Tuesday Aug 29, 2023

Interview with Jim Kraus - Buyer Persona Institute

Personas based on buying data and research can have a huge impact on both marketing and sales, allowing informed decisions to be made based on the needs of customers. 
Jim Kraus, President of the Buyer Persona Institute, shares why building personas based on buying decisions and understanding the needs of prospective buyers is so important. He discusses some of the things to consider when building personas and some tips on how to get started.


About Buyer Persona Institute

Buyer Persona Institute offers B2B companies’ insight into what their prospective customers need to know and experience before they buy products or services. The institute delivers buying decision insights and persona activation workshops to more than 100 customers across the globe.


About Jim

With over three decades of experience managing market research teams, Jim has become a highly sought-after expert on the intersection of marketing, sales, and product strategy. As the President of Buyer Persona, Jim is passionate about understanding buyer behaviours and implementing marketing efforts that understand the "voice of the buyer."


Time Stamps

[00:49.6] – Jim provides an overview of Buyer Persona and how he got involved.

[05:00.9] – How do you build a buyer persona? – Jim offers his advice.

[10:45.0] – How should you leverage buyer personas?

[15:20.3] – Mistakes to avoid when developing buyer personas.

[22:01.7] – What is the best piece of marketing advice you’ve been given?

[23:13.4] – Would you recommend a career in marketing? 

[26:21.9] – Ways to get in touch and find out more.



“You’re not guessing, it’s not anecdotal. That is really the foundation of your marketing sales strategy, your messaging, your positioning, campaigns that you do. It’s pretty powerful when you have those insights.” Jim Kraus, President at Buyer Persona


Follow Jim:

Jim Kraus on LinkedIn: https://www.linkedin.com/in/jimkraus/

Buyer Persona Institute website: https://buyerpersona.com/


Follow Mike:

Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/

Napier website: https://www.napierb2b.com/

Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/


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Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

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