They’ve landed on your website. Maybe they downloaded a whitepaper or clicked through a product brochure. That’s a good sign. They’re interested.
But here’s where many marketing programs lose momentum. You’ve caught the attention of the right people, but in scientific and technical sectors, most buyers aren’t ready for a sales conversation just yet.
But that doesn’t mean they’re not listening.
It means they’re gathering information, building trust, and, most importantly, starting to involve others in their internal conversations.
The real question is: are you giving them the right content to help make your case internally?
The Middle of the Funnel Is Where Decisions Begin to Take Shape
In B2B, scientific and technical sectors, buying decisions are rarely made by one person. There’s often a committee of stakeholders, each with different priorities; technical specs, budget fit, regulatory compliance, ROI, etc.
State of Scientific Purchasing 2024
At this stage, your content plays a crucial role not in closing the deal, but in equipping your champions with the knowledge, clarity, and confidence they need to advocate for your solution inside their organization.
This is where middle-of-the-funnel or MOFU content shines. It’s time to focus on educational, expert-driven content that helps potential buyers build a case internally.
Two content channels we see consistently helping scientific marketers do this well are:
- Webinars
- Newsletter Nurture Campaigns
1. Webinars: Give Them Something to Talk About
Webinars are one of the most effective ways to demonstrate credibility while addressing real-world problems. And when delivered well, they give internal champions a powerful piece of content to share with colleagues and stakeholders.
We’ve hosted hundreds of webinars across various scientific spaces, and the best-performing ones always feel like peer-to-peer knowledge sharing, not polished sales pitches.
What works:
- Focusing on applications, not product specs
- Featuring guest researchers or end-users
- Including Q&A to address objections live
When done right, a webinar isn’t just informative, it’s circulated internally, discussed in meetings, and used to justify the next steps.
2. Email Nurture Campaigns: Keep Your Message in Motion
The webinar may be over, but your buyer’s journey isn’t. This is where thoughtful, well-timed email nurture campaigns can make a real impact, especially when they’re based on the signals your audience has already given you.
Look at the questions they asked during the webinar. The polls they responded to. The resources they clicked. That’s all intent data and valuable insights into what matters most to them right now.
Use it.
Segment your post-webinar follow-up based on the interests expressed during the session. Send relevant case studies, explainer videos, or deep-dive articles that speak directly to the challenges they raised.
Done right, these nurture campaigns don’t just keep the conversation going; they give your prospects exactly what they need to take the next step and again share with other colleagues in their buying team.
This kind of content helps move the discussion forward internally, arming your champions with credible, topic-specific material they can circulate, reference, and build around.
Because the goal isn’t just staying top-of-mind, it’s staying useful.
Saying the Right Things Helps Fuel Internal Advocacy
Your middle-of-the-funnel content should do more than educate, it should empower. Prospects at this stage are building internal cases, answering tough questions, and trying to get buy-in.
Give them content that helps them do that well: clear, credible, and built for sharing.
Discover new ways to create MOFU content. Contact AZoNetwork below.
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