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Discover 7 Ways To Get Inside The Mind of The Buyer
And What Peter Drucker Would Say
8000 Towers Crescent
Drive
13th Floor
Vienna, VA 22182
301-365-6600
Tony Zambito
Chief Buyerologist and
Founder
www.buyerology.com
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Executive VP Marketing and Sales
MBA
Founder of Buyer Personas in 1999
Launched Goal Centric in 2002
about Tony Zambito Buyerology All Rights and Content Reserved
Created Buyerology and Business
Buyergraphics to meet new business
challenges
Author of Buyerology Now blog
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-
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The purpose of business is
to create a customer.
Peter Drucker
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business is chan in
buyers are changing
our world today
more complexity in buying
buyer behaviors transforming
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w y us ness an w s ge ng ar er
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PresentPast FuturePresentPast Future
business lacks insight into the future
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PresentPast FuturePresentPast Future
business is faced with uncertainty
?
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A
PresentPast FuturePresentPast
business lacks the ability to predict
? B
C
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The best way to predict
the future is to create it.
Peter Drucker
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crea e e u u w
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us ness appear, sappear, an reappear
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contentcontentcontentcontent
marketing!marketing!marketing!marketing!
buyerbuyerbuyerbuyer
personas!personas!personas!personas!
a rush to tactics
hype!?
emanemanemanemangeneration!generation!generation!generation!
socialsocialsocialsocialmedia!media!media!media!
inboundinboundinboundinboundmarketing!marketing!marketing!marketing!
marketingmarketingmarketingmarketingautomation!automation!automation!automation!
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There is nothing so useless as doing efficientlythat which should not be done at all.
-Peter Drucker
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w y us ness nee s n our wor o ay
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Build Create Sell to1990
product-centered approach
buyer-centered approach
pro uc -cen ere
approach
Deeply
understand
buyers
Respond to
buyers
Center
around
buyer
2012
buyer-centered
approach
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choice
new rule of business competition
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us ness a ma er o ay
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predictive buyer
modeling
modelingdescriptive
predictive
analytics
understanding buyer choice
choice
buyer behaviormodeling
buyer
segments
target buyermodeling
buyergraphics
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initiative
researchbuy
buyer choice modeling
assessdecision
choice
Buyer Choice Models
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ow us ness can ge e m n o e uyer
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1990
quantitative data and
2012
qualitative behavioral
insight
connect
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1990
whatand some how
2012
more howandwhy
balance
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Checking the results of a decision
against its expectations shows executives
what their strengths are, where they
need to improve, and where they lack
.
-Peter Drucker
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overcom ng e ac o w an
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7 Insights That Help You Know Buyers Deeply
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Buyer Persona Modeling
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What is it?
modeling archetypes of
buyers and buyer networks
Buyer Persona Models
Buyer Persona Modeling
today
Why important?
an insight methodology formodeling the goals of buyers
and their networks
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buyer personas alone are not the whole puzzle
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buyer network modelingBuyer Network Model
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colleagues suppliers
buyer ecosystem modeling
customers
peerssocial
Buyer Ecosystem Model
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Buying Scenario Modeling
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What is it?
modeling of potential buying
Buyer Scenario Modeling
scenarios
Why important?
insight into buyer challengesand situational issues
Buyer Scenario Models
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A
buyer scenario modeling
B
C
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Buyer Decision Modeling
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What is it?
modeling of decision
Buyer Decision Modeling
Why important?
insight into buyer decision
journey and decision-making
rules
Buyer Decision Models
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new rules
buyer decision modeling
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Most discussions of decision making
assume that only senior executivesmake decisions or that only senior
executives' decisions matter. This is a
dangerous mistake.
- Peter Drucker
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s a angerous o assume on y
buyer persona makes decisions
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Buyer Mental Models
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What is it?
collective modeling of
Buyer Mental Models
, ,
perceptions
Why important?
insight into the un-said
thinking of buyers
Buyer Mental Models
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buyer mental models
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The most important thing in
communication is hearing whatisn't said.
Peter Drucker
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Buyer Content Models
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What is it?
models information needs
Buyer Content Models
and goals of buyers
Why important?
insight intofind, use, andshare of content
Buyer Content Models
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buyer content modeling
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Buyer Experience Modeling
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What is it?
models interactions and
Buyer Experience Modeling
Why important?
insight into experience and
Buyer Moment of Truth
(BMOT)
Buyer Experience Models Buyer Moment of Truth
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buyer experience modeling
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Buyer Perceived Value
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What is it?
identifies how buyers
Buyer Perceived Value
perceive and weigh values
Why important?
insight into shared valuesthat drive purchase decisions
Buyer Perceived Value
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buyer perceived value
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turn 7 amplified insights into business buyergraphics
Business Buyergraphics
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the whole relevant insights of b2b buyergraphics
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rans a e ns g n o eas
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What weve learned is that
buyer personas, building tools
for sales, creating lots of
content, and etc. dont meet
target buyer models
target buyer modelingTarget Buyer Models
the mark in todays
competitive market we are in we need to know more.
-VP Marketing
Fortune 100 Companygo beyond buyer personas
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target right buyers and their networks
identify changing buying trends
Business Buyergraphics
understand buyers and make actionable decisions
plan the right mix of tactics
inform marketing and sales strategies
deep insights into purchasing behavior
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Knowledge has to be
improved, challenged,
and increased constantly,
or it vanishes.
-Peter Drucker
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ow us ness ga ers u v ns g
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1990
quantand some qual$
$
2012quantandqual
$ $
balance
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contextual
interviewsun-said
expertise-internal
-3rd party
buyer research and insight
digital
observation
field buyer
research
not add-on
to sales or
marketing
positions
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Making decisions is a
crucial skill at everylevel.
-Peter Drucker
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Customer
Sales
Marketing
Business
Strategy
target buyer modeling
informing strategy at every level
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insight choice
new equation of business competition
c
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content
marketing
demandgeneration
how-to tactics
Inform choice strategy
insight choice inboundmarketing
sales
socialmedia
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A manager isresponsible for the
application and
performance of
knowledge.-Peter Drucker
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,
-Alphonse Karr
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The aim of marketing is to know and
understand the customer so well the product or
service fits him and sells itself.-Peter Drucker
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5 limited program opportunities
60-90 days participation
Buyerology Pioneer Program
1-888-972-8937
rac on o yp ca nves men
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
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make a choice to connect with Tony Zambito
1-888-972-8937
www.buyerology.comBlog: Buyerology Now
Buyerology All Rights and Content Reserved
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