For marketers, understanding the mindset of buyers as they search and evaluate their options and make a buying decision is pivotal. This is where the concept of buyer personas takes…
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É«»¨ÌÃs
É«»¨Ìà Institute Announces 2nd Edition of Groundbreaking Marketing Book, É«»¨ÌÃs
Jim Kraus, President of the É«»¨Ìà Institute, provides a fresh look on prospects’ buying decisions É«»¨Ìà Institute (BPI), renowned for partnering with global companies to develop modern…
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How Interviewing Recent Buyers Enhances É«»¨Ìà Authenticity
Creating an authentic É«»¨Ìà is pivotal in understanding your buyers’ decisions — their goals, concerns, decision criteria, and journey. It informs how to best influence them towards choosing your…
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Your É«»¨ÌÃs Aren’t Useful? Here’s What to Do Now!
If you’ve worked in a marketing or sales role for any time, you’ve likely encountered buyer personas and developed an opinion about them. Done well, buyer personas are an indispensable…
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Webinar: Developing Authentic É«»¨ÌÃs That Build Deep Connections with Buyers Throughout Their Journey
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 –…
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4 Ways Survey Research Will Enhance Your É«»¨ÌÃs
We are often asked about the value of conducting survey research to validate and enhance É«»¨Ìà insights developed from one-on-one interviews with buyers. Based on the hundreds of studies…
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Overcome Buyer Indecision with the JOLT Effect and É«»¨ÌÃs
The JOLT Effect In their revealing new book, The JOLT Effect, Mathew Dixon and Ted McKenna partnered with dozens of companies across a variety of industries to collect and analyze…
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One Change to Increase the Value of Your É«»¨ÌÃs
One of the main characteristics of an actionable É«»¨Ìà is that it should reveal insights about the specific buying decision you want to influence. It’s NOT enough to describe…
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Marketing Plans Should Start with the Buyer’s Needs – Not Yours
I can’t blame marketers for avoiding the development of marketing plans, launch plans or any other version of a strategic plan. This apparently reasonable request usually requires countless hours of…
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How Radio Shack lost their buyer focus and their business
I was saddened by Radio Shack’s recent bankruptcy filing. Its convenient stores and helpful staff are easy to find in any city I’m visiting. There is even a store in…
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