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Adele Revella is CEO of Buyer Persona Institute and author of Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business (Wiley). Adele’s unique perspective derives from decades of experience as a sales and marketing executive, trainer, researcher and entrepreneur. Through the company she founded in 2010, Buyer Persona Institute, Adele has a compelling strategy for marketers who seek the confidence to say: “This is what really matters to our buyers. So here’s the plan.”