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Content provided by Mike Maynard, Napier and Mike Maynard. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Mike Maynard, Napier and Mike Maynard or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
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Interview with Jim Kraus - Buyer Persona Institute
Manage episode 375605857 series 2583980
Content provided by Mike Maynard, Napier and Mike Maynard. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Mike Maynard, Napier and Mike Maynard or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Personas based on buying data and research can have a huge impact on both marketing and sales, allowing informed decisions to be made based on the needs of customers.
Jim Kraus, President of the Buyer Persona Institute, shares why building personas based on buying decisions and understanding the needs of prospective buyers is so important. He discusses some of the things to consider when building personas and some tips on how to get started.
About Buyer Persona Institute
Buyer Persona Institute offers B2B companies’ insight into what their prospective customers need to know and experience before they buy products or services. The institute delivers buying decision insights and persona activation workshops to more than 100 customers across the globe.
About Jim
With over three decades of experience managing market research teams, Jim has become a highly sought-after expert on the intersection of marketing, sales, and product strategy. As the President of Buyer Persona, Jim is passionate about understanding buyer behaviours and implementing marketing efforts that understand the "voice of the buyer."
Time Stamps
[00:49.6] – Jim provides an overview of Buyer Persona and how he got involved.
[05:00.9] – How do you build a buyer persona? – Jim offers his advice.
[10:45.0] – How should you leverage buyer personas?
[15:20.3] – Mistakes to avoid when developing buyer personas.
[22:01.7] – What is the best piece of marketing advice you’ve been given?
[23:13.4] – Would you recommend a career in marketing?
[26:21.9] – Ways to get in touch and find out more.
Quotes
“You’re not guessing, it’s not anecdotal. That is really the foundation of your marketing sales strategy, your messaging, your positioning, campaigns that you do. It’s pretty powerful when you have those insights.” Jim Kraus, President at Buyer Persona
Follow Jim:
Jim Kraus on LinkedIn: https://www.linkedin.com/in/jimkraus/
Buyer Persona Institute website: https://buyerpersona.com/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
99 episodes
Share
Manage episode 375605857 series 2583980
Content provided by Mike Maynard, Napier and Mike Maynard. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Mike Maynard, Napier and Mike Maynard or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Personas based on buying data and research can have a huge impact on both marketing and sales, allowing informed decisions to be made based on the needs of customers.
Jim Kraus, President of the Buyer Persona Institute, shares why building personas based on buying decisions and understanding the needs of prospective buyers is so important. He discusses some of the things to consider when building personas and some tips on how to get started.
About Buyer Persona Institute
Buyer Persona Institute offers B2B companies’ insight into what their prospective customers need to know and experience before they buy products or services. The institute delivers buying decision insights and persona activation workshops to more than 100 customers across the globe.
About Jim
With over three decades of experience managing market research teams, Jim has become a highly sought-after expert on the intersection of marketing, sales, and product strategy. As the President of Buyer Persona, Jim is passionate about understanding buyer behaviours and implementing marketing efforts that understand the "voice of the buyer."
Time Stamps
[00:49.6] – Jim provides an overview of Buyer Persona and how he got involved.
[05:00.9] – How do you build a buyer persona? – Jim offers his advice.
[10:45.0] – How should you leverage buyer personas?
[15:20.3] – Mistakes to avoid when developing buyer personas.
[22:01.7] – What is the best piece of marketing advice you’ve been given?
[23:13.4] – Would you recommend a career in marketing?
[26:21.9] – Ways to get in touch and find out more.
Quotes
“You’re not guessing, it’s not anecdotal. That is really the foundation of your marketing sales strategy, your messaging, your positioning, campaigns that you do. It’s pretty powerful when you have those insights.” Jim Kraus, President at Buyer Persona
Follow Jim:
Jim Kraus on LinkedIn: https://www.linkedin.com/in/jimkraus/
Buyer Persona Institute website: https://buyerpersona.com/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
99 episodes
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Similar to Marketing B2B Technology
Alessandro Bogliari, CEO and Co-Founder of The Influencer Marketing Factory, a global influencer marketing agency, talks with great guests about influencer marketing, social media, the creator economy, social commerce and much more.
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continue reading
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Welcome to the What’s Next! Podcast. I’ve met so many brilliant people as I traveled the globe and have had some fascinating conversations that I’ve wished had been recorded so I could share them with you - this podcast was a way for me to recreate those moments and let you in on some fantastic insights. My current conversations center around one objective: what's next for companies and individuals as they look to innovate and grow. I hope these conversations inspire you as much as they have ...
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The Brutal Truth about Sales and Selling - We interview the world's best B2B Enterprise salespeople.
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