Peppershock Marketing Expeditions Podcast

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