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.
