![\"Download](\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/2000ba0b-ea58-45a5-ac81-3b463d992c1a.png\")
<\/a><\/p>\nAt one SaaS company I worked with, we were proud of our output \u2014 dozens of \u201chow-to\u201d blog posts that pulled in steady traffic. But when I looked closer at the analytics, those posts weren\u2019t converting at all. We were filling the calendar, not moving people closer to a decision.<\/p>\n
It finally dawned on me that there\u2019s a big difference between content that gets clicks and content that moves buyers forward. Pair the right asset with the right stage of the journey, and you create momentum that leads to sales.<\/p>\n
In this post, I\u2019ll walk you through the three stages of the content marketing funnel, the kinds of content that work best for each, and how to make sure every piece you create helps your audience take the next step.<\/p>\n
Table of Contents<\/p>\n
- \n
- What is the content marketing funnel?<\/a><\/li>\n
- Levels of the Content Marketing Funnel<\/a><\/li>\n
- Understanding the Buyer\u2019s Journey in Marketing<\/a><\/li>\n
- Why Creating Content for the Buyer’s Journey Is Important<\/a><\/li>\n
- Creating Content for Each Stage of the Buyer’s Journey<\/a><\/li>\n
- Content Ideas for Each Stage of the Buyer’s Journey<\/a><\/li>\n<\/ul>\n
<\/a> <\/p>\n
What is the content marketing funnel?<\/span><\/h2>\n
The content marketing funnel is a way to organize content by where someone is in their buying journey \u2014 from first recognizing a problem to making a purchase decision.<\/p>\n
It\u2019s typically divided into three stages: top, middle, and bottom. Each one calls for a different type of content based on what the audience needs to move forward.<\/p>\n
When I develop a content strategy, the funnel is one of the first things I map out. It helps me visualize how people move from awareness to action \u2014 and makes sure I\u2019m not skipping any stage. Creating content that aligns with each step means I can meet buyers where they are, not where I wish they were. That\u2019s what builds trust and momentum.<\/p>\n
<\/a> <\/p>\n
Levels of the Content Marketing Funnel<\/h2>\n
Each funnel stage needs a distinct approach because what buyers need early on differs dramatically from what they need when they’re ready to decide.<\/p>\n
That said, modern buyer journeys aren’t linear.<\/p>\n
Google and BCG<\/a> suggest marketers should map influence based on behaviors \u2014 like how people stream, scroll, search, and shop \u2014 rather than relying on traditional funnel stages. I think that\u2019s a smart evolution, and one that reflects how messy decision-making is today.<\/p>\n
According to G2’s 2024 Buyer Behavior Report<\/a>, which surveyed nearly 2,000 B2B decision-makers, buyers strongly prefer self-service throughout most stages of their purchasing process. In fact, 69% of buyers typically engage with salespeople only after they\u2018ve already made their decision. This means your content for every funnel stage needs to work harder to influence decisions when you\u2019re not in the room.<\/p>\n
I still use the funnel as a planning tool because it keeps me focused on covering every stage \u2014 even when people don’t move through it in a straight line.<\/p>\n
Let\u2019s start at the top.<\/p>\n
Top of the Funnel (ToFu)<\/strong><\/h3>\n
At the top of the funnel, people are just starting to realize something\u2018s not working. Maybe their team productivity is slipping, or they\u2019re missing deadlines, but they can\u2018t quite put their finger on why. They\u2019re not shopping for solutions yet \u2014 they’re trying to figure out what the actual problem is.<\/p>\n
This stage is where I create content that helps them connect the dots. I want to give them language for what they\u2018re experiencing and help them understand why it\u2019s worth addressing. At this stage, I\u2018m not trying to sell anything \u2014 I\u2019m trying to be genuinely helpful so they remember us when they’re ready to explore solutions.<\/p>\n
ToFu content includes:<\/strong><\/p>\n
- \n
- Blog posts addressing target customers\u2019 everyday struggles<\/li>\n
- Infographics showcasing industry statistics<\/li>\n
- LinkedIn posts sharing quick strategy tips<\/li>\n
- Short videos explaining industry trends<\/li>\n<\/ul>\n
Middle of the Funnel (MoFu)<\/strong><\/h3>\n
In the middle of the funnel, prospects actively research their options. They’ve defined their problem and are exploring solutions \u2014 comparing tools, reading reviews, and evaluating how your offering stacks up.<\/p>\n
Now I\u2018m focused on proving we know what we\u2019re talking about. People at this stage have done enough research to ask thoughtful questions, and they want to see evidence that we can deliver. I spend time on content that demonstrates our expertise \u2014 case studies showing real results, honest comparisons that acknowledge trade-offs, and in-depth guides that go beyond surface-level advice.<\/p>\n
MoFu content includes:<\/strong><\/p>\n
- \n
- In-depth guides with actionable tips<\/li>\n
- Case studies highlighting customer success<\/li>\n
- Detailed social media posts exploring specific challenges<\/li>\n
- Comparison charts showing product differences<\/li>\n<\/ul>\n
Bottom of the Funnel (BoFu)<\/strong><\/h3>\n
At the bottom, buyers are nearly ready to act \u2014 they’ve done their research and need that final confidence boost to move forward.<\/p>\n
By this stage, most people have already decided they want to solve their problem \u2014 now they’re just picking who to work with. The content I create here is all about reducing risk and making the decision easier.<\/p>\n
When someone can try the product for free or see precisely how much money they\u2018ll save, suddenly saying yes doesn\u2019t feel like such a big leap.<\/p>\n
BoFu content includes:<\/strong><\/p>\n
- \n
- Free audits, trials, or strategy consultations<\/li>\n
- Testimonials from satisfied customers<\/li>\n
- Live demos showing product value<\/li>\n
- Discounts or limited-time offers<\/li>\n<\/ul>\n
<\/a> <\/p>\n
Understanding the Buyer\u2019s Journey in Marketing<\/h2>\n
In my experience with B2B clients, the buyer\u2018s journey is rarely a linear process. People don\u2019t discover a problem, read one blog post, and request a demo the next day. They move forward in fits and starts \u2014 researching, pausing, circling back \u2014 especially for complex or high-cost decisions.<\/p>\n
That\u2018s why I treat the buyer\u2019s journey as a layered process with three stages: awareness, consideration, and decision. Each maps to how people think and what they need at specific moments.<\/p>\n
![\"the](\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\")
<\/p>\nTake a startup I worked with whose project management was spiraling. Tools were scattered, deadlines missed, and no one could see the big picture. They weren’t immediately searching for software. Like most buyers, they began by looking for guidance \u2014 articles on improving team alignment, templates for better planning, and advice on regaining project visibility.<\/p>\n
My job is supporting that process with strategic content for every funnel stage \u2014 content that helps them define problems, explore solutions, and feel confident about next steps.<\/p>\n
Awareness Stage<\/strong><\/h3>\n
In the awareness stage, buyers notice a problem but may not have the language to describe it yet. They know something\u2018s not working and want to understand what\u2019s happening and whether it’s worth solving.<\/p>\n
The awareness stage is where I focus on content that helps define the problem. That might be a blog post breaking down a common challenge, a self-assessment checklist, or a short video validating what they’re experiencing.<\/p>\n
Content Marketing Funnel Example<\/strong><\/h4>\n
Early searches might sound like: \u201chow to improve team productivity\u201d or \u201cwhy projects keep going off track.\u201d These queries aren\u2018t about tools \u2014 they\u2019re about making sense of situations. Meeting someone here with useful, unbiased content builds trust that carries into the next stage.<\/p>\n
Consideration Stage<\/strong><\/h3>\n
By the consideration stage, buyers have named their problem and actively explore how to solve it. They\u2018re comparing approaches, weighing trade-offs, and looking at vendors \u2014 but haven\u2019t decided yet.<\/p>\n
Here, I focus on content that builds credibility. Product comparison guides, expert explainers, and case studies work well \u2014 especially when they help buyers understand how different solutions align with their priorities.<\/p>\n
Content Marketing Funnel Example<\/strong><\/h4>\n
Someone might search \u201cproject management software vs. spreadsheets\u201d or \u201cbest tools for remote team collaboration.\u201d They\u2018re evaluating options, not ready to buy \u2014 so the goal is to inform, not push. When I position content around their criteria rather than just my product\u2019s features, I see much higher engagement.<\/p>\n
Decision Stage<\/strong><\/h3>\n
At this point, buyers have done their research and picked a solution category — now they\u2018re choosing between vendors. They\u2019re comparing pricing, reading reviews, analyzing features, and trying to make the most confident decision possible.<\/p>\n
The decision stage is where I bring in content that removes friction and answers \u201cWhy choose us?\u201d Customer testimonials, ROI calculators, live demos, and free trials work well. I’ve found that offering real people to talk to \u2014 consultations or strategy calls \u2014 can make a big difference in helping buyers close the deal.<\/p>\n
Content Marketing Funnel Example<\/strong><\/h4>\n
Typical searches might be \u201cAsana vs. Trello vs. Jira\u201d or \u201cbest project management software for startups.\u201d The buyer isn\u2018t browsing \u2014 they\u2019re choosing. If your content makes that decision easier, you’ve added value before the first sales conversation.<\/p>\n
<\/a> <\/p>\n
Why Creating Content for the Buyer’s Journey Is Important<\/h2>\n
Without considering the buyer\u2018s journey, your content will miss the mark. I\u2019ve seen brands publish dozens of blog posts and still fail to convert \u2014 not because the content was bad, but because it wasn’t what their audience needed at that stage.<\/p>\n
To create content for every funnel stage that performs, you need to understand how your audience thinks, what they struggle with, and how they make decisions. From there, you can map content to the right stage and start leading people forward instead of losing them in the gaps.<\/p>\n
Colleen Barry<\/a>, head of marketing at Ketch<\/a>, puts it perfectly: \u201cContent isn’t just about attracting clicks, it’s about guiding potential customers through a decision-making process. If your content doesn’t match their stage in the journey, you’ll either overwhelm them with too much information too soon or leave them hanging without enough details to make a decision.\u201d<\/p>\n
ToFu content sparks curiosity. MoFu builds confidence. BoFu gives people reasons to act. When these pieces work together, conversion rates improve — and so does your relationship with your audience.<\/p>\n
Of course, knowing the stages is one thing \u2014 creating the right content at the right time is another. And to keep everything organized and measurable, I recommend using a content marketing platform<\/a> to track how your content is performing at each stage.<\/p>\n
<\/a> <\/p>\n
Creating Content for Each Stage of the Buyer’s Journey<\/h2>\n
After I understand who I’m talking to and how they make decisions, I start figuring out what content I need at each stage. The biggest mistake I see teams make is creating content they think sounds smart instead of content their audience actually wants at that moment.<\/p>\n
A content mapping template<\/a> is one of the best tools I\u2018ve used for this. It shows you exactly where you have gaps — like when you realize you have twenty blog posts for people who\u2019ve never heard of you, but nothing for someone ready to make a decision.<\/p>\n
Not every journey follows the same pattern \u2014 a startup founder weighing a six-figure software investment needs very different touchpoints than someone buying a water bottle.<\/p>\n
For B2B buyers, I often see more time spent in consideration — they need in-depth content that builds trust and makes the case for your solution. With B2C, the focus tends toward top-of-funnel: quick value, easy wins, and strong visuals that create urgency or curiosity.<\/p>\n
Content Marketing Funnel Template<\/strong><\/h3>\n
To visualize this, I often come back to the classic funnel framework: Awareness \u2192 Consideration \u2192 Decision. It\u2019s not perfect, but it helps organize both content types and metrics in an actionable way \u2014 especially when collaborating with other teams.<\/p>\n
<\/p>\nBy understanding how different personas research and evaluate, you can build content for every funnel stage that supports their journey from start to finish.<\/p>\n
<\/a> <\/p>\n
Content Ideas for Each Stage of the Buyer’s Journey<\/h2>\n
<\/p>\nToFu: Awareness<\/strong><\/h3>\n
At the top, people are exploring. They might know they have a problem or just be curious about a topic \u2014 but they’re not ready for a sales pitch. Awareness is where I lead with helpful, non-promotional content that builds trust and gets our brand on their radar.<\/p>\n
In my experience, ToFu content performs best on:<\/strong><\/p>\n
- \n
- Blog (via SEO or newsletter)<\/li>\n
- Social media (LinkedIn for B2B)<\/li>\n
- YouTube<\/li>\n
- Podcasts<\/li>\n
- Third-party media ( PR hits or guest features)<\/li>\n<\/ul>\n<\/p>\n
I don\u2018t expect conversions here \u2014 that\u2019s not the point. But I\u2019ll call it a win if someone remembers who helped them when they were stuck.<\/p>\n
Here are a few types of TOFU content that I\u2019ve seen consistently attract the right audience \u2014 and how to get the most out of each one.<\/p>\n
1. Blog Post<\/strong><\/h4>\n
Blog posts are ideal for the awareness stage. By addressing pain points your audience actively researches, you create valuable, discoverable resources that build your content for every funnel stage strategy.<\/p>\n
\u201cPeople may need your product but don\u2019t always realize it,\u201d says Natallia Slimani<\/a>, content manager at time tracking software Traqq. \u201cFor example, people might search for productivity tips or remote work advice before they even know they need a time tracker.\u201d<\/p>\n
One successful post Traqq published<\/a> covered calculating time differences in Excel \u2014 a common challenge for their remote-working audience. It’s educational and helpful, naturally surfacing Traqq as a solution without becoming a sales pitch.<\/p>\n
<\/p>\nSource<\/em><\/a><\/p>\n
Pro tip:<\/strong>\u00a0When I’m stuck brainstorming blog topics aligned with audience pain points, HubSpot’s Blog Ideas Generator<\/a> helps spark ideas. Just plug in keywords and let it generate relevant titles.<\/p>\n
Featured Resource: Free Blog Post Templates<\/a><\/h4>\n
<\/a><\/p>\nDownload for Free<\/a><\/p>\n
2. Social Media Post<\/strong><\/h4>\n
Social media is powerful for ToFu \u2014 especially for B2B audiences. With over 86% of adults on at least one social platform<\/a>, your audience is almost certainly scrolling somewhere online.<\/p>\n
Since I work primarily with B2B SaaS clients, LinkedIn is my go-to. It’s where decision-makers hang out, and where helpful, context-rich posts gain traction.<\/p>\n
Research shows LinkedIn carousel ads beat static formats<\/a> in engagement because they let you tell visually-driven stories slide by slide. Even for organic content, carousel-style posts work well because they break complex ideas into bite-sized slides.<\/p>\n
Carousel-style posts allow you to break complex ideas into bite-sized slides. You can use formats like:<\/p>\n
- \n
- Quick \u201c5-step checklist\u201d for content planning<\/li>\n
- Mini-case study with problem \u2192 outcome on separate slides<\/li>\n
- Bite-sized myth-buster series that challenges assumptions<\/li>\n<\/ul>\n
Pro tip:<\/strong> Start with a repurposed blog insight or stat, design a PDF with a clear hook and clean visuals, and upload it as a document post on LinkedIn. Even simple Canva slides work well.<\/p>\n
3. Whitepaper<\/strong><\/h4>\n
Whitepapers establish thought leadership without massive budgets. These comprehensive reports (typically 5\u201320 pages) combine original research, industry insights, and practical recommendations to address specific business challenges.<\/p>\n
LinkedIn’s 2025 Workplace Learning Report<\/a> exemplifies this perfectly \u2014 a global study surveying over 1,600 L&D professionals, delivering actionable insights on learning engagement trends without pushing LinkedIn Learning upfront.<\/p>\n
<\/p>\nSource<\/em><\/a><\/p>\n
Why it works:<\/strong><\/p>\n
- \n
- Most HR teams deal with the same headaches around employee development<\/li>\n
- They used actual survey data and user stats, not just opinions<\/li>\n
- You get through most of the report before realizing LinkedIn has a learning product<\/li>\n<\/ul>\n
Creating a whitepaper isn\u2018t something only big companies can do. At one company, I took our annual customer satisfaction survey and turned it into a report about remote work trends. Another time, we analyzed our support tickets and found patterns that became an industry whitepaper. The trick is looking at information you\u2019re already collecting and figuring out what story it tells about your industry.<\/p>\n
And remember, the impact doesn\u2019t stop at the PDF. I always repurpose the content into blog posts, LinkedIn carousels, email snippets \u2014 all driving traffic back to the main piece.<\/p>\n
4. Checklist<\/strong><\/h4>\n
When a task feels overwhelming, checklists make it doable. You\u2018re not just helping your audience stay organized \u2014 you\u2019re giving them the confidence to take action.<\/p>\n
Moz has a great SEO Audit Checklist<\/a> that walks through what to check and why it matters. It covers essentials like crawlability, on-page SEO, and link analysis \u2014 all in a format that\u2019s useful and easy to follow.<\/p>\n
<\/p>\nSource<\/em><\/a><\/p>\n
I\u2019ve seen checklists like this work exceptionally well when a process has lots of moving parts. They’re fantastic top-of-funnel resources because they give audiences quick wins \u2014 no strings attached \u2014 while building trust.<\/p>\n
5. How-To Video<\/strong><\/h4>\n
Sometimes, the best way to solve a problem is learning new skills. That\u2019s where how-to videos shine \u2014 especially in the awareness stage.<\/p>\n
HubSpot\u2019s YouTube channel<\/a> is packed with educational videos helping marketers level up. One recent favorite covers finding your target audience in 2025, walking through a six-step framework with a free template.<\/p>\n
If you\u2018re trying to reach people who don\u2019t know they need your product yet, how-to videos are great starting points. They build trust, provide real value, and set the stage for deeper engagement later.<\/p>\n
6. Kit or Tool<\/strong><\/h4>\n
Sometimes, early-stage prospects don\u2019t want a deep-dive report \u2014 they want shortcuts. Simple tools or templates help them get started faster, and that utility builds brand trust.<\/p>\n
Notion does this well with its Marketing Project Brief<\/a> \u2014 a free template helping marketers organize campaigns, key messages, and metrics in one place.<\/p>\n
Why it works:<\/strong><\/p>\n
- \n
- Solves a real problem for marketers: aligning multiple stakeholders<\/li>\n
- Ready to use with zero friction to get started<\/li>\n
- Showcases Notion\u2019s value through firsthand product experience<\/li>\n<\/ul>\n<\/p>\n
I’ve worked with clients on similar templates \u2014 campaign budget planners, messaging frameworks, and onboarding checklists. These tools drive sign-ups and become evergreen lead magnets that deliver value long after launch.<\/p>\n
7. Ebook or Tip Sheet<\/strong><\/h4>\n
Sometimes audiences need more than quick blog posts but aren’t ready for whitepapers. Ebooks and tip sheets bridge that gap \u2014 long enough for real value, short enough to stay approachable.<\/p>\n
Hootsuite\u2019s \u201cWhat is Social Media Marketing?\u201d<\/a> guide breaks down the fundamentals in ways that work whether readers skim or study deeply, explaining core concepts without assuming expertise.<\/p>\n
Why it works:<\/strong><\/p>\n
- \n
- Explains concepts without assuming deep expertise<\/li>\n
- Organized clearly with visual examples and short takeaways<\/li>\n
- Introduces key challenges before mentioning the platform<\/li>\n<\/ul>\n<\/p>\n
Source<\/em><\/a><\/p>\n
I’ve seen ebooks like this work well as gated content for growing your email list \u2014 especially when paired with a lead magnet that promises something specific (\u201cGet the seven strategies top brands use to grow on social\u201d). And later, you can slice it up into blog posts, LinkedIn carousels, and newsletter content.<\/p>\n
Featured Resource: 36 Free Ebook Templates<\/a><\/h4>\n
<\/a><\/p>\nDownload for Free<\/a><\/p>\n
8. Educational Webinar<\/strong><\/h4>\n
I like webinars because you get to have actual conversations with your audience. I\u2018ve run both live sessions and pre-recorded ones, and what works well is that people join expecting to learn something practical\u2014 they\u2019re not there to be sold to.<\/p>\n
When you bring in guest experts or dive into industry challenges, you build credibility before you ever talk about what you’re selling.<\/p>\n
Canva’s recent webinar series<\/a> brought in CMOs from HubSpot and Stripe to talk about marketing efficiency. Instead of just having Canva people present, they created panel discussions about real problems like using AI in marketing campaigns and managing creative teams at scale.<\/p>\n
What made it smart:<\/strong><\/p>\n
- \n
- Having outside executives meant it didn’t feel like a Canva sales pitch<\/li>\n
- They focused on topics marketers are struggling with right now<\/li>\n
- One webinar became multiple blog posts, social content, and email newsletters<\/li>\n<\/ul>\n<\/p>\n
Source<\/em><\/a><\/p>\n
I’ve run similar webinars using simple platforms like Zoom with solid slide decks. Success comes from expert content and format, not complexity. Well-delivered sessions on useful topics fuel multiple follow-ups and keep brands top of mind.<\/p>\n
MoFu: Consideration<\/strong><\/h3>\n
Once someone knows who you are, it\u2019s all about deepening the relationship. Middle-funnel content nurtures leads, builds trust, and helps audiences evaluate options \u2014 including your product or service. Think of it as the helpful, no-pressure friend who points someone toward a smart next step.<\/p>\n
This stage tends to involve more extended engagement. You\u2019re not just grabbing attention anymore \u2014 you\u2019re establishing credibility and guiding people toward decisions without hard selling.<\/p>\n
In my experience, MOFU content works well across:<\/strong><\/p>\n
- \n
- Blog (especially gated or longer-form content)<\/li>\n
- Email marketing<\/li>\n
- Webinars<\/li>\n
- Case studies or customer success hubs<\/li>\n
- Product pages or comparison pages<\/li>\n<\/ul>\n<\/p>\n
Let\u2019s take a look at the types of content that help move someone from curious to seriously considering your solution.<\/p>\n
1. Product Comparison Guides<\/strong><\/h4>\n
When someone\u2019s weighing options, good comparison guides can be the difference between them choosing you or clicking away. I\u2019ve created a lot of these for clients in competitive industries, and I\u2019ve learned that the best ones don\u2019t just highlight what makes your product great \u2014 they highlight what makes it great for a specific buyer type.<\/p>\n
I always start with the real pain points I know the audience is facing. Then, instead of just rattling off a list of features, I walk through how each solution \u2014 ours and the alternatives \u2014 tackles those problems. That structure makes it easier for the reader to self-identify and feel confident in their choices.<\/p>\n
Kevin Dam<\/a>, CEO and founder of Aemorph, explained his team\u2019s approach:<\/p>\n
\u201cWe didn’t just list features; we also answered common complaints, added case studies, and made the call to action strong. The page did better than competitors and had a 30% higher sales rate than a normal product page.\u201d<\/p>\n
Here\u2019s how I approach it:<\/strong><\/p>\n
- \n
- Use plain language, not marketing jargon. No one wants to decipher buzzwords when they\u2019re trying to make a decision.<\/li>\n
- Be honest about trade-offs. A buyer who feels like you\u2019re giving them the whole picture is more likely to trust you.<\/li>\n
- Add in mini case study snippets or testimonials to reinforce each differentiator.<\/li>\n<\/ul>\n
Comparison guides are some of the most valuable MoFu content you can create \u2014 but only if they\u2019re genuinely helpful. I think of them less like sales tools and more like decision tools. When done right, they do both.<\/p>\n
2. Case Study<\/strong><\/h4>\n
When someone\u2019s in the consideration phase, they\u2019re not just asking, \u201cDoes this product work?\u201d \u2014 they\u2019re asking, \u201cWill it work for my situation?\u201d That\u2019s where well-executed case studies shine.<\/p>\n
I\u2018ve seen case studies work best when they follow a simple story: here\u2019s what was broken, here\u2018s what we did, and here\u2019s what happened. You\u2018re not trying to make everything sound perfect \u2014 you\u2019re just being honest about what changed.<\/p>\n
Here\u2019s how I structure case studies:<\/strong><\/p>\n
- \n
- Focus on relatable problems audiences likely face<\/li>\n
- Include tangible, metrics-backed results<\/li>\n
- Use real customer quotes, making stories personal and believable<\/li>\n<\/ul>\n
Asana’s case study with Zoom<\/a> shows how they brought visibility and efficiency to IT workflows. Results are concrete: 667 workdays saved annually, over 90% program adoption, and smoother collaboration between technical and nontechnical teams.<\/p>\n
<\/p>\nSource<\/em><\/a><\/p>\n
What makes it effective isn\u2019t just the outcome \u2014 it\u2019s how the story connects with pain points that buyers navigate in this stage.<\/p>\n
Featured Resource: 3 Free Case Study Templates<\/a><\/h4>\n
<\/a><\/p>\nDownload for Free<\/a><\/p>\n
3. Free Sample<\/strong><\/h4>\n
Some products you just need to experience firsthand before you commit to buying them. That\u2019s what makes free samples clever consideration-stage tactics, especially for physical products or anything that benefits from hands-on experience.<\/p>\n
Take VistaPrint\u2019s free business sample kit<\/a>. It includes examples of business cards, brochures, and other print materials, giving prospective customers a feel for the quality before they commit. For tactile products like print, digital content alone can\u2019t always close deals \u2014 but once someone holds the product in their hands, that final decision gets easier.<\/p>\n
I\u2019ve seen this work best when samples are:<\/strong><\/p>\n
- \n
- Easy to request (no hoops to jump through)<\/li>\n
- Aligned with what buyers evaluate<\/li>\n
- Useful even without an immediate purchase<\/li>\n<\/ul>\n<\/p>\n
Source<\/em><\/a><\/p>\n
While free samples aren\u2019t as common in B2B SaaS, the same principle applies. I’ve worked on similar offers at companies where we provided limited access to templates, toolkits, or starter dashboards \u2014 bite-sized versions of the real thing that show the product\u2019s value without a full trial.<\/p>\n
BoFu: Decision<\/strong><\/h3>\n
Once someone reaches the decision stage, they\u2019ve likely narrowed their options. They\u2019ve done the research \u2014 now they\u2019re looking for validation and reasons to feel confident about their choice.<\/p>\n
<\/p>\nAt this point, I focus on removing remaining hesitation. That means answering objections, showcasing value clearly, and making next steps as easy as possible. The goal isn\u2018t pushing \u2014 it\u2019s making decisions feel like no-brainers.<\/p>\n
Most effective channels for BoFu content:<\/strong><\/p>\n
- \n
- Website (especially product and pricing pages)<\/li>\n
- Email marketing<\/li>\n
- Live chat or chatbot support<\/li>\n<\/ul>\n
Here are the types of content I rely on to help close the gap between consideration and conversion.<\/p>\n
1. Free Trial or Live Demo<\/strong><\/h4>\n
At the decision stage, one of the best conversion tactics is letting prospects experience products themselves. Free trials and live demos give buyers chances to see products in action without sales pressure.<\/p>\n
Free trials work exceptionally well for B2B SaaS, where users can explore features independently and visualize how products fit workflows. Live demos let teams walk through tools with prospects, answer specific questions, and tailor pitches to their needs.<\/p>\n
Buffer<\/a> is an excellent example of this approach. While the company offers a free plan, it also encourages users to start premium feature trials. Its pricing page reduces confusion and makes the next steps easy.<\/p>\n
<\/p>\nSource<\/em><\/a><\/p>\n
I\u2019ve seen teams boost conversion by pairing trials or demos with decision-stage content like ROI calculators, product guides, or customer stories.<\/p>\n
That\u2019s what the team at emma, a cloud management platform, did when they noticed prospects hesitating over price.<\/p>\n
Dirk Alshuth<\/a>, CMO at emma<\/a>, explains: \u201cPotential customers often hesitated due to pricing concerns, so we built a tool that showed exactly how much time and money they could save. This worked because it tackled a major purchasing objection with real, personalized data. It increased demo requests by 35% because prospects could clearly see the value of our product before even speaking to sales.\u201d<\/p>\n
2. Consultation Offer<\/strong><\/h4>\n
Not every prospect is ready to dive into a product on their own \u2014 sometimes, they want to talk to a real person first. That\u2019s where a consultation offer can help bridge the gap.<\/p>\n
In B2B, especially with more complex solutions, I\u2019ve found free consultations build trust and create a natural next step for buyers who still have questions. It\u2019s not just about pitching \u2014 it\u2019s offering practical guidance in exchange for their time.<\/p>\n
When I recommend consultation offers, I focus on:<\/strong><\/p>\n
- \n
- Making scheduling easy with tools like Calendly<\/a> or HubSpot meeting links<\/a><\/li>\n
- Being clear about what consultations include and what buyers can expect<\/li>\n
- Highlighting the expertise of those they’ll speak with<\/li>\n<\/ul>\n
This format works particularly well when buyers weigh multiple providers and want tailored advice. Framing sessions as helpful, no-pressure conversations often lowers barriers and improves conversion rates.<\/p>\n
3. Coupon<\/strong><\/h4>\n
Coupons appeal to a fear of missing out (FOMO) mindset. By reducing prices, coupons handle price objections while convincing prospects they\u2018re leaving money on the table if they don\u2019t act. This inertia is often enough to win business.<\/p>\n
Research shows 62% of U.S. consumers actively look for promo codes<\/a> when shopping online, making timely incentives powerful conversion tools.<\/p>\n
Lovevery<\/a>, which sells stage-based play kits for child development, offers $10 off first orders in exchange for email addresses and children\u2018s birth dates. This pop-up drives conversions while personalizing experiences for each family\u2019s needs.<\/p>\n
<\/p>\n
- Making scheduling easy with tools like Calendly<\/a> or HubSpot meeting links<\/a><\/li>\n
- Levels of the Content Marketing Funnel<\/a><\/li>\n
![\"the](\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/09\/Operation-Everest-content-for-every-funnel-stage-3-20250828-6527301.jpg\")
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<\/p>\n![\"screenshot](\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/09\/Operation-Everest-content-for-every-funnel-stage-7-20250828-1275351.jpg\")
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<\/p>\n![\"mozs](\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/09\/mozs20free20technical20seo20site20audit20checklist20for20agencies2c20consultants2c20and20website20owners20showing20step-by-step20instructions20and20get20a20free20site20crawl20button.jpg\")
<\/p>\n![\"Notion](\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/09\/Operation-Everest-content-for-every-funnel-stage-11-20250828-182621.jpg\")
<\/p>\n![\"Hootsuite's](\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/09\/Operation-Everest-content-for-every-funnel-stage-12-20250828-4286267.jpg\")
<\/p>\n![\"hubspot's](\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/09\/Operation-Everest-content-for-every-funnel-stage-13-20250828-2151235.jpg\")
<\/a><\/p>\n![\"Canva](\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/09\/Operation-Everest-content-for-every-funnel-stage-14-20250828-99523.jpg\")
<\/p>\n![\"the](\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/09\/Operation-Everest-content-for-every-funnel-stage-15-20250828-6699822.jpg\")
<\/p>\n![\"asana](\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/09\/asana20case20study20showing20zoom20saves2013320work20weeks20per20year20with20results20including20automation20efficiencies2c20team20visibility2c20and20902520program20adoption.jpg\")
<\/p>\n![\"hubspot's](\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/09\/Operation-Everest-content-for-every-funnel-stage-17-20250828-1582124.jpg\")
<\/a><\/p>\n![\"vistaprint](\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/09\/vistaprint20business20sample20kit20showing20various20print20materials20including20business20cards2c20brochures2c20postcards2c20and20door20hangers20with20order20form20and20customer20reviews.jpg\")
<\/p>\n![\"the](\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/09\/Operation-Everest-content-for-every-funnel-stage-19-20250828-2823067.jpg\")
<\/p>\n![\"buffer](\"https:\/\/53.fs1.hubspotusercontent-na1.net\/hub\/53\/hubfs\/buffer%20pricing%20comparison%20chart%20for%20free%2c%20essentials%20($5month)%2c%20and%20team%20($10month)%20plans.%20each%20plan%20highlights%20features%20like%20scheduled%20posts%2c%20ai%20assistant%2c%20analytics%2c%20and%20user%20accounts..webp?width=650&height=450&name=buffer%20pricing%20comparison%20chart%20for%20free%2c%20essentials%20($5month)%2c%20and%20team%20($10month)%20plans.%20each%20plan%20highlights%20features%20like%20scheduled%20posts%2c%20ai%20assistant%2c%20analytics%2c%20and%20user%20accounts..webp\")
<\/p>\n![\"lovevery](\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/09\/lovevery20website20pop-up20offering201020off20the20play20kits.20includes20fields20for20email20and20childE28099s20date20of20birth20to20receive20product20updates2c20promos2c20and20parenting20tips.jpg\")
<\/p>\n![\"\"](\"https:\/\/track.hubspot.com\/__ptq.gif?a=53&k=14&r=https%3A%2F%2Fblog.hubspot.com%2Fmarketing%2Fcontent-for-every-funnel-stage&bu=https%253A%252F%252Fblog.hubspot.com%252Fmarketing&bvt=rss\")
<\/p>\n","protected":false},"excerpt":{"rendered":"