Building a B2B Brand that Buyers Will Remember

Below is a playbook derived the webinars delivered in this video (45 min webinar)

This playbook outlines a strategic framework for leveraging Category Entry Points (CEPs) to drive brand salience (meaning your brand is recalled when buying needs arise - which is different than just ‘brand awareness’).

CEP Core Principle	Key Idea
Salience > Awareness	Be the brand that comes to mind first when a buying need arises
The Brand that Gets Remembered Gets Bought	Don’t just show up in search; show up in memory
Create Future Demand	Focus on attracting the 95% of the market that is not currently looking for a solution
Strong Brands Command Price	A strong brand associated with a specific need enables greater price elasticity, making buyers more willing to pay for your solution

Phase I: The Strategic Imperative

1. The Real Competition is Forgetfulness

For most B2B marketers, the biggest competitor is not rival companies, but forgetfulness.

When a need or buying situation hits, customers first search their memory. If your brand is not mentally available in those moments, it is as if it doesn't exist, regardless of product quality.

Key Insight: The most important search engine is still the one in your mind.
Goal: Ensure your brand makes it onto the RFP list from day one.

2. Defining Salience

We must move beyond merely raising awareness (knowing the brand name or logo) and instead aim for salience.

Brand Salience >> Brand Awareness

Salience Defined: The ability to recall a brand in a buying situation, meaning when a need arises, your brand comes to mind.
Strategic Outcome: Associating your brand with a trigger moment tells buyers how and when you can help them, creating future demand.

Phase II: Category Entry Points (CEPs)

Building a B2B Brand that Buyers Will Remember

Phase I: The Strategic Imperative

1. The Real Competition is Forgetfulness

2. Defining Salience

Phase II: Category Entry Points (CEPs)

3. Understanding CEPs