"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."
—Joe Pulizzi, Founder, Content Marketing Institute and Author of Epic Content Marketing
"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."
—Geoffrey Moore, Author of Crossing the Chasm
"Business schools advise marketers to listen to customers. Adele Revella provides a powerful methodology to understand customers. This book is an important contribution to the marketing literature. Highly recommended."
—S. Thomas Emerson, Distinguished Career Professor of Entrepreneurship, Carnegie Mellon University in Qatar
"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."
—Bridget C. Bisnette, Senior Director, Cisco Systems
"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."
—Ann Handley, Author of the bestselling Everybody Writes and Chief Content Officer, MarketingProfs
"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 mindset, instead of falling back on the 'me-too messaging' that's so prevalent in our industry."
—Marissa Myers, Director of Marketing, Dreyfus Sotheby's International
"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 roadmap for developing and using personas."
—Tim Cook, Partner & Vice President of Client Services, The Mx Group
Table of Contents
Foreword: David Meerman Scott
Introduction: Listen First, Then Speak
Why Is Everyone Talking About Buyer Personas?
Will This Approach Work For You?
PART ONE: UNDERSTANDING THE ART AND SCIENCE OF BUYER PERSONAS
Why the 'Know Your Customer' Rule Has Been Redefined