The debate about high frequency trading (HFT) has been raging since around the beginning of 2010, after a couple of years of record profits in 2008 and 2009 were reported upon by the press with a generally negative tone. But, it was manageable. Regulators were making careful, but mostly correct moves to fix what needed fixing. Until it all came crashing down. With the release of Michael Lewis's latest best-seller, Flash Boys, potential progress was dramatically and possibly irrevocably set back. This e-only book will provide a close look at the topic of high frequency trading in its various aspects: what it is, how it's done, why it matters, and whether we should have concerns.
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Revella Adele. Buyer Personas
DEDICATION
FOREWORD
ACKNOWLEDGMENTS
INTRODUCTION. LISTEN FIRST, THEN SPEAK
PART I. UNDERSTANDING THE ART AND SCIENCE OF BUYER PERSONAS
1. UNDERSTAND BUYING DECISIONS AND THE PEOPLE WHO MAKE THEM
2. FOCUS ON THE INSIGHTS THAT GUIDE MARKETING DECISIONS
3. DECIDE HOW YOU WILL DISCOVER BUYER PERSONA INSIGHTS
PART II. INTERVIEWING FOR BUYING INSIGHTS
4. GAIN PERMISSION AND SCHEDULE BUYER INTERVIEWS
5. CONDUCT PROBING BUYER INTERVIEWS
6. MINE YOUR INTERVIEWS FOR BUYING INSIGHTS
7. DETERMINE HOW MANY BUYER PERSONAS YOU NEED
PART III. ALIGNING YOUR STRATEGIES TO WIN MORE BUSINESS
8. DECIDE WHAT TO SAY TO BUYERS
9. DESIGN MARKETING ACTIVITIES TO ENABLE YOUR BUYER'S JOURNEY
10. ALIGN SALES AND MARKETING TO HELP BUYERS DECIDE
11. START SMALL, WITH AN EYE TO THE FUTURE
BIBLIOGRAPHY
WILEY END USER LICENSE AGREEMENT
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Back in 2007, I gushed enthusiastically on my blog about the GoPro digital camera, which I had purchased to take photos and videos while surfing. I was a very early adopter (the digital version had been out only a month).
The clever marketers at GoPro focused on creating cameras that address the specific problems faced by consumers, in my case a camera I could take surfing. Not long after my original post, I interviewed Nick Woodman, Founder and Chief Executive Officer (CEO) of GoPro, who told me how his company makes decisions. “Our solutions could never evolve from a boardroom discussion,” he told me. “We go straight to the source. We don't ask our grandmother what she thinks about our motorsport mounts apparatus; we ask race car drivers.”
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You'll learn that buyer persona research ensures that you market using the voice of your buyer, not of your founder, CEO, product manager, or public relations (PR) agency staffer. This builds a bond of trust with your buyers that leads them into the buying process, making your salespeople's work easier and quicker.
Organizations that take the time to understand their buyer personas escape the trap of selling to the wrong people at the wrong time. You will see that by being helpful and informative rather than hyping, your marketing will come alive. Your buyer will be eager to do business with you and excited to share your ideas with others. The sale will be made more quickly, and your buyers may even be willing to pay a premium to work with you.
