By the time a prospect speaks with your sales team, they’ve already formed an opinion.
In fact, 91% of B2B buyers research independently before engaging sales, arriving with 85% of their purchase requirements already defined. Source
As self-guided research becomes the norm, content is your first salesperson. Buyers who can’t find what they need move on.
A Buyer Journey Built for Modern Buying Committees
Your content strategy should reflect how modern buying committees make decisions. Our framework outlines the minimum and optimal content needed to keep buyers moving from awareness to conversion.
Awareness (Minumum: 1 | Optimal: 3)
Buyers first define the problem through thought leadership, not a sales pitch. One asset starts the conversation, while three address multiple audiences and their unique challenges.
Consideration (Minimum: 3 | Optimal: 6-8)
Help buying committees compare solutions. Three assets build credibility, while six to eight answer the deeper questions different audiences ask.
Validation (Minimum: 1 | Optimal: 3-9)
Proof builds confidence. One asset can move a deal forward, while a full suite addresses the concerns and “what-ifs” of larger buying committees.
Conversion (Minimum & Optimal: 1)
Give sales one decisive asset, such as an ROI calculator or implementation roadmap, to remove the final barriers to purchase.
Awareness (Minumum: 1 | Optimal: 3)
Buyers first define the problem through thought leadership, not a sales pitch. One asset starts the conversation, while three address multiple audiences and their unique challenges.
Consideration (Minimum: 3 | Optimal: 6-8)
Help buying committees compare solutions. Three assets build credibility, while six to eight answer the deeper questions different audiences ask.
Validation (Minimum: 1 | Optimal: 3-9)
Proof builds confidence. One asset can move a deal forward, while a full suite addresses the concerns and “what-ifs” of larger buying committees.
Conversion (Minimum & Optimal: 1)
Give sales one decisive asset, such as an ROI calculator or implementation roadmap, to remove the final barriers to purchase.
Awareness (Minumum: 1 | Optimal: 3)
Buyers first define the problem through thought leadership, not a sales pitch. One asset starts the conversation, while three address multiple audiences and their unique challenges.
Consideration (Minimum: 3 | Optimal: 6-8)
Help buying committees compare solutions. Three assets build credibility, while six to eight answer the deeper questions different audiences ask.
Validation (Minimum: 1 | Optimal: 3-9)
Proof builds confidence. One asset can move a deal forward, while a full suite addresses the concerns and “what-ifs” of larger buying committees.
Conversion (Minimum & Optimal: 1)
Give sales one decisive asset, such as an ROI calculator or implementation roadmap, to remove the final barriers to purchase.
The Bottom Line
Great content builds confidence long before the first sales conversation. Every asset should answer questions, overcome objections, and move buyers closer to a decision.
Let’s evaluate your buyer journey and identify where stronger content coverage can accelerate pipeline.
