The Four Stages of the Buying Cycle

Like the B2B sales cycle that preceded it, the B2B buying cycle has recognizable stages and milestones. Each of these four stages requires a wholly different content approach. In this white paper, we will describe the four stages in detail, and provide examples of the types of marketing content that are effective in each stage.

1. Unaware: Buyer is not explicitly in the market, but should be.
   Content should be interruptive.
    
2. Tentative: Buyer is standing at the edge, or quietly wading into the market.
   Content should be educational.
    
3. Engaged: Buyer is in a dialog with your company.
   Content should be validating.
    
4. Invested: Buyer is a customer.
   Content should be exclusive.

While your specific content depends heavily on your industry and competitive environment, these four stages provide a useful wireframe that helps B2B marketers answer the question, “What makes buyers buy?” and guides their production of the content buyers demand.

B2B Buying Stage 1: The Unaware Buyer

Does this prospect need a whack on the head? If he is an Unaware Buyer, he doesn’t care about your product, even if he does need it. And he certainly doesn’t care about your webinar or your