C H A P T E R  3

The Middle Stage

The Middle Stage

Continuing the Relationship

Knowledge is power—for both you and your prospect! The middle stage of the buyer’s journey is an ongoing exchange of information and a continuation of the relationship started in the early stage.

Your new prospect has become aware of their pain points and need for a solution and is trying to learn more. They’re actively defining their problem, considering different solutions and narrowing down the options they prefer based on both the needs they know they have and the things they’re still discovering along the way.

At this stage in the funnel, you’ve already learned your prospect’s name, and you’ve been able to get some basic insights into the kinds of information they’re interested in. You’ll now receive new information that will help qualify the lead and reveal the questions they’re asking and answers they’re looking for. If the early stage was about earning and keeping a lead’s attention, the middle stage is about educating the lead, earning their trust and transforming general concepts into more concrete ones.

Middle Stage of the Buyer's Journey
The Goal

Your lead wants to learn…

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What do I need to consider?—The lead is still learning the depths of their own needs and defining their preferences. It’s your job to help them understand their options.
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How does this solve my problem?—Is what you’re offering a viable solution to their need?
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Is it a good fit for my business?—Will the ROI justify the investment?

You want to learn…

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How qualified is the lead?—Is this lead likely to make a purchase, and are they a fit for what we offer?
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What are their pain points?—What are their challenges, and what problems do they most need solved?
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What does their ideal solution look like?—What features and benefits are most pertinent to this lead?

The insights gleaned from interactive content like assessments and calculators let your sales team reach out to the lead with hyper-specific information, eliminating the need for a long discovery process.

Effective Interactive Content Types for the Middle Stage

Attivio Assessment

Assessments

Self-conducted online assessments can be strategically designed to help your lead identify their pain points and see the opportunities for improvement while providing genuine value and recommendations along the way.

As your lead completes out the assessment, you gain invaluable insight into where their business is at and how you can  help them.

Attivio Assessment

Assessments

Self-conducted online assessments can be strategically designed to help your lead identify their pain points and see the opportunities for improvement while providing genuine value and recommendations along the way.

As your lead completes the assessment, you gain invaluable insight into where their business is at and how you can help them.

View Examples
Symantec Calculator

Calculators

Nothing illustrates a quantifiable outcome better than a calculator. For leads who are actively evaluating whether or not the ROI of a solution justifies their investment, a calculator offers hard evidence that builds credibility during that critical period between attention and action.

Symantec Calculator

Calculators

Nothing illustrates a quantifiable outcome better than a calculator. For leads who are actively evaluating whether or not the ROI of a solution justifies their investment, a calculator offers hard evidence that builds credibility during that critical period between attention and action.

View Examples
ThreatMetrix eBook

eBooks

Unlike static eBooks, which are purely informational, interactive eBooks allow the reader to walk through a “choose your own adventure” experience. As the buyer navigates the information most relevant to them, a feedback loop illuminates the leads’ interests while also  offering further lead qualification.

ThreatMetrix eBook

eBooks

Unlike static eBooks, which are purely informational, interactive eBooks allow the reader to walk through a “choose your own adventure” experience. As the buyer navigates the information most relevant to them, a feedback loop illuminates the lead’s interests while also offering further lead qualification.

View Examples
Purchasing Power Solution Builder

Solution Finders

Instead of digging for the solution to a buyer’s problem, why not let them build it themselves and show it to you? Solution builders allow buyers to navigate their way through existing solutions exactly as they see fit, answering the question, “What’s right for me?”

This establishes a clear and immediate fit for the buyer—making it an invaluable content piece for the middle of the buyer’s journey.

Purchasing Power Solution Builder

Solution Finders

Instead of digging for the solution to a buyer’s problem, why not let them build it themselves and show it to you? Solution finders allow buyers to navigate their way through existing solutions exactly as they see fit, answering the question, “What’s right for me?”

This establishes a clear and immediate fit for the buyer—making it an invaluable content piece for the middle of the buyer’s journey.

View Examples
ion interactive Quick Start Configurator

Configurators

Like solution builders, but even more specific, configurators enable buyers to match their needs to your existing products, customize a plan and even configure their own quote! This gives immediate and invaluable feedback to sales and marketing, enabling you to qualify, surface and attend to the best qualified prospects in the funnel.

ion interactive Quick Start Configurator

Configurators

Like solution finders, but even more specific, configurators enable buyers to match their needs to your existing products, customize a plan and even configure their own quote! This gives immediate and invaluable feedback to sales and marketing, enabling you to qualify, surface and attend to the best qualified prospects in the funnel.

View Example

Getting to the Next Stage

Throughout the middle stage of the buyer’s journey, you’ll collect the kinds of insights sales teams dream about: Which leads are most qualified and, more importantly, which solutions they see as most suitable. You’re able to gauge their level of need and areas of understanding, as well as identify opportunities to educate further.

Moving your lead into the late stage of the funnel is now about meeting the buyer at their point of interest and closing the gap with personalized relevant information.

Once again, the role of your content changes as you enter the final stage.

©i-on interactive, inc.