Conditions may vary

People express different needs at different stages of their buying process. They also expect different solutions.

According to a Pardot State of Demand Generation report, 76% of buyers prefer different content at each stage of their research. Different buyers require different messages.

A customer who is merely browsing solutions is not necessarily ready to have a discount shoved in her face. Conversely, if she has already made up her mind to buy, then a discount could help speed up the process.

Your marketing program needs to identify the relevant content to help solve problems for your buyer as he or she moves through the process. This helps nudge buyers along, delivering real solutions to real people.