Abstract
In this chapter we will look at:
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• A framework to understand how your buyers make decisions about your product or service
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• How to determine the different types of content you need to create in order to keep your buyer moving along their journey
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• How to stop producing content that your sales team and customers don’t need
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• What to do to address organisations with multiple decision makers
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Notes
- 1.
© ITSMA Online Survey: Increasing Relevance with Buyer Personas and B2I Marketing, March 2014.
- 2.
Zambito, T. (2016) State of Buyer Personas Study [Online] Available at: http://tonyzambito.com/state-buyer-personas-2016-results-strong-correlation-effectiveness-goals/.
Further Reading
Content Marketing Institute, Marketing Profs. 2016 Benchmarks, Budgets, and Trends—North America.
Davis, K. (2011). Slow down sell faster! New York: American Management Association.
Zambito, T. (2016). A guide to buyer persona development.
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Kelly, S., Johnston, P., Danheiser, S. (2017). Your Buyer’s Journey: Developing a Consistent Message. In: Value-ology. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-45626-3_6
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DOI: https://doi.org/10.1007/978-3-319-45626-3_6
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