A fresh look into understanding your prospective customer's buying decisions to influence them and win more businessBuilding 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 th...

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. Listeners will learn how to segment their customer base, investigate each customer type, and apply a radically more r...