Your customers are out there waiting to see great content. At this stage, however, they are being introduced to your brand. They may have landed on your site organically or heard great things about your brand.
Prospects may browse your site more closely, seeking out data, opinions, education, insights and answers to some of their pain points. They may start to develop opinions about your brand.
You may now be in competition with other companies that provide similar services. Site visitors are gathering as much information as they can to share with their executives. They’re seeking product demos, price comparisons and any metrics that can help paint you in the best light.
At this stage, your prospects have their wallets open and are moments away from becoming buyers. They need absolute confidence in your services, buy-in from their internal stakeholders and a flexible contractual framework that suits their long-term needs.