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.
The goal of your interactive content in the middle stage is to inform, assist and guide the lead toward a purchase, arming them with all the information they need to make the decision to buy from you.
Your content should make the research process easier while providing additional insight into why you’re the ideal solution for their needs.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.