Buyer's question: How does it work? Desired outcome: Value recognition (functionality)
Educate buyers on the different modules of your offering at a high level.
Email
Website
Search and social (paid and organic)
Word of mouth
Events
Direct mail
Landing pages
Video
Brochures
Profile pages
Unique visits to product detail pages
Avg time spent reading/watching product intro collateral
Visits to product detail pages on your website or reads of brochures by target persona matches that last long enough for the main body copy to have been read
Views of your product videos by persona matches that last for most of the video duration