# Category Entry Points Ceps
**Source:** https://glossary.keenfunnel.com/terms/category-entry-points-ceps
**Language:** French

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## Explication technique

CEPs describe the circumstances that make a category mentally relevant. When a buying situation arises, cues in the buyer's context activate category and brand memories. Brands build mental availability by creating and reinforcing memory links across relevant CEPs rather than relying only on product attributes or demographic segments.

## Pertinence commerciale

Mapping CEPs helps organisations align positioning, advertising, content, and measurement with real buying situations. Broader and stronger memory links can increase the probability that a brand is recalled when demand occurs.

## Exemple d'implémentation

A B2B automation firm identifies recurring CEPs such as manual hand-offs delaying revenue, audit requirements exposing weak controls, and disconnected tools creating duplicate work. Campaigns are then designed around those buying situations.

## Limites et idées reçues courantes

CEPs are not website category links, navigation entry points, keywords, or generic personas. Their value depends on category-specific research; teams should not invent a long list of cues without evidence from buyers and market behaviour.

## Sujets

Publicité à la performance Opérations sur les revenus

## Sources

Ehrenberg-Bass Institute — Category Entry Points in a B2B World —

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