Ellen Valentine is one of BPI’s outstanding researchers, bringing decades of marketing experience and insatiable curiosity to every interview. When Ellen tells you she’s “digging in” to a study, be…
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The Buyer Persona Institute Blog
#BPICrew Spotlight with Emily Morrisey
Emily Morrisey is a Project Manager and our resident Swiss Army Knife involved in virtually everything that BPI does. She’s one of the key faces of BPI, skillfully managing projects…
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Overcome Buyer Indecision with the JOLT Effect and Buyer Personas
The JOLT Effect In their revealing new book, The JOLT Effect, Mathew Dixon and Ted McKenna partnered with dozens of companies across a variety of industries to collect and analyze…
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Indirect Tax Compliance Software Provider
Builds Growth Strategies on Foundation of Buyer Knowledge Challenge: Rapid growth results in disconnected teams and activities Avalara is a leading developer of indirect tax compliance SaaS software. When…
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Talent Acquisition Platform Provider
Leverages Buyer Personas to Target a New Type of Buyer Challenge: Ensure our messaging is clear and relevant to a new buyer persona PandoLogic is an AI-enabled recruiting platform…
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Network Management and Security Provider
Doubles engagement with security buyers by applying buyer persona insights Challenge: Build sales traction in a new functional area Infoblox, a network management and security services company, recently expanded…
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Global Data & Records Management Company
Leverages Buyer Personas to Launch a New Division Challenge: Build a GTM strategy based on data Since 1951, our client has become a leading data and records management company recognized…
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Cybersecurity Compliance & Auditing Company
Leverages Buyer Personas to Differentiate its Brand and Messaging Challenge: Differentiate our brand and messaging When Brian Gladstein, SVP of Marketing, first arrived at A-LIGN, a global cybersecurity firm, he…
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One Change to Increase the Value of Your Buyer Personas
One of the main characteristics of an actionable Buyer Persona is that it should reveal insights about the specific buying decision you want to influence. It’s NOT enough to describe…
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Turn a Marketing Challenge Into an Opportunity With In-Depth Buyer Insights
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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