Think Like a Buyer, Not a Brand

What do champagne and cloud servers have in common? Absolutely nothing — unless you’re thinking like a marketer.

This week, Jon and Peter take a deep dive into category entry points and explain how those magical money moments — like when someone suddenly decides they do need to buy that $200 bottle of Dom Pérignon at the club — happen. Why is the brand that comes to mind first the brand that gets bought? And why does staying top of mind in the ol’ brain search engine outpace anything SEO optimization can do?

Then, the guys unpack their latest synthetic research findings to discover what motivates people to enter a buying category. Whether they’re popping bottles in the club or panicking over performance alerts at 2 a.m. — what triggers a purchase? And how do category entry points differ for B2B and B2C?

Plus, Erica from IT is stressed out about her job… and she’s not even real. Find out if Peter and Jon can give this overworked and underpaid cloud storage shopper one decent weekend without having to extinguish a server fire.

01:18 From the Feed - What are Category Entry Points?

10:20 Billion Dollar Data – Entry Points for B2C and B2B

20:02 Synthetic Salon – Erica from IT