Podcast appearances and mentions of adele revella

Jim is the President of Buyer Persona Institute (BPI) and a leading authority on buyer personas and buying insights. BPI's buyer persona research and workshop methodologies have become the gold standard for thousands of marketers in hundreds of companies worldwide that rely on these studies to reveal everything a prospective buyer needs to know and experience to have confidence in their solution. Marketers use these insights to develop strategies and messaging that drive more leads, improve conversion rates, and helps sales hit their numbers. In addition to his work at BPI, Jim is an avid blogger, author of the Buyer Persona Buzz newsletter, and is currently working on a second edition of the book Buyer Personas with BPI's founder, Adele Revella. He also frequently speaks at events and podcasts to advance the thinking around buyer personas and buying insights more broadly. Outside of work, Jim enjoys travel, reading, sports, and spending time with his family. ---------------------------------------- This show is sponsored by Leopard Solutions Legal Intelligence Suite of products, Firmscape, and Leopard BI. Push ahead of the pack with the power of Leopard. For a free demo, visit this link: https://www.leopardsolutions.com/index.php/request-a-demo/ www.theplacementclub.com Links: www.Buyerpersonas.com Learn more about your ad choices. Visit megaphone.fm/adchoices

Jim Kraus is the President of Buyer Persona Institute (BPI) and a leading authority on buyer personas and buying insights. BPI's buyer persona research and workshop methodologies have become a gold standard for thousands of marketers in hundreds of companies worldwide that rely on these studies to reveal everything a prospective buyer needs to know and experience to have confidence in their solution. Marketers use these insights to develop strategies and messaging that drive more leads, improve conversion rates, and help sales hit their numbers.  In addition to his work at BPI, Jim is an avid blogger, author of the Buyer Persona Buzz newsletter, and is currently working on a second edition of the book Buyer Personas with BPI's founder, Adele Revella. He also frequently speaks at events and podcasts to advanced thinking around buyer personas and buyer insights more broadly.  Outside of work, Jim enjoys travel, reading, sports, and spending time with his family.    Questions  ·      I always love to give our guests an opportunity for them to share in their own words, a little bit about how you got from where you were to where you are today. ·      You mentioned that you just completed your manuscript for your second book, which should be released later this summer. Could you share a little bit with our listeners what can they expect? And maybe how it is that you decided to even write a second manuscript as a follow up to your first book. ·      Could you share with us maybe two to three things that you believe are critical for an organisation to achieve that trust with customers if it is that you're trying to attract that buyer and gain their trust? ·      Now, as it relates to the buyer persona and the different aspects that make up that whole process. Apart from trust, what do you think is the key most important step or component in that process that can never be eliminated regardless of the industry that you're in? ·      Now, Jim, could you also share with our listeners what's the one online resource, tool, website or app that you absolutely can't live without in your business? ·      Now, could you also share with our listeners, Jim, maybe one or two books that you've read, it could be a book that you read recently, or even one that you read a very long time ago, but it has had a great impact on you. ·      Now, Jim, can you share with our listeners what's the one thing that's going on in your life right now that you're really excited about? Either something you're working on to develop yourself or your people. ·      Where can listeners find you online? ·      Now before we wrap our episodes up, we always like to ask our guests, do you have a quote or a saying that during times of adversity or challenge you'll tend to revert to this quote if for any reason you got derailed or you got off track, this quote kind of helps to get you back on track. Do you have one of those? Highlights Jim's Journey Me: Now, I know we've read a little bit about your journey. And I always love to give our guests an opportunity for them to share in their own words, a little bit about how you got from where you were to where you are today.   Jim shared that his entire career has really been spent on understanding markets, understanding customers, understanding buyers, really just trying to provide market insights that help organizations make more informed decisions. He's done it in a variety of places, both on the client side and as a consultant over the past three decades or so. Over the past 15 years, he has been a principal at a KS&R which is a full service market research firm. And they are working with Buyer Persona Institute, he's leading by Buyer Persona Institute as division of KS&R right now. And they're 100% focused on understanding buyers and more specifically, understanding the buying decisions that your prospective buyers make so that you can make more informed decisions around your marketing and sales strategies. So, his whole career has been focused on insights, right now it's over the last couple of years in particular, been really focused on understanding prospective buyers to help marketing and sales.    What Customers Can Expect from Second Book? Me: Now, in our pre interview conversation, you mentioned that you just completed your manuscript for your second book, which should be released later this summer. Could you share a little bit with our listeners what can they expect? And maybe how it is that you decided to even write a second manuscript as a follow up to your first book.   Jim shared that the first book, Buyer Personas was written by Adele Revella, who is the founder of Buyer Persona Institute about 9 years ago. And him and her co-authored the second edition, this updated and expanded edition. And the main reason that they decided to update it is one, a lot has changed over the last 8 to 9 years.   But the foundation of Buyer Personas, they can talk a little bit about what a buyer persona is perhaps really hasn't changed. At the end of the day, you're trying to really understand buyers, what their wants and needs are and what experiences that they expect so they have full confidence buying from you, that's essentially what you're competing on, you're competing on trust.  So, they developed the second edition of the book that will be out this summer, and they're adding some things to it that they think will be really valuable for readers, even those that have picked up the first book many years ago. So, they've added more information about how to design a buyer persona study. They've added a lot of information about how to add to do quantitative survey research to get even more insight outside of your buyer persona. They're spending more time in the second edition about how to use buyer persona insights and very tangible ways to improve marketing and sales performance and win more business.  The other place obviously, the fourth place that they're spending more time on this second edition is just defining what a buyer persona is and isn't, a lot of people have kind of a pre-conceived notion about a buyer persona is, they spent a little more time in this second book explaining why a buyer persona focus on understanding the buying decision is so much more powerful for marketers than just understanding a particular individual or role in the buying decision, which is kind of the traditional definition of a buyer persona.   Trust as a Critical Factor  Me: Now, in your review just know as it relates to the book, one of the things you mentioned that jumped out at me is that we're all competing as it relates to the buyers that we're trying to attract on trust. And so trust is a very big, and it's a critical theme that I believe in customer experience is critical if you want to build retention, higher retention, and high loyalty in your business. So, could you share with us maybe two to three things that you believe are critical for an organization to achieve that trust with customers if it is that you're trying to attract that buyer and gain their trust?   Jim shared that one of the things to think about is, a lot of times when you say the word buyer persona, people associate it with profiling a particular role in the decision process, right. Like maybe you have a buyer persona for a CIO if you sell tech products, or a finance manager if you sell financial products or services, etc. The challenge with that is, if you profile those roles, it doesn't give you a lot of information about how do you actually gain the trust of the buyer who's making a buying decision for a particular product and service.  So, let's say he's selling a CRM system, that's his offering and he has a CIO buyer persona and it tells him information about certain demographics about what a typical CIO looks like maybe their overall challenges and priorities. But that doesn't do very much once a CIO, for example, is involved in purchasing a CRM solution, because when they're purchasing a CRM solution, what they care about most is two things, they care number one, that they're going to achieve all the outcomes and benefits that they want from this investment, right. It's an important investment. So, they care about, “Am I going to get everything that I want out of this?”  The second big thing, which is often overlooked is, “How do I avoid making a mistake?” Because again, a lot of times, particularly when you're talking about higher consideration buying decisions where you're looking at multiple options, there's multiple influencers involved, it's not just a transaction sale. A lot of times buyers are buying something like that for the first time, or they haven't bought it in a long time, so they're going to be anxious, they don't want to make the wrong decision. They don't want to go with something where something goes wrong.  So, what this all comes down to when you think about the whole thing, both elements of that, how do you give them what they need, reduce the risk of something going wrong.  Essentially, what you're competing on is trust. Price aside. Who do they feel is going to do the best job of making them feel secure, that they're going to get the outcomes that they really need and that nothing is going to go wrong?  So, that's kind of the key and the buyer persona is that the methodology that they'd like to talk about defined is really based on understanding the buying decision and specific components of the buying decision in order to build that trust.   Key Elements/Steps in the Buyer Persona Process Me: Now, as it relates to the buyer persona and the different aspects that make up that whole process, based on your experience and the fact that you've been in this industry and you're a subject matter expert as it relates to that. Apart from trust, what do you think is the key most important step or component in that process that can never be eliminated regardless of the industry that you're in?   Jim shared that when you're talking about understanding the buying decision, there's five different areas of insight that you really want to understand about the buying decision that your prospective buyers are making. So, whoever's listening out there, think about your particular product or service or solution, and you may have multiple products and services, and that's fine, but pick one and think about it.  There's five things you really want to know about buyers that are making a buying decision about something that you offer and that your competitors offer too. Number one is you want to understand what they call the Priority Initiatives. Another way to think about priority initiatives, these are the triggers, these are the things that are getting buyers to initially start either looking for a solution like the one that you have. The reason that's so important to understand what those are is because you want to meet buyers where they are. So, when they're first starting, and they're anxious, and they're learning about this whole category of whatever you offer, what is the starting point. So, when you talk about how you approach them, and your marketing and your sales approaches, any kind of way you interact with them, you want to know those triggers, so that you can really create that quick sense that, “Hey, here's a company that really understands me.” That's the first tick of the box as far as trust.  The second thing that you want to understand about this buying decision is they call it Success Factors. And these are outcomes, these are benefits, these are at the end of the day, what results do these buyers need from this important investment that they're making. And you want to know that because obviously, you want to be talking about those. You want to be developing use cases, customer references, thought leadership, all kinds of things that you can do that speak to these key outcomes that they want. So, you want to know what those are implicitly.  The third thing you really want to understand is, they call it Perceived Barriers. The way to think about this one is, it is all the concerns and fears that buyers have buying your solution, not just yours, but all the alternatives you're looking at, because they're going to be anxious, they're going to have trepidations. ·      What are those things that are getting them nervous? ·      What are the things that are eliminating providers and consideration? So, you want to know what those are ahead of time so you can proactively address those things.  The fourth area insight, there's five altogether, the fourth area is called Decision Criteria. And decision criteria is the traditional sales cycle. This is kind of middle later stages of the sales cycle when buyers are getting smarter about the category. And they're starting to ask really specific questions, because now they're really starting to make comparisons across the different alternatives that they're looking at. So, decision criteria or deals, all the questions that your buyers are going to be asking you in some shape or fashion.  And the fifth and final one is Buyers Journey. So, everything he said earlier is kind of the mindset, it's the needs, the fears, the attitudes, the buyers journey is ·      What are the actual steps that your buyers take to identify who they're going to consider? ·      How do they whether down on their options? ·      How do they make a final decision? ·      What are those steps? ·      Who are the influencers involved? ·      And what are the information sources they use to really develop an opinion, and an evaluation of what they're ultimately going to do? If you take those five things, those five areas, they call them The Five Rings of Buying Insight that is so powerful, because if you would know those five things, you have everything you need to develop marketing and sales strategies to give buyers what they need to get to make very competent buying decisions and ultimately select you, which is the goal.    Me: For sure. So, give me that coin again, The Five Rings of buying Insight.    Jim shared, The Five Rings of buying Insight, they talked about it a lot in the book. It's just a name they gave to it. But the five things that they talked about are really important.   App, Website or Tool that Jim Absolutely Can't Live Without in His Business When asked about online resource that he can't live without in his business, Jim stated that that's a good one. Well, he'll say a couple of things come to mind. One is, by the way, the way to develop your buyer persona, and that's going to lead to the answer to the question which will make more sense.  The best way to develop your buyer persona get those insights is to talk to recent buyers. What he means by recent buyers is buyers that have recently made the exact same buying decision that you're trying to influence, these aren't necessarily your current customers, these are individuals that have been involved buying a solution could be yours, could be a competitors in the past 6-12 months, and do in depth interviews with them so you understand their entire buying story from the moment they have a need for that particular solution until the time they make a final decision. The interviews are typically 30 to 40 minutes.  So, the reason number one it's an important point because buyers are the experts, the only ones that can give you that information. And then that leaves him to answer the question which is they have an app that helps them analyze all those interviews.  So, when you're doing those interviews, you often have 10-15 pages of unstructured data, right, text data. And they have an app that helps them make sense of all that data so that they can develop those insights. So, that's a pretty critical app for them to use he would say.  The other really important one for them is they've been using different Gen AI tools more and more much like many of the listeners are using. They use a lot of common ones, they've actually developed one that they're kind of using internally using major providers, they kind of use it as a testbed for their own and that's been invaluable to help them analyze interviews a little bit better, it's help them develop deeper profiles of buyers. It's not the end all be all, it's a supplemental thing. It's enables them to do some things quicker, but he would say those are the two that come to mind.   Me: Would you mind sharing the app that helps you do the interview analysis?   Jim shared that that's a proprietary app, so that's one that they actually built in house so that they can analyse interviews through to The Five Rings of Buying Insight.   Me: Do you know if there's any on open market that the listeners could tap into if they wanted to utilize such an application?   Jim shared that not that he's aware of. So, The Five Rings of Buying Insight is something that they've developed and he doesn't think there's any tool that's available to do that. He will say that you can use and they actually have this in the book, the second book, you can use any one of the commonly, whether it's Chat GPT, or another one, you can use those to develop insights from these interviews to analyze across The Five Rings.  And in the book, that'll be out in the summer, actually, they give some instructions for different queries that you can use to help you do that.   Me: Very good. So, the mere fact that you said there's nothing on open market, I see that as an opportunity for all the listeners out there for anybody who wants to develop that tool, because we all know people are buying to solve their problems and clearly this seems like a problem that needs to be solved.   Jim agreed and shared that they're looking at that too as well.   Books that Have Had the Biggest Impact on Jim When asked about books that have had the greatest impact, Jim shared that one book that he's read about that he really liked a lot, they actually reference it in their book is called The JOLT Effect: How High Performers Overcome Customer Indecision by Matthew Dixon and Ted McKenna, the book's about a year and a half old about this point. And it's really neat what they were able to do, COVID hasn't had many silver linings, the one silver lining in this case was that they were able to work with a couple of other firms to record literally millions of sales interactions between sales people, and prospective buyers over a certain period during COVID because a lot of those conversations were taking place on Zoom, and WebEx and, and Microsoft Teams, and just different ways that they were able to record these conversations where they could never be recorded before.  What that allowed them to do is this great analysis on all this data. And they just found out a lot of really cool things that we intuitively know. One of the major things they write about in the book is, what high percentage of one of the biggest obstacles that salespeople face is the dreaded no decision where you're working with a prospect, they go through this lengthy sales process, and then the prospect ends up buying nothing. Traditionally, there was always this belief that when somebody didn't buy something, it was purely because they wanted to stick with the status quo, they said, “Hey, we did our assessment. And we said, you know what, we think what we're doing now is better.”   What the study that Dixon and McKenna did that they described in The JOLT Effect showed was that that's not really the case, that's part of the time that's true. The other majority of time is that buyers just can't make a decision, they're struggling to make a decision because it's so hard to, it's very difficult. And they're very nervous about something going wrong, they don't want to be the one to screw it up, saying, “What we have now may not be great, we all know it has problems, but I just feel like it's a little bit too risky to buy anything.”  So, their analysis cast a light on this with hard data for the first time and the book also goes into different ways that you can get around that. And the reason it was so perfectly timed for them at Buyer Persona Institute, is it lines with the fact that you are competing on gaining a buyer's trust and competence is the most important thing that you really need to do. So, that's why that was a pretty important book for them in the last couple of years.   Me: As you were talking, just know, before I actually read my next question, just again, from the conversation flow. You mentioned that buyers sometimes don't know, like they're confused, the anxiety of making a decision. Would you find and I'm asking this question as a buyer myself, especially when it comes to food. Would you find that for example, in a restaurant business, if there are too many items on the menu, it's harder to make a decision or do you believe that the less options that exist make it easier for the buyer to make a decision? What has your research shown where that is concerned?   Jim shared that it really depends on the category. So, you mentioned food, which is a very, very different category than if you're buying a software solution for your company, for example.  So, the answer is it really depends. What he can tell you and what The JOLT Effect showed very clearly is that they've seen in all the research and all the interviews that they've done is that buyers are trying to make sense of the world, right. Whether you have a lot of choices or not, and a lot of choices exasperate the problem. But if you're making a decision, especially one that you haven't made in a while or in your case, if it's a restaurant you haven't been to in a while, you're trying to orient yourself, so how can you educate the buyer as quickly and confidently as you can about this is what this world looks like right now, here's your alternatives. Let me help you make sense of this. And then once he's educated you and help you make sense of it, how can he help you confidently make a decision to purchase something. So, it's not always the number of choices, a lot of it is how those choices are communicated and how much effort is put into advising the prospective buyer and really helping them and guiding them making the decision. Because you could go walk in a restaurant that has 30 menu choices and they do things that make it very easy for you to understand what those are, you go into another restaurant using your example and it's just kind of chaotic and they don't make it easy for you to figure out what your choices are.   What Jim is Really Excited About Now! When asked about something that he's excited about, Jim stated that we mentioned that the book was a huge one, they just got the manuscript in about a week and a half ago. So, that was a really huge one that took a lot of his time over the last three months or so. So, that's a big one that they're really excited about. Aside from that, he would say one of the things that their team is working on that he's excited about is it's kind of practising what they preach. So, a lot of what they do is providing insights so that companies can make more informed marketing and sales decisions, and more focused relevant content and messaging for their prospective buyers.  They're doing the same thing, you can always improve your value proposition, you can always make it easier for buyers to understand what is your differentiated value, what is the unique thing that you provide. Number one is helping buyers understand what are the options out there. And then number two, helping them understand very quickly, how are you different, there's this world of whatever you're offering is, how do you make it easier for them to figure out how you're different and what does it mean for them? What is the value for them in that?  So, that's something he's kind of excited that they're working on for their own business and just sharpening the saw, so to speak, as far as how they talk about their business, deliverables, proposals, all those kinds of things, they're really taking a fresh look at all of that.   Where Can We Find Jim Online Website – http://www.buyerpersona.com/ LinkedIn - https://www.linkedin.com/in/jimkraus LinkedIn – Buyer Persona Buzz   Quote or Saying that During Times of Adversity Jim Uses When asked about a quote that he tends to revert to, Jim shared that he has one that is probably a little dramatic. But it's the point that he's a big a huge history buff from Big World War II, Winston Churchill isn't one of his favourite historical characters, historical figures and he has a quote that says, “When you're walking through hell, keep walking.”  And he loves that quote because it's so simple and it just basically means that from a business perspective, nothing we're doing is hell right. But the point is, if you are going through times of adversity, or something's not working out exactly how you want it, just keep walking down the path, if you have to divert the path a little bit, that's fine. But don't get stuck, just keep moving it along and things will get better, you will figure out there's a solution to every problem, right. Just keep working the problem, you'll arrive at it. So, that's one he likes just because again, he's a history buff, it's a very simple one and it just says so much. So, of the bunch he can think of, that'd be the one he'd probably pick.   Me: Thank you so much for sharing, Jim. Now, we would like to extend our deepest level of gratitude to you, Jim, for taking time out of your very busy schedule and hopping on this podcast, and sharing with us your journey as it relates to developing the key elements of the buyer's persona, talking about your new book that you've revamped along with your co-author and just really delving into what are some of the key aspects when you're trying to attract the right type of buyer to ensure that the trust is there and to ensure that you are truly feeding into the specific needs and desires that that buyer is looking for and limiting as much anxiety that they may have as it relates to making that decision. So, I really enjoyed this conversation, I just want to say thank you so much.   Please connect with us on Twitter @navigatingcx and also join our Private Facebook Community – Navigating the Customer Experience and listen to our FB Lives weekly with a new guest   Links •     The JOLT Effect: How High Perfomers Overcome Customer Indecision by Matthew Dixon and Ted McKenna    The ABC's of a Fantastic Customer Experience Grab the Freebie on Our Website – TOP 10 Online Business Resources for Small Business Owners  Do you want to pivot your online customer experience and build loyalty - get a copy of “The ABC's of a Fantastic Customer Experience.” The ABC's of a Fantastic Customer Experience provides 26 easy to follow steps and techniques that helps your business to achieve success and build brand loyalty. This Guide to Limitless, Happy and Loyal Customers will help you to strengthen your service delivery, enhance your knowledge and appreciation of the customer experience and provide tips and practical strategies that you can start implementing immediately! This book will develop your customer service skills and sharpen your attention to detail when serving others. Master your customer experience and develop those knock your socks off techniques that will lead to lifetime customers. Your customers will only want to work with your business and it will be your brand differentiator. It will lead to recruiters to seek you out by providing practical examples on how to deliver a winning customer service experience!

CyberMarketingCon2023 has wrapped, and we are so grateful for the support we received from our speakers, sponsors, volunteers, and attendees. The week was jam-packed with networking and education, from demand gen and AI to CISO perspectives and vendor solutions. Stay tuned for more conference content from our podcast, website, and social media channels.  In this episode replay, we are joined by the Founder and CEO of Audience 1st, Dani Woolf, who was also a speaker at CyberMarketingCon this year.  In this episode, Dani discusses her core marketing values:  Empathy  Trust  Loyalty  Creating meaningful, customer-centric experiences and identifying customer challenges and buying motivations while also being able to ask the right questions can transform your marketing efforts. Dani also shares the story behind the uncomfortable encounter that sparked a great friendship with a cybersecurity practitioner.     More on our guest, Dani:  Dani Woolf is a swimmer turned marketer. She has been applying lessons learned as a distance freestyler to B2B organizational success for the past 10 years. Dani's core specialty is in digital marketing, focusing on net new customer acquisition via digital channels - website optimization, SEO, SEM, social media, conversion rate optimization, and marketing automation. Dani currently serves as the Founder and CEO of Audience 1st. Get the book Buyer Personas: How to Gain Insight into Your Customer's Expectations, Align Your Marketing Strategies, and Win More Business by Adele Revella at Amazon or the bookstore of your choice! Stay in touch with Dani Woolf on LinkedIn and Twitter   Keep up with our hosts on their social media channels: Connect with Gianna on LinkedIn  Chat with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or LinkedIn, and learn more at the Cybersecurity Marketing Society website. 

This week our host Brandi Starr is joined by Jim Kraus, President of Buyer Persona Institute (BPI) and a leading authority on buyer personas and buying insights. BPI's buyer persona research and workshop methodologies have become the gold standard for thousands of marketers in hundreds of companies worldwide that rely on these studies to reveal everything a prospective buyer needs to know and experience to have confidence in their solution. Marketers use these insights to develop strategies and messaging that drive more leads, improve conversion rates, and helps sales hit their numbers. In addition to his work at BPI, Jim is an avid blogger, author of the Buyer Persona Buzz newsletter, and is currently working on a second edition of the book Buyer Personas with BPI's founder, Adele Revella. Jim also frequently speaks at events and podcasts to advance the thinking around buyer personas and buying insights more broadly. Outside of work, Jim enjoys travel, reading, sports, and spending time with his family.   On the couch Brandi and Jim will tackle Common Hurdles in the Journey to Uncover Buyer Insights.   Links: Get in touch with Jim Kraus on: LinkedIn Buyer Persona Institute (BPI) Revenue Rehab Episode 19 Voice of the Customer Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

“[A buyer persona] is the understanding in detailed terms, of the attitudes, needs, concerns, decision criteria, and buyer's journey around a specific type of buying decision…it is not a profile of an individual…” Jim Kraus is the President of Buyer Persona Institute (BPI) and a leading authority on buyer personas and buying insights. In addition to his work at BPI, Jim is an avid blogger, author of the Buyer Persona Buzz newsletter, and is currently working on a second edition of the book Buyer Personas with BPI's founder, Adele Revella. He also frequently speaks at events and podcasts to advance the thinking around buyer personas and buying insights more broadly. Questions and topics we covered include: The simplest definition of what a buyer persona actually is and what buyer personas help businesses achieve The differences between customer segments & customer segmentation vs buyer personas The hardest buyer insight to discover How many buyer personas should a business even have? Who owns the creation of buyer personas? Do businesses even need buyer personas? Why it's actually harder to buy products today than in the past (sellers aren't the only ones feeling the pain of a new marketplace) What to do after the buyer personas are defined, what's next? And more! You can connect with Jim via LinkedIn - https://www.linkedin.com/in/jimkraus/ You can connect with me via LinkedIn - https://www.linkedin.com/in/kennysoto/ Our Podcast Partner - MarketerHire If you're looking to hire expert freelance talent this year to scale your business (and impress your boss), check out MarketerHire. MarketerHire vets freelance talent so when you hire an SEO expert, Email Marketer, or even a Fractional CMO—you're not wasting your money or your time. You can hire your first freelancer and get a $500 credit by visiting: www.kennysoto.com/hire  Music for this podcast comes from - www.davidcuttermusic.com

Gianna is joined by the Director of Demand Generation at Cybersixgill, Dani Woolf, to discuss her core marketing values: empathy, trust and loyalty. Dani shares her philosophy on creating meaningful, customer-centric experiences, how to identify customer challenges and buying motivations, and how asking the right questions can help transform your marketing efforts. Lastly, Dani shares the story behind the uncomfortable encounter that sparked a great friendship with a cybersecurity practitioner.    Follow Dani's newsletter and her podcast launch at the Audience 1st Substack! Get the book Buyer Personas: How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business by Adele Revella at Amazon or the bookstore of your choice!   Guest Bio: Dani Woolf is a swimmer turned marketer. She has been applying lessons learned as a distance freestyler to B2B organizational success for the past 10 years. Dani's core specialty is in digital marketing with a focus on net new customer acquisition via digital channels - website optimization, SEO, SEM, social media, conversion rate optimization and marketing automation. Dani currently serves as the Director of Demand Generation at Cybersixgill.   LInks: Stay in touch with Dani Woolf on LinkedIn and Twitter Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Check out  Hacker Valley Media and Breaking Through in Cybersecurity Marketing Podcast

In this week's episode, we are joined by Adele Revella, CEO & Founder of Buyer Persona Institute. The methodology at Buyer Persona Institute helps marketers further understand how, when, and why, decisions are made by buyers. Within their training, Buyer Person Institute built a framework called the Five Rings of Buying Insight to help reveal insights about buyers' decisions and gain buyer trust. Tune in now to hear how Adelle unpacks the building blocks of a successful buyer persona effort. Key Takeaways:07:59 - 08:49

Quanto menos personas, melhor. Desde que você cubra integralmente o perfil do seu público. Daí vem outra pergunta: quantas pessoas entrevistar para criar uma persona? A resposta não é exata. Adele Revella fala de 8 a 12. Mas na Saraiva Educação, por exemplo, vai de acordo com a abrangência do público. Featuring: Ana Flávia Mourawad, gerente de marketing da Saraiva Educação (https://www.linkedin.com/in/anaflaviamourawad/). Ouça a entrevista completa no Podcast-se: https://open.spotify.com/episode/24fbRT9cRDX39965tEtWM2?si=-1ghXaKzRw-IvR4m9Iw00g. Livro da Adele Revella: https://www.amazon.com.br/dp/B00QQMV5WI/ref=dp-kindle-redirect?_encoding=UTF8&btkr=1. Itsma: https://www.itsma.com/many-buyer-personas-fewer-think/.

Creating customer personas is one of the foundational skills of marketers across the world. But through commonality also comes confusion and poor implementation. Adele has dedicated her attention to ridding the world of terrible personas. In this session, she shows you how.

Do you know what your customers and clients really care about? Today, Adele Revella guides us on the importance of aligning your buyers' expectations and your own capabilities so you can update the relevance of your marketing message.

Quem trabalha com públicos heterogêneos e não tem a curiosidade de pesquisar os hábitos dos seus consumidores está sempre dando tiros no escuro. O case da Saraiva Educação é interessante porque são lançados 400 títulos de livros por ano. Como entender tantos públicos por ano sem precisar criar um instituto de pesquisa interno? Buyer personas e outras formas simples — mas eficientes — de estudar os seus públicos são a saída. Apresentação: Cassio Politi (Tracto). Convidado(a): Ana Flávia Mourawad (Saraiva Educação). Ana Flávia Mourawad: https://www.linkedin.com/in/anaflaviamourawad/. Saraiva Educação: http://www.saraivaeducacao.com.br/. Adele Revella no LinkedIn: https://www.linkedin.com/in/adelerevella/. Livro da Adele Revella (Buyer Personas) na Amazon: https://www.amazon.com.br/Buyer-Personas-Customers-Expectations-Strategies/dp/1118961501. Música de encerramento: 'Uma Partida de Futebol' (Skank). Para participar do grupo do Comunique-se no Telegram e acessar o podcast em múltiplas plataformas, o link é este: https://www.podcast-se.com.br/. Canal Papo Influente no YouTube: https://www.youtube.com/papoinfluente.

Quem trabalha com públicos heterogêneos e não tem a curiosidade de pesquisar os hábitos dos seus consumidores está sempre dando tiros no escuro. O case da Saraiva Educação é interessante porque são lançados 400 títulos de livros por ano. Como entender tantos públicos por ano sem precisar criar um instituto de pesquisa interno? Buyer personas e outras formas simples — mas eficientes — de estudar os seus públicos são a saída. Apresentação: Cassio Politi (Tracto). Convidado(a): Ana Flávia Mourawad (Saraiva Educação). Ana Flávia Mourawad: https://www.linkedin.com/in/anaflaviamourawad/. Saraiva Educação: http://www.saraivaeducacao.com.br/. Adele Revella no LinkedIn: https://www.linkedin.com/in/adelerevella/. Livro da Adele Revella (Buyer Personas) na Amazon: https://www.amazon.com.br/Buyer-Personas-Customers-Expectations-Strategies/dp/1118961501. Música de encerramento: 'Uma Partida de Futebol' (Skank). Para participar do grupo do Comunique-se no Telegram e acessar o podcast em múltiplas plataformas, o link é este: https://www.podcast-se.com.br/. Canal Papo Influente no YouTube: https://www.youtube.com/papoinfluente.

Our very special guest host Casey Chesire of The Hardcore Marketing Show takes over the Flip My Funnel Podcast today!  Casey lives up to his reputation for fun conversations with the smartest, most badass marketers out there while interviewing author and industry expert, Adele Revella about her No BS approach to buyer personas. By throwing out many of things we thought we knew about how to develop a buyer persona, Adele shares her methods for getting the answers you actually need to market to your buyer effectively.  They explored: The 2 biggest myths about knowing your buyers Why it is not enough to simply have a picture and a name for a Buyer Persona How to interview your buyers effectively Why demographics are rarely as important as you think Adele Revella's new book: Buyer Personas   If you have a question, join the discussion on Instagram. This special takeover episode of Flip My Funnel is hosted by Casey Chesire  Marine, Author, Adventurer, Founder of Cheshire Impact and Host of: Hard Corps Marketing. --------- Join me for weekly special LinkedInLive sessions where I interview your favorite guests like Pat Lencioni,  Seth Godin, Whitney Johnson, Kim Scott LIVE. Here's the one-click invite: https://evt.mx/mSGV4Ka8

Last on The Marketing Book Podcast to discuss her book, Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align Your Marketing Strategies, and Win More Business, marketing, sales and consumer behavior expert and bestselling author Adele Revella joins the (hopefully) limited time series, Authors in Quarantine Getting Cocktails to talk about being quarantined on an island in the Pacific northwest with her husband, dogs and cat, how buyer motivations have changed dramatically in a remarkably short time and what to do about it. Cheers! Click here for show notes! https://www.salesartillery.com/authors-quarantine-cocktails/adele-revella

Adele Revella recomenda que, durante a entrevista, você busque cobrir os quatro passos das personas da era 2.0, que são: Awareness (momento em que o entrevistado ouviu falar de uma solução como a sua); Pesquisa (etapa em que ele buscou informações via Google, com outras pessoas e por outros meios); Validação (fase em que ele comparou as alternativas que tinha, incluindo a sua empresa e os concorrentes); Compra (o que pode significar comprar de você, do concorrente ou de ninguém).

Adele Revella recomenda que, durante a entrevista, você busque cobrir os quatro passos das personas da era 2.0, que são: Awareness (momento em que o entrevistado ouviu falar de uma solução como a sua); Pesquisa (etapa em que ele buscou informações via Google, com outras pessoas e por outros meios); Validação (fase em que ele comparou as alternativas que tinha, incluindo a sua empresa e os concorrentes); Compra (o que pode significar comprar de você, do concorrente ou de ninguém).

No podcast anterior, um case foi apresentado. Convidamos o mesmo participante a bater um papo sobre buyer personas de uma forma mais genérica para falar da prática de construção de buyer personas. Apresentação: Cassio Politi. Convidado: André Iunes. Dica de livro: Buyer Persona, da Adele Revella. Para participar do grupo do Comunique-se no WhatsApp, o link é este: https://chat.whatsapp.com/HXXid2XK9mp3cuzf8sDZIc.

No podcast anterior, um case foi apresentado. Convidamos o mesmo participante a bater um papo sobre buyer personas de uma forma mais genérica para falar da prática de construção de buyer personas. Apresentação: Cassio Politi. Convidado: André Iunes. Dica de livro: Buyer Persona, da Adele Revella. Para participar do grupo do Comunique-se no WhatsApp, o link é este: https://chat.whatsapp.com/HXXid2XK9mp3cuzf8sDZIc.

How to create 100% accurate and detailed buyer persona? My guest in this episode is Adele Revella, CEO of the Buyer Persona Institute, speaker and author of a top five business book by Fortune magazine of 2015, Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business. Adele is the perfect person with whom to discuss relating to customers and creating meaningful buyer personas. Listen in for our insightful conversation and Adele’s step-by-step methodology to better understand your customers and improve your sales. Topics Discussed in this Episode: Why big data isn’t enough to understand people Step-by-step customer research methods How to effectively interview buyers The 5 Rings of Buying Insight Creating a buyer persona Resources: Buyer Persona Institute Example How to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business by Adele Revella Adele on Twitter @buyerpersona Adele on LinkedIn Buyer Persona Institute on LinkedIn

You‘ve got a problem. There are a lot of fantastic, important marketing books out there, but you don’t know which ones you should read next. You need to hear our next guest. Douglas Burdett is the host of The Marketing Book Podcast. (Forbes called it one of 11 podcasts that will keep you in the know.) We asked Burdett which books he’s recommending to marketing and business leaders right now and why. Buyer Personas by Adele Revella. “There are just five insights you need to understand your customer well,” said Burdett. “You don't have to do it perfectly. You just have to do it a little bit better than your competition.” They Ask You Answer by Marcus Sheridan. This is the story of a failing Florida pool company that saved their business by answering every pool question on their website. From Impossible to Inevitable by Aaron Ross. There are three types of lead generation activities that every fast-growing company should be doing. Ross calls them seeds, spears, and nets. The Convenience Revolution by Shep Hyken. The more you can do to reduce friction for your customers, the more successful you'll be.

“If we write the questions and then we provide the answers, we only get back some version of our truth.” That’s the approach that Adele Revella, the CEO & Founder of the Buyer Persona Institute, thinks most marketers are using these days when generating buying personas. Rather than making an effort to truly listen to customers about their buying journey, marketers often simply generate a generic template and make a few educated guesses about what their customer wants. What is required to get out of “template” mode is to conduct real interviews with buyers where you truly listen instead of driving your own agenda.  

Personas are one of the fundamentals of inbound, shaping not only your marketing and sales efforts but all levels of your company. So, what is a persona? Personas are semi-fictional representations of your ideal customer based on actual data and some speculation about things like demographics, behavior patterns, and goals. Personas represent a person, not a company or market! Show Notes [0:40] Question: What is an Inbound Persona Strategy?  It is important to understand that personas are created through research and data. By interviewing current customers and prospects, reviewing user data, and speculating (based on your research and data) about behaviors and goals you create a complete view of your ideal customer. You might know some things about the type of organization they work for, but your persona work creates a picture of the actual person who is your customer, not their organization. Personas are a vital part of an inbound organization because they give focus and meaning to the work you are doing. Rather than marketing or selling a product to a particular type of company you know happens to buy that product, personas allow you to understand and help solve the problems of the specific person who has a problem. Put another way; personas allow you to think persona to person (H2H) and create content and speak directly to your buyer, not your buyer's company. Personas put your work into context and allow you to understand your buyer on an emotional level, grounding your company in market reality. It used to be that the focus was on what customers bought not why they bought. In today’s market, however, no one wants a generalist. If you want to stand out and have a competitive advantage, you need to know why people are buying and meet them where they are. You need to find your niche and personas are how you do that. [16:05] Dan's Rant Buyer personas are critically important. Dan wants you to go to HubSpot’s persona tool (Make My Persona) to learn more about personas and make your own. And, if you send us your persona, Dan and Todd will review it! [16:43] Todd's Truth Your buyer persona is a representation of the person that your organization helps the most! [17:38] 3 Takeaways Identify your target persona by interviewing customers and prospects Document your insights and share them with your team Audit your marketing and sales teams to ensure they are focused on your persona Links From now until the end of August we are holding an MSPOT contest! You can download the MSPOT template, submit it for review, and from now until the end of August anyone who submits an MSPOT will be entered into the contest. The first place winner will win an hour to review their MSPOT with Todd and Dan!  Take the Inbound Organization Assessment (https://www.inboundorganization.com/inbound-organization-assessment Download and Submit Your MSPOT https://www.inboundorganization.com/mspot-review Buyer Personas by Adele Revella (https://www.buyerpersona.com/buyer-personas-book) https://www.hubspot.com/make-my-persona)Make My Persona ) Thanks to Rebecca Miller our podcast editor, social media coordinator, and blogger and to Zachary Jameson for producing the audio for the podcast. Check out Zachary on Upwork if you need podcast audio services.

In this episode of Pragmatic Live, Rebecca Kalogeris, our vice president of marketing and Adele Revella, CEO and Founder of Buyer Persona Institute, discuss the five rings of buying insight and how they relate to buyer personas. Want to learn more about the buyer personas?Attend one of our upcoming courses.

O livro Buyer Personas é a principal publicação em âmbito mundial acerca do desenvolvimento de personas. De autoria de Adele Revella, o livro foi publicado em 2015 e ensina o passo a passo do desenvolvimento de buyer personas para empresas.

O livro Buyer Personas é a principal publicação em âmbito mundial acerca do desenvolvimento de personas. De autoria de Adele Revella, o livro foi publicado em 2015 e ensina o passo a passo do desenvolvimento de buyer personas para empresas.

My guest this episode is Adele Revella, CEO of the Buyer Persona Institute, speaker and author of a top five business book by Fortune magazine of 2015, Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business. Adele is the perfect person with whom to discuss relating to customers and creating meaningful buyer personas. Listen in for our insightful conversation and Adele’s step-by-step methodology to better understand your customers and improve your sales. *** Tap on this link to access show notes+transcripts, join our private community of mavericks, or sign up to the newsletter: EveryoneHatesMarketers.com/links

What a freaking awesome show!  We were honored to have an extended conversation with Adele Revella, who is literally THE go to expert for Buyer Personas across the whole world.  Not only does she know *everything* but she holds nothing back and calls it like she see's it. SO BADASS Live during this show, Adele actually interviewed Casey as a previous buyer of marketing automation to learn about his persona! Amazing takeaways from this show include: The Two BIGGEST MYTHS About knowing your buyers! Why its not enough to simply have a picture and a name for a Buyer Persona How to actually interview your buyers to learn what you need Guess how many personas a global manufacturing company has- it's way less than you think! Why Demographics are RARELY as important as you think! Links  Twitter: @buyerpersona Buyer Persona Institute: https://www.buyerpersona.com/ Buyer Personas by Adele Revella: https://www.buyerpersona.com/buyer-personas-book The Regis Touch: New Marketing Strategies for Uncertain Times by Regis McKenna: https://www.amazon.com/Regis-Touch-Marketing-Strategies-Uncertain/dp/0201139642

Today, I'm talking with , the CEO and Founder of , and author of . Prior to reading Adele's book, I always saw buyer personas as dated marketing gimmicks that were little more than a stock photo, some demographics, and a name like Mid-Market Mary or Small Business Steve. I just didn't see how they could be acted on. Adele changed all of that for me and made me see just how valuable buyer personas can be to any business, when they're done right and today she tells us how to do that. Adele shares everything you need to know to learn who your buyers really are, what they care about, and how to use those insights to win more business. If you're relying on your assumptions, no matter how good you think they are, of why buyers choose your software over the competitors or what reservations they have before making the switch, then this is an interview you need to hear.

Episode 85 of Landscape Digital Show reveals how buyer personas are used to create laser-focused marketing that connects a business with its ideal customers. This is our final Landscape Digital Show episode of the 2017 calendar year and the first in which I interview a subject matter expert – but don’t worry, this is far […] The post How Buyer Personas Create Laser Focused Marketing that Connects appeared first on Landscape Digital Institute.

Gastamos tempo entrevistando clientes para construir personas. Mas será que o que nós já conhecemos do público não seria suficiente para isso?Entrevistei o consultor e autor dinamarquês Joakim Ditlev. E perguntei ao Joakim algo parecido ao que perguntei para a Adele Revella no podcast passado de número 38: por que entrevistar clientes é importante?"Infelizmente, muitas empresas no mercado acham que conhecem as necessidades do seu cliente. Quando vou lá e pergunto 'o que você sabe sobre o seu cliente? O que querem de você? Como se comportam?', eles respondem: 'sabemos muita coisa, pois fizemos uma pesquisa. Isso foi provavelmente há dois anos, mas sabemos tudo. Não precisamos fazer mais perguntas'. Quando olho de perto, percebo que eles não conhecem o cliente tanto quanto supõem. Faço um exercício sempre que inicio um relacionamento com um cliente. Quero sempre conversar com pelo menos dois de seus consumidores, apenas para saber o que passa em suas cabeças. Quero entender a que tipo de mídia assistem, quais seus grandes dramas e como a empresa os ajuda. Acho realmente importante ter isso como um processo contínuo. Assim, você conhece sua mente, o que importa para ele e como pode ajudá-lo por meio de bom conteúdo. Em última análise, você vende a ele produtos e serviços para tornar a sua vida um pouco mais fácil."Meus takeaways: todos nós temos o hábito de superestimar o que sabemos sobre nossos clientes. Quando conversamos com eles, descobrimos que o que temos quase sempre é um conjunto de suposições. E suposições não nos ajudam a fazer um content marketing de alta qualidade.http://www.takeaways.com.br/039

Gastamos tempo entrevistando clientes para construir personas. Mas será que o que nós já conhecemos do público não seria suficiente para isso?Entrevistei o consultor e autor dinamarquês Joakim Ditlev. E perguntei ao Joakim algo parecido ao que perguntei para a Adele Revella no podcast passado de número 38: por que entrevistar clientes é importante?"Infelizmente, muitas empresas no mercado acham que conhecem as necessidades do seu cliente. Quando vou lá e pergunto 'o que você sabe sobre o seu cliente? O que querem de você? Como se comportam?', eles respondem: 'sabemos muita coisa, pois fizemos uma pesquisa. Isso foi provavelmente há dois anos, mas sabemos tudo. Não precisamos fazer mais perguntas'. Quando olho de perto, percebo que eles não conhecem o cliente tanto quanto supõem. Faço um exercício sempre que inicio um relacionamento com um cliente. Quero sempre conversar com pelo menos dois de seus consumidores, apenas para saber o que passa em suas cabeças. Quero entender a que tipo de mídia assistem, quais seus grandes dramas e como a empresa os ajuda. Acho realmente importante ter isso como um processo contínuo. Assim, você conhece sua mente, o que importa para ele e como pode ajudá-lo por meio de bom conteúdo. Em última análise, você vende a ele produtos e serviços para tornar a sua vida um pouco mais fácil."Meus takeaways: todos nós temos o hábito de superestimar o que sabemos sobre nossos clientes. Quando conversamos com eles, descobrimos que o que temos quase sempre é um conjunto de suposições. E suposições não nos ajudam a fazer um content marketing de alta qualidade.http://www.takeaways.com.br/039

Muitas vezes fazemos buyer personas sem entrevistar clientes. Isso é uma das coisas mais sem sentido que podemos fazer dentro de marketing.Hoje eu trago uma pergunta nova: por que devemos entrevistar clientes?No livro Buyer Personas, a autora, Adele Revella, explica que definir públicos com base em dados demográficos — como idade, renda, estado civil, nível escolar etc. — é o legado de 60 anos de empresas trabalhando com segmentação em massa.O problema é que isso não nos ajuda muito. E pode nos levar a tomar decisões erradas, como quase aconteceu com um cliente da própria Adele.Em 2009, uma empresa de tecnologia baseada em Londres desenvolveu um portal online com o objetivo de simplificar o dia a dia de empresas especializadas em direito marítimo, pois elas compunham o seu segmento-alvo.Só que existe uma peculiaridade nesse mercado: uma disputa judicial é geralmente complexa e envolve várias partes, como o dono da carga, a companhia de transporte marítimo, o porto, o cliente, as pessoas prejudicadas em casos de acidente etc.A empresa que criou o portal queria entender os fatores que motivavam seus potenciais clientes a usar o portal."Não há como usar um portal da Web", disseram os decisores das empresas especializadas em direito marítimo na maior parte das 22 entrevistas realizadas.Eles claramente tinham um mindset enraizado em leis e práticas comerciais que não mudaram nos últimos cem anos ou mais.Para os idealizadores do portal, foi frustrante descobrir que a ideia não estava conectada com a necessidade das pessoas que eles pretendiam alcançar.Mas essa era a pura realidade. Seguir adiante com o projeto do portal seria uma decisão completamente desastrada.Em outro momento da entrevista com a Adele, perguntei se muitas empresas criam personas sem entrevistar ninguém."Minha preocupação é que estão construindo personas com aquilo que elas já sabem. O objetivo das buyer personas é saber algo sobre o cliente que ninguém mais sabe e obter insights que deem uma vantagem competitiva. Logicamente, se você não for a campo, pesquisar e perguntar aos clientes o que eles querem, sua persona será apenas uma compilação de coisas óbvias que todo o mundo sabe, que seu concorrente sabe, que são fáceis de se descobrir. Você pode até dizer que tem personas, mas não tem insights. E é nos insights que as personas se tornam realmente valiosas."Meu takeaways: buyer personas não existem para enfeitar os nossos plano de marketing. Elas existem para nos trazer insights. E só vamos obter insights se entrevistarmos nosso público.Aliás, foi exatamente assim que nasceram as buyer personas.Ouça o podcast número 9 que lá eu conto a história das personas.http://www.takeaways.com.br/038

Muitas vezes fazemos buyer personas sem entrevistar clientes. Isso é uma das coisas mais sem sentido que podemos fazer dentro de marketing.Hoje eu trago uma pergunta nova: por que devemos entrevistar clientes?No livro Buyer Personas, a autora, Adele Revella, explica que definir públicos com base em dados demográficos — como idade, renda, estado civil, nível escolar etc. — é o legado de 60 anos de empresas trabalhando com segmentação em massa.O problema é que isso não nos ajuda muito. E pode nos levar a tomar decisões erradas, como quase aconteceu com um cliente da própria Adele.Em 2009, uma empresa de tecnologia baseada em Londres desenvolveu um portal online com o objetivo de simplificar o dia a dia de empresas especializadas em direito marítimo, pois elas compunham o seu segmento-alvo.Só que existe uma peculiaridade nesse mercado: uma disputa judicial é geralmente complexa e envolve várias partes, como o dono da carga, a companhia de transporte marítimo, o porto, o cliente, as pessoas prejudicadas em casos de acidente etc.A empresa que criou o portal queria entender os fatores que motivavam seus potenciais clientes a usar o portal."Não há como usar um portal da Web", disseram os decisores das empresas especializadas em direito marítimo na maior parte das 22 entrevistas realizadas.Eles claramente tinham um mindset enraizado em leis e práticas comerciais que não mudaram nos últimos cem anos ou mais.Para os idealizadores do portal, foi frustrante descobrir que a ideia não estava conectada com a necessidade das pessoas que eles pretendiam alcançar.Mas essa era a pura realidade. Seguir adiante com o projeto do portal seria uma decisão completamente desastrada.Em outro momento da entrevista com a Adele, perguntei se muitas empresas criam personas sem entrevistar ninguém."Minha preocupação é que estão construindo personas com aquilo que elas já sabem. O objetivo das buyer personas é saber algo sobre o cliente que ninguém mais sabe e obter insights que deem uma vantagem competitiva. Logicamente, se você não for a campo, pesquisar e perguntar aos clientes o que eles querem, sua persona será apenas uma compilação de coisas óbvias que todo o mundo sabe, que seu concorrente sabe, que são fáceis de se descobrir. Você pode até dizer que tem personas, mas não tem insights. E é nos insights que as personas se tornam realmente valiosas."Meu takeaways: buyer personas não existem para enfeitar os nossos plano de marketing. Elas existem para nos trazer insights. E só vamos obter insights se entrevistarmos nosso público.Aliás, foi exatamente assim que nasceram as buyer personas.Ouça o podcast número 9 que lá eu conto a história das personas.http://www.takeaways.com.br/038

No podcast passado, falei de como entrevistar clientes. Mas uma dúvida continua: quais clientes devemos entrevistar?Na prática, devemos entrevistar quatro perfis:1. Os nossos clientes, que são fáceis de localizar e entrevistar.2. Os clientes que consideraram comprar de nós, mas compraram do nosso concorrente. 3. Os clientes que consideraram comprar um produto ou serviço como o nosso, mas desistiram de comprar o produto. Ou seja, não compraram nem de nós nem dos nossos concorrentes — e ficaram no status quo. 4. Os que nunca pensara em comprar de nós e escolheram um concorrente.E o livro Buyer Personas, de Adele Revella, nos traz um alerta: não devemos jamais entrevistar quem estiver negociando com a nossa empresa. É importante que os nossos vendedores continuem tendo o controle exclusivo dessas interações.Meus takeaways: devemos começar a entrevista pelos clientes atuais, que vão ser a base das nossas buyer personas. Com eles, vamos entender como o cliente veio até a nossa empresa.Depois partimos para aqueles que quase compraram de nós e desistiram. Eles vão falar muito bem dos nossos pontos fracos.E por fim podemos buscar aqueles que compraram do nosso concorrente sem nem se lembrar da nossa existência. Eles vão tocar numa ferida, que é a nossa comunicação.http://www.takeaways.com.br/037

No podcast passado, falei de como entrevistar clientes. Mas uma dúvida continua: quais clientes devemos entrevistar?Na prática, devemos entrevistar quatro perfis:1. Os nossos clientes, que são fáceis de localizar e entrevistar.2. Os clientes que consideraram comprar de nós, mas compraram do nosso concorrente. 3. Os clientes que consideraram comprar um produto ou serviço como o nosso, mas desistiram de comprar o produto. Ou seja, não compraram nem de nós nem dos nossos concorrentes — e ficaram no status quo. 4. Os que nunca pensara em comprar de nós e escolheram um concorrente.E o livro Buyer Personas, de Adele Revella, nos traz um alerta: não devemos jamais entrevistar quem estiver negociando com a nossa empresa. É importante que os nossos vendedores continuem tendo o controle exclusivo dessas interações.Meus takeaways: devemos começar a entrevista pelos clientes atuais, que vão ser a base das nossas buyer personas. Com eles, vamos entender como o cliente veio até a nossa empresa.Depois partimos para aqueles que quase compraram de nós e desistiram. Eles vão falar muito bem dos nossos pontos fracos.E por fim podemos buscar aqueles que compraram do nosso concorrente sem nem se lembrar da nossa existência. Eles vão tocar numa ferida, que é a nossa comunicação.http://www.takeaways.com.br/037

Entrevistar clientes é a base do trabalho de buyer personas. Mas primeiro precisamos saber a melhor forma de fazer essas entrevistas.No livro Buyer Personas, a autora, Adele Revella dá algumas dicas.1. Nós podemos mandar email solicitando entrevista, mas ela acha mais eficiente telefonar direto.2. É conveniente darmos uma olhada no perfil do entrevistado no LinkedIn antes da entrevista.3. Devemos pedir permissão e gravar a entrevista. A quase totalidade dos entrevistados autoriza a gravação.4. Devemos fazer uma entrevista sem roteiro.Aliás, é sobre esta quarta dica, de entrevistar sem roteiro, que eu conversei com a Adele outro dia."Você faz apenas uma pergunta roteirizada. Mais ou menos assim: 'volte ao dia em que você decidiu procurar uma solução para o problema. Me conte que aconteceu'. Depois disso, você não usa mais nenhuma pergunta programada. Peça às pessoas que contem suas histórias de como foi cada passo da decisão de compra. É realmente uma conversa. É justamente daí que vem a oportunidade de se aprender algo novo. Se você roteirizar as perguntas, você já sabe quais respostas vai obter. Por exemplo, às vezes você ouve algo fascinante como: 'em determinado ponto da decisão, eu procurava uma solução que fosse de uso fácil. E eliminei tais empresas da lista de opções'. E então aprofundamos aquele ponto, perguntando: 'como você concluiu que a solução daquela empresa era mais fácil de usar?'. No momento que telefono, não sei se as pessoas vão falar de facilidade do uso ou, talvez, sobre escalabilidade, integração, que gastou muito tempo no site ou que utilizou a demonstração. Não sei que perguntas vou fazer, e é isso que traz valor."Meu takeaway: entrevistar potenciais clientes e clientes para criar personas é fácil e delicioso. Como disse a Adele, devemos fazer só uma pergunta padronizada, que é a primeira. Depois disso, precisamos apenas ativar a nossa capacidade de ouvir.http://www.takeaways.com.br/036

Entrevistar clientes é a base do trabalho de buyer personas. Mas primeiro precisamos saber a melhor forma de fazer essas entrevistas.No livro Buyer Personas, a autora, Adele Revella dá algumas dicas.1. Nós podemos mandar email solicitando entrevista, mas ela acha mais eficiente telefonar direto.2. É conveniente darmos uma olhada no perfil do entrevistado no LinkedIn antes da entrevista.3. Devemos pedir permissão e gravar a entrevista. A quase totalidade dos entrevistados autoriza a gravação.4. Devemos fazer uma entrevista sem roteiro.Aliás, é sobre esta quarta dica, de entrevistar sem roteiro, que eu conversei com a Adele outro dia."Você faz apenas uma pergunta roteirizada. Mais ou menos assim: 'volte ao dia em que você decidiu procurar uma solução para o problema. Me conte que aconteceu'. Depois disso, você não usa mais nenhuma pergunta programada. Peça às pessoas que contem suas histórias de como foi cada passo da decisão de compra. É realmente uma conversa. É justamente daí que vem a oportunidade de se aprender algo novo. Se você roteirizar as perguntas, você já sabe quais respostas vai obter. Por exemplo, às vezes você ouve algo fascinante como: 'em determinado ponto da decisão, eu procurava uma solução que fosse de uso fácil. E eliminei tais empresas da lista de opções'. E então aprofundamos aquele ponto, perguntando: 'como você concluiu que a solução daquela empresa era mais fácil de usar?'. No momento que telefono, não sei se as pessoas vão falar de facilidade do uso ou, talvez, sobre escalabilidade, integração, que gastou muito tempo no site ou que utilizou a demonstração. Não sei que perguntas vou fazer, e é isso que traz valor."Meu takeaway: entrevistar potenciais clientes e clientes para criar personas é fácil e delicioso. Como disse a Adele, devemos fazer só uma pergunta padronizada, que é a primeira. Depois disso, precisamos apenas ativar a nossa capacidade de ouvir.http://www.takeaways.com.br/036

Nós investimos tempo e dinheiro em nossas empresas para a construção de buyer personas. Depois que terminanos, cabe a pergunta: como exatamente vamos aplicar os insights de buyer personas em nosso content marketing?No livro Buyer Personas, cujo resumo traduzido está disponível para download, a autora Adele Revella conta um caso interessante da empresa global Beko, que fabrica máquinas de secar roupa.O caso aconteceu na China por conta de um aspecto cultural. Muitos chineses seguem a tradição de secar roupas estendendo as peças ao ar livre. Eles acreditarem na existência de um componente espiritual benéfico na luz do Sol.Insights de buyer personasO time de marketing decidiu então criar as buyer personas dos clientes chineses. E isso acabou ajudando a encontrar uma solução. Os engenheiros da empresa concordaram em criar uma funcionalidade diferente, específica para o mercado chinês: uma opção de concluir a secagem pela metade, quando as roupas ainda estão úmidas.Com isso, os chineses que acreditam nos componentes espirituais da luz do Sol podem concluir a secagem no varal.TakeawaysComo profissionais de content marketing, não precisamos de um relatório de buyer personas, mas de insights de buyer personas. Eles precisam nos ajudar a tomar iniciativas ou decisões que melhorem os nossos resultados. É como no caso da Beko, que usou as descobertas para tomar decisões não apenas de marketing mas também do produto.Links:http://takeaways.com.br/021http://www.tracto.com.br/resumo/buyer-personas/

Nós investimos tempo e dinheiro em nossas empresas para a construção de buyer personas. Depois que terminanos, cabe a pergunta: como exatamente vamos aplicar os insights de buyer personas em nosso content marketing?No livro Buyer Personas, cujo resumo traduzido está disponível para download, a autora Adele Revella conta um caso interessante da empresa global Beko, que fabrica máquinas de secar roupa.O caso aconteceu na China por conta de um aspecto cultural. Muitos chineses seguem a tradição de secar roupas estendendo as peças ao ar livre. Eles acreditarem na existência de um componente espiritual benéfico na luz do Sol.Insights de buyer personasO time de marketing decidiu então criar as buyer personas dos clientes chineses. E isso acabou ajudando a encontrar uma solução. Os engenheiros da empresa concordaram em criar uma funcionalidade diferente, específica para o mercado chinês: uma opção de concluir a secagem pela metade, quando as roupas ainda estão úmidas.Com isso, os chineses que acreditam nos componentes espirituais da luz do Sol podem concluir a secagem no varal.TakeawaysComo profissionais de content marketing, não precisamos de um relatório de buyer personas, mas de insights de buyer personas. Eles precisam nos ajudar a tomar iniciativas ou decisões que melhorem os nossos resultados. É como no caso da Beko, que usou as descobertas para tomar decisões não apenas de marketing mas também do produto.Links:http://takeaways.com.br/021http://www.tracto.com.br/resumo/buyer-personas/

Se você acha que entrevistar clientes não é parte do processo de criação de buyer personas, saiba que você está completamente enganado. A história das buyer personas está no livro de mesmo nome de Adele Revella.Tudo começou em 1983. O americano Alan Cooper começou a desenvolver um software de gerenciamento de projetos. Daí, então, ele decidiu entrevistar colegas que seriam os prováveis usuários do programa. As entrevistas resultaram na criação de uma usuária imaginária chamada Kathy. O nome foi escolhido em alusão a uma das pessoas entrevistadas. Em todas os projetos seguintes, Cooper fez o mesmo: entrevistou prováveis usuários e criou um usuário imaginário, mas com características reais.Em 1998, Alan Cooper publicou o livro "Os loucos estão controlando o sanatório". Foi ali que pela primeira vez foram mencionados os termos buyer persona (para avaliar o cliente antes da compra) e user persona (após a compra).Buyer personas, portanto, nada mais são do que uma forma de você comunicar o que descobriu sobre o seu público. Se você não fizer entrevista, você nunca terá uma persona.http://www.takeaways.com.br/009

Se você acha que entrevistar clientes não é parte do processo de criação de buyer personas, saiba que você está completamente enganado. A história das buyer personas está no livro de mesmo nome de Adele Revella.Tudo começou em 1983. O americano Alan Cooper começou a desenvolver um software de gerenciamento de projetos. Daí, então, ele decidiu entrevistar colegas que seriam os prováveis usuários do programa. As entrevistas resultaram na criação de uma usuária imaginária chamada Kathy. O nome foi escolhido em alusão a uma das pessoas entrevistadas. Em todas os projetos seguintes, Cooper fez o mesmo: entrevistou prováveis usuários e criou um usuário imaginário, mas com características reais.Em 1998, Alan Cooper publicou o livro "Os loucos estão controlando o sanatório". Foi ali que pela primeira vez foram mencionados os termos buyer persona (para avaliar o cliente antes da compra) e user persona (após a compra).Buyer personas, portanto, nada mais são do que uma forma de você comunicar o que descobriu sobre o seu público. Se você não fizer entrevista, você nunca terá uma persona.http://www.takeaways.com.br/009

Buyer personas são importantes para que os profissionais de marketing tomem decisões mais assertivas em suas estratégias de vendas e produção de conteúdos. Adele Revella, fundadora do Buyer Persona Institute,junto a mais três profissionais estrangeiros enriquecem o debate, com opiniões claras sobre a importância em entrevistas personas.

Buyer personas são importantes para que os profissionais de marketing tomem decisões mais assertivas em suas estratégias de vendas e produção de conteúdos. Adele Revella, fundadora do Buyer Persona Institute,junto a mais três profissionais estrangeiros enriquecem o debate, com opiniões claras sobre a importância em entrevistas personas.

Adam and Adele talks about the Buyer Persona, how and what to know about your buyers.

Episode 51 of Landscape Digital Show reveals how to teach customers to buy by applying an adult learning framework to your marketing. There are many definitions of content marketing and even more for marketing in general. But at the end of the day, I think we can all agree the ultimate purpose of marketing is to […] The post Adult Learning: Teaching Customers to Buy appeared first on Landscape Digital Institute.

5 keys to GAIN insights into your customer’s decision making process so that you can sell more

In this episode we talk to Adele Revella, CEO & Founder of Buyer Persona Institute.

Buyers are more than demographic statistics. They have sophisticated needs and are frustrated when companies fail to understand. Effective marketing requires alignment with the entire buying journey. To achieve this goal many marketers use the information in a buyer persona to guide sales interactions, advertisements, and content. Gaining true insight into the buyer’s journey takes far more than compiling search data. We will discuss how to create effective buyer personas with today’s guest Adele Revella. Adele Revella’s mission is to educate marketers about how to harness the power of buyer personas. She’s spent over two decades in marketing perfecting marketing tools such as personas. Her experience led her to develop the Buyer Persona Institute. With available content, workshops, and the Buyer Persona Masterclass the Institute utilizes the power of buyer interviews to teach modern marketing mastery. Episode Highlights:   Goals of an effective buyer persona How to utilize personas for sales funnels & automation Is the buyer’s journey a linear process? The fundamental question to ask when creating content Why are buyers reducing engagement with marketers? What do studies show about the main buyer influence? Guidelines for discovery interviews Resources: Buyer Persona Institute Buyer Persona Masterclass Buyer Personas Book Follow Adele on Twitter  

Welcome to Episode 34 of HubShots! Recorded: Monday 16 May 2016 Full show notes are available here: http://hubshots.com/episode-34/ Welcome In this episode we ‘crack on’ even though Ian is fighting a cold :-) Shot 1: Inbound Thought of the Week Apologies for the ‘ding’! Training - we did the Agency Positioning and Targeting workshop and the content and structure was great and the relationships we made in that period has still stuck today. So consider doing some training and growing your knowledge of Inbound and HubSpot. https://www.inbound.com/inbound16/trainings I got to meet David Weinhaus! Also if you are doing INBOUND alone we would love to meet you….. inboundcountdown.com - check how long to go! Shot 2: HubSpot feature/tip of the Week Automate Lead Rotation, Task and Deal Creation in Workflows With three new updates to HubSpot — lead rotation, task creation, and deal creation — you'll spend more time selling and less on busywork. Lead Rotation How it works: Find your way into Workflows by clicking Contacts > Workflows in HubSpot Marketing. Edit one of your workflows using the pencil icon on the right, or create a brand new one for rotating leads with "Create New Workflow." Once inside your workflow, add a new action, and you’ll see a brand new option under the “Sales” section: “Rotate Leads.” The rotator works in a "round-robin" style — add any number of owners to the rotation, and they'll be assigned the leads evenly. Deal and Task Creation Here’s how sales reps often divided their days: for every two hours spent selling, an hour of CRM administration — creating contacts and companies, logging tasks to follow up on, creating opportunities. Newsflash: if you can cut down that hour of admin work, you'll sell more. How it works: Follow the steps outlined above to navigate into a workflow. When selecting a workflow action, you'll now have the options to “Create a Task” and “Create a Deal.” Shot 3: Test of the Week Sending unbranded email. We saw HubSpot do this with a partner email. Even in our own testing we noticed an average open rate of 15% when it was branded and that moved to almost 30% when it was unbranded and looked like it came from us personally! Shot 4: Opinion of the Week Un-gate all the things! Or don’t: http://www.craigbailey.net/whole-un-gate-things-trend-going-moment/ Shot 5: General Tip of the Week Useful tips for approaching your personas by Marcia Riefer Johnston: http://contentmarketinginstitute.com/2016/05/buyer-personas-essential-parts/ From Tip #1: “Don’t describe the persona to the reader. Have the persona talk to the reader in first-person.” For an in-depth look at buyer personas check out Adele Revella’s book: http://www.amazon.com/Buyer-Personas-Customers-Expectations-Strategies/dp/1118961501 http://www.buyerpersona.com/about-adele-revella She goes through 5 main steps for thinking through a buyer persona #2 is to think about Success factors and the results they expect Also have a listen to Moby’s episode 11 of Inbound Buzz where he goes through how to create personas: https://soundcloud.com/inboundbuzz/011-how-to-create-personas-for-inbound-marketing-success Shot 6: State of Inbound Item of the Week Take 15 minutes to do the State of Inbound Report: http://www.stateofinbound.com/ Direct link to the survey: https://soi2016.questionpro.com/ Shot 7: Community Item of the Week Nice episode by Moby outlining some cool content creation tools: https://soundcloud.com/inboundbuzz/ep09-ultimate-content-creation-tools-used-by-agencies-and-pros Shot 8: Podcast of the Week Content Inc by Joe Pulizzi: http://contentmarketinginstitute.com/content-inc-podcast/ Simple, insightful gems of marketing wisdom, less than 5 minutes. Shot 9: App of the Week Read Medium on your phone every night: https://medium.com/m/app Rescue Time for working on your Mac/PC: https://www.rescuetime.com/ Full show notes are available here: http://hubshots.com/episode-34/

Look for the intersection between what matters to buyers and what companies have to say. Adele Revella shares what you need to know about your buyers story in order to reach them. ThinkLikeAJournalist.com See the show notes.

In this episode of Content Inc., Joe Pulizzi reminds you of the importance of developing a strong buyer persona of your target audience. The information obtained in putting together a persona will be the foundation by which all of your content is created and distributed. Adele Revella has developed the 5 Rings of Insight for building buyer personas. Joe breaks down these insights and why they are critical for content marketing success.

September 4, 2015 Buyer Personas w Adele Revella & Venture and Vultures Chapter 5

Adele Revella CEO and founder of Buyer Persona Institute Joe Tye CEO and Head Coach of Values Coach Inc.  He is a leading authority on strategies to foster a culture of ownership in organizations and a frequent speaker on values-based life and leadership skills and cultural transformation.  He is the author of more than a dozen books on personal success and organizational effectiveness, including All Hands on Deck: 8 Essential Lessons for Building a Culture of Ownership Bruce Tulgan internationall recognized as the leading expert on young people in the workplace and one of the leading experts on leadership and management. Bruce is a best-selling author, an adviser to business leaders all over the world, and a sought-after keynote speaker and management trainer. Bruce's most recent book, The 27 Challenges Managers Face: Step-by-Step Solutions to (Nearly) All of Your Management Challenges was published in September, 2014. His forthcoming publication, Bridging the Soft Skills Gap: How to Teach the Missing Basics to Today's Young Talent is due for release September 15, 2015  

Fractional CMO, Digital Marketing Strategist, and Leadership Keynote Speaker Michele Price brings you weekly access to the top minds to Master the Inner and Outer Game of business.  Breakthrough Radio is a global business radio show that delivers high impact & pioneering knowledge for leaders in business. Entrepreneurs, startups, sales/marketing/IT professionals join us every Monday. Adele Revella, CEO Buyer Persona Institute and author of Buyer Personas, How to Gain Insight into Your Customer's Expectations, Align Your Marketing Strategies, and Win More Business. Andrea Waltz, author Go For No and keynote speaker-Challenging your fears and commitment. Tibor Shanto,  CSO (Chief Sales Officer) B2B sales every 4th Monday.  Follow us with hashtag #BBSradio for the up to the minute business news. Ask your questions via twitter using #BBSradio.  We love rewarding engagement. You are invited to visit radio show blog at www.WhoIsMichelePrice.com 

Buyers are frustrated. Often sales reps are unprepared for meetings and unable to answer buyers' questions, causing the rep to lose the sale. To remedy that, companies need to gather insight about their buyers, create buyer personas, and use the information to help buyers, says Adele Revella, author of Buyer Personas.

Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align Your Marketing Strategies, and Win More Business by Adele Revella https://www.salesartillery.com/marketing-book-podcast/the-marketing-book-podcast-buyer-personas-adele-revella

Adele Revella has built the Buyer Persona Institute to revolutionise the way we use buyer persona's in marketing. Rather than creating a buyer persona's to market to, Adele's approach called the Five Rings of Insight is based on creating insight through a research so that rather than presuming what is behind our ideal buyer's decision to buy from us or not, we know! These steps include: 1. Priority Initiative- what problem are they trying to solve? 2. Success Factors - What outcome would be desirable in their words? 3. Pre-conceived Barriers - What is the bad news we need to hear about our solution or competitors offerings? 4. Buying Process - Who is involved and when? 5. Decision Criteria - How is the offering evaluated? Adele shares some great insights how focusing on the buyer persona makes decisions can have a profound affect informing strategies for persuasive messaging, content marketing, product or solution launches, campaigns and sales alignment. Resources: The Buyer Persona Manifesto The Buyer Persona Institute