Bottom of Funnel
At this stage, our audience consists of known contacts who are interested in our products and services and ready to buy. Potential clients have likely narrowed their search to one Morningstar offering and a handful of competitors.
In this stage of the funnel, our content is more product-specific and personalized to the potential client. Potential clients share use cases and requirements, and we personalize content to explain the specific return on investment for their business.
Bottom-of-funnel content includes:
Free trials
Product demonstrations or consultations
Customer testimonials and reviews
