Buyer's question: What are our next steps? Desired outcome: Purchase, adoption
Educate on the final steps involved for purchase to happen (transparency) and keep buyers engaged through any delays - like contracts stuck in legals, or supply chain disruption.
Email
Direct mail
Website
video
onboarding guides
case studies
welcome pack
Content read or watch time
Email engagement rates
A reduction in sale/basket abandonment or order cancellations
Greater internal advocacy - potentially shorter time in legals
High customer satisfaction at this stage