BUYER PERSONAS, REVISED AND EXPANDED

A fresh look into understanding your prospective customer s buying decisions to influence them and win more business Building on the groundbreaking success of the first edition this newly revised and updated version of Buyer Personas 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 In 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 Why understanding the buying decision is far more important than knowing a few things about the individuals or roles involved in that decision How to develop a modern Buyer Persona based on five types of buying insights that will inform nearly every marketing and sales decision you make Why interviewing recent buyers is the best way to develop your Buyer Persona and