How do awareness stages influence your demand generation strategies?

Below is how I would define the demand gen strategy, create content and plan campaign tactics aligned to the 5 stages of awareness

UNAWARE:

Demand gen strategy: Build awareness

Content strategy: create blogs, media articles, podcasts to drive awareness

Campaign tactics: Promote via organic social, YouTube, Spotify/Apple podcast

PROBLEM AWARE:

Demand gen strategy: Drive top-of-funnel demand

Content strategy: Help them solve the problem with How to guides, best practice playbooks, cheat sheets, maturity assessment (online tool)

Campaign tactics: Paid social, paid search, thought leadership webinars, content syndication, industry webinars/events

SOLUTION AWARE

Demand gen strategy: Drive engagement

Content Strategy: Help them understand how your product can help solve their problem with product tours, video demos, checklists, tips and tricks,

Campaign tactics:: Paid social, paid search, demo webinars, email marketing

PRODUCT AWARE

Demand gen strategy: Drive demos, free trials, bottom-funnel demand

Content strategy: Help them understand how your product is uniquely qualified to solve their problem with an ROI Calculator, Success stories, Gartner MQ, Forrester Wave, Forrester TEI

Campaign tactics: Events, executive roundtables, paid search

MOST AWARE

Demand gen strategy: Give them incentives to buy

How do awareness stages influence your demand generation strategies? You’ll see an impact across three areas:

• Different metrics of success: How you gauge impact will vary by stage. Keep in mind customer journeys and “the funnel” are not linear. Be sure to adjust your performance metrics based on where you are meeting your customer in their journey.
• Complementary tactics: Each stage should be complementary. You want to build a strategy that benefits from compounding momentum. 
• Testing: What has already been tested? What has worked? What has not worked? All of these data points should influence your demand gen strategy. Your strategy should be adjusted based on these inputs.

There is no one size fits all across every organization. However, there are a few key principles such as above that can be dialed in and customized.