Linking Buying Situations to Sales (B2B Thought Leader Webinar Series)

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“The most important search engine is still the one in your mind.”
This statement makes a profound point all marketers should internalize about buyer behavior: most purchases start not by searching Google, but by searching our memory. If you believe most buyer behavior starts with memory, it then follows that the primary job of marketing is not to generate clicks, but instead to generate memories.
Join us on November 3rd to learn more about The B2B Institute’s and the Ehrenberg-Bass Institute’s latest research, Category Entry Points in a B2B World. You’ll learn the importance of building brand-relevant memories and how to use Category Entry Points to link brand advertising to brand sales. Over the course of the hour, we’ll cover the following:

Why Category Entry Points (CEPs) are important
How to identify, prioritize, and build CEPs to increase customer acquisition and customer retention
How to turn CEPs into “Mental Availability Metrics” to measure