This week, we're taking a step away from artificial intelligence to focus on what we, as humans, can do to understand our buyers better. Because when we're informed about our buyers' likes and dislikes, we're better equipped to have impactful conversations.

In this episode of Conversation Starters, Adrienne Barnes, founder of Best Buyer Persona - a data-driven way to discover who your customers are, how they behave, and why they behave that way - explains the four-pronged approach she takes to understanding who her companies' buyers exactly are. She explains why companies should look beyond "Bob the marketer" and "Sally the sales girl" naming conventions and form a complete, unbiased knowledge of their buyer that unifies company messaging across teams.