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How to Build Personas that Persuade Buyers and Increase Sales

Adele Revella
Matthew Grant
Thu., Feb. 23, 2012, 12pm ET (9am PT)
90 minutes
This online marketing seminar received 5 star(s)

The Corporate Executive Board recently revealed that B2B buyers conceal their identity and avoid interactions with sales people during the first 60-70% of their decision process. How will you respond? Marketers who want to grow their strategic role are learning how easy it is to gain deep insights into their buyers' decision criteria and buying process. They're seeing how they can leverage these insights to drive business results.

In this seminar, you'll discover a simple step-by-step process for building buyer personas to help you deliver messages that persuade buyers at each stage in the buying process. You'll also learn how to play a more strategic role by becoming your organization's buyer expert, and deliver marketing programs that maximize return on investment (ROI).


Adele Revella has more than two decades of experience as a B2B marketing executive, speaker, workshop facilitator, and consultant. She is also the author of The Buyer Persona Manifesto. For 10 years, she traveled the globe, presenting "Effective Product Marketing," a two-day Pragmatic Marketing™ seminar that showed more than 5,000 marketers how to deliver outstanding content and marketing programs. Adele is also the founder of the Buyer Persona Institute.

Who Should Attend?

If you're a marketer responsible for products, services, solutions, segments, industries, or an executive who is evaluating the merits of using persona marketing in your organization, you'll want to attend this seminar. The primary focus of this seminar is on B2B marketing and those organizations involved in complex sales processes with multiple buying influences, but it is relevant to B2C as well.

What Will You Learn?

  • The Five Rings of Insight™ that define actionable buyer personas
  • How buyer persona insights clarify messaging and value propositions
  • How personas focus content on buyer questions, concerns, and objections
  • The impact of personas on the buyer journey/buying process
  • A step-by-step process for playing a more strategic role in your organization

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