PRAISE FOR BUYER PERSONAS The guide you need to create personas based on the actual problems of actual people...not guesswork or hunches or vibes.--ANN HANDLEY, bestselling author and Chief Content Officer, MarketingProfs The first edition of Buyer Personas changed the trajectory of my career. For close to a decade, it has been the only method that is mandatory for every one of our fractional CMOs. The expanded edition brings new insights to the first book's fundamentally profound simplicity, revealing the persona methodology that every existing and aspiring CMO should embrace.--JOSEPH FROST, Founder, yorCMO Buyer Personas is an important playbook for sales and marketing leaders grappling with how to drive decisions with B2B buyers desperately searching for providers and solutions that they trust.--TED MCKENNA, Coauthor of The JOLT Effect: How High Performers Overcome Customer Indecision Most marketers acknowledge the importance of understanding their prospective customers, yet they often struggle to initiate a reliable process to do so. This book serves as the ultimate solution--a comprehensive guide akin to a 'know your customer bible'--empowering you to make sales and marketing decisions grounded in an accurate understanding of your buyers and why they make the buying decisions that they do.--JOE PULIZZI, author of five bestselling marketing books including Epic Content Marketing and Content Inc.