The Law Of B2B Category Entry Points
Be there when the buyer starts.
After six months on that brand purpose workshop, this might sting: your buyers don't care about your mission to empower synergy. They care about not getting fired. In B2B, your brand isn't a relationship; it's a mental shortcut. If you aren't the first name that pops into a stressed-out VP's head when their current vendor shits the bed, you're not just losing - you're non-existent. Category Entry Points are the only reason anyone remembers you exist in the first place. Stop trying to be different and start trying to be there when the problem arises. It's time to stop huffing your own supply and look at the cognitive science of how B2B buying actually happens.
THE LAW OF B2B CATEGORY ENTRY POINTS
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Key Takeaways
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Consequences Of Applying The Law
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|---|---|---|
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Genesis & Scientific Origin
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The Mechanism: How & Why It Works
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Real-World Example:
Major Global Brand
Situation
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Result
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Strategic Implementation Guide
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Frequently Asked Questions
Is Mental Availability the same as Brand Awareness?
to see the answer
Does this mean B2B buyers aren't rational?
to see the answer
Can we create a brand-new Category Entry Point?
to see the answer
How do CEPs interact with the Long and Short of It?
to see the answer
Should we focus on just one CEP to be a specialist?
to see the answer