LEADER 05418nam 22006973u 450 001 9910810150703321 005 20240405160053.0 010 $a1-119-20992-7 010 $a1-118-96165-X 035 $a(CKB)3710000000366125 035 $a(EBL)1895818 035 $a(SSID)ssj0001437619 035 $a(PQKBManifestationID)11832553 035 $a(PQKBTitleCode)TC0001437619 035 $a(PQKBWorkID)11373205 035 $a(PQKB)10694058 035 $a(MiAaPQ)EBC1895818 035 $a(EXLCZ)993710000000366125 100 $a20150309d2015|||| u|| | 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aBuyer Personas$b[electronic resource] $eHow to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business 205 $a1st ed. 210 $aHoboken $cWiley$d2015 215 $a1 recurso en linea (241 p.) 300 $aDescription based upon print version of record. 311 $a1-118-96150-1 327 $aBuyer Personas: How to Gain Insight into Your Customer's Expectations, Align Your Marketing Strategies, and Win More Business; Contents; Foreword; Acknowledgments; Introduction: Listen First, Then Speak; Why Is Everyone Talking about Buyer Personas?; Will This Approach Work for You?; Part I: Understanding the Art and Science of Buyer Personas; Chapter 1: Understand Buying Decisions and the People Who Make Them; Why the ""Know Your Customer"" Rule Has Been Redefined; A Clothes Dryer's Extra Setting Made All the Difference; Will You Understand Your Buyers' Decisions? 327 $aRelying on Buyer Demographics and PsychographicsHow Marketers Benefit from Buyer Profiles; Buying Insights Complete Your Persona; High-Consideration Decisions Reveal the Best Insights; Buying Insights from a Quick Trip to London; Chapter 2: Focus on the Insights That Guide Marketing Decisions; Listening to Kathy; Frustrated, a Newly Minted Consultant Invents Personas; Buyers Have Distinct Expectations; The 5 Rings of Buying Insight; Insight 1-Priority Initiative; Insight 2-Success Factors; Insight 3-Perceived Barriers; Insight 4-Buyer's Journey; Insight 5-Decision Criteria 327 $aGive Your Buyer a Seat at the TableCreating Effective Messaging; Generating High-Quality Leads; Shortening the Sales Cycle; Speed to Revenue; Resolving Ties between Your Company's Products and Those of the Competition; Identifying Which Types of Buyers You Need to Influence and How to Reach Them; Buying Insight Opens Doors to C-Level Executives; Chapter 3: Decide How You Will Discover Buyer Persona Insights; The Most Important Nine Months of My Career; How Interviews Reveal Insight; Is This Another Kind of Qualitative Research?; Crafting the Low-Consideration Buyer's Story 327 $aUsing B2B Salespeople to Build Buyer PersonasThe Pros and Cons of Buyer Surveys; When to Use Focus Groups; Will Big Data Deliver Insights?; How Social Media Contributes to Buyer Personas; SAP Gains High-Value Insights through Web Analytics; Part II: Interviewing for Buying Insights; Chapter 4: Gain Permission and Schedule Buyer Interviews; Persuade Stakeholders That You Need Buying Insights; Overcome the ""We Know Our Buyers"" Objection; When You Don't Have Time for Buyer Persona Interviews; Use Your Sales Database to Find Buyers to Interview 327 $aSometimes You Want to Avoid Your Internal DatabaseUsing Professional Recruiters to Set Interview Appointments; Which Buyer Should You Interview?; Interview Buyers Who Chose You as Well as Those Who Did Not; Contacting Buyers to Request an Interview; Chapter 5: Conduct Probing Buyer Interviews; Who Should Conduct the Interview?; Prepare for Your Buyer Interview; Getting It on the Record; ""Take Me Back to the Day...""; Use Your Buyer's Words to Probe for Insight; Go Slowly to Capture the Whole Story; Questions That Keep the Conversation Flowing; An Example Interview with Tim 327 $aLook for Insight When Buyers Use Jargon 330 $aSee your offering through the buyer's eyes for more effective marketing Buyer Personas is the marketer's actionable guide to learning what your buyer wants and how they make decisions. Written by the world's leading authority on buyer personas, this book provides comprehensive coverage of a compelling new way to conduct buyer studies, plus practical advice on adopting the buyer persona approach to measurably improve marketing outcomes. Readers will learn how to segment their customer base, investigate each customer type, and apply a radically more relevant process of message selection, conte 606 $aComportamiento del consumidor$2LOCAL 606 $aCasos de estudio$2LOCAL 606 $aMarketing$2LOCAL 606 $aLibros electrónicos$2LOCAL 606 $aNegocios$2LOCAL 606 $aComercio$2LOCAL 606 $aEconomía$2LOCAL 615 17$aComportamiento del consumidor 615 27$aCasos de estudio 615 27$aMarketing 615 27$aLibros electrónicos 615 27$aNegocios 615 27$aComercio 615 27$aEconomía 676 $a658.8/343 686 $aBUS043000$aBUS016000$aBUS043010$2bisacsh 700 $aRevella$b Adele$01609456 801 0$bAU-PeEL 801 1$bAU-PeEL 801 2$bAU-PeEL 906 $aBOOK 912 $a9910810150703321 996 $aBuyer Personas$93936727 997 $aUNINA