Saad Khan argues the buyer journey starts before awareness. Most content targets people who know they have a problem, but the real opportunity is reaching people unaware they have one. Topic-focused resources like "how to ramp new reps faster" pull those leads into the funnel.
People say the buyer's concern and journey is made of three phases. Awareness, consideration, purchase. I disagree. I think there's one other phase, which is the unaware phase. The standard model suggests that the awareness phase is where people are downloading blogs, webinars, and articles. I disagree with that. If people are aware, awareness to me is that you're not just aware that my company exists, you're aware of the problem that is solved. For if you were actually aware, you'd be mql. So we're treating those unaware leads as basically ways into the door. Like, hey, they're not ready to. It's the same thing that we did. I kind of did at Clio. We're not ready to buy. This is not about the product, but this is about a topic. Hey, how do ramp new reps faster.
#shorts THE POWER OF RECOGNITION: How Do You Empower People with Zoe Hartsfield
