How to pick the right B2B marketing assets

🧭 Using stage of awareness as a guide

⚫️ Problem Unaware

Content approach: talk about trends and the problem.

Educate on the problem and what’s changing.

→ white papers

→ industry reports

→ trend breakdowns

🔵 Problem Aware

Content approach: Educate on how to approach solving the problems.

Show your work in public.

→ breakdowns

→ audits

→ frameworks and guides

→ pain calculators

🟣 Solution Aware

Content approach : talk about success stories and most critical capabilities.

Retell current customer experiences.

→ testimonials

→ case studies

→ gain calculators

→ buying guides

🟢 Product Aware

Content approach: hammer home the benefits and pull them in to value creating steps.

Get them to value fast.

→ free trials

→ consults

→ value adds

→ partnerships

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Are you creating the right assets for the right customer stage?