Understanding Category Entry Points in B2B Marketing

Understanding Category Entry Points in B2B Marketing: Identifying Gaps and Driving Growth

In the ever-evolving landscape of B2B marketing, one concept that has gained significant traction in recent years is the idea of Category Entry Points (CEPs). Originally developed by the Ehrenberg-Bass Institute and popularized by Byron Sharp, CEPs offer a fresh perspective on how businesses can effectively market their products and services.

You may have heard of them before, but CEPs can be complex to understand and without understanding, nearly impossible to put into practice properly. We’re here to break down the concept of CEPs and give tangible advice on how to start implementing these into your program – and why it’s worth it, 

‍

First things first: What are Category Entry Points?

Category Entry Points, as defined by the Ehrenberg-Bass Institute, are the cues or triggers that prompt a customer to think about a particular category of products or services. These are the mental shortcuts that buyers use when considering a purchase. For example, in the B2B software industry, a CEP might be "need to improve team collaboration" or "looking for a more secure cloud storage solution." In fact, it was likely a CEP that brought you to this very page. The CEP that enticed you may have been “I need to learn about CEPs” or “my marketing tactics aren’t working anymore and I’m under pressure from leadership to try something new.” 

CEPs differ from traditional marketing approaches in that they focus on the customer's thought process rather than the product's features or benefits. They represent the various situations or needs that might lead a customer to consider your category, not just your specific brand. 

If you think of the marketing funnel, most marketing starts at the solution awareness stage, whereas the buyer’s thought process actually starts at the problem awareness stage. CEPs help you match your marketing to the buyer journey, so you’re not left with content gaps in your program. 

‍

CEPs in B2B Marketing

B2B marketing presents unique challenges. Decision-making processes are often longer and more complex, involving multiple stakeholders. By focusing on CEPs, B2B marketers can:

1. Align their messaging with the actual thought processes of potential buyers

2. Increase brand salience by being present at more potential moments of consideration

3. Differentiate themselves in a crowded market by owning specific entry points

For instance, a B2B cybersecurity firm might identify CEPs such as "worried about data breaches," "need to comply with new regulations," or "expanding remote workforce." By addressing these specific entry points in their marketing, they can capture attention at the moment when a potential client is most receptive.

‍

Identifying CEPs for Your B2B Brand

To discover relevant CEPs for your brand:

1. Conduct customer interviews to understand their buying journey and what prompts them to buy. Then dig a little further. 

2. Analyze search data to see how potential clients are looking for solutions

3. Review sales call logs and customer support tickets for common themes

4. Study industry reports and trend analyses

Remember, CEPs should be specific to your category, but not your brand. In fact, it starts even earlier in the funnel. ‘I’m frustrated by my disorganized sales process’ is a CEP; "Want to try Salesforce" is not.

‍

Distinguishing Between Symptoms and Triggers

When identifying CEPs, it's crucial to differentiate between symptoms of a problem and the emotional triggers that prompt action. Symptoms are the observable effects of an issue, while triggers are the emotional responses that drive decision-making. For example, in the B2B software industry, a symptom might be "missed project deadlines," but the trigger – the CEP – could be "frustration with team miscommunication" or "anxiety about losing clients due to delays."

To illustrate this distinction, let’s take a non-B2B example, but likely a common one you may have faced: a headache. 

The headache is actually your symptom; the outcome of a specific problem (maybe it’s lack of water, work stress, or illness). Now, the distinction here is that the headache doesn’t trigger you to take medicine. Rather, the emotion that headache causes (annoyance, or maybe even agony) is what nudges you towards the medicine cabinet. 

Notice how it’s not as straightforward as it seems. Uncovering CEPs requires looking deeper beyond the surface layers of a buyer’s thought process. 

By focusing on the emotional trigger rather than the symptom, you can create more compelling and resonant marketing messages. This approach encourages business leaders to dig into the root of the problem, addressing the underlying emotions and motivations that drive purchasing decisions.

When identifying CEPs for your B2B brand, ask probing questions like:

• What keeps your clients up at night?
• What emotions do they experience when facing challenges in your category?
• How do these challenges impact their personal and professional goals?
• What are their underlying frustrations? What would they vent about? 

By understanding these emotional triggers, you can develop CEPs that truly resonate with your target audience and drive action.

‍

Using CEPs to Identify Gaps in Your Marketing Program

Once you've identified relevant CEPs for your category, it's time to assess your current marketing strategy. Map your existing content, campaigns, and touchpoints against these CEPs. Are you addressing all the key entry points? Are some overrepresented while others are neglected?

Most B2B marketing relies on product and feature specific content, so it’s likely your program has over indexed on solution-oriented content. This means there’s a gap to create actual top-of-funnel content that addresses the identified CEPs. Remember, these are the triggers that would prompt someone to engage with the content. This gap analysis can guide future content creation and campaign planning.

‍

Implementing CEPs in Your B2B Marketing Strategy

Once you've identified your key Category Entry Points, it's time to integrate them into your marketing strategy. Here's a step-by-step approach to effectively implement CEPs:

1. Align Your Brand Messaging
   • Revisit your brand's core messaging and value propositions
   • Ensure each key CEP is reflected in your overall brand narrative
   • Develop a messaging matrix that maps CEPs to specific customer pain points and your solutions
2. Create Targeted Content
   • Develop a content calendar around your identified CEPs
   • Create in-depth content pieces (whitepapers, case studies, webinars) for each major CEP
   • Craft shorter-form content (blog posts, social media updates, email newsletters) that addresses CEPs in various contexts
   • Use storytelling techniques to illustrate how your solutions address the emotional triggers behind each CEP
3. Optimize Digital Presence
   • Update your website's information architecture to reflect key CEPs
   • Optimize landing pages for CEP-related search terms
   • Create dedicated microsites or content hubs for major CEPs
   • Implement schema markup to enhance search visibility for CEP-related queries
4. Enhance Paid Advertising
   • Develop ad campaigns around specific CEPs
   • Use CEP-focused keywords in your SEM efforts
   • Create retargeting campaigns based on CEP-related content engagement
5. Refine Sales Enablement
   • Train your sales team to recognize and respond to different CEPs in conversations
   • Develop CEP-specific sales scripts and objection handling guides
   • Create sales collateral that addresses each major CEP
6. Personalize Customer Journey
   • Map your customer journey to identify where different CEPs are most relevant
   • Implement marketing automation workflows triggered by CEP-related actions
   • Personalize email marketing campaigns based on demonstrated interest in specific CEPs
7. Collaborate Across Departments
   • Ensure product development is aware of key CEPs to inform future innovations
   • Work with customer service to gather insights on emerging CEPs
   • Collaborate with HR to incorporate CEP understanding into company culture

Remember, the goal is to be present and relevant at every moment when a potential customer starts thinking about your category. By systematically addressing each CEP across your marketing efforts, you increase the likelihood of being top-of-mind when it matters most.

Measuring the Impact of CEPs

To truly leverage the power of Category Entry Points, it's crucial to measure their impact on your marketing performance. Here's a comprehensive approach to tracking and analyzing the effectiveness of your CEP strategy:

1. Brand Awareness and Consideration Metrics
   • Conduct regular brand tracking surveys to measure awareness and consideration
   • Track changes in brand association with specific CEPs
   • Monitor share of voice for CEP-related topics in your industry
2. Digital Analytics
   • Use Google Analytics (or similar tools) to track organic search traffic for CEP-related terms
   • Monitor engagement metrics (time on page, bounce rate) for CEP-focused content
   • Analyze user paths to see how CEP content influences the customer journey
3. Content Performance
   • Track consumption and sharing of CEP-related content
   • Measure lead generation from gated CEP content
   • Analyze which CEPs drive the most engagement across different channels
4. Conversion Metrics
   • Monitor changes in conversion rates for CEP-optimized landing pages
   • Track how exposure to CEP content affects overall conversion rates
   • Analyze which CEPs are most frequently associated with closed deals
5. Sales Performance
   • Measure changes in sales cycle length when CEPs are effectively addressed
   • Track win rates for opportunities where specific CEPs were identified
   • Analyze the average deal size for sales influenced by different CEPs
6. Customer Feedback
   • Conduct regular surveys to understand which CEPs resonate most with customers
   • Use Net Promoter Score (NPS) surveys to correlate satisfaction with CEP alignment
   • Implement post-purchase surveys to identify which CEPs influenced the buying decision
7. Competitive Analysis
   • Monitor competitors' adoption of CEP-focused strategies
   • Track your brand's market share in relation to owned CEPs
   • Analyze industry reports to identify emerging CEPs
8. ROI Calculation
   • Calculate the return on investment for CEP-focused marketing campaigns
   • Compare the cost-per-acquisition for leads generated through CEP strategies vs. other methods
   • Measure the lifetime value of customers acquired through different CEPs
9. Predictive Analytics
   • Use machine learning algorithms to predict which CEPs are likely to drive future growth
   • Develop models to forecast the impact of investing in specific CEPs
10. Continuous Improvement
    • Regularly review and update your list of key CEPs based on performance data
    • A/B test different approaches to addressing the same CEP
    • Use insights from CEP performance to inform broader marketing and business strategies

By implementing a robust measurement framework, you can continuously refine your CEP strategy, focusing resources on the entry points that drive the most value for your business. Remember, the effectiveness of CEPs can change over time, so regular monitoring and adjustment are key to long-term success.

‍

Conclusion

Category Entry Points offer a powerful framework for B2B marketers to align their strategies with customer thinking. By understanding and leveraging CEPs, you can ensure your brand is top-of-mind when potential customers are ready to make a purchase decision.

Now that you know about CEPs, take the first step and use this worksheet to help identify your specific CEPs.