When we think of B2B buying decisions, it’s easy to picture a process dominated by logic, data, and careful analysis. With significant stakes involved, companies are expected to make rational, well-informed choices when selecting solutions or partners. However, research reveals a surprising truth: 90-95% of our decisions are influenced by our emotional brain system rather than purely logical reasoning. This insight shifts the emphasis from rational differentiators to more intuitive elements like Category Entry Points (CEPs).
Understanding Category Entry Points (CEPs)
Category Entry Points are the cues or triggers that lead potential buyers to consider a brand. They are foundational to brand salience—the ability of your brand to spring to mind in buying situations. In simpler terms, it’s not always about being the best or the cheapest; it’s about being the brand that buyers instinctively think of when a need arises. This taps directly into the emotional, subconscious aspects of decision-making.
“Almost every marketing concept and approach is still relevant to B2B”
That quote is from this article by Mark Ritson. I recommend checking it out. I am an avid follower and admirer of Ritson.
In addition to understanding the emotional triggers in B2B decision-making, it’s crucial to recognize that B2B marketing is fundamentally similar to B2C. Despite common beliefs, nearly all marketing concepts and approaches apply to both sectors. Category Entry Points, salience, emotional engagement, and brand building are just as relevant—and sometimes even more effective—in B2B contexts. The misconception that B2B is drastically different from B2C overlooks the universal applicability of these core marketing principles
The Growing Importance of Emotional Influence
Traditionally, logic is seen as the driving force behind B2B decisions, given that these purchases are “serious” and involve budgets, cross-departmental input, and long-term commitments. But we often overlook the fact that B2B buyers are still human, and emotions significantly influence their choices. It’s not just about problem-solving; it’s also about how a brand makes them feel throughout the process. Does the brand inspire confidence? Does it resonate with their values or provide a sense of reassurance? These emotional triggers can carry far more weight than we might realize.
The 95-5 Rule: Reaching Out-of-Market Buyers
According to the 95-5 rule, at any given time, only 5% of B2B buyers are actively searching for a solution. The remaining 95% are “out-of-market,” meaning they are not currently looking for a solution but will be in the future. This highlights the importance of building emotional connections early, well before these buyers enter the decision-making process.
By focusing on CEPs, brands can remain top-of-mind for the 95% of buyers who aren’t yet in the market. Engaging with them emotionally through consistent marketing, compelling content, and a strong brand presence prepares them to think of your brand first when they eventually need your product or service.
Building Trust Through Emotional Connections
Trust is the cornerstone of every B2B relationship, and it is deeply rooted in emotion. Buyers seek to feel that they are making a safe, reliable choice. Brands that understand their buyers’ pain points, values, and aspirations—and use this understanding to build emotional connections—can forge strong bonds. These emotional ties often play a decisive role in determining which companies make it to the final shortlist when the time to purchase arrives.
The Road to B2B Success: Leveraging Emotion for Lasting Impact
To thrive in today’s competitive landscape, B2B marketers must prioritize emotional engagement. By understanding and leveraging Category Entry Points, brands can establish emotional connections that resonate with potential buyers long before a purchase is even considered. This approach not only positions your brand as a trusted partner but also ensures that when the need arises, your brand is the one buyers instinctively turn to.
By investing in emotional engagement, you can build lasting relationships with future buyers, ensuring that your brand is not only seen but also felt—making a powerful impact that transcends mere logic.
