Buyers in the awareness stage are in the top of funnel and are defined as subscribers or leads
Posted: Sun Jan 05, 2025 9:16 am
In this stage, the buyer is recognizing their problem and starting to research potential solutions. This stage of the buyer's journey is primarily educational and research-based.
Subscriber
A subscriber is a contact that has opted-in to receiving information from your company. This information can take the form of a newsletter or blog subscription.
As a contact in the awareness stage of the buyer’s journey, self employed database this individual is at the very first stage of the sales process and should be nurtured as such. To urge this contact down the funnel and into the next lifecycle stage, continue to provide them with relevant, educational, top-of-funnel content by way of their blog or newsletter subscription.
Lead
A lead is a contact that has shown a bit more interest in your company than a subscriber, but not enough interest to initiate a sales conversation. Usually, a lead exhibits this interest by downloading a top-of-funnel premium content offer on your website.
In order to drive conversion and provide the most value for your leads and subscribers, ensure that your content and form strategies align with the associated awareness stage of the buyer’s journey.
Nurture your awareness stage contacts with offers like:
Whitepapers
E-books
Guides
Checklists
How-To Videos
Educational Webinars
Because the prospect is only in the first stage of the buyer's journey, you don't want to overwhelm or alarm them with a lengthy, overly-personal request form. Nobody wants to share a ton of personal information right off the bat.
Top-of-funnel forms should be thorough enough to give your sales and marketing teams adequate information to pursue the lead, but broad enough to make the lead feel comfortable sharing those details. Requesting information like name, company, company size, email and industry are usually safe bets for ToFu form fields. These elements provide enough information for your marketing and sales teams to follow up with leads, without being too personal and dissuading engagement.
Subscriber
A subscriber is a contact that has opted-in to receiving information from your company. This information can take the form of a newsletter or blog subscription.
As a contact in the awareness stage of the buyer’s journey, self employed database this individual is at the very first stage of the sales process and should be nurtured as such. To urge this contact down the funnel and into the next lifecycle stage, continue to provide them with relevant, educational, top-of-funnel content by way of their blog or newsletter subscription.
Lead
A lead is a contact that has shown a bit more interest in your company than a subscriber, but not enough interest to initiate a sales conversation. Usually, a lead exhibits this interest by downloading a top-of-funnel premium content offer on your website.
In order to drive conversion and provide the most value for your leads and subscribers, ensure that your content and form strategies align with the associated awareness stage of the buyer’s journey.
Nurture your awareness stage contacts with offers like:
Whitepapers
E-books
Guides
Checklists
How-To Videos
Educational Webinars
Because the prospect is only in the first stage of the buyer's journey, you don't want to overwhelm or alarm them with a lengthy, overly-personal request form. Nobody wants to share a ton of personal information right off the bat.
Top-of-funnel forms should be thorough enough to give your sales and marketing teams adequate information to pursue the lead, but broad enough to make the lead feel comfortable sharing those details. Requesting information like name, company, company size, email and industry are usually safe bets for ToFu form fields. These elements provide enough information for your marketing and sales teams to follow up with leads, without being too personal and dissuading engagement.