Buyer Personas: How to Gain Insight Into Your Customer’s Expectations, Align Your Marketing Strategies, and Win More Business

＂Fast forward ten years and the need to understand the buying decision has never been more important. For high consideration buying decisions, buyers frequently struggle to get the information they need to evaluate competitive alternatives and feel confident in their choices. Research shows this results in lost sales for providers and missed opportunities for buyers to improve their business. While providers may have a sense for the outcomes that buyers expect from investing in their solutions, most are still unaware of the features that are most important to them and concerns they have moving away from the status quo. There are also questions about when, where, and how buyers seek out information to inform a particular buying decision they are involved in. Without this knowledge, marketers are wasting time and resources on their best guesses about what buyers really need. As a result, the second edition of the book will focus on four areas＂--

JIM KRAUS is the President of Buyer Persona Institute (BPI) and a Principal of KS&R, Inc., a leading global market research and consulting firm. Jim has spent his entire career as an executive and consultant, advising small to market leading global brands on how to understand their prospective buyers and why they make the buying decisions that they do.

ADELE REVELLA is the Founder of Buyer Persona Institute (BPI) and a leading authority on buyer personas. A career marketer with decades of experience, Adele has seen the discipline from all sides: executive, consultant, trainer and entrepreneur. Now retired, she traveled the world as a marketing and business leadership speaker, consultant, blogger and workshop facilitator.