Consideration Phase

What Is the Consideration Phase?

The consideration phase is the middle stage of the marketing funnel where a prospect has clearly defined their problem and is actively evaluating potential solutions. At this stage, they know they need to act — they are now comparing approaches, vendors, and options before committing. The buyer moves from "I have a problem" to "what are my options for solving it?"

This stage is characterized by more intentional research: reading product comparison pages, watching demo videos, engaging with case studies, attending webinars, and consulting peer review platforms like G2 or Capterra. Prospects in the consideration phase are willing to spend more time with content that is detailed, specific, and product-relevant — which is a fundamental shift from the awareness stage, where brevity and accessibility win.

The goal for marketers in this phase is not just to exist in the consideration set, but to shape the evaluation criteria in your favor. Content that defines what "good" looks like in your category — and subtly aligns those criteria with your product's strengths — is the most effective lever in the consideration phase. This is why category-defining content (e.g., "What to Look for in an ABM Platform") consistently outperforms straightforward product pages in driving pipeline.

Why the Consideration Phase Matters for Marketers

Buyers who reach the consideration phase represent significant marketing investment — they've already been educated at the awareness stage and are now close to a decision. Losing a prospect at consideration is especially costly because it wastes all the upstream nurture investment. Conversion rate optimization in the consideration phase often delivers better ROI than increasing awareness-stage spend.

The consideration phase is also where competitive differentiation becomes decisive. Two vendors may look equivalent on awareness-stage content, but one who shows up with compelling case studies, transparent pricing context, and a powerful product demo will consistently win at consideration. Brands that neglect middle-funnel content force prospects to fill the gap with competitor content — and often lose the deal as a result.

Research from Gartner found that B2B buyers spend 27% of their purchase journey researching independently online — and much of that research happens in the consideration phase. Showing up with the right content at this stage is not optional.

How to Implement Consideration Phase Marketing

Build a comprehensive library of middle-funnel content assets: head-to-head comparison pages (your product vs. named competitors), in-depth case studies organized by industry and use case, product tour videos, ROI calculators, and feature-by-feature breakdowns. These assets address the specific questions buyers are researching.

Align your nurture sequences to the consideration phase. When behavioral signals indicate a prospect is in active evaluation — visiting pricing pages, comparing plans, returning multiple times in a week — trigger sequences that surface your most persuasive proof points: testimonials from similar customers, relevant case studies, and a soft invitation to speak with sales.

Enable sales with consideration-stage collateral so that outbound touchpoints reinforce rather than repeat what prospects are already reading independently.

How to Measure the Consideration Phase

Key consideration-phase metrics: demo request rate, trial signup rate, content engagement depth (time on comparison and case study pages), email nurture click-through rate on product-focused content, and MQL-to-SQL conversion rate.

Monitor which consideration-stage content assets appear most frequently in the "last touch before demo request" attribution report. These are your highest-value middle-funnel assets and deserve continued investment and optimization.