For marketers, understanding the mindset of buyers as they search and evaluate their options and make a buying decision is pivotal. This is where the concept of buyer personas takes…
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Buyer Personas
Buyer Persona Institute Announces 2nd Edition of Groundbreaking Marketing Book, Buyer Personas
Jim Kraus, President of the Buyer Persona Institute, provides a fresh look on prospects’ buying decisions Buyer Persona Institute (BPI), renowned for partnering with global companies to develop modern…
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How Interviewing Recent Buyers Enhances Buyer Persona Authenticity
Creating an authentic Buyer Persona is pivotal in understanding your buyers’ decisions — their goals, concerns, decision criteria, and journey. It informs how to best influence them towards choosing your…
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Your Buyer Personas Aren’t Useful? Here’s What to Do Now!
If you’ve worked in a marketing or sales role for any time, you’ve likely encountered buyer personas and developed an opinion about them. Done well, buyer personas are an indispensable…
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Webinar: Developing Authentic Personas That Build Deep Connections with Buyers Throughout Their Journey
There’s a lot of nonsense floating around that buyer personas are simply fictional representations of your buyers. This myth results in too many personas and sabotages the persona’s purpose –…
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4 Ways Survey Research Will Enhance Your Buyer Personas
We are often asked about the value of conducting survey research to validate and enhance Buyer Persona insights developed from one-on-one interviews with buyers. Based on the hundreds of studies…
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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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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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Marketing Plans Should Start with the Buyer’s Needs – Not Yours
I can’t blame marketers for avoiding the development of marketing plans, launch plans or any other version of a strategic plan. This apparently reasonable request usually requires countless hours of…
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How Radio Shack lost their buyer focus and their business
I was saddened by Radio Shack’s recent bankruptcy filing. Its convenient stores and helpful staff are easy to find in any city I’m visiting. There is even a store in…
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