More Business (Hardback) 9781394236336","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eBuyer Personas, Revised and Expanded\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eGain Deep Insight Into Your Customers' Buying Decisions and Win More Business\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cem\u003e\u003cp\u003e“The guide you need to create personas based on the actual problems of actual people... not guesswork or hunches or vibes.”\u003cbr\u003e—\u003cb\u003eAnn Handley\u003c\/b\u003e, bestselling author and Chief Content Officer, MarketingProfs \u003c\/p\u003e \u003cp\u003e“The first edition of \u003ci\u003eBuyer Personas\u003c\/i\u003e 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 second edition brings new insights to the first book's fundamentally profound simplicity, revealing the persona methodology that every existing and aspiring CMO should embrace.”\u003cbr\u003e—\u003cb\u003eJoseph Frost\u003c\/b\u003e, Founder, YorCMO\u003c\/p\u003e \u003cp\u003e“\u003ci\u003eBuyer Personas\u003c\/i\u003e 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.”\u003cbr\u003e—\u003cb\u003eTed McKenna\u003c\/b\u003e, Coauthor of \u003ci\u003eThe JOLT Effect: How High Performers Overcome Customer Indecision\u003c\/i\u003e \u003c\/p\u003e \u003cp\u003e“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.”\u003cbr\u003e—\u003cb\u003eJoe Pulizzi\u003c\/b\u003e, author of five bestselling marketing books including \u003ci\u003eEpic Content Marketing and Content Inc.\u003c\/i\u003e\u003c\/p\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eJim Kraus (Author), Adele Revella (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781394236336, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 22 July 2024\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e240 pages\u003cbr\u003e23.1 x 16 x 3 cm, 0.408 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\u003cb\u003eA fresh look into understanding your prospective customer's buying decisions to influence them and win more business\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding on the groundbreaking success of the first edition, this newly revised and updated version of \u003ci\u003eBuyer Personas\u003c\/i\u003e 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 create strategies and messages that break through the clutter and reach buyers on their level.\u003c\/p\u003e \u003cp\u003eIn a world where buyers frequently struggle to get the information they need to evaluate competitive alternatives and feel confident in their choices, this book lays out a step-by-step approach used by hundreds of companies to understand what buyers want to know and experience as they search for a solution to meet their needs, weigh their options, and make a buying decision. In this book, you'll learn:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eWhy understanding the \u003ci\u003ebuying decision\u003c\/i\u003e is far more important than knowing a few things about the individuals or roles involved in that decision\u003c\/li\u003e \u003cli\u003eHow to develop a modern Buyer Persona based on five types of buying insights that will inform nearly every marketing and sales decision you make\u003c\/li\u003e \u003cli\u003eWhy interviewing recent buyers is the best way to develop your Buyer Persona and how to do it effectively\u003c\/li\u003e \u003cli\u003eHow to use AI and quantitative survey research to enhance your Buyer Persona\u003c\/li\u003e \u003cli\u003eWays to use Buyer Persona insights to increase awareness of your products and services, drive consideration, and convert more business\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cbr\u003eThe revised and expanded \u003ci\u003eBuyer Personas\u003c\/i\u003e is a complete guide to go beyond benefit-heavy, undifferentiated marketing and focus only on what buyers care about most. It earns a well-deserved spot on the bookshelves of entrepreneurs, executives, marketers, and other business professionals looking to influence their prospective buyers.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eIntroduction: Listen First, Then Speak 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART I The Art and Science of Buyer Personas 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 Understanding Buying Decisions and the People Who Make Them 13\u003c\/p\u003e \u003cp\u003eChapter 2 Focus on Insights That Guide Marketing and Sales Enablement 31\u003c\/p\u003e \u003cp\u003eChapter 3 Decide How You Will Discover Buyer Persona Insights 43\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART II Interviewing for Buying Insights 55\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 4 Setting Up Your Buyer Persona Study 57\u003c\/p\u003e \u003cp\u003eChapter 5 Gain Permission and Schedule Buyer Interviews 73\u003c\/p\u003e \u003cp\u003eChapter 6 Conduct Probing Buyer Interviews 87\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART III Creating Your Buyer Persona 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 7 Mine Your Interviews for Buying Insights 111\u003c\/p\u003e \u003cp\u003eChapter 8 Communicate Buying Insights for Impact 131\u003c\/p\u003e \u003cp\u003eChapter 9 Conduct Survey Research to Enhance Buying Insights 147\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART IV Aligning Your Strategies to Win More Business 167\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 10 Decide What to Say to Buyers 169\u003c\/p\u003e \u003cp\u003eChapter 11 Adjust Strategies to Deliver the Knowledge and Experience Buyers Want 185\u003c\/p\u003e \u003cp\u003eChapter 12 Start Small, with an Eye to the Future 201\u003c\/p\u003e \u003cp\u003eAcknowledgments 213\u003c\/p\u003e \u003cp\u003eAbout the Authors 215\u003c\/p\u003e \u003cp\u003eIndex 217\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52460647645464,"sku":"9781394236336","price":16.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781394236336.jpg?v=1785456737","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/buyer-personas-revised-and-expanded-gain-deep-insight-into-your-customers-buying-decisions-and-win-more-business-hardback-9781394236336","provider":"Freshly Printed Books","version":"1.0","type":"link"}