Customer Centric Marketing For Business With Dan Macinnis

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 Bu