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Create for Every Stage in B2B Tech Buying

When I started working in B2B tech marketing, I used this content grid (by JESS3 and Eloqua) as a great content creation guideline for myself. It is really helpful and easy to use. Nowadays, it is a bit outdated, but the actual idea behind it still stands. Buyers crave different types of content during their buyer journey.

Today’s B2B tech buyer interacts with an average of 13 pieces of content before contacting a vendor. It’s typically spanning 2–6 weeks and involving 3–4 internal decision-makers, G2 Learning Hub + 12SellersCommerce + 12Demand Gen Report. To guide buyers from the first touch to close efficiently, your content must evolve alongside their journey. From awareness, through consideration, to decision and purchase, and beyond.

That is why decided to create my renewed 2025 version of the content grid, B2B tech marketing style.

1. Awareness: Getting Noticed & Building Trust

When starting with awareness building, the objectives and expectations need to be on a realistic level. We need to know who to reach, with what type of content, why, and how. In the image above you can see that in B2B tech world the first people whose attention you will need are the COO’s, CRO’s and CBO’s.

Objectives:

• Highlight problems, trends, and your brand’s unique perspective
• Capture interest across search, social, and events

Recommended Content:

• Thought leadership (articles, LinkedIn posts)
• Explainer videos and animations
• Infographics and visualizations of industry insights

Data points:

• 67% of the buyer’s journey now happens digitally, emphasizing the importance of online discovery Cognism+1Lead Forensics+1.
• 90% of marketers say content helps educate prospects; 49% of buyers rely more on content to inform decisions The CMODBS Interactive.

Example: A SaaS cybersecurity vendor publishes a video series on “5 Hidden Risks in Cloud Security,” attracting organic traffic and social shares.

2. Consideration: Deepening Engagement & Building Your Case

In the consideration phase, the objectives and the expectations need to be adjusted. Still keep in mind who to reach, with what type of content, why, and how. In the image above you can see that in this phase you need to be attracting the CEO’s, CRO’s and CBO’s.

Objectives:

• Help buyers evaluate the problem, view solutions, and assess your fit
• Demonstrate technical capability and process clarity

Recommended Content:

• White papers/how‑tos: e.g., “Selecting the Right API Architecture”
• Webinars with Q&A to demonstrate expertise and build lists
• Blog series: e.g., Integration guides, deep dives

Data points:

• 60% of B2B buyers may finalize purchases solely on digital content, Ascend2+15SellersCommerce+15Ipsos+15Corporate Visions+1Proofed+1.
• 88% of B2B buyers consumed video to learn about offerings in the past 3 months, with 69% of marketers increasing video budgets DBS Interactive+1The CMO+1.

Example: A platform vendor shares a detailed integration whitepaper with embedded demos and ROI model, easing technical evaluation.

3. Decision: Removing Doubts, Driving Conversion

Once you get into the decision phase, your aim is to remove obstacles from buying. The content needs to convince and build trust. You will be reassuring the worlds of the CTO’s, CRO’s and COO’s.

Objectives:

• Provide evidence, proof, and competitive clarity
• Enable decision-makers to confidently choose your company

• Case studies with quantified results
• ROI calculators or payback period tools
• Battle cards/comparison sheets against competitors

Data points:

• Buyers review 3–5 content pieces before engaging; positive reviews can improve conversion rates by up to 15% Demand Gen Report + 8The CMO + 8Lead ForensicsCoalition Technologies+4Lead Forensics+4G2 Learning Hub+4.
• 57–70% of buyers do 57% of research before contacting sales Lead Forensics.

Example: A SaaS vendor provides an interactive ROI calculator and case studies showing 30% productivity gains, helping CFOs and CROs seal the deal.

4. Purchase/onboarding: Ensuring Smooth Execution

It’s a done deal, time to rest. Or is it? No. You need to ensure that there is marterial that covers the needs for the people implementing your solution, product or service into theirs. Don’t make them regret the purchase. Make sure you support the COO’s, CEO’s and CBO’s.

Objectives:

• Reduce friction during implementation
• Reinforce decision confidence

Recommended Content:

• Implementation guides, checklists, timeline docs
• Onboarding videos and training materials
• Role-specific rollout playbooks for admins and end-users

Example: A tech SME provides login walk-throughs, admin setup tutorials, and user onboarding guides, increasing customer activation and satisfaction.

5. Advocacy & Expansion: Cultivating Loyalty

Aaand. You’re still not done yet. You want your business to grow, to scale. Make your customers your advocates. They will be the best marketing you ever had. Create co-marketing content together with your customers and reach the COO’s, CTO’s and CBO’s and let them shine with you.

Objectives:

• Foster success stories and up-sell opportunities
• Encourage referrals and case development

Recommended Content:

• Customer success webinars and peer-led events
• Advanced use-case articles and feature deep dives
• Referral toolkits and co-marketing assets

Data points:

• Content marketing delivers 3× more leads at 62% lower cost than outbound tactics Ascend2 Proofed + 2The CMO + 2Coalition Technologies .

Example: A tech company co-hosts a customer panel webinar showcasing how users saved 40% in costs—then publishes a joint case study.

Suggested Content Journey Overview

Stage	Buyer Intent	Content Types
Awareness	Understand problem and solutions	Blogs, videos, infographics
Consideration	Evaluate features, integrations	Whitepapers, webinars, technical blogs
Decision	Validate ROI, competitive differentiation	Case studies, ROI tools, comparison sheets
Purchase	Execute implementation smoothly	Onboarding guides, training assets
Advocacy	Expand usage, share success	Success stories, peer webinars, co-marketing

Why This Works

And especially in B2B sales and marketing. Because people are mistake avoiders at work. Ensuring they have content, back-up materials and a strong ground to stand on, reduces their worries on the purchase and your sales easier.

• Buyers consume about 13 content assets during the journey CMSWire.com SellersCommerce.
• 67% of the journey is completed digitally, so content must cover all stages Cognism + 1Lead Forensics.
• Tailored content accelerates deals with 3–10 stakeholders per deal Corporate VisionsCognism.

Final Tips and steps

• Map your personas to the journey: technical content for CTOs, ROI tools for CFOs, vision pieces for CEOs.
• Create modular assets to repackage across channels and stakeholders.
• Measure stage-specific KPIs: awareness (views), consideration (engagement), decision (MQL→SQL), adoption (activation), and advocacy (referrals, up-sell).

First Steps to Build Your B2B Content Journey

1. Audit existing content to map against the journey stages.
2. Interview sales, customer success & product teams for insights.
3. Build a content matrix by persona, intent, and funnel stage.
4. Align content creation with quarterly GTM campaigns.
5. Leverage AI tools for SEO and AIO-optimized content visibility.

High-performing B2B tech brands deliver consistent, strategic content at every touchpoint. When your content aligns seamlessly with buyer intent, your team, be it marketing, sales, product, and CS, moves prospects predictably toward conversion.

Need help with all of it? Get in contact and we’ll sort it all out!