219: Insights into Buyer Behaviour: Trust, Decision Making, and the Power of Buyer Personas with Jim Kraus

Navigating the Customer Experience

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Jim Kraus is the President of Buyer Persona Institute (BPI) and a leading authority on buyer personas and buying insights. BPI’s buyer persona research and workshop methodologies have become a gold standard for thousands of marketers in hundreds of companies worldwide that rely on these studies to reveal everything a prospective buyer needs to know and experience to have confidence in their solution. Marketers use these insights to develop strategies and messaging that drive more leads, improve conversion rates, and help sales hit their numbers.

In addition to his work at BPI, Jim is 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’s founder, Adele Revella. He also frequently speaks at events and podcasts to advanced thinking around buyer personas and buyer insights more broadly.

Outside of work, Jim enjoys travel, reading, sports, and spending time with his family.

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