Buyer's question: Would it work for me/us? Desired outcome: Conviction
Clearly communicate how your products or services apply to the specific pain points of your target persona, industry, or account
Email
Website
Targeted search and display ads
Phone/zoom
1-1 conversation (including webchat)
Word of mouth
Video
Landing pages
Case studies
Webinars
Demos
Product brochures and guides
Time spent engaging with relevant collateral - indicates intent
Trial signups
SQLs created
Meetings booked
Adds to basket
Reliable stream of signups for a free trial from target persona
Reliable stream of pricing requests from target persona
Target persona frequently adds to shopping basket