Understanding Buyer Personas and Buying Insights with Jim Kraus | Marketing Expedition Podcast

Marketing Expedition Podcast with Rhea Allen, Peppershock Media

Jim Kraus is the president of Buyer Persona Institute (BPI), and it's a leading authority on Buyer personas and buying insights. In addition to his work at BPI, Jim is also an avid blogger, author of the Buyer Persona Buzz newsletter, and is currently working on a second edition of the book, Buyer Personas with BPI Founder Adele Rivela. He also frequently speaks at events and podcasts to advance the thinking around buyer personas and buying insights more broadly.

00:00 - 00:19 "If you know some information about the CIO, for example, if you sell tech products, if you know their priorities and their goals and their demographics, that's only helpful to a point. What you really want to know is what are the drivers, and the fears, and concerns, and buyer's journey path that people take. And that's how we define a buyer persona.” — Jim Kraus

00:20 - 00:37 Welcome to Peppershock Media’s Marketing Expedition Podcast

00:38 - 01:13 Jim’s Background

01:14 - 05:50 Marketing Essentials Moment: SMT (Satellite Media Tour)

05:51 - 07:20 Jim, welcome to the show!

07:21 - 12:58 Five Rings of Buying Insight

12:59 - 15:14 Methodology for Developing Buyer Persona

15:15 - 19:59 Using Buyer Insights for Marketing and Sales

20:00 - 22:47 Integrating AI and Human Intelligence

22:48 - 23:37 Kitcaster is your secret weapon in podcasting for business. Your audience is waiting to hear from you! Go to kitcaster.com/expedition to apply for a special offer for friends of this podcast.

23:38 - 24:50 Empower Your B2B Marketing with Insightful Buyer Personas. Visit Buyer Personal Institute - https://buyerpersona.com/

24:51 - 29:03 Importance of Empathy in Marketing

29:04 - 32:14 Industry Resources and Tools

32:15 - 36:44 Understanding Customer Inaction

36:45 - 37:28 Importance of Customer Retention

37:29 - 38:38 Final Thoughts and Summary

38:39 – 39:00 Thank you so much, Jim! Share this podcast, give us a review, and enjoy your marketing journey!

39:01 – 39:47 Join The Marketing Expedition Community today! - themarketingexpedition.com

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