This next stage marks the beginning of the prospect’s research for potential
solutions for the pain point that they have identified.
Marketing team: Prioritize educational, buyer enablement content to support prospect research, such as whitepapers, case studies, and how-to guides. Take into consideration your audience’s content format preferences and demonstrate your company’s industry expertise and ability to generate results. This content can be used to fuel lead nurturing over an extended period.
Sales team: Whether informed by early interactions or research, sales representatives should use this time to form an accurate understanding of prospect needs. From this, sales strategies can be personalized with current solutions in mind, or a new solution can be created in-house to match requirements. Sales teams should also lead with content and data that shows expertise and results.