We're thrilled to announce the launch of the 2nd edition of our groundbreaking business book, “Buyer Personas”. Published by Wiley, this revised and expanded version will be available on July 30! Written by BPI President Jim Kraus, and BPI Founder Adele Revella, this new edition dives deeper into the art and science of truly understanding your customers' buying decisions. It's not just about who your buyers are, but why they make the choices they do. In this new edition, marketers will learn: • Why understanding your prospective buyers in the context of the buying decision you’re trying to influence is so critical • How to develop a modern Buyer Persona based on five types of buying insights that will inform nearly every marketing and sales decision you make • Why interviewing recent buyers is the best way to develop authentic Buyer Personas and how to do it effectively • How to use AI and quantitative survey research to enhance your Buyer Persona • Ways to use Buyer Persona insights to improve brand awareness and perceptions, drive more leads, and help sales hit their numbers Stay tuned for updates, sneak peaks, and more as we count down to the release, and click here for links to pre-order your copy today Amazon, BOOKSAMILLION.COM, INC., and Barnesandnoble.com, Inc.: https://bit.ly/3xHo0Bw
Buyer Persona Institute
Market Research
Chicago, Illinois 1,296 followers
Understand everything customers need to know and experience about you before they make a decision to buy.
About us
Buyer Persona Institute, a division of KS&R, was founded in 2010 to give B2B companies insight into what their prospective customers need to know and experience before they will buy. Today, our team of highly skilled professionals delivers buying decision insights and persona activation workshops to B2B customers across the globe.
- Website
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http://www.buyerpersona.com
External link for Buyer Persona Institute
- Industry
- Market Research
- Company size
- 11-50 employees
- Headquarters
- Chicago, Illinois
- Type
- Privately Held
- Founded
- 2010
- Specialties
- Buyer Persona Masterclass, Buyer Persona Research Services, Certified Practitioners, Private Workshops and Coaching For Teams, and Marketing and Business Leadership Speaker
Locations
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Primary
Get directions
444 N Michigan Ave
Chicago, Illinois, US
Employees at Buyer Persona Institute
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GORDANA STOK
Buyer Whisperer 🚀 1,000+ Interviews with Business and IT Executives
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Jim Kraus
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Adele Revella
Are your marketing, sales and product strategies built with insight into what your buyers need to know and experience?
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Charles Comenos
Content Marketing Lead | Strategic Storyteller | IT and Technology Geek
Updates
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*WE’RE LESS THAN TWO WEEKS AWAY* From the release of Jim Kraus and Adele Revella’s new book “ Buyer Personas: Revised and Expanded – Gain Deep Insight Into Your Customers’ Buying Decisions and Win More Business”. In this second edition of the book they dig even deeper into: 1/ Defining a battle-tested framework for a modern persona and why a one page profile of your target buyers simply doesn’t work 2/ Step-by-step guidance for how to design and execute a buyer persona study 3/ How to leverage buyer persona insights to drive more leads and improve conversion rates while lowering your marketing costs Hear Jim and Adele discuss some of the enhancements in this short video. We hope you’ll pick up a copy - available on pre-sale now through Amazon and Barnes and Noble (link in 1st comment below).
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Want to know how to INFLUENCE prospective buyers? Check out the link in the first comment on Jim Kraus' post to learn more!
Marketing and selling are fundamentally about INFLUENCING prospective buyers, so they consider and choose you over the status quo or competitors. Not just any ole influence - influence in the context of the solution you're selling. You sell [INSERT PRODUCT OR SERVICE]. You want prospective buyers to consider and choose YOUR [INSERT PRODUCT OR SERVICE]. But how do you do that? How do you actually influence a prospective buyer to purchase [INSERT PRODUCT OR SERVICE] from you? Answer: You give them the information they need, when they need it, how they want it. What types of information? Information that: 1/ Makes them smarter about the solution category and their options 2/ Pinpoints the outcomes they need to achieve from the purchase 3/ Recognizes their fears and concerns about making the purchase 4/ Acknowledges their questions as they winnow down their options 5/ Shows how your solution will address their needs, concerns, and questions In a nutshell, information that builds a buyer’s trust to make a confident decision in you. How do you obtain this information? You interview buyers who recently made the same buying decision you’re trying to influence. More than just your current customers, these buyers may have never considered you or chosen a competitor. These “recent buyers” are the experts. Only they know their mindset and the buying steps they took. AI can’t tell you that in a credible way, and your sales force has a limited view of the market. You have to talk to actual buyers to get the “behind the scenes” vantage point you need. Want to know how? Pick up a copy of our new book: Buyer Personas: Revised and Expanded - Gain Deep Insight Into Your Customers' Buying Decisions and Win More Business It's available on pre-sale now from Wiley - see the link in the first comment.
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Do you want an early peek at a complete buyer persona? Comment "EXAMPLE" on Jim Kraus' post below and he'll DM you a copy!
**WE'RE 45 DAYS OUT** From releasing Buyer Personas: Revised and Expanded – Gain Deep Insight Into Your Customers’ Buying Decisions and Win More Business! One of the enhancements we’re particularly excited about is the addition of a complete buyer persona EXAMPLE. The persona was completed for an MRI Machine, but the same approach can be used for any high-consideration B2B buying decision. In the book, we cover the research steps for developing a buyer persona in great detail and all the buying insight outputs. If you’d like an early peek at a complete buyer persona, comment with: EXAMPLE. Then, I will DM you a copy. Buyer Personas: Revised and Expanded is available for pre-sale now. We hope you’ll pick up a copy and tell us what you think!
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Buyer Persona Institute reposted this
In this article, Jim Kraus, President of Buyer Persona Institute, shares his insights on rethinking buyer personas for modern marketing success. 🌟 Jim gets into the limitations of traditional, demographic-based buyer personas and reveals the power of decision-based personas that focus on understanding the actual buying decisions of your target audience. 🎯 He breaks down the five key components of decision-based buyer personas: 1️⃣ Priority initiatives 2️⃣ Success factors 3️⃣ Perceived barriers 4️⃣ Decision criteria 5️⃣ Buyer's journey Jim also shares practical advice on gathering insights for modern buyer personas. 🗣️ Check out the full article and start rethinking your approach to buyer personas today! https://lnkd.in/eXkZpiMp #BuyerPersonas #ModernMarketing #MarketingInsights #CMO #MarketingStrategy
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✨ We’re 60 days out from releasing Buyer Personas: Revised and Expanded - Gain Deep Insight Into Your Customers’ Buying Decisions and Win More Business! ✨ Published 10 years ago, the original version of Buyer Personas was named a top 5 business book by Fortune Magazine. Why are Jim Kraus & Adele Revella so excited about this updated edition? Because it includes even more practical and detailed information about: 1 / The drawbacks of traditional, role-based buyer personas and why so many organizations are frustrated with the limited value they provide. 2 / How to level up your personas so they reveal what prospective buyers want to know and experience to choose you rather than the status quo or a competitor. 3 / Why interviewing recent buyers is the ONLY way to develop authentic buyer personas and how to do so efficiently and effectively. 4 / How to use AI and survey research to enhance your buyer personas. 5 / How to use insights from your persona to develop strategies and messaging that deeply connect with buyers, build their confidence in you, and influence their buying decision. This updated edition also includes a real-world example of a buyer persona study, detailing all the steps and outputs you can use to ensure success in your own efforts. Buyer Personas: Revised and Expanded is available for pre-sale on Amazon -- see the link in the COMMENTS. We hope you’ll pick up a copy and let us know what you think!
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Featured on Chief Marketer: BPI's Innovative Approach to B2B Buyer Personas Explore how BPI President Jim Kraus leverages a combination of in-depth interviews and targeted surveys to develop more authentic and impactful B2B buyer personas. His featured article in Chief Marketer, a top resource for cutting-edge marketing tactics, discusses methods that enhance marketing strategy effectiveness. https://bit.ly/3KaMuq0
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Check out the latest episode of the The Fractional C-Suite Retreat podcast featuring BPI President Jim Kraus in a conversation with host Joseph Frost, MBA of yorCMO!
Today's episode is a big one! We are excited to welcome Jim Kraus, President of the Buyer Persona Institute. Jim sat down with Joseph Frost, MBA to explore the importance of buyer personas in marketing and how understanding buyer behavior can greatly enhance strategic decision-making and marketing efforts. Learn about the five rings of buying insight and get practical tips for conducting effective buyer persona studies. Ways to tune in: 💻 https://lnkd.in/efRMS3VP 📻 Apple Podcasts, Amazon & Spotify: The Fractional C-Suite Retreat 📺 YouTube: https://lnkd.in/evUQes7E #Podcast #BuyerPersonas #Strategic #Marketing
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Follow these tips to influence buyers early and set yourself apart in the later stages of their buying decision!
Here are some practical tips for using #buyerpersonas to influence buyers early in their buying journey and better differentiate yourself in the later stages. I'd love to hear your thoughts below. Follow me + hit my 🔔 to never miss a post. #marketing #sales #b2bmarketing KS&R
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Understanding your buyers is the cornerstone of effective marketing. But how can you ensure your Buyer Personas truly reflect the needs, concerns and questions your buyers have as they search for options, evaluate their alternatives, and make a final buying decision? BPI President Jim Kraus dives into the unmatched value of conducting one-on-one interviews with recent buyers in his latest article. Discover why these conversations are key to uncovering genuine insights and how they can transform your marketing and sales strategies by enhancing persona authenticity: https://bit.ly/3U0toIA
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