Buyer Personas – Revised and Expanded: Gain Deep Insight Into Your Customers’ Buying Decisions and Win More Business by Jim Kraus and Adele Revella
About the Book
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 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.
About the Author
Jim Kraus is the President of Buyer Persona Institute, and a principal of Knowledge Systems & Research, Inc., a leading global market research and consulting firm.
Jim has decades of experience leading research teams and developing growth strategies through informed decisions, including executive roles at both IBM and Prudential Financial.
And, interesting fact – he’s a personal trainer on the side!
Listen to the Interview…
Links…
- Buyer Personas – Revised and Expanded: Gain Deep Insight Into Your Customers’ Buying Decisions and Win More Business by Jim Kraus and Adele Revella (Amazon)
- Jim Kraus (LinkedIn)
- KS&R (Marketing Research Firm & Strategic Consultancy)
- Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align Your Marketing Strategies, and Win More Business by Adele Revella (Marketing Book Podcast interview, 2015)
- The JOLT Effect: How High Performers Overcome Customer Indecision by Matthew Dixon and Ted McKenna (Marketing Book Podcast interview)
- Buyer Persona Institute (Division of KS&R)
- Thinking, Fast and Slow by Daniel Kahneman
- Influence: The Psychology of Persuasion, New and Expanded by Robert Cialdini (Marketing Book Podcast interview)
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