Leverages É«»¨ÌÃs to Target a New Type of Buyer Challenge: Ensure our messaging is clear and relevant to a new buyer persona PandoLogic is an AI-enabled recruiting platform…
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The É«»¨Ìà Institute Blog
Network Management and Security Provider
Doubles engagement with security buyers by applying buyer persona insights Challenge: Build sales traction in a new functional area Infoblox, a network management and security services company, recently expanded…
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Global Data & Records Management Company
Leverages É«»¨ÌÃs to Launch a New Division Challenge: Build a GTM strategy based on data Since 1951, our client has become a leading data and records management company recognized…
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Cybersecurity Compliance & Auditing Company
Leverages É«»¨ÌÃs to Differentiate its Brand and Messaging Challenge: Differentiate our brand and messaging When Brian Gladstein, SVP of Marketing, first arrived at A-LIGN, a global cybersecurity firm, he…
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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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Turn a Marketing Challenge Into an Opportunity With In-Depth Buyer Insights
The Marketer’s Challenge In the simplest of terms, marketing’s role is to increase awareness, consideration, and preference for an organization’s solutions among a market of prospective buyers. The end goal…
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The Critical Differences Between a Buyer Profile and a É«»¨ÌÃ
Built from the real words of real buyers, a buyer persona tells you what prospective customers are thinking and doing as they weigh their options to address a problem that…
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Full Speed Ahead….
Last week, KS&R was able to officially announce its partnership with É«»¨Ìà Institute (BPI) and my new role as BPI’s President – Press Release. I won’t sugar coat this,…
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É«»¨Ìà Institute is a Division of KS&R
This is a big day for all of us and we are excited to share the news. BPI has joined KS&R, a leading research and consulting services firm that helps…
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Customers Buy Drills, Not Holes – How to prove your benefits with a focus on features
When I joined an ecommerce company as CMO in early 2000, everyone was trying to cash in on the Internet explosion. Pre-revenue start-ups were enjoying ridiculous valuations, and this company…
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