WHAT THIS SESSION COVERS
Your buyers aren’t in the market most of the time — only around 5% are buying right now — and they enter the category at specific moments the right brand is remembered at. In this 30-minute session, Richard Parsons shows how to map those category entry points, the emotions beneath them, and which to own first. Drawn from the evidence base behind True’s IPA Effectiveness Accreditation.
WHAT WE COVERED
- The 95-5 rule — why only ~5% of buyers are in-market right now, and what that means for where your budget should go.
- Category Entry Points — the moments buyers enter your category, and the science of being the brand they remember at them.
- Emotion under the trigger — the feeling beneath each moment, not just the logical reason.
- Mental availability — why being front-of-mind wins around 90% of B2B sales.
- Choosing what to own — how to prioritise the moments by category value and brand fit.
WHO IT’S FOR
- CMOs and brand leaders who want to be top of mind at the moments that decide the sale
- Demand-gen leaders frustrated by only ever chasing in-market buyers
- Brand and strategy teams who want to build memory that pays off later
- Anyone who’s ever struggled to make the case for brand-building over lead-chasing
WANT TO GO FURTHER?
If you’d like us to map and prioritise the moments to own in your category, that’s what the CEP Report Sprint does. Book a 20-minute call to explore it.
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