Memories Drive B2B Sales

B2B brands grow by linking their message to real buying situations called Category Entry Points (CEPs).

These moments trigger a purchase (e.g. “We need new software after hiring 10 people”).

Each extra CEP linked to your brand cuts churn risk.

One study found that one additional CEP reduced defection by 5%.

Example: If your brand is only remembered for “cost savings,” but not for “scaling teams fast,” you’ll miss buyers entering through that door.

More doors = more sales.