Buyer Personas Book, Revised and Expanded
Gain Deep Insight into Your Customers' Buying Decisions and Win More Business - By Jim Kraus & Adele Revella
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.
Buy it now!
Praise for Buyer Personas
"The guide you need to create personas based on the actual problems of actual people... not guesswork or hunches or vibes."
"The first edition of the buyer personas book 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."
"Buyer Personas 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."
"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."
"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. Buyer Personas 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. This 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."
"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."