Linking Buying Situations To Brand Sales
Here is an interesting paper written by Professor Jenni Romaniuk on behalf of the LinkedIn The B-to-B Institute on the importance of what she calls Category Entry Points in the world of B-to-B marketing.
Category Entry Points (CEPs) are the cues that category buyers use to access their memories when faced with a buying situation and can include any internal cues (e.g., motives, emotions) and external cues (e.g., location, time of day) that affect any buying situation. While each category buyer and each buying situation is unique, there are common recurring themes which we call CEPs. CEPs influence which brands are initially mentally available in decision-maker memory – and form the list of initial ‘go to’ options. Understanding CEPs helps you build useful associations between your brand and the category’s core buying situations. Therefore when a buyer enters the category, your brand has a greater chance of being mentally available, which is the first step to being bought.
In a nutshell, the more CEP a brand is associated with, the less likely a customer is to switch. And the more CEPs a brand is associated with the more likely this brand will be selected when the customer is in the market for a new vendor.
Salesforces, arguably one of the best managed B-to-B brands, for example, has identified and focuses on 33 CEPs, according to their global CMO Colin Fleming.
In other words, CEPs act as relevant brand associations that connect a brand to a relevant category cue.
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