Knowing your audience is vital to marketing, whether you’re marketing software or tires or banking services. You can’t communicate effectively—in any context—until you know exactly who you’re communicating WITH. One chapter of David Lewis’s popular book, Manufacturing Demand: The Principles of Successful Lead Management, focuses on buyer personas:
- identifying your buyer
- developing a persona for each buyer so that you can automate one-to-one communications
- using their online behaviors to identify quality candidates
- supplementing your understanding with well-chosen third-party data
- providing timely and relevant content that corresponds to each stage of the buying cycle
Read the whole chapter here or simply download the entire book.
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