Mastering the Interest & Consideration Stage of Your B2B Marketing Funnel
In B2B marketing, the buyer’s journey is rarely a straight line. The Interest and Consideration stage is where awareness turns into engagement, and where curiosity actually starts to become intent. This is the middle of the funnel, and it’s where trust, credibility, and real connections are built.
The big question is: how do you keep prospects interested and move them toward considering your product or service?
Understanding Your Buyer
At this stage, buyers know they have a problem somewhere in their marketing or sales and are exploring solutions. Decisions are deliberate in B2B because multiple stakeholders are involved, budgets are discussed, and long-term outcomes matter. Your primary goal is help prospects feel confident that your solution or product and your company are the right fit.
What Buyers Want
Your potential clients might be asking questions similar to these:
- How does this solution work?
- What makes this company different from others?
- Can they solve my specific problem?
- What do other businesses like mine say about them?
Your content should provide clear, honest answers to bridge the gap between company awareness and their decision.
Strategies That Work
Here are a few ideas to guide prospects through the Interest and Consideration stage:
- Targeted Email Campaigns
Send helpful insights, industry news, and practical tips, not just product pitches. Personalize based on industry, company size, or behavior. - Case Studies & Testimonials
Share stories of companies that solved similar challenges with measurable results. - Product Comparison Guides
Help buyers make informed choices with clear, honest comparisons that highlight your differentiators. - Webinars & Live Demos
Interactive content lets prospects see your expertise, ask questions, and connect with your brand. - Retargeting Campaigns
Stay visible to prospects who visited your site but didn’t convert. Offer mid-funnel content like checklists or case studies to stay top of mind.
Metrics to Watch
Focus on signals of engagement:
- Email opens and clicks
- Webinar registrations and attendance
- Resource downloads
- Returning website visits
These important indicators help your sales team prioritize the leads that are most ready for a deeper conversation.
Don’t Skip the Middle
Many companies focus on lead generation and deal-closing, but the middle of the funnel is where relationships are built. Done right, this stage educates prospects, builds trust, and prepares them for confident buying decisions.