How do you target say, SMB, for each stage of the funnel? (interview question I received:)

I recommend first starting with the problem you are solving for your target audience. What do they care about? Depending on your go-to-market motion, you’ll want to personalize this approach.

You can think of this in the following framework:

• Awareness Stage
• Consideration Stage
• Decision Stage

I’m personally not a fan of `funnels` as this just isn’t how SMBs, as well as humans in general, move throughout the customer journey nowadays. This is not a linear process.

Going back to your original question, identify how to best reach your audience at each stage and what content you need to support that stage. For example, in an awareness stage, you would not want to use an aggressive CTA to buy now. This would not meet the prospect where they are in their journey.

Ultimately, it’s about meeting your prospects and customers where they are in their journey, based on where they prefer to spend their time.