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Why Your Brand Needs Specifier Personas Now More than Ever
In this episode, ThinkLab interviews two experts on the importance of buyer personas and how these profiles can help guide brands on how they go to market, as well as ease frustration with the specifying process in a phygital world. Our first guest is Jim Kraus, president of the Buyer Persona Institute, who defines how these personas work by walking through what he calls “the five rings of buyer insights.” Kraus also discusses how the wider world leverages personas for sales and marketing and explains ways that companies commonly fail to get the most out of persona work. Our second guest is…
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