Buyer personas : gain deep insight into your customers' buying decisions and win more business

Book Cover
Average Rating
Author
Kraus, Jim (President of Buyer Persona Institute),
Published
Hoboken, New Jersey : Wiley, [2024].
Status
Available Online

Description

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.

More Details

Format
Edition
Revised and expanded [edition].
Language
English
ISBN
9781394308699, 1394308698, 9781394236343, 1394236344, 9781394236350, 1394236352
UPC
10.1002/9781394308699

Notes

General Note
Includes index.
Description
"Fast forward ten years and the need to understand the buying decision has never been more important. For high consideration buying decisions, buyers frequently struggle to get the information they need to evaluate competitive alternatives and feel confident in their choices. Research shows this results in lost sales for providers and missed opportunities for buyers to improve their business. While providers may have a sense for the outcomes that buyers expect from investing in their solutions, most are still unaware of the features that are most important to them and concerns they have moving away from the status quo. There are also questions about when, where, and how buyers seek out information to inform a particular buying decision they are involved in. Without this knowledge, marketers are wasting time and resources on their best guesses about what buyers really need. As a result, the second edition of the book will focus on four areas"-- Provided by publisher.
Local note
O'Reilly O'Reilly Online Learning: Academic/Public Library Edition

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Citations

APA Citation, 7th Edition (style guide)

Kraus, J. (. o. B. P. I., & Revella, A. (2024). Buyer personas: gain deep insight into your customers' buying decisions and win more business (Revised and expanded [edition].). Wiley.

Chicago / Turabian - Author Date Citation, 17th Edition (style guide)

Kraus, Jim (President of Buyer Persona Institute) and Adele, Revella. 2024. Buyer Personas: Gain Deep Insight Into Your Customers' Buying Decisions and Win More Business. Hoboken, New Jersey: Wiley.

Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)

Kraus, Jim (President of Buyer Persona Institute) and Adele, Revella. Buyer Personas: Gain Deep Insight Into Your Customers' Buying Decisions and Win More Business Hoboken, New Jersey: Wiley, 2024.

Harvard Citation (style guide)

Kraus, J. (. o. B. P. I. and Revella, A. (2024). Buyer personas: gain deep insight into your customers' buying decisions and win more business. Revised and expanded [edn]. Hoboken, New Jersey: Wiley.

MLA Citation, 9th Edition (style guide)

Kraus, Jim (President of Buyer Persona Institute),, and Adele Revella. Buyer Personas: Gain Deep Insight Into Your Customers' Buying Decisions and Win More Business Revised and expanded [edition]., Wiley, 2024.

Note! Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy. Citation formats are based on standards as of August 2021.

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fb01b88e-adb1-a5fb-4c81-79bfbf83ac16-eng
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Grouping Information

Grouped Work IDfb01b88e-adb1-a5fb-4c81-79bfbf83ac16-eng
Full titlebuyer personas gain deep insight into your customers buying decisions and win more business
Authorkraus jim
Grouping Categorybook
Last Update2025-01-24 12:33:29PM
Last Indexed2025-05-22 03:46:57AM

Book Cover Information

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Last UsedMay 25, 2025

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MARC Record

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5050 |a Introduction: Listen First, Then Speak -- PART I The Art and Science of Buyer Personas -- Chapter 1 Understanding Buying Decisions and the People Who Make Them -- Chapter 2 Focus on Insights That Guide Marketing and Sales Enablement -- Chapter 3 Decide How You Will Discover Buyer Persona Insights -- PART II Interviewing for Buying Insights -- Chapter 4 Setting Up Your Buyer Persona Study -- Chapter 5 Gain Permission and Schedule Buyer Interviews -- Chapter 6 Conduct Probing Buyer Interviews -- PART III Creating Your Buyer Persona -- Chapter 7 Mine Your Interviews for Buying Insights -- Chapter 8 Communicate Buying Insights for Impact -- Chapter 9 Conduct Survey Research to Enhance Buying Insights -- PART IV Aligning Your Strategies to Win More Business -- Chapter 10 Decide What to Say to Buyers -- Chapter 11 Adjust Strategies to Deliver the Knowledge and Experience Buyers Want -- Chapter 12 Start Small, with an Eye to the Future -- Acknowledgments -- About the Authors -- Index.
520 |a "Fast forward ten years and the need to understand the buying decision has never been more important. For high consideration buying decisions, buyers frequently struggle to get the information they need to evaluate competitive alternatives and feel confident in their choices. Research shows this results in lost sales for providers and missed opportunities for buyers to improve their business. While providers may have a sense for the outcomes that buyers expect from investing in their solutions, most are still unaware of the features that are most important to them and concerns they have moving away from the status quo. There are also questions about when, where, and how buyers seek out information to inform a particular buying decision they are involved in. Without this knowledge, marketers are wasting time and resources on their best guesses about what buyers really need. As a result, the second edition of the book will focus on four areas"--|c Provided by publisher.
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