Adele Revella has built the Buyer Persona Institute to revolutionise the way we use buyer persona's in marketing. Rather than creating a buyer persona's to market to, Adele's approach called the Five Rings of Insight is based on creating insight through a research so that rather than presuming what is behind our ideal buyer's decision to buy from us or not, we know!

These steps include:

1. Priority Initiative- what problem are they trying to solve?

2. Success Factors - What outcome would be desirable in their words?

3. Pre-conceived Barriers - What is the bad news we need to hear about our solution or competitors offerings?

4. Buying Process - Who is involved and when?

5. Decision Criteria - How is the offering evaluated?

Adele shares some great insights how focusing on the buyer persona makes decisions can have a profound affect informing strategies for persuasive messaging, content marketing, product or solution launches, campaigns and sales alignment.

Resources:

The Buyer Persona Manifesto

The Buyer Persona Institute