~5% per CEP
StatBrand Strategy
Each extra buying situation linked to your brand lowers defection risk
The average slope of the defection regression line is -0.2, against an average baseline defection probability of 4.4 for a customer with 0-2 CEPs. Read across the 17 categories, that suggests each additional CEP a customer links to the brand lowers their probability of defection by around 5%.
Source
Category Entry Points In A B2B World - Linking Buying Situations To Brand Sales, The B2B Institute at LinkedIn x Ehrenberg-Bass Institute (2022)
Professor Jenni Romaniuk, Ehrenberg-Bass Institute for Marketing Science, University of South Australia
p12, US Business Insurance, average across 17 categories
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PrincipleMemory-generated brands are the starting point of the buying process, not searchPrincipleCategory Entry Points - the retrieval cues that decide which brands come to mindStatBigger brands are linked to more buying situations by more buyersStatThe fewer buying situations a customer links to your brand, the more likely they are to leavePrincipleWider CEP networks win the switch as well as prevent itPrincipleOne CEP per execution, many CEPs across the campaign portfolioPrincipleThe seven W's - a prompt set for generating a category's buying situationsPrincipleIn B2B every buying situation has a business motive and a personal onePrincipleBuying committees make 'with and for whom' the highest-leverage B2B cuePrincipleThe 3C's - Credibility, Competitiveness, CommonalityPrinciplePrioritise buying situations by elimination, not by selectionPrincipleExpected score = (column total x row total) / grand total