5 Missed BOFU Codecs That Convert [Free Checklists & Frameworks]

Step 1: Perceive your purchaser’s intent and consciousness degree 

Earlier than deciding which content material codecs to create, take into account:

• The stakeholder’s function within the shopping for course of
• Analysis standards
• Familiarity along with your product and options

BoFu choices normally contain a number of stakeholders with completely different ranges of consciousness and analysis standards. Select content material codecs that talk on to their wants.

Step 2: Establish blockers

Your BOFU content material ought to help conversion objectives. Begin by asking:

• Which purchaser objections are slowing us down?
• What BOFU content material might take away these blockers and drive outcomes?

Answering these questions shouldn’t occur in isolation. Your gross sales crew is a key supply of perception as a result of they discuss to consumers, hear objections, and infrequently know what works.

As Aarushi Singh, Senior Content material Marketer at Uscreen, put it:

“Enablement is about creating shared momentum with out stepping on the individuals who’ve already found out how you can win. Which means asking what’s already working that we will double down on, letting reps share their tackle fixing a specific drawback, and scaling the instincts and tales they already use, not overwriting them.”

Step 3: Map BOFU content material codecs to purchaser intent and enterprise objectives 

When selecting BoFu codecs, I exploit a psychological mannequin referred to as the BIG Matrix to make choices based mostly on:

• Purchaser intent
• Inner blockers
• Go-to-market objectives