Fifty percent of generated leads are not ready to make a final purchase decision when they enter the sales funnel. To hold their attention until they are ready to buy, you have to understand the process they’re going through and what content is appropriate each step of the way.
The journey
HubSpot splits the buyer process into three stages: awareness, evaluation and purchase. They define the purpose and format that content should fulfil in each:
- Awareness. Content and offers in the form of whitepapers, ebooks and checklists should educate the buyer.
- Evaluation. Content will inform the buyer about what will fulfil their need and offers like webinars or case studies should follow.
- Purchase. Content gives the buyer specific information and access to your brand through a free trial or consultation, even product literature.
When a buyer starts out, they aren’t ready to commit to a consultation with your company or even to sit through a webinar, but as they become more invested in your brand, the likelihood that they’ll accept these types of offers increases…
