Buyer Personas Book, Revised and Expanded
Gain Deep Insight into Your Customers' Buying Decisions and Win More Business - By Jim Kraus & Adele Revella
Pre-Order Available Now | Release Date: July 30, 2024
A fresh look into understanding your prospective customer's buying decisions so they choose you rather than a competitor or the status quo.
Building on the groundbreaking success of the first edition, which was named a "Top 5 Business Book" by Fortune Magazine, 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 knowledge to create strategies and messages that break through the clutter and provide buyers with exactly what they need to know to have confidence in your solution.
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 an authentic Buyer Persona and how to do it effectively.
• How to use AI and quantitative survey research to enhance your Buyer Persona.
• Ways to use Buyer Persona insights to increase awareness of your products and services, drive consideration, and convert more business.
The revised and expanded Buyer Personas 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.
Buyer Personas
Praise for Buyer Personas
"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."
"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."
"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."
"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."
"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."
"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."
"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."