1. Think Like Your Buyer No two customers’ paths are exactly Know your buyer. alike, but if you study many customer journeys, you can figure out their Who buys your products? That’s the first thing to figure common milestones. out. What’s their title? To whom do they report? Different touchpoints on the customer How are they measured? journey provide data that informs As marketers learn about their buyers, they summarize marketers of a customer’s interest in a this knowledge in what’s known as a buyer persona. product or service. Simplifying all of this data into one view — a buyer’s journey A strong persona is specific and based on actual people map — can serve as your guide. who’ve purchased with real (anonymized) quotes. It will This chapter will show you how to build a help you understand how to communicate with the buyer. persona, read a buyer’s journey, and use a marketing funnel to better think like your buyer. Building a buyer persona takes psychology, interviews, research, and time. You have to know what’s important to buyers, and really know them as people. Anne Wave