The Five Insights of Buyer Persona Research
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21-Oct-2014 -
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Transcript of The Five Insights of Buyer Persona Research
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FIVE CRITICAL INSIGHTS
YOU NEED FOR MARKETINGTO DELIVER SALES RESULTS.
BUYER PERSONARESEARCH.
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MAKING MARKETING SPEND DECISIONS IS A LOT LIKE DECIDING WHETHER TO ENTER THE RABBIT HOLE.
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MATCHING YOUR BUYERS UP WITH YOUR PRODUCT CAN BE A STRANGE AFFAIR.
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AND JUSTIFYING A MARKETING PROGRAM NEED NOT BE BASED ON WHO HAS THE BIGGER OPINION.
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WITH BUYER PERSONA RESEARCH …
THERE ARE 5 KEY AREAS YOU GAIN INSIGHT ON,
ABOUT YOUR BUYERS...
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WHAT TRIGGERSA SEARCH FORYOUR PRODUCT?
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WHAT YOUR BUYER EXPECTS AS A RESULT OF
THIS PURCHASE?
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WHY YOUR BUYER WOULD NOT MAKE THIS DECISION?
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WHAT CAPABILITIES YOUR BUYERS EVALUATE?
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WHAT YOUR BUYERS DO TO EXAMINE
OPTIONS AND THEN CHOOSE?
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PURCHASEIMPERATIVE
SUCCESSDEFINITION
PERCEIVEDBARRIERS
DECISIONCRITERIA
BUYERSJOURNEY
THIS PROVIDES YOU WITH AN UNDERSTANDING OF THE…
THAT’S IN TUNE WITH THE MARKET.
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SO THAT YOU CAN DESIGN PROGRAMS AND CONTENT THAT WILL DELIVER
SALES RESULTS.
RATHER THAN THE
INEVITABLE RESULT OF THIS ADVERTISEMENT.