The Marketer’s Challenge In the simplest of terms, marketing’s role is to increase awareness, consideration, and preference for an organization’s solutions among a market of prospective buyers. The end goal…
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The Buyer Persona Institute Blog
The Critical Differences Between a Buyer Profile and a Buyer Persona
Built from the real words of real buyers, a buyer persona tells you what prospective customers are thinking and doing as they weigh their options to address a problem that…
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Full Speed Ahead….
Last week, KS&R was able to officially announce its partnership with Buyer Persona Institute (BPI) and my new role as BPI’s President – Press Release. I won’t sugar coat this,…
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Buyer Persona Institute is a Division of KS&R
This is a big day for all of us and we are excited to share the news. BPI has joined KS&R, a leading research and consulting services firm that helps…
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Customers Buy Drills, Not Holes – How to prove your benefits with a focus on features
When I joined an ecommerce company as CMO in early 2000, everyone was trying to cash in on the Internet explosion. Pre-revenue start-ups were enjoying ridiculous valuations, and this company…
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For Breakthrough Results, Demand Authentic B2B Personas
We are shocked to hear anyone say that buyer personas are fictional. Why would anyone rely on fiction for important decisions? And although simple approaches are always appealing, please be…
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How Are Your Buyers Reacting to COVID-19?
Our thoughts, plus a plan to help you hear directly from your buyers— Searching for a way to think about how COVID-19 is affecting marketing, I turned to one of…
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2020 Success: Build Marketing Around The Buyers’ Needs, Not Yours
The close of 2019 and dawning of 2020 marks several important events, in addition of course to the holidays. Tis the season to be insightful, as the business world launches…
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Be An Experience Disrupter! Don’t Go On A Fool’s Errand Trying To Personalize Every Buyer
HubSpot CEO and founder Brian Halligan informed and entertained a packed house during his keynote at the recent Inbound 2019 conference. His theme was familiar, and one with which I…
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Why Marketers Struggle to Reach Buyers Early in their Journey
What is the pain that shoves your buyers off the fence, and gets them looking for a solution like yours? If you can’t name it, you are in good company….
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