Missed moments: why B2B need to get serious about CEPs
By Ellie Jackson, Chief Client Strategy Officer
Last weekend I got my hair cut. (Yes, thank you – I like it too!)
I’m not exactly a loyal client – it was my second time at the salon, and I hadn’t requested anyone specific when I booked. But I was pleased when I ended up with the same stylist as before. As we exchanged small talk about how fast time flies, she said: “So – you felt your hair needed attention, you decided it was time to come and see Anne-Marie then?”
Not, “you decided it was time for a haircut.” She placed herself squarely in the trigger moment. She created a mental bridge between my decision and her.
Whether she knew it or not, Anne-Marie had just pulled a textbook Category Entry Point (CEP) move.
What are category entry points and why do they matter?
Category Entry Points are the triggers, situations or need-states that put a buyer into market. They’re the words and moments people associate with the category you’re in – and ideally, with you.
Think:
- “We’ve been flagged by compliance – we need to overhaul our pre-trade risk checks across desks.”
- “The cable route survey’s delayed again – who do we trust to get geophysical data fast, and get it right the first time?”
- “Another employee clicked a phishing link – the SOC team’s overrun and we need backup.”
These are not marketing funnel stages. They are real-life, human, itch-you-need-to-scratch moments. And they are gold dust.
Yet most B2B brands treat them like an afterthought.
Why B2B brands lag behind in CEP adoption
CEPs have been the darling of B2C brand strategy for years. FMCG giants build campaigns specifically to trigger recall in the moment of need: “It’s 3pm, you’re flagging – grab a KitKat.” That sort of thing.
In B2B? We’re still stuck pushing product features and recycled value props to audiences who may not even be in market. We obsess over funnel stages, buyer journeys and MQLs while ignoring the single most potent brand-building opportunity: being remembered in the right moment.
And here’s the other truth we often sidestep: in many high-value, high-stakes categories – like trading technology, offshore infrastructure, enterprise security – most of your audience isn’t actively looking to buy. Maybe 5% are in-market. The rest? They’re busy doing the job they were hired to do.
CEPs are how you make space in their head before they need you – so that when the moment does arrive, you’re already part of the shortlist.
The hidden value of mental availability in B2B
Most B2B buying cycles are long, complex, and driven by consensus – especially in our key sectors. You’re not selling to a buyer. You’re building mental availability across teams and time.
And here’s the rub: mental availability isn’t built by shouting louder. It’s built by being mentally present when a trigger moment strikes. The brand that gets recalled when someone thinks:
- “We need to roll out new risk controls before trading hours open Monday.”
- “The regulator wants seabed data from a new zone and our current partner’s two weeks behind.”
- “We need to show the board a clean incident report, not just more ‘risk accepted’ tickets.”
– that’s the one that gets the call.
CEPs give you the footing to be in those conversations.
How to build CEPs into your campaigns
If you want CEPs to work harder for your brand, start here:
- Listen for the earliest rumbles: Speak to the people who actually hear the first signs of friction – sales, account leads, client success teams. What gets clients twitchy? What’s the moment before they pick up the phone?
- Use the language people actually use: No one says “seeking operational resilience solutions” out loud. They say “we can’t afford another outage.” Build from that.
- Design campaigns that attach to the moment: Don’t wait for people to enter your funnel – design content and creative that shows up when they’re on the edge of it. Be recognisable in the trigger moment.
- See what really lands: Try running messaging that’s built around CEPs alongside your usual campaigns. Don’t just measure clicks – notice which phrases get repeated in meetings, which ideas get picked up by sales, what clients mention back to you and use that to refine and improve.
In B2B, we have the tools, the talent and the data. But too often, we overlook the specific situations that actually move people to act.
You don’t need to be everywhere all the time. But you do need to show up where it counts.
Anne-Marie may not have known she was embedding herself into a mental trigger, but the effect was real. She didn’t just offer a service; she nudged herself into my decision-making process and next time my hair’s looking a bit ragged, I imagine she’ll be top of mind.
About the author
Ellie Jackson is our Chief Client Strategy Officer. For nearly two decades she’s been advising B2B firms about brand building and growth.
Key takeaways
What is a Category Entry Point (CEP)?
A CEP is a trigger moment or need-state that puts someone into the market – a real-world scenario tied to a product or service need.
Why are CEPs crucial in B2B marketing?
They help brands build mental availability so they’re remembered when a high-stakes decision arises – not just during funnel stages.
How can B2B marketers integrate CEPs into campaigns?
Listen to customer friction points, use real language, design for trigger moments, and test messaging that resonates with actual decision scenarios.
