| Stage | AWARENESS | CONSIDERATION | DECISION | CLOSE |
|---|---|---|---|---|
| Pain/ Need/ Motivations | • Get more customers. • Grow my business. | • Manage and improve customer relationships. • Convert more leads. | • Makes my job easier. | • Meets the needs of my business as it grows. • Integrates with existing tools and automates processes. |
| Questions | • What is inbound marketing? (e.g. landing pages, email drip campaign, social media). • How do I scale my business? | • How can a CRM tool help me manage my customers & leads? • How do I create good email marketing campaigns? | • What is the best CRM tool with email marketing features? • What is the difference between HubSpot, MailChimp, and Active Campaign? | • How much do I have to pay monthly? • How long is the contract for? • Will it integrate with my existing tools? |
| Channels | • Blog post • Tutorial videos • Workshops | • Webinars • Mini-courses | • Blogs comparing different marketing software • Demo | • Proposal • Onboarding training |
| CTAs | • Read more • Download a guide | • Download templates • Register for webinar | Schedule a Demo | Create a free account |
| Lead Magnets | Guides | • Templates • Courses | Tailored demo + setup | Freemium |
| Requirements to advance | MQL Behaviour | SQL behavior • Phone number. • Calendar availability | Credit Card info | |
| Targets per month | 2000 emails captured | 1000 MQLs that go into specific drip campaigns | 200 Demos | 50 customers closed |