This is the stage where a Prospect or Lead develops an increasing interest in learning more about your product and how it can help them achieve their goals. This encompasses various pages on your site, and also includes items such as Whitepapers that provide them an offer of additional value in return for providing you with more information about them, such as a contact e-mail. It also includes content such as Lead Nurturing E-mails that are used to hold their interest. All of these make up a journey that should lead to converting the Prospect or Lead to the Trial or Consideration phase. Depending on the length of your buying cycle (in time and typical number of steps), you may also include direct contact with sales representatives and the scripts they would use for that in this stage's content.