Discover 7 Ways To Get Inside The Mind of The Buyer

And What Peter Drucker Would Say

Tony Zambito Chief Buyerologist and Founder www.buyerology.com

8000 Towers Crescent Drive 13th Floor Vienna, VA 22182 301-365-6600

Executive VP Marketing and Sales MBA Founder of Buyer Personas in 1999 Launched Goal Centric in 2002 Created Buyerology and Business Buyergraphics to meet new business challenges Author of Buyerology Now blog

about Tony Zambito

Buyerology All Rights and Content Reserved

not how-to but what is important and why

The purpose of business is to create a customer. Peter Drucker

our world today buyers are changing business is changing more complexity in buying buyer behaviors transforming

why business and growth is getting harder

Past Past

Present Present

Future Future

business lacks insight into the future

Past Past

Present Present

Future ? Future

business is faced with uncertainty

A
Past Past Present Present

? Future B C

business lacks the ability to predict

The best way to predict the future is to create it. Peter Drucker

create the future with insights

business trends appear, disappear, and reappear

buyer personas!

content marketing!

hype!?

demand generation!

inbound marketing!

marketing automation!

social media!

a rush to tactics

There is nothing so useless as doing efficiently that which should not be done at all. -Peter Drucker

why business needs insight in our world today

product-centered approach

1990 product-centered approach

Build products

Create marketing

Sell to buyers

2012 buyer-centered approach

Deeply understand buyers

Respond to buyers

Center around buyer

buyer-centered approach

choice

new rule of business competition

business trends that matter today

predictive analytics

predictive buyer modeling

descriptive buyer segments

modeling choice

buyergraphics

target buyer modeling

buyer behavior modeling

understanding buyer choice

initiative

buy

research

choice

decision

assess

Buyer Choice Models

buyer choice modeling

how business can get inside the mind of the buyer

1990 quantitative data and analytics connect

2012 qualitative behavioral insight

1990 what and some how balance

2012 more how and why

Checking the results of a decision against its expectations shows executives what their strengths are, where they need to improve, and where they lack knowledge or information. -Peter Drucker

overcoming the lack of knowledge and information

7 Insights That Help You Know Buyers Deeply

i1

Buyer Persona Modeling

What is it? modeling archetypes of buyers and buyer networks today Why important?

Buyer Persona Modeling

Buyer Persona Models

an insight methodology for modeling the goals of buyers and their networks

buyer personas alone are not the whole puzzle

Buyer Network Model

buyer network modeling

colleagues

suppliers

partners

customers

social

peers

Buyer Ecosystem Model

buyer ecosystem modeling

i2

Buying Scenario Modeling

What is it? modeling of potential buying scenarios Why important?

Buyer Scenario Modeling

Buyer Scenario Models

insight into buyer challenges and situational issues

B C

buyer scenario modeling

i3

Buyer Decision Modeling

What is it? modeling of decision processes and rules Why important? insight into buyer decision journey and decision-making rules

Buyer Decision Modeling

Buyer Decision Models

new rules

buyer decision modeling

Most discussions of decision making assume that only senior executives make decisions or that only senior executives' decisions matter. This is a dangerous mistake. - Peter Drucker

it is a dangerous mistake to assume only one buyer persona makes decisions

i4

Buyer Mental Models

What is it? collective modeling of attitudes, beliefs, and perceptions Why important?

Buyer Mental Models

Buyer Mental Models

insight into the un-said thinking of buyers

buyer mental models

The most important thing in communication is hearing what isn't said. Peter Drucker

i5

Buyer Content Models

What is it? models information needs and goals of buyers Why important?

Buyer Content Models

Buyer Content Models

insight into find, use, and share of content

buyer content modeling

i6

Buyer Experience Modeling

What is it? models interactions and relational desires of buyers Why important? insight into experience and Buyer Moment of Truth (BMOT)
Buyer Moment of Truth

Buyer Experience Modeling

Buyer Experience Models

BMOT

buyer experience modeling

i7

Buyer Perceived Value

What is it? identifies how buyers perceive and weigh values Why important?

Buyer Perceived Value

Buyer Perceived Value

insight into shared values that drive purchase decisions

buyer perceived value

turn 7 amplified insights into business buyergraphics

Business Buyergraphics

the whole relevant insights of b2b buyergraphics

translate insight into actionable ideas

What weve learned is that buyer personas, building tools for sales, creating lots of content, and etc. dont meet the mark in todays competitive market we are in we need to know more. -VP Marketing Fortune 100 Company

target buyer models

insight

go beyond buyer personas

Target Buyer Models

target buyer modeling

Business Buyergraphics

target right buyers and their networks

identify changing buying trends

plan the right mix of tactics

inform marketing and sales strategies

deep insights into purchasing behavior

understand buyers and make actionable decisions

Knowledge has to be improved, challenged, and increased constantly, or it vanishes. -Peter Drucker

how business gathers qualitative insight

1990 quant and some qual

$ $

balance

2012 quant and qual

un-said expertise -internal -3rd party

contextual interviews

digital observation

not add-on to sales or marketing positions

field buyer research

buyer research and insight

use insights to make informed decisions

Making decisions is a crucial skill at every level. -Peter Drucker

Customer

Sales

Marketing

target buyer modeling

Business Strategy

informing strategy at every level

insight

choice

new equation of business competition

how-to tactics
content marketing demand generation

insight

choice

inbound marketing sales social media

Inform choice strategy

A manager is responsible for the application and performance of knowledge. -Peter Drucker

the more things change, the more they remain the same
-Alphonse Karr

pause: q & a

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. -Peter Drucker

Buyerology Pioneer Program

5 limited program opportunities 60-90 days participation Fraction of typical investment Go beyond buyer personas, demographics, and firmographics Innovative insights of Business Buyergraphics Enable marketing and sales with Target Buyer Models Insights that will accelerate revenue growth

1-888-972-8937 tzambito@buyerology.com

tzambito@buyerology.com 1-888-972-8937 www.buyerology.com Blog: Buyerology Now

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