What is the Consideration Phase?

Summary

The consideration phase is the second stage of the buyer’s journey, in which potential clients actively evaluate different solutions to their identified problem or need. During this phase, prospects research options, compare features and benefits, assess vendor capabilities, and develop shortlists of solutions that could address their specific requirements.

Why the Consideration Phase Matters

The consideration phase represents a critical window where prospects move from problem awareness to active solution evaluation. Marketing that fails to engage effectively during this phase loses opportunities to competitors who better demonstrate value and relevance to engage defensive buying groups. Conversely, overly aggressive sales tactics at this stage push prospects away before they are ready to purchase.

For demand generation professionals, marketing leaders, and revenue teams, consideration phase optimization addresses critical priorities:

• Competitive differentiation: Prospects actively compare options during consideration. Content must clearly articulate why your solution outperforms alternatives.
• Value demonstration: Buying groups assess projected ROI and business impact. Marketing must quantify benefits and provide evidence of results.
• Buying group engagement: Multiple stakeholders evaluate solutions during consideration. Content must address the concerns of different roles within the buying group and enable consensus-building.
• Pipeline velocity: Effective consideration phase engagement accelerates progression to decision, shortening sales cycles and improving forecast accuracy.
• Sales readiness: Prospects nurtured effectively through the consideration stage enter sales conversations better informed and more likely to convert.
• Qualification efficiency: Consideration phase interactions reveal fit and intent, focusing marketing and sales investments on opportunities with genuine potential.

Organizations that master the consideration phase build stronger pipelines with higher-quality opportunities that convert at better rates.

What Happens During the Consideration Phase?

The consideration phase involves specific buyer activities and decisions that shape eventual vendor selection.

Buyer activities

Solution research

• Explore different approaches to solving their identified problem
• Compare solution categories and methodologies
• Understand trade-offs between options

Vendor evaluation

• Research potential vendors and their capabilities
• Assess vendor reputation, track record, and stability
• Review client testimonials and case studies

Requirements definition

• Clarify specific needs and evaluation criteria
• Identify must-have versus nice-to-have capabilities
• Establish budget parameters and timeline expectations

Internal alignment

• Engage buying group stakeholders in the evaluation
• Build consensus on priorities and requirements
• Begin socializing potential options with decision makers

Buying group dynamics

During consideration, multiple stakeholders contribute to the evaluation of a solution:

Effective consideration phase engagement addresses the concerns of each stakeholder role rather than focusing on a single decision maker.

What Content Works Best for the Consideration Phase?

Consideration phase content must demonstrate a solution’s value, differentiate it from alternatives, and provide information that enables buyers to make decisions confidently.

Effective content types

Case studies

• Highlight measurable results achieved by similar organizations
• Document specific challenges addressed and outcomes delivered
• Include client quotes providing third-party validation

Solution comparisons

• Compare approaches to solving the prospect’s problem
• Differentiate your solution from competitive alternatives
• Provide objective evaluation frameworks

Product demonstrations

• Show how the solution works in practice
• Highlight key features addressing documented needs
• Enable self-directed exploration through interactive demos

ROI tools

• Quantify potential business impact
• Identify specific value opportunities
• Support internal justification

Detailed documentation

• Discusses technical specifications and integration information
• Guides implementation and shapes timeline expectations
• Defuses prospect objections concerning security, compliance, and data handling processes

Expert engagement

• Addresses specific prospect questions
• Evaluates prospect needs and fit
• Demonstrates expertise and capabilities

Content principles

Do’s

• Detailed information enabling informed evaluation
• Evidence of results through case studies and data
• Clear differentiation from alternative approaches
• Materials supporting internal champion advocacy

Don’ts

• Aggressive sales pressure before prospects are ready
• Generic content that does not address specific needs
• Claims without supporting evidence
• Ignoring stakeholder-specific concerns

How Is the Consideration Phase Different from Other Stages?

Understanding how the consideration stage differs from awareness and decision phases enables appropriate content and engagement strategies.

Key distinctions

From awareness to consideration

• Prospects have moved from recognizing a problem to actively seeking solutions
• Content shifts from educational to evaluative
• Engagement becomes more personalized and detailed

From consideration to decision

• Prospects have developed a shortlist and are ready to select
• Content shifts from comparison to purchase enablement
• Engagement involves direct sales interaction and negotiation

How Do You Market to Prospects in the Consideration Phase?

Effective consideration phase marketing requires strategic nurturing that advances prospects without pushing them away.

Lead nurturing strategies

Personalize based on behavior

• Track content consumption to understand prospect interests
• Tailor follow-up content to documented engagement patterns
• Address specific topics prospects have researched

Highlight capabilities and advantages

• Demonstrate how your solution addresses prospect pain points
• Differentiate from competitors on meaningful criteria
• Provide evidence through case studies and results data

Enable self-directed evaluation

• Make detailed information easily accessible
• Offer interactive tools for independent exploration
• Provide resources for different stakeholder roles

Offer deeper engagement opportunities

• Consultations addressing specific questions
• Demonstrations tailored to prospect requirements
• Assessments identifying value and fit

Timing and approach

Appropriate engagement

• Provides value before asking for commitment
• Respects prospect timeline and readiness signals
• Balances persistence with patience

Avoid common mistakes

• Premature sales pressure alienates consideration phase prospects
• Generic content fails to differentiate or demonstrate value
• Ignoring buying group complexity limits influence

Sales and marketing coordination

Consideration phase success requires cross-departmental alignment:

• Share prospect engagement data with sales teams
• Coordinate outreach timing and messaging
• Ensure a consistent experience across marketing and sales touchpoints
• Develop shared criteria for sales engagement readiness

Key Takeaways

• The consideration phase is the second stage in the buyer’s journey, in which prospects actively evaluate solutions to their identified problem
• During consideration, buying groups research options, compare vendors, define requirements, and build internal alignment around potential solutions
• Effective content includes case studies, comparison guides, demonstrations, ROI tools, and opportunities for expert engagement
• Consideration phase marketing requires nurturing that demonstrates value and differentiates from competitors without aggressive sales pressure
• The phase bridges awareness (problem recognition) and decision (vendor selection), requiring content that enables informed evaluation
• Multiple buying group stakeholders participate in the consideration phase, each with different concerns that marketing must address

Learn More About the Consideration Phase

Explore strategies for engaging prospects during the consideration phase:

• Why Buyer Enablement Is Critical
• 6 Steps to Engaging Defensive Buying Groups