buyer persona research

Free ebook: Buyer Insights Research: How to understand your buyers so you can eliminate the guesswork

Understanding your buyer's individual pain points and the paths they take to purchasing your product is crucial to running a successful business. Achieving that level of understanding, however, takes more than critical thinking. It requires systematic research. With this comprehensive guide, you'll learn how to conduct the research your company needs to: - Introduce customer-centricity across the organization - Improve customer acquisition - Focus on the decision-makers within a target company and their key influencers - Build a pipeline with more targeted and effective messaging - Create compelling product packaging and pricing schemes - Enhance customer success and retention with improved product and service delivery

Table Of Contents

Pg 1 - Forward Pg 3 - Chapter 1: Understanding the Power and Purpose of Buyer Insights Pg 11 - Chapter 2: 3 Steps to Planning and Preparing for Buyer Insights Research Pg 20 - Chapter 3: Knowledge is Power: Researching, Interviewing, and Surveying Your Buyers Pg 37 - Chapter 4: Analyzing Research Results, Converting Data into Insights Pg 48 - Chapter 5: Designing and Managing an Effective Implementation Strategy Pg 53 - End Note Pg 54 - Appendix

First 3 Pages

How to understand your buyers so you can eliminate the guesswork BUYER INSIGHTS RESEARCH GO-TO-MARKET Table of Contents Foreword.............................................................................................................1 Chapter 1: Understanding the Power and Purpose of Buyer Insights.........................3 Why Your Company Should Be Conducting Buyer Insights Research....................6 How Buyer Insights Research Fits into Your Go-to-Market Strategy......................9 Is Your Business Ready for a Buyer Insights Project? ........................................10 Chapter 2: 3 Steps to Planning and Preparing for Buyer Insights Research..............11 Creating a Problem Statement and Work Plan..................................................11 Evaluating the Scope of the Project................................................................12 Achieving Stakeholder Buy-In........................................................................14 Chapter 3: Knowledge is Power: Researching, Interviewing, and Surveying Your Buyers..................................................................................20 Assembling Your Organization’s Existing KnowledgEe.........................................21 Building New Insights Through External Interviews..........................................26 Bringing Buyer Insights into Focus.................................................................36 Chapter 4: Analyzing Research Results, Converting Data into Insights.....................37 Adopting a Hypothesis-driven Analysis Process ................................................37 Developing an Analysis Plan..........................................................................39 Sample Matrix ..............................................................................................40 Typical Types of Analyses..............................................................................41 Finalizing Your Dataset .................................................................................42 Standardizing Your Data ................................................................................42 Establishing Your Buyer Personas ...................................................................43 Mapping the Buyer Journey at the Organization Level .......................................44 Matching Results Against Existing Go-to-Market and Product Strategy ...............45 Analyzing One-off or Qualitative Data .............................................................46 Striking a Balance Between Old and New.......................................................47 Chapter 5: Designing and Managing an Effective Implementation Strategy ..............48 The Results Presentation ...............................................................................48 Handling Objections .....................................................................................49 Revising or Creating Sales and Marketing Assets............................................50 Validating or Adjusting Your Insights on an Ongoing Basis ................................50 Follow-up Research ......................................................................................51 Making the Most of a Valuable Asset ..............................................................52 End Note ..........................................................................................................53 Appendix ..........................................................................................................54 Checklists for Participants in the Project .......................................................54 Key Questions to Consider When Scoping Out a Buyer Insights Project ..............56 Common Challenges and Their Solutions When Conducting Buyer Insights Research...............................................................................64 Statistics on Research Outreach Efforts by Methods, Targets, and Information Requested ...........................................................................65 Statistics on Research Outreach Efforts by Methods, Targets, and Information Requested, Continued. ..........................................................66 E-mail Templates for Primary Market Research ................................................67 Sample Interview Guide ................................................................................69 Additional Sample Questions for Interview Guides...........................................71 Using a Sample Vendor in Market Research....................................................74 Sample Go-to-Market Asset Matrix .................................................................80 Sample Slides for Presenting Typical Outputs ..................................................81