Podcasts about buyer personas

Go-to-market is defined as a cohesive, interconnected machine involving sales, marketing, product, and customer needs working together like a flywheel. A successful GTM strategy centers on four key elements: understanding the customer's pain points, delivering clear product value, ensuring ease of consumption, and aligning cross-functional teams toward common goals.In this insightful podcast, Ramesh Prabagaran, a Silicon Valley-based entrepreneur and two-time founder, shares his journey from product manager to successful founder and CEO. With over 20 years in the computer networking industry, Ramesh discusses his experiences at Juniper Networks, his co-founding of Viptela (acquired by Cisco), and his latest venture, Prosimo. He dives deep into go-to-market strategies, the iterative process of startup development, and the challenges of finding the right customer segments and value propositions. Ramesh provides valuable lessons on fundraising, mentorship, and navigating the shifting landscape of cloud networking, with particular emphasis on product-led growth (PLG) and enterprise sales. His story highlights the importance of capital constraints, building the right team, and developing a cohesive, customer-centric strategy.Connect with Ramesh Prabagaran on LinkedIn:https://www.linkedin.com/in/ramsbaConnect with Vijay Damojipurapu on LinkedIn:https://www.linkedin.com/in/vijdam/Brought to you by: stratyve.comChapters: 00:00 - How Ramesh Defines B2B Marketing in Startups 06:47 - From PM at Juniper to Multi-Time Founder: Ramesh's Career Journey 12:35 - Why Ramesh Entered the Networking Space 15:22 - First Startup: Identifying Market Disruption Through Cost Arbitrage 18:40 - Second Startup: Lessons in Timing, Buyer Personas, and Messaging 39:32 - How to Fundraise Smartly Based on Market Readiness 48:56 - Ramesh's Three Deepest Sources of Support 53:50 - The Power of Giving Back and the Silicon Valley Culture 56:00 - Advice to His Younger Self: Deprivation Drives Clarity 

Join host Ed Parcaut as he sits down with marketing expert James Hipkin on the Inner Edison podcast. James shares his unique journey from a music degree graduate to a global marketing strategist, highlighting key experiences in rock and roll, ad agencies, and international business. Discover the strategic principles that have driven his success and why understanding your customer is crucial in today's digital age. James breaks down the evolution of marketing, discussing how timeless principles apply even with the advent of AI and digital tools. He shares insights into crafting the right message, creating pathways for engagement rather than shouting, and why strategy is essential for both large corporations and small businesses. Whether you're an aspiring entrepreneur or a seasoned business owner, there's a wealth of knowledge in understanding the foundational elements of good marketing and the importance of adaptability. Learn more about James's work, his strategic approach to digital marketing, and his thoughts on the ever-evolving tech landscape. Plus, find out about his book, "Journey to Success," where he dives deeper into digital marketing strategies for small business owners. Tune in for an insightful conversation on leveraging strategy, building relationships, and the enduring power of a well-crafted marketing message. **Contact Ed Parcaut:** -

Du möchtest eine Website erstellen? Dann aber bitte mit Sahne! Carina Haferkamp (SahneSeiten) ist heute zu Gast im OMT-Podcast um über erfolgreiche Website-Konzepte zu sprechen und Dir die Leitfaden in die Hand zu geben, damit Du auch eine Website erstellst, die convertiert. Wie das genau aussieht? Das erklärt sie heute Mario Jung (OMT GmbH), wo die beiden über ihre Tipps, Tricks und Stolperfallen sprechen, die sie über viele Jahre gesammelt und gemeistert haben. In dieser Folge erfährst Du wie Du Farbe und Schriftzüge gewissenhaft und effektiv benutzen kannst, ob sich eine Buyer-Persona für Dich lohnt, wie A/B-Testing aussehen kann und wie Du Deine Seite an Deine Kunden perfekt anpasst. Wenn Du schon eine Website hast und sie überarbeiten willst oder komplett in den Startschuhen stehst – diese Folge ist für Dich!

Como planejar um calendário de conteúdo para mídias sociais?   Planejar uma pauta estratégica vai muito além de preencher datas. É sobre construir uma comunicação consistente, alinhada aos objetivos da sua marca, que engaja o público e entrega resultados reais.   Neste episódio do Papo Social Media, o podcast da mLabs, Rafael Kiso e Bárbara Duarte compartilham dicas práticas e etapas essenciais para criar um calendário de conteúdo estratégico para mídias sociais.    00:01:29 – Entendendo persona e a jornada do cliente. Episódios mencionados:   Buyer Persona: https://mla.bs/51da62ef   Jornada do cliente no Instagram: https://mla.bs/06729cb6  Como definir editorias para as mídias sociais: https://mla.bs/b35e13af  00:04:15 – Mapeando datas importantes (campanhas, eventos e sazonalidades)   00:07:15 – Quantos posts publicar e como definir frequência   00:12:32 – Lei de Pareto: Como criar pautas com valor real   00:19:40 – Estratégia com mensagem central   00:25:46 – Dicas para ter ideias e planejar posts    00:31:16 – Como criar uma pauta otimizada para múltiplis canais: Transmídia x Crossmídia   00:37:43 - Aprenda a criar um Calendário Transmídia com uma aula gratuita do CMO da mLabs, Rafael Kiso: ⁠https://mla.bs/9a53672c⁠  

"Kenne Deine Zielgruppe und schreib über das, was sie interessiert" Das klingt einleuchtend und es ist wirklich ein guter Rat. Der Haken dabei: Der Kenne-Deine-Zielgruppe-Teil ist mit dem Erstellen eines Buyer Persona nicht abgeschlossen. Hinweis: Bist Du unsicher, ob Du Deine Zielgruppe schon ausreichend verstehst? Ich unterstütze Dich gern mit meinem bewährten Prozess zur Zielgruppenanalyse. Mach einen Termin für ein Vorgespräch aus und wir besprechen, wie wir das gemeinsam hinbekommen. >> zu meinem Online-Kalender >>

B2B companies tend to be laggards when it comes to delivering a superior customer experience, focused more on selling than servicing. But as a result of digital disruption, they have finally begun to embrace the need for a better post-sale journey, according to Jim Tincher, a leading expert in B2B experience design.

Lass Deine Texte zu Botschaftern Deines Unternehmens werden. Hier bekommst Du die ultimativen Tipps, um Deine Texte in magische Werkzeuge zu verwandeln und mühelos kaufbereite Kunden sowie qualifizierte Bewerber anzuziehen: www.magic-writing.de In "Magic Writing – Dein Textlabor" teilt Michael Kaufhold, erfahrener Copywriting-Experte, seine geheimen Tricks und Tipps für unwiderstehliche Texte. Möchtest Du den Logenplatz im Kopf Deiner Zielgruppe besetzen? Lerne, wie Du Texte schreibst, die Resonanz erzeugen, Dringlichkeit vermitteln und Kaufbereitschaft auslösen – hier in "Magic Writing". Deine Website braucht überzeugende Texte, die Deine Zielgruppe in kaufbereite Kunden verwandeln. Lass uns gemeinsam dieses Ziel erreichen! Viele Unternehmer kämpfen mit der richtigen Wortwahl, was oft zu verschwendeter Zeit und verpassten Chancen führt. Dieser Podcast unterstützt Dich dabei, genau das zu ändern und qualifizierte Leads zu generieren. Erlebe Einzel-Episoden und spannende Interviews mit Experten, die alle Aspekte von Copywriting, Content-Marketing und Storytelling beleuchten. Mit über 10 Jahren Erfahrung in verschiedenen Branchen – von Medizintechnik bis Kosmetik – bringt Michael Kaufhold die nötige Expertise mit, um Dir magische Copywriting-Strategien zu vermitteln. Bist Du Unternehmer und möchtest Deine Zielgruppe noch gezielter ansprechen und überzeugen? Dann ist "Magic Writing" genau das Richtige für Dich. Erlebe magische Texte für Dein Business. Besuche uns jetzt unter www.magic-writing.de und starte Deine Reise zu erfolgreicher Kommunikation! Der Podcast für mehr Erfolg mit Deinen Texten. Jetzt Newsletter abonnieren und nichts mehr verpassen: https://newsletter.michaelkaufhold.de P.S. Bis zum 31.07.2024 hieß der Podcast "Employer Branding 2Go". Seit dem 01.08.2024 hat er ein Rebranding erfahren. Die alten Folgen rund um Recruiting, Mitarbeiterbindung und Employer Branding bleiben natürlich weiterhin bestehen.

Want to know exactly what your ideal buyers are thinking? Understand their buyer persona! In this episode, Doug C. Brown sits down with Jim Kraus, President of the Buyer Persona Institute, to discuss a revolutionary approach to understanding your buyers. Discover the five key things you need to know about any buying decision. Learn how to create a buyer persona that goes beyond demographics to reveal the mindset and behaviors of your ideal customers, enabling you to tailor your marketing and sales strategies for maximum impact. Join us for an insightful conversation that will transform how you approach customer engagement and boost your sales. In this episode, you will learn:The five key factors that drive buyer decisions and how to apply them.How to create buyer personas that improve your marketing and sales success.Ways to tailor your messaging to better connect with your ideal customers.

Buyer Personas have become a standard part of the marketing toolkit for creating customer empathy. But where they can go wrong is failing to reveal why customers make the decisions they do, according to persona design authority Jim Kraus.  

There is a power in buyer personas in marketing, that can be underutilized. We talked today about using the example of "Compassionate Carrie," a fictional persona for a volunteer program, we explored how a well-crafted persona goes beyond demographics to capture the emotional drivers, motivations, and needs of your audience. We emphasized the importance of deep research, addressing common objections, and continuously evolving your personas to create targeted marketing that resonates on a personal level, ultimately improving messaging, advertising, and overall strategy.Read or watch more at: https://elevatedmarketing.solutions/the-untapped-potential-of-buyer-personas-stop-overlooking-what-matters

IN CLEAR FOCUS: In the first episode of our seventeenth season, guest Stefan F. Dieffenbacher discusses innovation strategies for business growth. With 90 percent of innovation initiatives failing, Stefan shares insights from his book, "How To Create Innovation" and introduces us to the UNITE framework. We learn why Stefan favors the Jobs To Be Done approach over traditional Buyer Personas, how the Culture Canvas fosters innovation, and ways that AI can be used to support true differentiation.

Jim Kraus is the president of Buyer Persona Institute (BPI), and it's a leading authority on Buyer personas and buying insights. In addition to his work at BPI, Jim is also 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 Founder Adele Rivela. He also frequently speaks at events and podcasts to advance the thinking around buyer personas and buying insights more broadly.00:00 - 00:19 "If you know some information about the CIO, for example, if you sell tech products, if you know their priorities and their goals and their demographics, that's only helpful to a point. What you really want to know is what are the drivers, and the fears, and concerns, and buyer's journey path that people take. And that's how we define a buyer persona.” — Jim Kraus00:20 - 00:37 Welcome to Peppershock Media's Marketing Expedition Podcast00:38 - 01:13 Jim's Background01:14 - 05:50 Marketing Essentials Moment: SMT (Satellite Media Tour)05:51 - 07:20 Jim, welcome to the show!07:21 - 12:58 Five Rings of Buying Insight12:59 - 15:14 Methodology for Developing Buyer Persona15:15 - 19:59 Using Buyer Insights for Marketing and Sales20:00 - 22:47 Integrating AI and Human Intelligence22:48 - 23:37 Kitcaster is your secret weapon in podcasting for business. Your audience is waiting to hear from you! Go to kitcaster.com/expedition to apply for a special offer for friends of this podcast.23:38 - 24:50 Empower Your B2B Marketing with Insightful Buyer Personas. Visit Buyer Personal Institute - https://buyerpersona.com/24:51 - 29:03 Importance of Empathy in Marketing29:04 - 32:14 Industry Resources and Tools32:15 - 36:44 Understanding Customer Inaction36:45 - 37:28 Importance of Customer Retention37:29 - 38:38 Final Thoughts and Summary38:39 – 39:00 Thank you so much, Jim! Share this podcast, give us a review, and enjoy your marketing journey! 39:01 – 39:47 Join The Marketing Expedition Community today! - themarketingexpedition.com#MarketingPodcast #BuyerPersona #CustomerInsights #FreshMarketingStrategy #MarketingTips #MarketingExpert #BuyerInsights #PodcastLife #CustomerFocus #CustomerJourney #SalesStrategy #MarketingJourney

Most buyer personas are little more than fictional avatars. Jim Kraus, President of the Buyer Persona Institute, shows us how to develop a persona that helps you truly understand the buyer and buying process you're hoping to affect. The post The Antidote to Crappy Buyer Personas with Jim Kraus appeared first on Rattle and Pedal.

In this episode of the B2B Marketing Excellence Podcast, host Donna Peterson discusses the vital role of marketing in today's manufacturing landscape. Joined by Robert Rose, Chief Strategy Advisor for Content Marketing Institute, they explore the importance of storytelling, personalized communication, and building trust with customers. These practical strategies will help you create valuable content that will resonate with your specific audience, and show how leveraging digital tools can help you efficiently and effectively implement a marketing campaign that will increase sales.Timestamps-00:00 Introduction to Modern Marketing for Manufacturers02:45 Creating Valuable Content for Industrial Brands05:24 The Importance of Personalization in Marketing07:41 Tactics for Lean Marketing Teams11:09 Building a Content Strategy26:19 Evaluating and Scaling Your Marketing Efforts30:33 Essential Tools for Digital Strategy33:17 Conclusion and Key Takeaways If you would like to continue this conversation, please feel free to contact Donna Peterson at dpeterson@worldinnovators.com.____________________________________________________________________________________________________

Join our AI Marketing Makeover workshop and learn how to exponentially scale your marketing efforts using cutting-edge AI tools. Click here to enroll.Are you targeting your customers superficially or truly understanding their motivations and pain points?Ignoring your customers' deeper needs and desires can result in ineffective marketing strategies, missed opportunities, and, ultimately, lost revenue. Without this critical insight, your marketing efforts may fall flat, and your business growth could stagnate.Discover a proven five-step model that transforms hesitant prospects into ready-to-buy clients.Learn the five stages of customer awareness and how to align your marketing to each stage.Learn how to leverage powerful tools like ChatGPT to create highly accurate buyer personas and empathy maps in seconds.Tune into this episode of The MindShift Podcast with Darrell Evans, and unlock the full potential of your marketing strategy. You will gain actionable insights to deeply understand and connect with your customers.We love feedback. Send us a text message.Revolutionize your marketing with AI. Join the AI Marketing Accelerator today and stay ahead of the curve! Click here to learn more.If you enjoyed this episode, please consider leaving us a rating and review on Apple Podcasts or Spotify. Your feedback helps us more than you know.

Welcome back to another episode of "Accelerate Your Business Growth!" I'm your host, Diane Helbig, and today we have a phenomenal guest lined up for you—Jim Kraus, the president of the Buyer Persona Institute (BPI) and a renowned authority on buyer personas and buying insights. Jim brings a wealth of knowledge from his experience in helping thousands of marketers develop strategies and messaging that drive leads, improve conversion rates, and increase sales. Recently, he released the second edition of his book on buyer personas, and we're thrilled to dive into this topic with him. In this episode, Jim will break down what buyer personas truly are, how they can be used effectively in marketing and sales, and the invaluable insights they can bring to your business. He'll also share practical advice on how to gather this vital information and use it to better understand and influence your prospective buyers. If you are a small business owner or salesperson who struggles with getting the sales results you are looking for, get your copy of Succeed Without Selling today. Learn the importance of Always Be Curious. Accelerate Your Business Growth is proud to be included on the list of the 45 Best Business Growth Podcasts. Each episode of this podcast provides insights and education around topics that are important to you as a business owner or leader. The content comes from people who are experts in their fields and who are interested in helping you be more successful. Whether it's sales challenges, leadership issues, hiring and talent struggles, marketing, seo, branding, time management, customer service, communication, podcasting, social media, cashflow, or publishing, the best and the brightest join the host, Diane Helbig, for a casual conversation. Discover programs, webinars, services, books, and other podcasts you can tap into for fresh ideas. Be sure to subscribe so you never miss an episode and visit Helbig Enterprises to explore the many ways Diane can help you improve your business outcomes and results. Timeless Marketing Insight: "The provider and the solution that's gonna win is the one that can make the buyer feel like, hey. You know, if I make this choice, I'm gonna get the outcomes I want, and I feel like nothing's gonna go wrong." — Jim Kraus 00:21:21 Learn more about your ad choices. Visit megaphone.fm/adchoices

Buyer Personas – Revised and Expanded: Gain Deep Insight Into Your Customers' Buying Decisions and Win More Business by Jim Kraus and Adele Revella   ABOUT THE BOOK: A fresh look into understanding your prospective customer's buying decisions to influence them and win more business Building on the groundbreaking success of the first edition, this newly revised and updated version of Buyer Personas enables marketers to stop wasting time and resources on their best guesses and start drilling down to understand what buyers truly care about―then harness this newfound knowledge to create strategies and messages that break through the clutter and reach buyers on their level. In a world where buyers frequently struggle to get the information they need to evaluate competitive alternatives and feel confident in their choices, this book lays out a step-by-step approach used by hundreds of companies to understand what buyers want to know and experience as they search for a solution to meet their needs, weigh their options, and make a buying decision. In this book, you'll learn: Why understanding the buying decision is far more important than knowing a few things about the individuals or roles involved in that decision How to develop a modern Buyer Persona based on five types of buying insights that will inform nearly every marketing and sales decision you make Why interviewing recent buyers is the best way to develop your Buyer Persona and how to do it effectively How to use AI and quantitative survey research to enhance your Buyer Persona Ways to use Buyer Persona insights to increase awareness of your products and services, drive consideration, and convert more business The revised and expanded Buyer Personas is a complete guide to go beyond benefit-heavy, undifferentiated marketing and focus only on what buyers care about most. It earns a well-deserved spot on the bookshelves of entrepreneurs, executives, marketers, and other business professionals looking to influence their prospective buyers. ABOUT THE AUTHOR: Jim Kraus is the President of Buyer Persona Institute, and a principal of Knowledge Systems & Research, Inc., a leading global market research and consulting firm. Jim has decades of experience leading research teams and developing growth strategies through informed decisions, including executive roles at both IBM and Prudential Financial. And, interesting fact – he's a personal trainer on the side! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/buyer-personas-jim-kraus

to watch this episode, subscribe to my YouTube channel: optYOUmize podcast YoutubeSummaryBrett Ingram, an entrepreneur and award-winning product creator, discusses the importance of understanding customer avatars or buyer personas for effective marketing. He highlights the necessity of knowing both demographics and psychographics to create detailed avatars. Brett emphasizes that having multiple avatars for different customer subsets is acceptable and beneficial for targeted marketing. He reviews nine online tools to help construct comprehensive customer avatars, including the Customer Avatar Creator, Google Analytics, customer surveys, social media analytics, AI-powered tools, customer interviews, staff surveys, platform analysis, and the NicheS Customer Avatar Generator. The episode underscores that a clear understanding of customer avatars can enhance marketing efficiency, lower costs, and increase sales.Chapters00:00 Introduction: The Power of Customer Avatars00:32 Understanding Your Target Customer02:27 Essential Elements of an Effective Avatar05:02 Top Tools for Creating Customer Avatars11:27 Leveraging Social Media and AI for Insights16:50 Advanced Techniques: Interviews and Staff Surveys21:19 Conclusion: Optimize Your Marketing Strategy#buyerpersona #idealcustomer #entrepreneurshippodcast #entrepreneurship #solopreneur #successmindset #believeinyourself #businesslessons #entrepreneur #worklifebalance #successhabits #digitalbusiness #personaldevelopment #successhacks #businesslessons #lifelessons #success #entrepreneurslife #entrepreneurialmindset #entrepreneurtips #entrepreneurmind #entrepreneurmotivation #optyoumize #brettingram #digitalmarketing #onlinemarketing #digitalmarketer #entrepreneurpodcast

In this episode of the Sales Development Podcast, host David Dulany dives deep into the world of buyer personas with Jim Kraus, President of the Buyer Persona Institute. Jim shares invaluable insights into the importance of understanding buyer decisions and the five key areas that can transform your approach to sales and marketing. From defining buyer personas to conducting in-depth interviews with recent buyers, Jim provides a comprehensive guide on how to uncover and leverage the information that truly matters to your prospective clients. Whether you're in tech sales, marketing, or product development, this episode will equip you with the tools and strategies needed to better connect with your target audience and drive revenue growth. Tune in to learn from one of the leading experts in buyer persona development and take your GTM strategy to the next level!Become a supporter of this podcast: https://www.spreaker.com/podcast/the-sales-development-podcast--1947957/support.

Are you ready to ditch the marketing overwhelm, attract your dream clients, and join a supportive community of female entrepreneurs? The EmpowerHer Business Accelerator Podcast is your guide to building a thriving business with confidence! Each week, you'll get actionable strategies, mindset shifts, and the inspiration you need to step into your power as a CEO.   In this episode of the Empower Business Accelerator podcast, host Philippa Channer delves into the intricacies of identifying ideal clients and crafting effective buyer personas. She shares her expertise on niching down, refining client definitions, and gathering crucial psychographic and demographic data. Philippa underscores the importance of targeted marketing, especially for solopreneurs, and offers practical advice on utilizing buyer personas to enhance marketing strategies. She also introduces the Empower Her program and provides a digital buyer persona template from HubSpot. Listeners are encouraged to subscribe, refine their buyer personas, and explore a free consultation to see if the Empower program suits their needs.   Whenever you are ready, here are some ways that we can help you:   Free 30-Hour EmpowerHer Discovery Session: https://channerconsultingllc.hbportal.co/schedule/660da85649ef86002d1790d3 Subscribe for regular content on developing a solid marketing plan, marketing strategy, and marketing tips.   Connect with us: Linkedin: https://www.linkedin.com/company/channer-consulting-llc Facebook: https://www.facebook.com/channerconsulting/ Instagram: https://www.instagram.com/channerconsulting/ Get in touch: info@channer-consulting.com

FOUR ACTIONABLE SALES TAKEAWAYS When looking for intel on an account, consider reaching out to ex-employees for insider info Record simple videos, dont be corny, send them natively on LinkedIn Don't over-do personalization, weigh the cost/benefit of putting in extra work into your outreach All personas exist on LinkedIn, don't write it off as a prospecting channel PATH TO PRESIDENT'S CLUB Regional Sales Director @ MongoDB Snr Team Lead High Tech Account Executive @ MongoDB High Tech Account Executive @ MongoDB Enterprise Account Executive @ Ivanti RESOURCES DISCUSSED Join our weekly newsletter Things you can steal

Are you ready to ditch the marketing overwhelm, attract your dream clients, and join a supportive community of female entrepreneurs? The EmpowerHer Business Accelerator Podcast is your guide to building a thriving business with confidence! Each week, you'll get actionable strategies, mindset shifts, and the inspiration you need to step into your power as a CEO.   In this episode of the Empower Her Business Accelerator podcast, host Philippa Channer explores the essential components of a buyer persona. She underscores the importance of understanding both the demographics and psychographics of an ideal client to create effective marketing strategies. Philippa introduces Sara, a 32-year-old freelance web designer, as an example, detailing her values, goals, and pain points. She also discusses where Sara spends her time online to inform targeted content creation. Philippa offers a fillable PDF workbook to help listeners develop their own buyer personas and invites them to a Q&A session and a free discovery call for further guidance.   Whenever you are ready, here are some ways that we can help you: Fillable PDF Workbook: https://shorturl.at/c58BR  Free 30-Hour EmpowerHer Discovery Session: https://channerconsultingllc.hbportal.co/schedule/660da85649ef86002d1790d3 Subscribe for regular content on developing a solid marketing plan, marketing strategy, and marketing tips.   Connect with us: Linkedin: https://www.linkedin.com/company/channer-consulting-llc Facebook: https://www.facebook.com/channerconsulting/ Instagram: https://www.instagram.com/channerconsulting/ Get in touch: info@channer-consulting.com  

Are you ready to ditch the marketing overwhelm, attract your dream clients, and join a supportive community of female entrepreneurs? The EmpowerHer Business Accelerator Podcast is your guide to building a thriving business with confidence! Each week, you'll get actionable strategies, mindset shifts, and the inspiration you need to step into your power as a CEO.   In this episode of the Empower Her Business Accelerator podcast, host Philippa Channer discusses the critical role of buyer personas in marketing. She explains that buyer personas are detailed profiles that help businesses connect with their ideal clients on a deeper level by understanding their personality, habits, and preferences. Philippa uses a real-life example to illustrate the importance of creating multiple buyer personas for a single product. She also previews the next episode, where she will offer a step-by-step guide to building effective buyer personas. Listeners are encouraged to explore the Empower Her program and book a free discovery call.   Whenever you are ready, here are some ways that we can help you:   Free 30-Hour EmpowerHer Discovery Session: https://channerconsultingllc.hbportal.co/schedule/660da85649ef86002d1790d3 Subscribe for regular content on developing a solid marketing plan, marketing strategy, and marketing tips.   Connect with us: Linkedin: https://www.linkedin.com/company/channer-consulting-llc Facebook: https://www.facebook.com/channerconsulting/ Instagram: https://www.instagram.com/channerconsulting/ Get in touch: info@channer-consulting.com  

Jim 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 the 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 helps 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 advance the thinking around buyer personas and buying insights more broadly. Outside of work, Jim enjoys travel, reading, sports, and spending time with his family. ---------------------------------------- This show is sponsored by Leopard Solutions Legal Intelligence Suite of products, Firmscape, and Leopard BI. Push ahead of the pack with the power of Leopard. For a free demo, visit this link: https://www.leopardsolutions.com/index.php/request-a-demo/ www.theplacementclub.com Links: www.Buyerpersonas.com Learn more about your ad choices. Visit megaphone.fm/adchoices

This is an Impact Pricing Blog published on April 11, 2024, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/value-for-buyer-personas/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

In this episode of the Web Canopy Studio Show, Elliott Sitkins is back to show you a simple prompt you can plug into ChatGPT to get a highly detailed buyer persona in a matter of seconds.Elliott also reveals how to ask AI follow-up questions to drill deeper into your buyer persona, saving you hours (if not days or even weeks) on crafting this information.

In this episode of the Web Canopy Studio Show, Elliott Sitkins is back, joining host Tom Andrews to discuss the importance of buyer personas.Most companies don't understand the importance of a buyer persona deep dive, meaning they either skip it entirely or spend a couple of minutes putting together a basic persona based on simple demographics.Big mistake!Elliott explains why you need to know your buyer persona on a deep level, to the point where you're able to talk about the very thing waking them up at 2am in a cold sweat. Just as importantly, you also need to know how to articulate various things in your copy in the right way. This isn't easy because if you're too direct, you might annoy them. Yet if you're too indirect, your copy might not resonate with them.

Kendra Corman talks with Jason Barnard about how to create a buyer persona for social media. This episode was recorded live on video April 30th 2024.

Kendra Corman talks with Jason Barnard about how to create a buyer persona for social media. This episode was recorded live on video April 30th 2024.

In this curated episode of the Revenue Builders Podcast, John McMahon and John Kaplan dive into when to focus on product-led growth. John McMahon and John Kaplan discuss product-led growth (PLG) with Alex Bilmes, the founder and CEO of Endgame. They explore the types of products that are well-suited for PLG and those that may not be a good fit. Alex explains that products that are easy to use, provide immediate value to the user, have a short time to value, and have a low price are ideal for PLG. However, more transformative products that require organizational change and have larger deal sizes may require a sales process to facilitate adoption. Alex also shares insights on how to determine if PLG is a good fit for a product and the questions to ask before implementing a PLG strategy.KEY TAKEAWAYSTransformative products that require organizational change and have larger deal sizes may not be a good fit for PLG.When considering PLG, it is important to assess the product's interface with different disciplines and other products, as well as its impact on user behavior.Endgame focuses on the sales side of PLG and helps companies integrate sales efforts with product data to accelerate revenue growth.Understanding the ideal customer profile (ICP) from a product-led perspective and using data to create behavioral-based ICPs are crucial for successful PLG implementation.HIGHLIGHT QUOTES"Humans are tricky. Anything that requires interfacing with humans or interacting with people always adds a layer of complexity." - Alex Bilmes"If you don't know what harbor you're sailing for, no winds will get you there." - Alex Bilmes"A product-led sales orientation lets you validate what the company is doing using empirical data, meaning you can tell how people are already using your product." - Alex BilmesListen to the full episode with Alex Bilmes through these links: Leveraging Product-Led Sales for Growth with Alex Bilmes: https://podcasts.apple.com/in/podcast/leveraging-product-led-sales-for-growth-with-alex-bilmes/id1610203369?i=1000635042791Check out John McMahon's book here:Amazon Link: https://a.co/d/1K7DDC4Check out Force Management's Ascender platform here: https://my.ascender.co/Ascender/

Episodio patrocinado por Redactiva.online. ¿Estás pensando en lanzar tu negocio online? ¡Hazlo visible creando tu sitio web profesional y atrae a tus clientes! Visita https://redactiva.online/ y obtén hoy mismo de manera 100% gratuita un presupuesto para tu sitio web. Y solo por escucharnos en Hospitalidad Emprendedora, obtén 100€ de descuento en tu presupuesto. Visita https://redactiva.online/ y menciona nuestro podcast para obtener tu descuento ---------------------------------------------------------------------------------------------------------- Bienvenidxs a un nuevo episodio de Hospitalidad Emprendedora. Hoy hablamos con Nil Oleart, especialista de IA en Vueling, quien nos explica cómo han utilizado la IA para crear sus buyer personas con los que interactuar y llevar sus estrategias de Marketing a otro nivel. Si te interesa cómo aplicar la IA de forma real en procesos diarios, te aconsejamos que escuches este episodio, y si quieres profundizar y aprender cómo hacerlo paso a paso, no dudes en contactarnos y pedirnos información sobre nuestros workshops donde te enseñamos cómo integrar la IA y la Web3 en tus tareas para que tu y tu equipo seáis más productivos y personalicéis la experiencia de cliente. Contacta con Nil: https://www.linkedin.com/in/niloleart/ Si te interesa la IA te aconsejamos que sigas a Carlos Santa (DotCSV), uno de los mejores divulgadores de habla hispana: https://www.youtube.com/@DotCSV/videos ------------------------------------------------------------------------------------------------------------ ¿Quieres ser unx Hospitality Punk? Estamos preparando algo muy innovador que revolucionará el sector. Sé de lxs primeros en enterarte y asegurarte el acceso a una comunidad de referencia en innovación turística: https://www.hospitalidademprendedora.xyz/hospitality-punks/ ------------------------------------------------------------------------------------------------------- ️ Suscríbete a nuestra newsletter semanal gratuita con lo mejor en innovación turística: https://www.hospitalidademprendedora.xyz/suscripcion-newsletter/ -------------------------------------------------------------------------------------------------------- Web: https://www.hospitalidademprendedora.xyz/ Discord: https://discord.gg/ePkHdBmW Instagram: https://bit.ly/2FoU9TG LinkedIn: https://bit.ly/2ZuwZC8 Twitter: https://bit.ly/3mleIAY Email: hola@cursoweb3turismo.com ️Fountain.fm (la App de podcasts que te paga por escucharnos) https://www.fountain.fm/show/UO8m8gJpSPJxDULVQaoy ️Spotify: https://spoti.fi/2C5Xrcz ️Ivoox: https://bit.ly/3e6TIth ️iTunes: https://apple.co/3e5Z9bN YouTube: https://bit.ly/2N0Mifa Sigue a Albert: LinkedIn: https://www.linkedin.com/in/albertperezllanos/ Twitter: https://twitter.com/albertperezll Sigue a Gian Franco: Web: www.gianfrancomercado.com LinkedIn: https://www.linkedin.com/in/gian-franco-mercado-emprendimiento/ Instagram: https://www.instagram.com/gf_merc/ ¡Comparte esta transmisión y contagia la #ActitudEmprendedora! ------------------------------------------------------------------------------------------------------- ️ Suscríbete a nuestra newsletter semanal gratuita con lo mejor en innovación turística: https://www.hospitalidademprendedora.xyz/suscripcion-newsletter/

Unpopular marketing opinion? Too much time is spent worrying about the details of a buyer persona or ideal client avatar when there are really just 3 things to work out.   The idea of having a buyer persona - aka, a description of the person / market / audience you're trying to reach with your content - is 100% good. Don't get me wrong. But the approach where you get so detailed as to figure out what keeps them up at night or what they ate as a snack yesterday is a bit much. Unless, of course, you sell mattresses or snacks!   These 3 key parts of a buyer persona are the focus of this week's episode, with a little twist added. Because, in my opinion, the number 1 thing most often missing from these conversations about buyer personas and ideal client avatars is how that information translates to helping you create actual copy or content.   In other words, how do you go from "okay, I know who I want as my ideal client / customer" to "and I know exactly what content or copy to create to find them, help them understand what I do and why they should care and then ultimately convert them into a client or customer."   THAT is *really* what this episode is all about.   It's a long one, but worth it!   During the episode, I show you how to connect these two things - the buyer persona and the copy/content you create to market your business - with a few exercises. But if you want to shortcut the process, you may want to grab my Marketing Strategy Generator. Check it out here - https://createinspireconvert.com/marketinggenerator

In this curated episode of the Revenue Builders Podcast, John McMahon and John Kaplan dive into the crucial aspect of emotionally connecting with buyers. Joined by veteran sales leader and author Richard Rivera, they explore the science behind buyer decision-making and the importance of understanding the emotional journey buyers go through. Rivera introduces the concept of the buyer decision path, emphasizing the need to disarm the survival instincts of buyers before engaging their thrive state and intellectual brain. Through insightful discussions and practical examples, listeners gain valuable insights into reshaping their sales approach to prioritize emotional connection and drive successful outcomes.KEY TAKEAWAYS[00:00:26] Understanding the science behind emotionally connecting with buyers is crucial for sales success.[00:01:36] The buyer decision path consists of survival, thrive, and think stages, reflecting the evolution of the human brain[00:04:05] Disarming the survival brain by addressing the buyer's problems is essential to establishing emotional connection[00:06:20] Prioritizing emotional connection before intellectual engagement is key to effective sales strategies.HIGHLIGHT QUOTES[00:02:40] "The natural human response is to push back and protect itself... When anyone or anything presents a threat or even a new opportunity to us, it comes across as a threat and they have to protect themselves against it."[00:04:52] "Here's the problems that I saw for help me understand how you might relate to any of these. And it frames up the discussion in a very disarming way."[00:06:01] "Before this buyer is going to spend energy and invest in really understanding the intellectual parts of my value proposition, I've got to disarm their survival brain by attaching to the problems they care about."Listen to the full episode with Richard Rivera through these links: Developing Buyer Champions with Richard Rivera Part 1: https://podcasts.apple.com/us/podcast/revenue-builders/id1610203369?i=1000610878740Developing Buyer Champions with Richard Rivera Part 2: https://podcasts.apple.com/us/podcast/revenue-builders/id1610203369?i=1000611697594Check out John McMahon's book here:Amazon Link: https://a.co/d/1K7DDC4Check out Force Management's Ascender platform here:  https://my.ascender.co/Ascender/

  If you're feeling frustrated because your sales strategies are falling flat and you're not seeing the results you want, then you are not alone! Are you tired of putting in effort without reaping the rewards? Let's change that together. In this episode of The Modern Selling Podcast, Jim Kraus, President of the Buyer Persona Institute, brings a wealth of knowledge on buyer personas and their impact on sales and marketing strategies. His expertise stems from conducting in-depth interviews with recent buyers, enabling him to uncover specific buying insights that influence purchasing decisions. By emphasizing the importance of aligning marketing and sales efforts with buyer personas and addressing potential buyer concerns, Kraus provides valuable insights for sales and marketing professionals. His practical guidance on tailoring sales strategies and messaging to meet the needs of different buyer segments underscores the significance of understanding buyer personas. Through a casual and engaging conversation with host Mario Martinez Jr., Jim's personal touch and relatable experiences, such as his love for favorite movies, Bull Durham and The Shawshank Redemption, create a light-hearted and authentic atmosphere, making this episode a must-listen for sales and marketing professionals seeking to enhance their understanding of buyer personas and improve their sales and marketing strategies. "The key thing is, though, when you're talking about marketing and sales, at the end of the day, what you're really trying to do is influence a particular buying decision. That's what you're trying to do, right? You're trying to get somebody or an organization to consider you." - Jim Kraus Discover impactful buyer personas In creating impactful buyer personas for sales, understanding the specific buying insights that influence purchasing decisions is crucial. By conducting in-depth interviews with recent buyers, sales and marketing professionals can uncover valuable information about buyer behavior. These insights help in defining the key components of a buyer persona and tailoring sales and marketing strategies to meet specific buyer needs. Jim Kraus has over 15 years of experience in developing impactful buyer personas to optimize marketing and sales strategies. With a specific focus on influencing buying decisions, Jim is a recognized authority in understanding buyer insights to streamline sales processes. As the author of the upcoming second edition of the Buyer Personas book, Jim's expertise lies in transforming individual profiles to resonate with target buyer personas, making him an invaluable resource for empowering sales professionals. Jim's dedication to online personal training adds a unique perspective to his extensive expertise, offering a fresh and dynamic approach to leveraging buyer personas for effective marketing and sales. In this episode, you will be able to: Understand your customers deeply with impactful buyer personas to boost sales. Gain the edge in influencing buying decisions with valuable buyer insights. Elevate your sales game by integrating buyer personas into your strategies. Master the art of overcoming perceived barriers in B2B sales for success. Harness the power of buyer personas for supercharged marketing impact.   The key moments in this episode are: 00:00:08 - Introduction to Buyer Personas 00:01:03 - Introducing Jim Kraus 00:03:17 - Getting to Know Jim Kraus 00:05:03 - The Number One Misconception About Buyer Personas 00:07:27 - Understanding Buyer Persona Components 00:13:38 - Understanding the Buyer's Journey 00:16:40 - Impact on Marketing and Sales 00:19:49 - Key Components of the Buyer Persona 00:22:16 - Practical Impact on Sales Enablement 00:25:36 - Application to LinkedIn Profiles 00:26:16 - Understanding the Product Led Growth Side 00:27:09 - Solutions for Sales Led Growth 00:29:24 - Website Focus and Buyer Persona Prioritization 00:31:16 - Taking Action After Developing Buyer Personas 00:34:31 - Impact on Individual Sales Leaders 00:40:11 - Personalized Connection Requests 00:40:28 - Favorite Movies 00:40:53 - Shawshank Redemption 00:41:05 - Podcast Wrap-Up 00:41:37 - Podcast Sign-Off Timestamped summary of this episode: 00:00:08 - Introduction to Buyer Personas Mario Martinez introduces the Modern selling podcast and the topic of buyer personas, highlighting the importance of understanding buyer personas in sales and marketing. 00:01:03 - Introducing Jim Kraus Mario introduces Jim Kraus, the president of the Buyer Persona Institute, and teases an upcoming special question for Jim. 00:03:17 - Getting to Know Jim Kraus Jim shares a surprising fact about himself, revealing that he works as a personal trainer on the side, offering online training programs to help busy professionals stay fit. 00:05:03 - The Number One Misconception About Buyer Personas Jim explains the biggest misconception about buyer personas, emphasizing that they are not simply profiles of individuals, but rather specific buying insights that influence purchasing decisions. 00:07:27 - Understanding Buyer Persona Components Jim breaks down the five key components of buyer personas: priority initiatives, success factors, perceived barriers, decision criteria, and the buyer's journey, providing a detailed explanation of each. 00:13:38 - Understanding the Buyer's Journey Jim Kraus explains the importance of conducting in-depth interviews to understand the buyer's full story and their complete buyer's journey when making high consideration buying decisions. 00:16:40 - Impact on Marketing and Sales Mario Martinez Jr. and Jim discuss the impact of understanding the buyer persona on marketing and sales. They emphasize the importance of aligning with buyers and providing them with the information they need at every step of their journey. 00:19:49 - Key Components of the Buyer Persona Jim breaks down the five key elements of the buyer persona and explains their relevance in marketing and selling strategies. He highlights the importance of understanding what is important to buyers and eliminating guesswork in marketing and sales. 00:22:16 - Practical Impact on Sales Enablement Mario and Jim delve into the practical and tactical impact of the buyer persona on sales enablement. They discuss how sales professionals can use buyer insights to develop sales talking points and confidently engage with prospects. 00:25:36 - Application to LinkedIn Profiles The conversation shifts to applying buyer persona insights to LinkedIn profiles. Jim and Mario emphasize the importance of articulating who the seller helps, how they help, and what business problems they solve on their profiles to align with the buyer persona. 00:26:16 - Understanding the Product Led Growth Side Jim discusses how their product led growth side caters to individual knowledge workers, offering tools to write faster and eliminate mundane tasks. 00:27:09 - Solutions for Sales Led Growth Jim explains how individual sales reps using repeatable messages can lead to enterprise opportunities, and how their education sales prospecting training program called fly learning fits into the equation. 00:29:24 - Website Focus and Buyer Persona Prioritization The discussion revolves around prioritizing buyer personas based on revenue sources and areas where companies lack knowledge about their buyers, and how this impacts website focus and design. 00:31:16 - Taking Action After Developing Buyer Personas Jim suggests making adjustments to marketing and sales assets, updating messaging, and focusing on case studies and references based on the insights gained from buyer personas to improve marketing and sales performance. 00:34:31 - Impact on Individual Sales Leaders The conversation highlights the importance of updating sales playbooks, addressing perceived barriers, and incorporating buyer persona insights into sales pitches to make a significant impact at the individual sales leader level. 00:40:11 - Personalized Connection Requests Mario emphasizes the importance of personalized connection requests on LinkedIn. 00:40:28 - Favorite Movies Jim shares his all-time favorite movies, Bull Durham and Shawshank Redemption. 00:40:53 - Shawshank Redemption Mario mentions that Shawshank Redemption is a common favorite among guests on the show. 00:41:05 - Podcast Wrap-Up Mario thanks Jim for being on the show and encourages listeners to leave a rating and review on iTunes. 00:41:37 - Podcast Sign-Off Mario thanks listeners for tuning in and promotes the use of FlyMSG for increased productivity.   Influence with deep buyer insights To influence buying decisions effectively, integrating deep buyer insights into sales strategies is essential. By aligning messaging and sales efforts with the priorities and needs of buyers, sales professionals can build trust and credibility. Developing precise and value-focused sales messaging based on buyer personas helps in addressing buyer concerns and objections, thus improving conversion rates. Seamlessly integrate buyer personas Integrating buyer personas into sales strategies seamlessly involves aligning marketing and sales efforts based on these personas. Updating sales playbooks, messaging, and sales pitches to address specific buyer needs and challenges ensures relevance and impact in sales interactions. By understanding the buyer's journey, sales professionals can tailor their approach to meet the unique needs of different buyer segments effectively. The resources mentioned in this episode are: Visit buyerpersonas.com for free templates, examples, and a master class on creating buyer personas. The website also offers thought leadership content on buyer personas and buying insights. Connect with Jim Kraus on LinkedIn to access his thought leadership content and to engage in discussions about buyer personas and buying insights. When sending a connection request, be sure to include a personalized message mentioning that you heard him on the modern selling podcast. Download FlyMSG.io for free to save 20 hours or more in a month and increase productivity. FlyMSG is a text expander and personal writing assistant that helps with repetitive tasks and writing efficiency. Give the Modern Selling Podcast a five-star rating and review on iTunes to show support and help the podcast reach a wider audience. Watch Bull Durham and Shawshank Redemption, Jim Kraus' favorite movies, to enjoy these classic films.

If you're a business that sells to different types of customers, marketing to these different buyer personas at the same time can feel like a challenge. With some careful thought and strategy, you can hit your buyer personas where they convert. Watch the video instead: https://www.youtube.com/watch?v=sbtMeMTcb2c Get a FREE review of your website https://exposureninja.com/rpod/review/ Get the show notes https://exposureninja.com/podcast/312/ Get a FREE copy of How To Get To The Top of Google https://exposureninja.com/your-google-book/ You May Also Enjoy… How To Triple Your Traffic in 2024 https://exposureninja.com/podcast/306/ "Give Your Audience Stuff That's Useful" https://exposureninja.com/podcast/dojo-3/ How Content Marketing Will Work in 2024  https://exposureninja.com/podcast/305/ How to Stand Out in Your Market https://exposureninja.com/podcast/dojo-2/ How To Prioritise Your Marketing (for Busy People)  https://exposureninja.com/podcast/304/  

Modern buyer personas need to be based on more than demographics or firmographics. They need to look deep at what drives decisions, and who is ready to make certain decisions, according to Jim Kraus of the Buyer Persona Institute.Jim joined us on the CMO Convo podcast to explain why buyer personas need to evolve, the power that modern, decision-based buyer personas can bring, and how you can get that level of understanding.

Deanna Shimota talks with Jason Barnard about building a B2B demand generation engine for high growth. Deanna Shimota is the CEO of GrowthMode Marketing. She has made it her mission to know everything there is to know about B2B marketing and demand generation. Deanna is up to date on every tech trend and social media modulation. She is always on the cutting edge of marketing innovation. Deanna remains built on a solid foundation of marketing principles. She has used her skills and expertise to catapult several technology companies into growth mode. Now she leads GrowthMode Marketing with the goal of helping other companies follow the same path of success. In the dynamic landscape of B2B marketing, it is crucial to master the art of demand generation. This strategy goes beyond simply acquiring leads. It's about nurturing a deep-rooted interest in your brand's offerings over time and increasing awareness. At the heart of this method is the creation of an ideal customer profile — a guiding ray that helps you chart a course through the ocean of potential clients. This episode of Kalicube Tuesdays with Deanna Shimota explores the importance of niching down. The discussion also covers the pitfalls of overspending on digital advertising, the benefits of building a strong digital footprint and utilizing third party channels to increase awareness. Deanna also emphasizes the importance of speaking in the language of your target audience and having a hyper-focused ideal customer. The conversation continues with the complexities of the B2B sales funnel, the difference between an ideal customer profile and a buyer persona, and the secrets to a successful sale. The episode concludes with insights into lead generation strategies versus demand generation, the importance of true differentiators and the role of positioning and effective storytelling to stand out from the competition. As always, the show ends with passing the baton… Deanna passes the virtual baton to next week's super groovy guest, Abby Wood. What you'll learn from Deanna Shimota 00:00 Deanna Shimota and Jason Barnard 00:57 Deanna Shimota's Brand SERP 01:56 GrowthMode Marketing's Brand SERP 03:44 What is High Growth? 04:48 What is the Difference Between Short-Term and Long-Term Growth in Marketing? 06:48 Lead Generation Vs Demand Generation 08:04 How Demand Generation Help Prospects Become More Proactive in the Buying Process 09:12 Why Does a Company's Digital Footprint Have to be as Effective as its Best Salesperson? 09:47 What Strategies Can Business Use to Influence a Prospect's Decision-Making Process at an Early Stage? 10:38 How to Determine if Investing in Google Ads for Money Keywords is Really Beneficial for ROI 11:12 What is the Difference Between a High Quantity and a High Quality Leads in Digital Campaigns?  15:12 How to Build a Demand Generation Engine 15:22 What is the Difference Between an Ideal Customer Profile and a Buyer Persona? 16:35 What Strategies Can You Use to Build a Demand Generation Engine? 18:33 How Can a Company Overcome the Fear of Niching Down? 19:38 What Steps Should be Taken to Identify the Most Profitable Customer Profile? 22:09 How are Distinct Marketing Strategies Maintained for Clients Who are Direct Competitors? 25:05 How Does Branded Search Help with B2B? Demand Generation? 28:22 Passing the Baton: Deanna Shimota to Abby Wood This episode was recorded live on video October 31st 2023

Deanna Shimota talks with Jason Barnard about building a B2B demand generation engine for high growth. Deanna Shimota is the CEO of GrowthMode Marketing. She has made it her mission to know everything there is to know about B2B marketing and demand generation. Deanna is up to date on every tech trend and social media modulation. She is always on the cutting edge of marketing innovation. Deanna remains built on a solid foundation of marketing principles. She has used her skills and expertise to catapult several technology companies into growth mode. Now she leads GrowthMode Marketing with the goal of helping other companies follow the same path of success. In the dynamic landscape of B2B marketing, it is crucial to master the art of demand generation. This strategy goes beyond simply acquiring leads. It's about nurturing a deep-rooted interest in your brand's offerings over time and increasing awareness. At the heart of this method is the creation of an ideal customer profile — a guiding ray that helps you chart a course through the ocean of potential clients. This episode of Kalicube Tuesdays with Deanna Shimota explores the importance of niching down. The discussion also covers the pitfalls of overspending on digital advertising, the benefits of building a strong digital footprint and utilizing third party channels to increase awareness. Deanna also emphasizes the importance of speaking in the language of your target audience and having a hyper-focused ideal customer. The conversation continues with the complexities of the B2B sales funnel, the difference between an ideal customer profile and a buyer persona, and the secrets to a successful sale. The episode concludes with insights into lead generation strategies versus demand generation, the importance of true differentiators and the role of positioning and effective storytelling to stand out from the competition. As always, the show ends with passing the baton… Deanna passes the virtual baton to next week's super groovy guest, Abby Wood. What you'll learn from Deanna Shimota 00:00 Deanna Shimota and Jason Barnard 00:57 Deanna Shimota's Brand SERP 01:56 GrowthMode Marketing's Brand SERP 03:44 What is High Growth? 04:48 What is the Difference Between Short-Term and Long-Term Growth in Marketing? 06:48 Lead Generation Vs Demand Generation 08:04 How Demand Generation Help Prospects Become More Proactive in the Buying Process 09:12 Why Does a Company's Digital Footprint Have to be as Effective as its Best Salesperson? 09:47 What Strategies Can Business Use to Influence a Prospect's Decision-Making Process at an Early Stage? 10:38 How to Determine if Investing in Google Ads for Money Keywords is Really Beneficial for ROI 11:12 What is the Difference Between a High Quantity and a High Quality Leads in Digital Campaigns?  15:12 How to Build a Demand Generation Engine 15:22 What is the Difference Between an Ideal Customer Profile and a Buyer Persona? 16:35 What Strategies Can You Use to Build a Demand Generation Engine? 18:33 How Can a Company Overcome the Fear of Niching Down? 19:38 What Steps Should be Taken to Identify the Most Profitable Customer Profile? 22:09 How are Distinct Marketing Strategies Maintained for Clients Who are Direct Competitors? 25:05 How Does Branded Search Help with B2B? Demand Generation? 28:22 Passing the Baton: Deanna Shimota to Abby Wood This episode was recorded live on video October 31st 2023

We've talked about them before (and we're sure we will again) but buyer personas are critical for refining your messaging and sales. Still, we know that many marketing teams get pushback when they try to narrow their target audience down from “everyone.” Here are some tips on how you can explain why developing buyer personas can actually make your sales strategy more effective.

Marketingstrategie - So vermeidest Du die 5 häufigsten Fehler In der heutigen Folge von TomsTalkTime tauchen wir ein in die Welt des Marketings, aber nicht so, wie Du es vielleicht kennst. Wir decken die fünf häufigsten Fehler auf, die Unternehmer immer wieder machen – und ja, wir sprechen darüber, wie Du sie vermeiden kannst. Von Zielgruppenmissverständnissen, über fehlende Marketingstrategien, bis hin zur Unterschätzung des Online-Marketings. Wir werden nicht nur die Probleme ans Licht bringen, sondern auch praktische Lösungen und Beispiele liefern, die Deinem Unternehmen wirklich weiterhelfen können. Du denkst, Deine Marketingstrategie ist auf dem neuesten Stand? Lass uns das überprüfen. Vielleicht findest Du hier den Schlüssel, um Dein Unternehmen auf das nächste Level zu heben. Also, bleib dran, hol Dir wertvolle Tipps und lerne, wie Du Dein Unternehmen durch eine effektivere Marketingstrategie voranbringen kannst. Es ist Zeit, die Spielregeln zu ändern und Dein Marketing zu meistern. Bist Du bereit? Dann lass uns loslegen!"   Marketingstrategie Fehler Nr. 1 Zielgruppenmissverständnis "Okay, starten wir mit einem klassischen Fehler: Du verstehst Deine Zielgruppe nicht richtig. Stell Dir vor, Du verkaufst umweltfreundliche Laufschuhe, aber Du richtest Deine Werbung an Menschen, die selten Sport treiben. Das passt nicht zusammen. Es ist, als würdest Du versuchen, einen Fisch mit einem Fahrrad zu fangen – es funktioniert einfach nicht. Die Lösung liegt auf der Hand: Investiere Zeit und Energie, um Deine Zielgruppe bis ins kleinste Detail zu verstehen. Nutze Umfragen, Fokusgruppen und soziale Medien, um Einblicke in ihre Wünsche und Bedürfnisse zu gewinnen. Erstelle dann detaillierte Buyer Personas, die nicht nur demografische Informationen, sondern auch Interessen, Hobbys und Werte umfassen. So kannst Du sicherstellen, dass Deine Marketingbotschaften resonieren und einen echten Wert bieten. Es geht darum, eine Verbindung aufzubauen und Vertrauen zu schaffen, indem Du zeigst, dass Du ihre Bedürfnisse verstehst und Lösungen anbietest."   Marketingstrategie Fehler Nr. 2 Fehlende Marketingstrategie "Nun zu einem weiteren Stolperstein: Viele Unternehmen haben keine ausgearbeitete Marketingstrategie. Das ist wie eine Reise ohne Ziel – Du weißt nie, wann Du ankommst oder sogar, ob Du auf dem richtigen Weg bist. Eine gut durchdachte Marketingstrategie gibt Dir eine klare Richtung und hilft Dir, Deine Ressourcen effizient einzusetzen. Beginne mit der Definition Deiner langfristigen Ziele. Was möchtest Du erreichen? Mehr Sichtbarkeit? Umsatzsteigerung? Besseres Kundenengagement? Sobald Du Deine Ziele klar definiert hast, arbeite an einer Strategie, die Deine einzigartigen Stärken nutzt und Deine Schwächen adressiert. Wähle die passenden Kanäle, ob online oder offline, und erstelle einen Zeitplan für Deine Kampagnen. Und hier ist der Schlüssel: Bleib flexibel. Die Welt des Marketings verändert sich ständig, und was heute funktioniert, ist morgen vielleicht schon veraltet. Sei bereit, Deine Strategie anzupassen und zu optimieren, basierend auf realen Ergebnissen und Feedback. Das ist es, was erfolgreiche Marken von den anderen unterscheidet – die Fähigkeit, zu lernen, zu wachsen und sich anzupassen."   Marketingstrategie Fehler Nr. 3 Unterschätzung des Online-Marketings "Ein häufiger Fauxpas ist die Unterschätzung des Online-Marketings. In einer Welt, in der fast jeder online ist, ist es ein großer Fehler, das Internet nicht als primären Marketingkanal zu nutzen. Deine potenziellen Kunden verbringen Stunden in sozialen Medien, suchen online nach Informationen und tätigen Einkäufe im Internet. Wenn Du hier nicht präsent bist, verpasst Du eine riesige Chance. Aber keine Sorge, es ist nie zu spät, anzufangen. Beginne mit einer ansprechenden Website, die Deine Marke repräsentiert und leicht zu navigieren ist. Investiere in Suchmaschinenoptimierung, um sicherzustellen, dass Deine Zielkunden Dich finden, wenn sie nach Deinen Produkten oder Dienstleistungen suchen. Nutze Social-Media-Plattformen, um eine Community aufzubauen und direkt mit Deinen Kunden zu kommunizieren. Und vergiss nicht das E-Mail-Marketing – es bietet eine hervorragende Möglichkeit, Deine Kunden über Neuigkeiten, Angebote und relevante Inhalte auf dem Laufenden zu halten. Das Schöne am Online-Marketing ist, dass Du die Ergebnisse Deiner Bemühungen fast in Echtzeit sehen kannst. Nutze diese Daten, um Deine Strategie ständig zu verbessern und anzupassen."   Marketingstrategie Fehler Nr. 4 Mangel an Differenzierung "Ein weiterer verbreiteter Fehler ist der Mangel an Differenzierung. In einem Meer von Wettbewerbern ist es entscheidend, dass Du hervorstichst. Aber wie? Es geht darum, das 'Warum' hinter Deinem Unternehmen zu kommunizieren. Warum soll jemand Dein Produkt   oder Deine Dienstleistung wählen? Was macht Dich anders oder besser? Vielleicht ist es Dein Kundenservice, Dein innovatives Produkt oder Deine nachhaltige Herangehensweise. Was es auch ist, mach es zum Kern Deiner Marketingbotschaft. Erzähle Deine Geschichte auf eine Weise, die echten Wert vermittelt und Emotionen weckt. Menschen verbinden sich mit Geschichten, nicht mit Produkten. Nutze dies zu Deinem Vorteil. Und denk daran, Konsistenz ist der Schlüssel. Deine Marke sollte über alle Kanäle hinweg einheitlich kommunizieren, damit Kunden ein klares und kohärentes Bild Deines Unternehmens haben. So baust Du Markentreue und Anerkennung auf, die langfristig zum Erfolg führen."   Marketingstrategie Fehler Nr. 5 Mangel an Geduld und Konsistenz "Zum Schluss sprechen wir über einen Fehler, der viele Unternehmer betrifft: den Mangel an Geduld und Konsistenz. Marketing ist kein Sprint, sondern ein Marathon. Erfolg kommt nicht über Nacht, und es ist wichtig, das zu akzeptieren. Zu oft wechseln Unternehmen ihre Strategie, weil sie nicht sofort Ergebnisse sehen. Aber die Wahrheit ist, dass Markenaufbau und Kundenbindung Zeit brauchen. Bleib konsequent bei Deiner Botschaft, Deinem Branding und Deinen Marketinganstrengungen. Es ist diese Konsistenz, die Vertrauen aufbaut und Deine Marke in den Köpfen der Menschen verankert. Und während Du geduldig bist, nutze die Zeit, um zu lernen und zu optimieren. Analysiere, was funktioniert und was nicht, und sei bereit, Anpassungen vorzunehmen. Aber wechsle nicht ständig die Richtung. Eine starke Marke ist wie ein guter Wein – sie wird mit der Zeit besser. Gib Deinem Unternehmen die Zeit, zu wachsen und zu gedeihen, und Du wirst die Früchte Deiner Arbeit ernten."   "Bevor wir zum Ende kommen, habe ich noch etwas Spannendes für Dich. Du willst mehr darüber erfahren, wie Du erfolgreich sein kannst? 'Selfmade Millionäre packen aus: diese 9 Eigenschaften führen dich zum Erfolg' – in diesem Hörbuch verraten sie Dir ihre Geheimnisse. Sichere es Dir jetzt zum Sonderpreis unter https://tomstalktime.com/eigenschaften. Der Link ist auch in den Shownotes. Verpass das nicht!"   Und denk immer daran: Wer will, findet Wege. Wer nicht will, findet Gründe. Tschüss, mach's gut. Dein Tom.             Hol Dir jetzt Dein Hörbuch "Selfmade Millionäre packen aus" und klicke auf das Bild!                 Buchempfehlung bei Amazon: Denken Sie wie Ihre Kunden   +++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ Mehr Freiheit, mehr Geld und mehr Spaß mit DEINEM eigenen Podcast. Erfahre jetzt, warum es auch für Dich Sinn macht, Deinen eigenen Podcast zu starten. Jetzt hier zum kostenlosen Podcast-Workshop anmelden: https://Podcastkurs.com +++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++   So fing alles an. Hier geht´s zur allerersten Episode von TomsTalkTime.com – DER Erfolgspodcast. Und ja, der Qualitätsunterschied sollte zu hören sein. Aber hey, das war 2012…

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.    Questions  ·      I always love to give our guests an opportunity for them to share in their own words, a little bit about how you got from where you were to where you are today. ·      You mentioned that you just completed your manuscript for your second book, which should be released later this summer. Could you share a little bit with our listeners what can they expect? And maybe how it is that you decided to even write a second manuscript as a follow up to your first book. ·      Could you share with us maybe two to three things that you believe are critical for an organisation to achieve that trust with customers if it is that you're trying to attract that buyer and gain their trust? ·      Now, as it relates to the buyer persona and the different aspects that make up that whole process. Apart from trust, what do you think is the key most important step or component in that process that can never be eliminated regardless of the industry that you're in? ·      Now, Jim, could you also share with our listeners what's the one online resource, tool, website or app that you absolutely can't live without in your business? ·      Now, could you also share with our listeners, Jim, maybe one or two books that you've read, it could be a book that you read recently, or even one that you read a very long time ago, but it has had a great impact on you. ·      Now, Jim, can you share with our listeners what's the one thing that's going on in your life right now that you're really excited about? Either something you're working on to develop yourself or your people. ·      Where can listeners find you online? ·      Now before we wrap our episodes up, we always like to ask our guests, do you have a quote or a saying that during times of adversity or challenge you'll tend to revert to this quote if for any reason you got derailed or you got off track, this quote kind of helps to get you back on track. Do you have one of those? Highlights Jim's Journey Me: Now, I know we've read a little bit about your journey. And I always love to give our guests an opportunity for them to share in their own words, a little bit about how you got from where you were to where you are today.   Jim shared that his entire career has really been spent on understanding markets, understanding customers, understanding buyers, really just trying to provide market insights that help organizations make more informed decisions. He's done it in a variety of places, both on the client side and as a consultant over the past three decades or so. Over the past 15 years, he has been a principal at a KS&R which is a full service market research firm. And they are working with Buyer Persona Institute, he's leading by Buyer Persona Institute as division of KS&R right now. And they're 100% focused on understanding buyers and more specifically, understanding the buying decisions that your prospective buyers make so that you can make more informed decisions around your marketing and sales strategies. So, his whole career has been focused on insights, right now it's over the last couple of years in particular, been really focused on understanding prospective buyers to help marketing and sales.    What Customers Can Expect from Second Book? Me: Now, in our pre interview conversation, you mentioned that you just completed your manuscript for your second book, which should be released later this summer. Could you share a little bit with our listeners what can they expect? And maybe how it is that you decided to even write a second manuscript as a follow up to your first book.   Jim shared that the first book, Buyer Personas was written by Adele Revella, who is the founder of Buyer Persona Institute about 9 years ago. And him and her co-authored the second edition, this updated and expanded edition. And the main reason that they decided to update it is one, a lot has changed over the last 8 to 9 years.   But the foundation of Buyer Personas, they can talk a little bit about what a buyer persona is perhaps really hasn't changed. At the end of the day, you're trying to really understand buyers, what their wants and needs are and what experiences that they expect so they have full confidence buying from you, that's essentially what you're competing on, you're competing on trust.  So, they developed the second edition of the book that will be out this summer, and they're adding some things to it that they think will be really valuable for readers, even those that have picked up the first book many years ago. So, they've added more information about how to design a buyer persona study. They've added a lot of information about how to add to do quantitative survey research to get even more insight outside of your buyer persona. They're spending more time in the second edition about how to use buyer persona insights and very tangible ways to improve marketing and sales performance and win more business.  The other place obviously, the fourth place that they're spending more time on this second edition is just defining what a buyer persona is and isn't, a lot of people have kind of a pre-conceived notion about a buyer persona is, they spent a little more time in this second book explaining why a buyer persona focus on understanding the buying decision is so much more powerful for marketers than just understanding a particular individual or role in the buying decision, which is kind of the traditional definition of a buyer persona.   Trust as a Critical Factor  Me: Now, in your review just know as it relates to the book, one of the things you mentioned that jumped out at me is that we're all competing as it relates to the buyers that we're trying to attract on trust. And so trust is a very big, and it's a critical theme that I believe in customer experience is critical if you want to build retention, higher retention, and high loyalty in your business. So, could you share with us maybe two to three things that you believe are critical for an organization to achieve that trust with customers if it is that you're trying to attract that buyer and gain their trust?   Jim shared that one of the things to think about is, a lot of times when you say the word buyer persona, people associate it with profiling a particular role in the decision process, right. Like maybe you have a buyer persona for a CIO if you sell tech products, or a finance manager if you sell financial products or services, etc. The challenge with that is, if you profile those roles, it doesn't give you a lot of information about how do you actually gain the trust of the buyer who's making a buying decision for a particular product and service.  So, let's say he's selling a CRM system, that's his offering and he has a CIO buyer persona and it tells him information about certain demographics about what a typical CIO looks like maybe their overall challenges and priorities. But that doesn't do very much once a CIO, for example, is involved in purchasing a CRM solution, because when they're purchasing a CRM solution, what they care about most is two things, they care number one, that they're going to achieve all the outcomes and benefits that they want from this investment, right. It's an important investment. So, they care about, “Am I going to get everything that I want out of this?”  The second big thing, which is often overlooked is, “How do I avoid making a mistake?” Because again, a lot of times, particularly when you're talking about higher consideration buying decisions where you're looking at multiple options, there's multiple influencers involved, it's not just a transaction sale. A lot of times buyers are buying something like that for the first time, or they haven't bought it in a long time, so they're going to be anxious, they don't want to make the wrong decision. They don't want to go with something where something goes wrong.  So, what this all comes down to when you think about the whole thing, both elements of that, how do you give them what they need, reduce the risk of something going wrong.  Essentially, what you're competing on is trust. Price aside. Who do they feel is going to do the best job of making them feel secure, that they're going to get the outcomes that they really need and that nothing is going to go wrong?  So, that's kind of the key and the buyer persona is that the methodology that they'd like to talk about defined is really based on understanding the buying decision and specific components of the buying decision in order to build that trust.   Key Elements/Steps in the Buyer Persona Process Me: Now, as it relates to the buyer persona and the different aspects that make up that whole process, based on your experience and the fact that you've been in this industry and you're a subject matter expert as it relates to that. Apart from trust, what do you think is the key most important step or component in that process that can never be eliminated regardless of the industry that you're in?   Jim shared that when you're talking about understanding the buying decision, there's five different areas of insight that you really want to understand about the buying decision that your prospective buyers are making. So, whoever's listening out there, think about your particular product or service or solution, and you may have multiple products and services, and that's fine, but pick one and think about it.  There's five things you really want to know about buyers that are making a buying decision about something that you offer and that your competitors offer too. Number one is you want to understand what they call the Priority Initiatives. Another way to think about priority initiatives, these are the triggers, these are the things that are getting buyers to initially start either looking for a solution like the one that you have. The reason that's so important to understand what those are is because you want to meet buyers where they are. So, when they're first starting, and they're anxious, and they're learning about this whole category of whatever you offer, what is the starting point. So, when you talk about how you approach them, and your marketing and your sales approaches, any kind of way you interact with them, you want to know those triggers, so that you can really create that quick sense that, “Hey, here's a company that really understands me.” That's the first tick of the box as far as trust.  The second thing that you want to understand about this buying decision is they call it Success Factors. And these are outcomes, these are benefits, these are at the end of the day, what results do these buyers need from this important investment that they're making. And you want to know that because obviously, you want to be talking about those. You want to be developing use cases, customer references, thought leadership, all kinds of things that you can do that speak to these key outcomes that they want. So, you want to know what those are implicitly.  The third thing you really want to understand is, they call it Perceived Barriers. The way to think about this one is, it is all the concerns and fears that buyers have buying your solution, not just yours, but all the alternatives you're looking at, because they're going to be anxious, they're going to have trepidations. ·      What are those things that are getting them nervous? ·      What are the things that are eliminating providers and consideration? So, you want to know what those are ahead of time so you can proactively address those things.  The fourth area insight, there's five altogether, the fourth area is called Decision Criteria. And decision criteria is the traditional sales cycle. This is kind of middle later stages of the sales cycle when buyers are getting smarter about the category. And they're starting to ask really specific questions, because now they're really starting to make comparisons across the different alternatives that they're looking at. So, decision criteria or deals, all the questions that your buyers are going to be asking you in some shape or fashion.  And the fifth and final one is Buyers Journey. So, everything he said earlier is kind of the mindset, it's the needs, the fears, the attitudes, the buyers journey is ·      What are the actual steps that your buyers take to identify who they're going to consider? ·      How do they whether down on their options? ·      How do they make a final decision? ·      What are those steps? ·      Who are the influencers involved? ·      And what are the information sources they use to really develop an opinion, and an evaluation of what they're ultimately going to do? If you take those five things, those five areas, they call them The Five Rings of Buying Insight that is so powerful, because if you would know those five things, you have everything you need to develop marketing and sales strategies to give buyers what they need to get to make very competent buying decisions and ultimately select you, which is the goal.    Me: For sure. So, give me that coin again, The Five Rings of buying Insight.    Jim shared, The Five Rings of buying Insight, they talked about it a lot in the book. It's just a name they gave to it. But the five things that they talked about are really important.   App, Website or Tool that Jim Absolutely Can't Live Without in His Business When asked about online resource that he can't live without in his business, Jim stated that that's a good one. Well, he'll say a couple of things come to mind. One is, by the way, the way to develop your buyer persona, and that's going to lead to the answer to the question which will make more sense.  The best way to develop your buyer persona get those insights is to talk to recent buyers. What he means by recent buyers is buyers that have recently made the exact same buying decision that you're trying to influence, these aren't necessarily your current customers, these are individuals that have been involved buying a solution could be yours, could be a competitors in the past 6-12 months, and do in depth interviews with them so you understand their entire buying story from the moment they have a need for that particular solution until the time they make a final decision. The interviews are typically 30 to 40 minutes.  So, the reason number one it's an important point because buyers are the experts, the only ones that can give you that information. And then that leaves him to answer the question which is they have an app that helps them analyze all those interviews.  So, when you're doing those interviews, you often have 10-15 pages of unstructured data, right, text data. And they have an app that helps them make sense of all that data so that they can develop those insights. So, that's a pretty critical app for them to use he would say.  The other really important one for them is they've been using different Gen AI tools more and more much like many of the listeners are using. They use a lot of common ones, they've actually developed one that they're kind of using internally using major providers, they kind of use it as a testbed for their own and that's been invaluable to help them analyze interviews a little bit better, it's help them develop deeper profiles of buyers. It's not the end all be all, it's a supplemental thing. It's enables them to do some things quicker, but he would say those are the two that come to mind.   Me: Would you mind sharing the app that helps you do the interview analysis?   Jim shared that that's a proprietary app, so that's one that they actually built in house so that they can analyse interviews through to The Five Rings of Buying Insight.   Me: Do you know if there's any on open market that the listeners could tap into if they wanted to utilize such an application?   Jim shared that not that he's aware of. So, The Five Rings of Buying Insight is something that they've developed and he doesn't think there's any tool that's available to do that. He will say that you can use and they actually have this in the book, the second book, you can use any one of the commonly, whether it's Chat GPT, or another one, you can use those to develop insights from these interviews to analyze across The Five Rings.  And in the book, that'll be out in the summer, actually, they give some instructions for different queries that you can use to help you do that.   Me: Very good. So, the mere fact that you said there's nothing on open market, I see that as an opportunity for all the listeners out there for anybody who wants to develop that tool, because we all know people are buying to solve their problems and clearly this seems like a problem that needs to be solved.   Jim agreed and shared that they're looking at that too as well.   Books that Have Had the Biggest Impact on Jim When asked about books that have had the greatest impact, Jim shared that one book that he's read about that he really liked a lot, they actually reference it in their book is called The JOLT Effect: How High Performers Overcome Customer Indecision by Matthew Dixon and Ted McKenna, the book's about a year and a half old about this point. And it's really neat what they were able to do, COVID hasn't had many silver linings, the one silver lining in this case was that they were able to work with a couple of other firms to record literally millions of sales interactions between sales people, and prospective buyers over a certain period during COVID because a lot of those conversations were taking place on Zoom, and WebEx and, and Microsoft Teams, and just different ways that they were able to record these conversations where they could never be recorded before.  What that allowed them to do is this great analysis on all this data. And they just found out a lot of really cool things that we intuitively know. One of the major things they write about in the book is, what high percentage of one of the biggest obstacles that salespeople face is the dreaded no decision where you're working with a prospect, they go through this lengthy sales process, and then the prospect ends up buying nothing. Traditionally, there was always this belief that when somebody didn't buy something, it was purely because they wanted to stick with the status quo, they said, “Hey, we did our assessment. And we said, you know what, we think what we're doing now is better.”   What the study that Dixon and McKenna did that they described in The JOLT Effect showed was that that's not really the case, that's part of the time that's true. The other majority of time is that buyers just can't make a decision, they're struggling to make a decision because it's so hard to, it's very difficult. And they're very nervous about something going wrong, they don't want to be the one to screw it up, saying, “What we have now may not be great, we all know it has problems, but I just feel like it's a little bit too risky to buy anything.”  So, their analysis cast a light on this with hard data for the first time and the book also goes into different ways that you can get around that. And the reason it was so perfectly timed for them at Buyer Persona Institute, is it lines with the fact that you are competing on gaining a buyer's trust and competence is the most important thing that you really need to do. So, that's why that was a pretty important book for them in the last couple of years.   Me: As you were talking, just know, before I actually read my next question, just again, from the conversation flow. You mentioned that buyers sometimes don't know, like they're confused, the anxiety of making a decision. Would you find and I'm asking this question as a buyer myself, especially when it comes to food. Would you find that for example, in a restaurant business, if there are too many items on the menu, it's harder to make a decision or do you believe that the less options that exist make it easier for the buyer to make a decision? What has your research shown where that is concerned?   Jim shared that it really depends on the category. So, you mentioned food, which is a very, very different category than if you're buying a software solution for your company, for example.  So, the answer is it really depends. What he can tell you and what The JOLT Effect showed very clearly is that they've seen in all the research and all the interviews that they've done is that buyers are trying to make sense of the world, right. Whether you have a lot of choices or not, and a lot of choices exasperate the problem. But if you're making a decision, especially one that you haven't made in a while or in your case, if it's a restaurant you haven't been to in a while, you're trying to orient yourself, so how can you educate the buyer as quickly and confidently as you can about this is what this world looks like right now, here's your alternatives. Let me help you make sense of this. And then once he's educated you and help you make sense of it, how can he help you confidently make a decision to purchase something. So, it's not always the number of choices, a lot of it is how those choices are communicated and how much effort is put into advising the prospective buyer and really helping them and guiding them making the decision. Because you could go walk in a restaurant that has 30 menu choices and they do things that make it very easy for you to understand what those are, you go into another restaurant using your example and it's just kind of chaotic and they don't make it easy for you to figure out what your choices are.   What Jim is Really Excited About Now! When asked about something that he's excited about, Jim stated that we mentioned that the book was a huge one, they just got the manuscript in about a week and a half ago. So, that was a really huge one that took a lot of his time over the last three months or so. So, that's a big one that they're really excited about. Aside from that, he would say one of the things that their team is working on that he's excited about is it's kind of practising what they preach. So, a lot of what they do is providing insights so that companies can make more informed marketing and sales decisions, and more focused relevant content and messaging for their prospective buyers.  They're doing the same thing, you can always improve your value proposition, you can always make it easier for buyers to understand what is your differentiated value, what is the unique thing that you provide. Number one is helping buyers understand what are the options out there. And then number two, helping them understand very quickly, how are you different, there's this world of whatever you're offering is, how do you make it easier for them to figure out how you're different and what does it mean for them? What is the value for them in that?  So, that's something he's kind of excited that they're working on for their own business and just sharpening the saw, so to speak, as far as how they talk about their business, deliverables, proposals, all those kinds of things, they're really taking a fresh look at all of that.   Where Can We Find Jim Online Website – http://www.buyerpersona.com/ LinkedIn - https://www.linkedin.com/in/jimkraus LinkedIn – Buyer Persona Buzz   Quote or Saying that During Times of Adversity Jim Uses When asked about a quote that he tends to revert to, Jim shared that he has one that is probably a little dramatic. But it's the point that he's a big a huge history buff from Big World War II, Winston Churchill isn't one of his favourite historical characters, historical figures and he has a quote that says, “When you're walking through hell, keep walking.”  And he loves that quote because it's so simple and it just basically means that from a business perspective, nothing we're doing is hell right. But the point is, if you are going through times of adversity, or something's not working out exactly how you want it, just keep walking down the path, if you have to divert the path a little bit, that's fine. But don't get stuck, just keep moving it along and things will get better, you will figure out there's a solution to every problem, right. Just keep working the problem, you'll arrive at it. So, that's one he likes just because again, he's a history buff, it's a very simple one and it just says so much. So, of the bunch he can think of, that'd be the one he'd probably pick.   Me: Thank you so much for sharing, Jim. Now, we would like to extend our deepest level of gratitude to you, Jim, for taking time out of your very busy schedule and hopping on this podcast, and sharing with us your journey as it relates to developing the key elements of the buyer's persona, talking about your new book that you've revamped along with your co-author and just really delving into what are some of the key aspects when you're trying to attract the right type of buyer to ensure that the trust is there and to ensure that you are truly feeding into the specific needs and desires that that buyer is looking for and limiting as much anxiety that they may have as it relates to making that decision. So, I really enjoyed this conversation, I just want to say thank you so much.   Please connect with us on Twitter @navigatingcx and also join our Private Facebook Community – Navigating the Customer Experience and listen to our FB Lives weekly with a new guest   Links •     The JOLT Effect: How High Perfomers Overcome Customer Indecision by Matthew Dixon and Ted McKenna    The ABC's of a Fantastic Customer Experience Grab the Freebie on Our Website – TOP 10 Online Business Resources for Small Business Owners  Do you want to pivot your online customer experience and build loyalty - get a copy of “The ABC's of a Fantastic Customer Experience.” The ABC's of a Fantastic Customer Experience provides 26 easy to follow steps and techniques that helps your business to achieve success and build brand loyalty. This Guide to Limitless, Happy and Loyal Customers will help you to strengthen your service delivery, enhance your knowledge and appreciation of the customer experience and provide tips and practical strategies that you can start implementing immediately! This book will develop your customer service skills and sharpen your attention to detail when serving others. Master your customer experience and develop those knock your socks off techniques that will lead to lifetime customers. Your customers will only want to work with your business and it will be your brand differentiator. It will lead to recruiters to seek you out by providing practical examples on how to deliver a winning customer service experience!

Buyer Persona Institute President Jim Kraus explodes myths around crafting customer avatars. He reveals proven methodology unlocking what buyers truly prioritize when making decisions.Listen as Jim maps a 5-point framework identifying core motivators driving purchases. We discuss tips to validate assumptions through buyer interviews, plus using insights to inform messaging.You'll discover common persona pitfalls to avoid, ensuring your perspective aligns with real-world needs. Jim shares tactics, like conversation starters, helping sellers exude relevance.Join us to overhaul your approach, gaining traction and trust. Come away confident to develop personas sparking meaningful connections with customers.Peppertype - Virtual Content Assistant Generate better content copies in seconds with the power of Artificial Intelligence.Riverside - Your online recording studio The easiest way to record podcasts and videos in studio quality from anywhere. All from the browser.AWeber - free email marketing Grow, sell, and engage with your audience—simple email marketing in one place. Free trial.Podcastpage.io - Launch your podcast website in minutesDisclaimer: This post contains affiliate links. If you make a purchase, I may receive a commission at no extra cost to you.Support the showAm I adding value to you?If so - I'd like to ask you to support the show.In return, I will continue to bring massive value with two weekly shows, up to 3 hours per month of brilliant conversations and insights.Monthly subscriptions start at $3 per month. At $1 per hour, that's much less than the minimum wage, but we'll take what we can at this stage of the business.Of course, this is still free, but as an entrepreneur, the actual test of anything is if people are willing to pay for it.If I'm adding value to you, please support me by clicking the link now. Go ahead, make my day :)Support the show here.

On this episode of the If You Market podcast Jim Kraus talks with us about buyer personas and their ‘5 Rings of Insight' process. Jim is the President of Buyer Persona Institute (BPI) and a leading authority on buyer personas and buying insights. Learn more about your ad choices. Visit megaphone.fm/adchoices

Brought to you by Growth Forum - Sales OS ProgramIn this episode, we dive into the importance of building buyer personas and understanding the buyer's journey. Our guest, Mike Maynard, shares valuable insights on why it's crucial to build personas, the key elements that make up a buyer persona, and how to use personas to create effective buying journeys. Mike, an expert in PR and marketing, brings a wealth of experience and expertise to the discussion, shedding light on the impact of personas on sales and marketing efforts. Offering practical advice, he reveals the significance of understanding customer pain points and the outcomes they seek, emphasizing the need to align marketing and sales efforts with the buyer's journey.Mike MaynardLuigi PrestinenziDavid FastucaAbout This PodcastHow To Sell is a podcast dedicated to helping listeners master the art of sales and prospecting, offering valuable insights on B2B sales, revenue optimization, and B2B marketing strategies, all while providing expert guidance on sales coaching, customer engagement, and B2B leadership to maximize your revenue potential in the dynamic world of sales and marketing.

**WHAT WE DO** We develop insights into what buyers need to know and experience before they will invest in your solution. These insights are 100% fact-based and developed through in-depth interviews with recent buyers. Buyer personas take all the guesswork out of marketing and sales by revealing your buyers: 1 - Priority Initiatives - what triggers buyers to look for your solution now 2 - Success Factors - results that buyers expect from their investment 3 - Perceived Barriers - purchase fears and concerns that they have 4 - Decision Criteria - criteria buyers use to evaluate their options 5 - Buyer's Journey - steps, people involved, resources trusted Use these insights to develop strategies and messaging that influence buyers at each stage in the funnel. **RESULTS YOU CAN EXPECT** (client testimonials): “It's like getting the answers before the test! Because we're using the language of customers and focusing on their priorities, we've engaged 8,100 new buyers this year, nearly doubling the 4,400 from all of last year.” (CMO) “The pipeline experienced triple-digit growth from the new messaging. Our sales reps really appreciate it. We're making their lives easier because we're telling them how to win!” (VP, Product Marketing) “At a recent trade show, our biggest competitor was across the aisle. When visitors came to our booth, they asked what made us different. We were ready – the persona work made it easy to communicate differentiation. It was the most successful trade show we've ever done!” (SVP, Marketing) “The insights told us what to say and not to say. It contributed to a new tagline and a deep awareness of buyer journey stages. It helped us build specific marketing elements for different stages: what to say to whom, when.” (CMO) “We streamlined our messaging to the most important touchpoints, to the kind of education buyers actually want. Now we can say to our colleagues, ‘These are the messages we need to say and why.'” (Director, Brand Marketing) **NEXT STEPS** Contact us to learn more; we'd love to hear about your buyer persona needs. https://buyerpersona.com/contact-us.

A brand is a fragile asset, one that can be damaged (sometimes irreparably) by a simple misstep. Just ask PepsiCo, which lost $30M when it rebranded Tropicana orange juice and changed its packaging. In this week's Silver Dollar episode, we revisit this branding debacle to reinforce the first rule of branding and the central tenet of understanding your ideal client. Listen to understand the key aspect of branding that you can never afford to lose control of, discover all the components that work together to construct your personal brand, and learn valuable tips that will help you define your client persona. Be sure to check out the show notes at staypaidpodcast.com for a complete summary and additional details not included in the episode. Connect | Resources Blogs ·      “5 Tips to Building Your Personal Brand” ·      “3 Branding Mistakes You're Making” You can get free resources, including e-books, printables, and lead magnets to attract new leads, by visiting our Resource Library.   0:00     Introduction 0:57     The worst rebranding in orange juice history 1:55     Tropicana's failure 3:15     Controlling your brand's narrative 3:51     Maintain a consistent brand identity 4:49     Capture your ideal client persona 5:39     Consistency promotes brand equity 7:34     Tips for creating an ideal client persona 9:30     Examine your clients for an unrecognized niche 11:10   Consult with your clients 12:50   Action Item   Want Josh and Luke to help you with your marketing? Visit https://remindermedia.com/StayPaidMarketing/   How to Create a Buyer Persona

In this episode, host Colin Mitchell interviews Tom Slocum, the CEO and founder of the SD Lab, about sales development and building effective sales playbooks. They discuss the importance of having a playbook and the common mistakes companies make when creating one. Tom shares key ingredients for a great playbook, including buyer personas, sales scripts, and objection handling. He also provides insights on where the playbook should live and how to make it easily accessible and interactive for the sales team.Follow the Host:Collin Mitchell (Partner, Leadium)Our Episode Guest:Tom Slocum (CEO and Founder, The SD Lab)Sponsored By:Leadium | The leader in outbound sales appointment setting*If you'd like to be a guest on the show or have any questions, email us at guest@salestransformation.co - Just tell us why you're reaching out and we'll contact you as soon as we can!

In the complicated world of B2B sales, the key to ensuring your products or services meet your customers' exact wants is understanding their unique pain points, preferences, and decision-making processes. With this information, you can better match your marketing and sales strategies and build trust and credibility with possible clients. By addressing their specific concerns and making the buying process easy, you not only make it more likely that you'll close the deal, but you also make it more likely that pleased customers will become loyal brand advocates. This practical way of getting to know your B2B customers can help you make more money, keep more customers, and keep your business growing. Jim Kraus is the President of Buyer Persona Institute, a division of KS&R, which was founded in 2010 to give B2B companies insight into what their prospective customers need to know and experience before they will buy. With three decades of experience managing high-performing market research teams on the client and supplier side, he's worked on hundreds of studies that directly inform marketing, sales, and product strategy, focusing on understanding buyer attitudes and behaviors. Jim's focus is championing the "voice of the buyer", particularly in helping clients improve the ROI of all their marketing and sales activities, including thought leadership, demand generation, lead nurturing, and sales plays. Today, Jim will talk about redefining the concept of buyer personas and how it differs from the traditional understanding, the importance of structuring buyer personas around specific buying decisions to inform and improve marketing and sales strategies, and ultimately helping listeners understand how these insights can influence their decision-making processes in marketing and sales. Resources Buyer Persona Institute Site  Jim Kraus on Linkedin

In the ever-evolving marketing landscape, understanding your customers has never been more critical. Marketing Strategist Ardath Albee teaches us the importance of knowing our buyer personas, and how this powerful tool can transform your marketing campaigns, allowing you to connect with your audience on a more personal level and achieve remarkable results.