Recommendations for selection

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What role does it play in the purchasing decision making process?
Let's take a small example and virtually "walk" through the funnel together with an interested visitor. Let's imagine that our client needs construction equipment, for example, an excavator. He does not yet understand whether he wants to buy it or rent it. Remember that in B2B the transaction cycle is long, it can reach six months or more.
content marketing funnel
Stage 1. Awareness

A person came to the site through a search. Or read an article on an industry portal. He learned that you exist and that you can buy an excavator. This is the initial stage of getting to know the company, where the following types of content will be useful:

Checklists and e-books (white papers),
Expert articles,
Informational webinars,
Industry news,
Informational articles.
Possible topics for this stage:

What is more profitable: rent, lease, purchase?
Which brand of excavator is better, Chinese or European?
Are excavators produced in Russia?
News from the last exhibition
How to choose an excavator?
Remember about relevance? It is not only the impacts of overseas chinese consumers in uk that is important, but also the role of the person in the decision. Who can visit the site to choose an excavator?

The owner - it is important for him to know about the return on investment.
Commercial Director - prepare an article for him about the reliability and minimal downtime of your excavators.
etc.
Let's say a visitor has signed up for your newsletter, maybe downloaded an e-book on how to choose an excavator. Does that mean they're ready to buy your product? No. If all goes well, they move on to the next step.