By the time a prospect reaches consideration, they’ve moved past broad curiosity. They know their problem and they’re weighing their options. In the B2B marketing funnel, this stage is where trust, proof, and positioning matter most.

For B2B buyers, consideration isn’t impulse-driven—it’s a deliberate, collaborative process. Multiple decision-makers often review:

• Which solutions are most credible
• Which providers demonstrate expertise
• Which partners align best with long-term goals

This is the stage where your brand needs to educate, not oversell.

Every search carries intent, and by the consideration stage, that intent has shifted. Buyers aren’t just learning—they’re evaluating. They know what their problem is and are actively comparing providers, services, and approaches that could solve it.

At this stage, prospects are looking to:

• Compare different solutions head-to-head
• Understand which providers have the strongest expertise
• Evaluate how well a service aligns with their industry or needs

These searches signal that buyers are picturing themselves working with a partner. They’re narrowing the field, weighing credibility, and asking: “Why should we choose you over someone else?”

By targeting and addressing these evaluative queries, your content builds trust, offers proof, and positions your brand as the clear choice in a crowded market.

To stand out in this stage, focus on proof and experience:

• Case Studies & Testimonials: Real-world examples that show you deliver results.
• Product Demos & Free Trials: Let prospects experience your solution firsthand.
• Comparison Guides: Honest breakdowns of options (even vs. competitors) that highlight your differentiators.
• Thought Leadership: Webinars, guest articles, and guides that showcase authority.

The goal: demonstrate competence and credibility, while helping prospects make informed choices.

At this stage, you should be measuring engagement that indicates serious evaluation:

• Demo requests
• Free trial sign-ups
• Time spent on service or product pages
• Downloads of in-depth content (case studies, comparison sheets)

⚠️ Pitfall to avoid: Jumping too aggressively to “close.” If you pressure a prospect here, you risk losing them before conversion.