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Only when you begin to understand the customers’ journey, their buying triggers and perceived barriers can you truly elevate the effectiveness of not only your marketing but also your sales approach, your business strategy and more
Buyer personas not only explains why you should adopt the methodology, but the author also walks you step by step through how to conduct buyer interviews, assimilate interview data, transform data into insights, build the persona(s) and design the messaging that will resonate with buyers
I have long considered adele revella to be the country's foremost expert on not only why buyer personas are critical to successful marketing efforts but also how to properly construct buyer personas
Certainly revella's book also details why buyer personas are a critical element of so many marketing efforts; beyond that, buyer personas is by far the best modern read on how to move from we need buyer personas to how did we ever succeed without buyer personas in a reasonable amount of time