Buyer Personas: How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business (英語) ハードカバー – 2015/3/9
ADELE REVELLA is the CEO and Founder of Buyer Persona Institute and a leading authority on buyer personas. Through her company's research and workshops, Adele's buyer persona methodology has become the gold standard for thousands of marketers in hundreds of global companies. She is widely recognized as a marketing and business leadership speaker, consultant, blogger, and workshop facilitator. In her decades-long marketing career, Adele has seen the discipline from all sides: executive, consultant, trainer, and entrepreneur.
- 出版社 : Wiley; 第1版 (2015/3/9)
- 発売日 : 2015/3/9
- 言語 : 英語
- ハードカバー : 240ページ
- ISBN-10 : 1118961501
- ISBN-13 : 978-1118961506
- 寸法 : 15.49 x 3.05 x 23.11 cm
- Amazon 売れ筋ランキング: - 170,378位洋書 (の売れ筋ランキングを見る洋書)
Basically, the book emphasizes the importance of marketing research by providing several real world examples of success stories as well as failures where companies overlooked the importance of the insights of the end user. Although, it can be simply called doing proper marketing research, the term buyer personas projecting a different meaning here, because the same product can be used by different customers with different needs and expectations, the developing a buyer person is critical.
The book then proceeds into giving actionable steps and tips on how to select, interview and make sense of the collected data. The ultimate use of the data is to craft a marketing message that catches the eyes of the buyer persona that is more relevant to your product.
Although the book has some valuable bits of knowledge for anyone in business, it is mostly suitable for an organization above a certain level of revenue.
One of the famous critic of market research was Steve Jobs, he reportedly said something along the line that
People don’t know what they want until you show it to them.
The author admits that Steve Jobs is an exception here and goes on to say if you have a Steve Jobs in your team you should listen to him instead of her advice of getting customer insights and refine your marketing message based on the insights.
The book also touches upon content marketing, but it is surprising that the author suggests it is for companies with quite a big budget. To the contrary, content marketing is something that can be started with a small budget and can be executed well with a few good freelance talents.
Generell gibt Revellas Buch gute Einblicke in die Notwendigkeit guter Buyer Personas und der Frage, wie man diese nicht nur erstellt, sondern auch mit ihnen arbeitet. Vieles kann man auch von ihrer Website bekommen, hier ist es allerdings in kompakter Form dargestellt.
Drei Sterne bekommt das Buch, weil sie sicherlich eine ausgewiesene Expertin auf ihrem Gebiet ist, dieses Gebiet aber nicht das Texten ist. Das Buch ist keine ganz leichte Lektüre.