Customer Stages in B2B & Content Type for Each Stage (To the point Guide)
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1. Awareness
The customer realises they have a problem but doesn’t know the solution yet. The goal is to educate and spark interest.
Customer Realization: A company starts noticing an increase in phishing attacks (Email scam attempts) but isn’t sure how to prevent them.
2
6 reads
Content Type: Infographic & Short Video
Quick, engaging content that highlights a problem and makes the audience aware of its impact without overwhelming them with details.
Example (Cybersecurity): An infographic or short video titled “Top 5 Signs Your Business is at Risk of a Cyberattack” visually breaking down warning signs like suspicious emails etc.
2
6 reads
2. Consideration
The customer understands their problem and starts researching possible solutions, comparing different approaches.
Customer Compares: The company looks into different cybersecurity strategies, like employee training, email filtering, or endpoint (devices) protection.
2
4 reads
Content Type: Ebook, Free Sample, Webinar
In-depth resources that help potential customers explore solutions, learn best practices, and compare options.
Example (Cybersecurity): A free ebook “The Ultimate Guide to Protecting Your Business from Phishing Attacks” or a webinar featuring experts discussing the latest cybersecurity threats.
2
4 reads
3. Decision
The customer is ready to make a purchase and evaluates specific vendors, looking for trust and proof of success.
Customer Investigates: The company shortlists cybersecurity providers, digs their authenticity and experience before choosing one.
2
2 reads
Content Type: Case Studies & Testimonials
Real-world success stories and social proof that build trust, showing potential customers how others benefited from the product or service.
Example (Cybersecurity): A case study titled “How XYZ Corp Stopped 98% of Phishing Attacks with Our Security Solution”, demonstrating real results and ROI.
2
2 reads
2
3 reads
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CURATOR'S NOTE
B2B customer is different and although stages are almost same as B2C but execution is key with different type of Content
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