Inbound Organization by Dan Tyre & Todd Hockenberry

Author:Dan Tyre & Todd Hockenberry
Language: eng
Format: epub
ISBN: 9781119482451
Publisher: Wiley
Published: 2018-04-24T00:00:00+00:00

A persona embodies a person, not a large, amorphous, demographic-driven market segment. Initial persona assumptions are supported by user data that confirms behavior and creates a complete view of the customer.

Marcus Sheridan, the Sales Lion and author of the book They Ask, You Answer, says this about personas:

Helping is the essence of the “they ask, you answer” idea. We don't base our decisions on competitors. We don't base our decisions on bad fits that aren't ideal customers or clients anyway. We base our decisions on prospects that are a good fit for our business. If that is whom we're focused on, then it gives us the ability to communicate however we want and be totally honest and be totally real. We don't have to fluff it; we don't have to do any of that stuff. We can be straightforward with the information and give it to people directly. That wins us trust, and ultimately trust is what drives revenue.2

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