2. Target each stage of your content funnel differently

[fomayof928@mowline]

DocuSign developed a strategy to create personalized ads to drive each key account to a customized landing page.
The best way to demonstrate the value of a solution is through content. Eighty-one percent of buyers surveyed in Demand Gen Report’s latest B2B Buyer Survey said content had a significant impact on their buying decisions.

For content to influence a potential customer, it must meet them where they are at in their buying journey. Let’s break down what a typical journey looks like:

Top of Funnel (TOFU): This is the awareness stage of the funnel. A italy b2b leads potential customer is learning about what your brand does and broadly what problems your product solves.
Middle of Funnel (MOFU): This is the consideration stage. The potential customer knows what their problem is, and they are looking for a product to solve it. They’re aware of your product, but you need to earn their trust first.
Bottom of Funnel (BOFU): This is the decision stage. It’s your chance to win the potential customer over and convince them your product will be a good fit.
At each stage, the content a potential customer consumes must reflect where they are in the funnel and their awareness of you.

Let’s walk through a (very simple) example of how you can do this.

Imagine a potential customer who is just starting to research your marketing tools. They probably don’t want to read about why your brand is the best platform on the market. But, a guide on a topic like “how to use automation tools” can teach them how a product like yours can improve their marketing efforts.

Now, let’s look at how this works in more detail.