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 help sales hit their numbers.