Skip to main content
grasp.study
About
Explore
Pricing
Log in
Try it for free
Back to course
👋
Welcome to a Grasp lesson
Create a free account
to keep studying and create your own study path.
Content engine development
·
Module 1
Foundations of the B2B Buyer Journey
1
Understanding the B2B Buyer Journey
Define the B2B buyer journey stages (e.g., Awareness, Consideration, Decision), identifying the key questions and motivations at each stage.
MQL vs. SQL: Defining Lead Qualification
Distinguish between marketing-qualified leads (MQLs) and sales-qualified leads (SQLs), and establish clear lead qualification criteria.
Mapping the B2B Funnel: TOFU, MOFU, BOFU, and the Buyer Journey
Define the B2B marketing-sales funnel stages (TOFU, MOFU, BOFU) and their relationship to the buyer journey.
4
Content Formats by Buyer/Funnel Stage
Map common B2B content formats to the appropriate buyer journey stage and funnel stage.
5
Optimizing Your Funnel: Identifying Drop-Off Points
Identify common funnel gaps where leads disengage or drop off.
6
Measuring Content Marketing Success: KPIs for Each Funnel Stage
Define key performance indicators (KPIs) for content marketing at each funnel stage (e.g., traffic, conversion rates, pipeline generated).
Previous module
Next module
Strategic Sales and Marketing Alignment