This funnel stage is associated with content offers like demos, trials, estimates and consultations.

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Being that this is the highest-involvement stage of the buyer's journey, it makes sense that the form associated with this stage will be the most detailed. Make sure you are asking questions specific to the BOFU content offer. The answers to these questions should help your team better deliver on the trial, demo, consultation, etc. For example, at New Breed, we ask the lead what type of marketing automation they use. This information helps us better understand their problem make sure that the lead is getting the most out of their marketing consultation.

Always consider the perspective and lifecycle stage of the buyer self employed database when creating your forms. If they are still a lead or visitor in the awareness stage, keep your forms short and sweet. Once they move down the funnel and into the consideration stage, you can get away with more detailed, personal questions. In the decision stage, the buyer is clearly interested in what your company has to offer. Choose form questions that will help your team better understand the lead's pain-points and goals.

Lifecycle stages aside, always remember to use best judgment when creating form questions. Only ask questions that will enhance your engagement with this lead. Figure out what information will help your team deliver and create your form questions from there.

Assigning lifecycle stages to your contact database will help you effectively nurture leads down the funnel, allowing you to convert, close and continue to delight them with relevant offers. Aligning a contact’s lifecycle stage with their position in buyer’s journey allows you to curate content specific to their needs and challenges at specific stages of the decision process — in effect, streamlining the lead nurturing process and driving conversion.

The stages of the B2B buyer's journey can be broken into three parts: the awareness, consideration and decision stage. Each section of the buyer's journey corresponds with two sections of the marketing and sales funnel. Within the marketing and sales funnel, lifecycle stages are as follows: subscriber, lead, marketing qualified lead (MQL), sales qualified lead (SQL), opportunity and customer. Together, the buyer’s journey and the lifecycle stages of the marketing and sales funnel work together to drive conversion.