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 – to teach us how to build trusting relationships with very real buyers so they have the confidence and security to choose us at every stage in their buying journey.
In this session you’ll learn how to develop a modern persona that reveals everything buyers want to know and experience to have confidence in your solution, including:
- Building personas around five insights into what your buyers want to hear.
- Using persona insights to build content that addresses buyer expectations at each stage in their journey.
- Aligning marketing and sales around what it will take to earn a buyer’s trust.
Click here to watch the webinar.
Speaker
Jim Kraus
President, Buyer Persona Institute
Jim Kraus is an author, speaker, and consultant with decades of experience leading high-performing market insight teams as the President of Buyer Persona Institute (BPI) and in executive roles at IBM and Prudential.
A passionate advocate for the customer, Jim is a leading expert on buying decisions and the people who make them. Widely considered the definitive source on buyer personas, he is also the co-author of the revised and expanded edition of the book, Buyer Personas: Gain Deep Insight Into Your Customers’ Buying Decisions and Win More Business.
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