Building Insightful Buyer Personas with Adele Revella of Buyer Persona Institute

06/08/21 • 28 min

In this week's episode, we are joined by Adele Revella, CEO & Founder of Buyer Persona Institute. The methodology at Buyer Persona Institute helps marketers further understand how, when, and why, decisions are made by buyers. Within their training, Buyer Person Institute built a framework called the Five Rings of Buying Insight to help reveal insights about buyers' decisions and gain buyer trust. Tune in now to hear how Adelle unpacks the building blocks of a successful buyer persona effort.

Key Takeaways:

07:59 - 08:49 📊 Understanding the Effects of the Pandemic on Buyers

09:16 - 10:01 🤔 What is the Difference Between Profiles and Personas?

10:27 - 11:26 🔑 Helping Buyers Trust You Have the Right Solution

12:59 - 13:55 🧩 First of The Five Rings of Buying Insight

18:24 - 19:03 🏆 What is the Sample Size to Identify Patterns Across Buyers?

20:25 - 21:18 🌍 Meaningful Differences in Each Sector and Industry

22:20 - 23:11 👂🏽 Candid, Open Conversations for People to Share Their Story

25:31 - 26:36 ✍🏽 Avoiding the Buyer Persona Trap

Key Takeaways:

07:59 - 08:49 📊 Understanding the Effects of the Pandemic on Buyers

09:16 - 10:01 🤔 What is the Difference Between Profiles and Personas?

10:27 - 11:26 🔑 Helping Buyers Trust You Have the Right Solution

12:59 - 13:55 🧩 First of The Five Rings of Buying Insight

18:24 - 19:03 🏆 What is the Sample Size to Identify Patterns Across Buyers?

20:25 - 21:18 🌍 Meaningful Differences in Each Sector and Industry

22:20 - 23:11 👂🏽 Candid, Open Conversations for People to Share Their Story

25:31 - 26:36 ✍🏽 Avoiding the Buyer Persona Trap

Previous Episode

Exploring a Best-in-class Competitive Enablement Program with Jason Smith of Klue

Today's conversation is with Jason Smith who is the CEO and co-founder of an award-winning competitive intelligence company called Klue. Jason and his team at Klue provide a lens into your competitor's world by capturing, managing, and communicating market insights across the web. In this episode Jason expands on informative topics that he knows can help you get ahead of competitors. Learn how to get the most out of your CI data, ethical approaches to mining data, and the best way to further ingenuity in the professional world. Continuous updates to the way we handle CI that are aimed at market enlightenment will enable you and your team to win more business. Jason and everyone at Klue knows how important it is to stay at the top of your game in an industry that evolves overnight. He is passionate about the tools that himself and his team have come up with to help. So listen in and learn how to build a best-in-class competitive enablement program with this week's Blindspots guest.

Key Takeaways

💡4:37 - 7:50 Experience creates insights and furthers ingenuity in any business.

🔍📊 8:34 - 10:23 Using classification buckets to sort through unstructured CI data.

😇⛏ 10:33 - 12:15 Airing on the side of honest when searching for data. Unethical approaches to data mining reflect poorly on your companies core values.

🤷‍♀️ 13:33 - 15:28 Where does the function of CI live in an organization today?

🚀 16:00 - 18:10 Competitive enablement: The future of CI

🚚📈 19:09 - 20:48 Best practices in delivering CI data.

🤾‍♂️ 21:10 - 22:34 Capitalizing on your competitive intelligence data.

👨‍🏫 22:34 - 24:36 Building smart, digestible, and accessible CI deliverables

📝 25:14 - 26:54 New to CI? Three steps to set you up for success.

Next Episode

Creating Relevant Outbound Emails with Jeremey Donovan of SalesLoft

Joining Ryan on today's podcast is Jeremey Donovan an SVP of Sales Strategy at Salesloft. Today's guest not only found success in the professional setting, but he also practices archery, weaving, and many more hobbies that he attempts to keep himself busy with. When Jeremy isn't shooting a bow he spends a considerable amount of time with his team pouring through millions of outbound emails. His team believes strongly that the key to a successful relationship in the marketing and sales world is using the right language when engaged with a client, while also adding added-value content. Jeremey gives great tips on how to avoid creating norms out of novelties and the perfect amount of personalization necessary to maximize engagement in any situation.

Key Takeaways

👋 6:52 - 8:40 What type of greeting should we be using?

🏃‍♂️ 8:51 - 10:19 How to get people to respond and act on your emails.

👩‍💻 11:32 - 15:16 Qualitative insights into your customers perceptions.

🤹‍♂️🤦‍♂️ 15:21 - 17:28 Normalized novelties create disingenuous engagements.

📊 21:05 - 23:02 Leveraging primary research to fine-tune your sales process.

🤷‍♂️ 22:53 - 24:53 During an evaluation process when do you introduce value plans?

🤝 26:45 - 27:51 Engaging in high-quality leads and offering practical language to sales.