Buyers in the consideration stage are considered to be in the middle of the funnel

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In this stage, the contact is classified as a Marketing Qualified Lead (MQL) or Sales Qualified Lead (SQL). At this point, the buyer has begun to evaluate potential solutions to the problem they recognized and researched in the awareness stage.

Marketing Qualified Lead (MQL)
As a lead’s interest in your product or service evolves, their behavior will change in a predictable and obvious manner. MQLs are leads that have shown a substantial deal of interest in your product or service.

This increased interest can be identified through several middle-of-funnel content downloads or a single bottom-of-funnel content download. Leads that exhibit these actions are signaling that they are seriously interested in what your brand has to offer and are therefore qualifying themselves as an MQL.

Sales Qualified Lead (SQL)
Essentially, a SQL is an MQL that sales has deemed self employed database qualified for direct outreach. It’s easy to forget that this evaluation should go both ways — that a lead needs to be a good fit for your company in order to provide high ROI to your business. It's important to use your designated buyer persona template to ensure that this lead is likely to close before qualifying them as an SQL.

Nurture your consideration stage contacts with offers like:

Case Studies
Samples
Demo Video
Data Sheet
Product/Service Webinars
Because the buyer is showing a more active level of involvement and interest, your form can ask for more personal details without being considered too invasive. Phone number, for instance, is a MoFu form detail that will allow your team to follow up with the lead in a more personal way. Gathering details like a lead's "biggest challenge" can help your team better understand their specific problems and how to frame your business as a potential solution. By capturing this type of information in your form strategy, your team can better tailor their sales conversions conversation and build a rapport.

Decision Stage
Last is the decision stage, where buyers are classified as opportunities or customers. This stage of the buyer's journey signifies that the user has decided on a solution for their problem. They are ready to purchase and are actively considering a specific brand or solution provider.