© 2020 DemandGen International, Inc. | All Rights Reserved.
BUYING STAGE AWARENESS EDUCATION EVALUATION JUSTIFICATION PURCHASE ADOPTION
FUNNEL STAGE TOP FUNNEL
---------- >
MIDDLE FUNNEL
------------ >
BOTTOM FUNNEL
CONTENT
OBJECTIVE
WHY
WHY &
HOW
HOW
HOW &
WHAT
WHAT WHAT
WHAT PROSPECT
IS DOING
Becoming aware of
a problem that might
need solving
Becoming informed
Evaluating key
solutions against needs
Assembling a
"short list" and
considering
features/benefits
Ready to buy and
make a decision
Using and hoping to
derive value quickly
BEST CONTENT
TYPES
eBook
Course
Cheat Sheet
Quiz
Blog posts/
Infographics
Assessment tools
Guides
Analyst reports
Company white paper
Educational tips
Industry white papers
Webinar
Free trials
Recorded or live demos
Product or company
awards
Press releases
Cost comparisons/
ROI tools
Customer testimonials
Product fact sheets
Direct sales, promotions Training and support
information, cross - sell
and upsell, customer
portal
Align Buyer's Needs to the Journey
