Includes index.

Machine generated contents note: Introduction: Listen First, Then Speak Why Is Everyone Talking About Buyer Personas? Will This Approach Work For You? Chapter One: Understand Buying Decisions and the People Who Make Them Why the 'Know Your Customer' Rule Has Been Redefined A Clothes Dryer's Extra Setting Made All the Difference Will You Understand Your Buyer, Or Their Decision? Relying On Buyer Demographics and Psychographics How Marketers Benefit From Buyer Profiles Buying Insights Complete Your Persona High Consideration Decisions Reveal the Best Insights Buying Insights from A Quick Trip To London Chapter Two: Focus On Insights That Guide Marketing Decisions Listening To Kathy Frustrated, a Newly-Minted Consultant Invents Personas Buyers Have Distinct Expectations The 5 Rings of Buying Insight Give Your Buyer a Seat at the Table Buying Insight Open Doors to C-Level Executives Chapter Three: Decide How You Will Discover Buyer Persona Insights The Most Important Nine Months of My Career How Interviews Reveal Insight Is This Another Kind Of Qualitative Research? Crafting The Low Consideration Buyer's Story Using B2B Sales People to Build Buyer Personas The Pros and Cons Of Buyer Surveys When to Use Focus Groups Will Big Data Deliver Insights? How Social Media Contributes To Buyer Personas SAP Gains a High-Value Insight Through Web Analytics PART TWO: INTERVIEWING FOR BUYING INSIGHTS Chapter Four: Gain Permission and Schedule Buyer Interviews Convince Stakeholders That You Need Buying Insights Overcome the "We Know Our Buyers" Objection When You Don't Have Time for Buyer Persona Interviews Use Your Sales Database to Find Buyers To Interview Sometimes You Want To Avoid Your Internal Database Using Professional Recruiters To Set Interview Appointments Which Buyer Should You Interview? Interview Buyers Who Chose You As Well As Those Who Did Not Contacting Buyers to Request An Interview Chapter Five: Conduct Probing Buyer Interviews Who Should Conduct The Interview? Prepare For Your Buyer Interview? Getting It On The Record "Take Me Back To The Day ..." Use Your Buyer's Words to Probe for Insight Go Slowly to Capture the Whole Story Questions that Keep the Conversation Flowing An Example Interview with Tim Look for Insight When Buyers Use Jargon Make Your Questions About Your Impact Count Probing On Who Influences This Decision Asking About the Perceived Value of Your Differentiators When Features Affect Decisions, Look for Insight First and Foremost, Be a Respectful Listener Chapter Six: Mine Your Buyer Interviews For Buying Insights You Need Fewer Interviews Than You Expect Step One: Mark Up Your Interview Transcript Step Two: Organize the Story Based on Buying Insights Step Three: Write a Headline for Each Key Insight Chapter Seven: Determine How Many Buyer Personas You Need Segment Buyers Based On Insights, Not Profiles Conduct More Interviews to Test Segmentation Options Analyze Insights to Decide How Many Personas Will Two Buyer Personas Help You Win More Business? Presenting Your Buyer Persona Copywriting Your Buying Insights Building The Buyer Profile How To Find Buyer Profile Information PART THREE: ALIGNING YOUR STRATEGIES TO WIN MORE BUSINESS Chapter Eight: Choose What You Will Say to Buyers Will Your Current Approach Work? Set the Agenda and Invite The Right People Ask For Pre-Meeting Contributions Develop a Complete List Of Capabilities That Matter Apply Two Filters for Short Messaging Evaluate Your Competitive Ranking Assess Relative Value io Buyers Bring In the Copy Writers And Creative Teams Chapter Nine: Design Marketing Activities To Enable Your Buyer's Journey Understand The Buyer's Journey Patrick's Journey for an Employee Benefits Decision Prioritize Assets That Align With the Buyers Journey Prepare To Be Surprised How Buyer Personas Affect Industry or Solution Marketing A Global Perspective on Buyer Personas And Campaigns Can You Be Useful to People Who Aren't Buying? Educate Buyers That Success Is Within Reach Reach C-Level Buyers Who Don't Know You Autodesk Helps Buyers Achieve Their Top Priorities Chapter Ten: Align Sales and Marketing to Help Buyers Decide Changing the Conversation with Salespeople Share Insights, Not Buyer Personas Deliver Buying Insights through Sales Playbooks Enabling the Challenger Sale Helping Salespeople Break Into The C-Suite Insight Into the Nurse's Emotions Halts Sales Losses Sales and Marketing: Vive La Difference! Chapter Eleven: Start Small, With an Eye to the Future Where to Begin Your Buyer Persona Initiative How to Earn Your Stripes as A Strategic Resource How Buyer Personas Benefit Product Strategy Building Buyer Personas for New Products Communicating Insights That Affect Other Teams Using Buyer Personas to Guide Strategic Planning Start Small and Make a Big Difference