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Buyer Personas
Named one of Fortune Magazine’s “5 Best Business Books” in 2015 See 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, content creation, and distribution th...
Summary of Adele Revella's Buyer Personas
Please note: This is a companion version & not the original book. Sample Book Insights: #1 The launch of Apple's iPhone in 2007 is a prime example of how companies cannot avoid the most basic rule of business: know your customer. In Japan, the iPhone 3G was gathering dust on store shelves by the end of 2008, despite exceeding demand in other countries. #2 The 60 percent statistic is not universally applicable, but the trend is clear: customers who have the resources and networks to make buying decisions without your input are happy to do so. Marketers must become good listeners if they want to be effective communicators. #3 The most important aspect of buyer personas is to listen to your buyers tell a story about a considered decision. This is the foundation of understanding them as a buyer. #4 Buyer Personas are meant to represent typical customers, and while they can be useful in understanding a customer's needs, they should not be used to persuade internal stakeholders.
Inbound Organization
Use inbound principles to build and strengthen your company’s future We’re in a major shift in a fundamental aspect of how businesses grow, how buyers purchase, and how businesses build meaningful conversations and customer relationships. Companies who align their mission, strategies, action plans, and tools with the way buyers think, learn, discover, and purchase will have a huge competitive advantage. Organizations need to adjust their mindset and build a strategic foundation to deal with these facts and not just update a business plan. Inbound Organization shows leaders how to build their company's future around Inbound principles and strengthen the structural foundations necessary to...
Confessions of the Pricing Man
The world’s foremost expert on pricing strategy shows how this mysterious process works and how to maximize value through pricing to company and customer. In all walks of life, we constantly make decisions about whether something is worth our money or our time, or try to convince others to part with their money or their time. Price is the place where value and money meet. From the global release of the latest electronic gadget to the bewildering gyrations of oil futures to markdowns at the bargain store, price is the most powerful and pervasive economic force in our day-to-day lives and one of the least understood. The recipe for successful pricing often sounds like an exotic cocktail, wit...
The New Rules of Sales and Service
Sales and service are being radically redefined by the biggest communications revolution in human history. In today's technology-driven world, online content can be targeted tor reach and win buyers one at a time, thus replacing yesterday's outdated, scattershot approach to sales and service. David Meerman Scott details the proven strategies and tools that business leaders can use to connect effectively with customers and grow their organizations. This book includes a wealth of ideas and tips for leveraging social media in order to build a personal brand and a company's business. For those who are nervous about adopting the new rules, the book addresses these fears and reveals the many ways it is possible to strike a productive digital balance.-- jacket.
The New Rules of Marketing and PR
Scott analyses how the internet has revolutionised communications and promotions. Told with many compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.
Data-First Marketing
Supercharge your marketing strategy with data analytics In Data-First Marketing: How to Compete & Win in the Age of Analytics, distinguished authors Miller and Lim demystify the application of data analytics to marketing in any size business. Digital transformation has created a widening gap between what the CEO and business expect marketing to do and what the CMO and the marketing organization actually deliver. The key to unlocking the true value of marketing is data – from actual buyer behavior to targeting info on social media platforms to marketing’s own campaign metrics. Data is the next big battlefield for not just marketers, but also for the business because the judicious applicat...
The Brand Flip
Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. You’ll learn how to flip your brand from offering products to offering meaning, from value protection to value creation, from cost-based pricing to relationship pricing, from market segments to brand tribes, and from customer satisfaction to customer empowerment. In the 13 years since Neumeier wrote The Brand Gap, the influence of social media has proven his core theory: “A brand isn’t what you say it is – it’s what they say it is.” People are no longer consumers or market segments or tiny blips in big data. They don’t buy brands. They join brands. They want a vote in what gets produced and how it gets delivered. They’re willing to roll up their sleeves and help out – not only by promoting the brand to their friends, but by contributing content, volunteering ideas, and even selling products or services. At the center of the book is the Brand Commitment Matrix, a simple tool for organizing the six primary components of a brand. Your brand community is your tribe. How will you lead it?
Big Picture Strategy
Develop winning brand strategies by focusing your team on the key strategic choices that drive organizational growth and learning. This book presents a system of six practical choices that articulate exactly how to launch and grow brands. Big Picture Strategy shows readers how limiting and focusing the strategic options available to company stakeholders can unlock previously inaccessible levels of productivity and growth. Strategist, consultant, and author Marta Dapena Barón describes the six key decisions facing organizations and teams today and how to develop a winning strategy by approaching these decisions systematically. The book includes discussions of: The critical choices that leade...
Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less
Reach more customers than ever with TARGETED CONTENT Epic Content Marketing helps you develop strategies that seize the competitive edge by creating messages and “stories” tailored for instant, widespread distribution on social media, Google, and the mainstream press. It provides a step-by-step plan for developing powerful content that resonates with customers and describes best practices for social media sharing and search engine discoverability. Joe Pulizzi is a content marketing strategist, speaker and founder of the Content Marketing Institute, which runs the largest physical content marketing event in North America, Content Marketing World.
