KS&R Acquires Buyer Persona Institute

US MR agency KS&R has acquired the Buyer Persona Institute (BPI), which helps clients understand how, when and why buyers make the choices they want to influence. Terms of the deal were not disclosed.

BPI was founded in 2010 by Adele Revella (pictured). The firm's interview methodology and activation workshops focus on providing B2B sales, marketing and product teams with a strategy to win their buyers' business. Services include buyer persona studies for clients who want to outsource this research, training for marketers who choose to conduct their own interviews, and workshops to ensure that clients use their buyer personas to achieve effective messaging, content marketing and sales alignment.

Following the buy, BPI will operate as a division of KS&R (Knowledge Systems & Research), and will be led by Jim Kraus, who has headed KS&R's Technology practice for several years. Commenting on the news, Kraus said: 'BPI's approach simplifies and directly informs every critical marketing decision by revealing what customers expect from their engagement with sales and marketing. It's almost like a cheat sheet for these teams, and, frankly, remarkable to see the light bulb go off when clients realize how intuitive and actionable personas can be. The two organizations are a natural fit'.

Web sites: www.ksrinc.com and www.buyerpersona.com .