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Presenting a customer with a dessert before they’ve had a chance to look at the starters is not an approach likely to be adopted by any successful restaurants. Similarly, a B2B business dishing up a pricing guide to an early stage lead will only succeed in putting the buyer off and denting the business’s own reputation.

That’s because content distribution must be logical. Thanks to the abundance of data and insights now available, businesses of all sizes have the ability to distribute the right content to the right people at the right time. That means those researching their pain points are presented with thought leadership content on industry issues, while those who are in a situation to buy are presented with case studies and demo propositions.

It all takes meticulous planning and tight sales and marketing alignment, but by following our simple infographic below you can get a flavour of the content most B2B buyers expect in relation to their position in the funnel.


Infographic for TOFU, MOFU and BOFU content


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