Book 2

Uncovering the Customer Experience

Contents at a Glance

1. Chapter 1: Interacting with Customer Data
   1. Understanding Big Data
   2. Uncovering the Role Big Data Plays in Content Marketing
   3. Discovering the Internet of Things
   4. Visualizing Big Data
2. Chapter 2: Uncovering Buyer Personas
   1. Reviewing Persona Development
   2. Collecting Information
   3. Avoiding Common Mistakes
   4. Looking at How Generations Differ
   5. Identifying a Prospect’s Emotions
   6. Keeping Up with Trends
3. Chapter 3: Structuring the Buyer Journey
   1. Harnessing the Customer Experience
   2. Uncovering Commercial Intent
   3. Defending Against Competitors
   4. Identifying the Stages of the Buyer Journey
   5. Personalizing Your Content
4. Chapter 4: Embracing Sales Enablement
   1. Discovering Sales Enablement
   2. Training Your Salesforce
   3. Coaching Your Reps to Become Winners
   4. Checking Out Sales Enablement Blogs