AeroAssure Example
STAGE 1
Unaware
STAGE 2
Problem-Aware
STAGE 3
Solution-Aware
STAGE 4
Product-Aware
STAGE 5
Purchase
“Our QMS is fine”
“We might have gaps”
“What are our options?”
“This might work”
“Let’s do this”
Stage Content / Action Channel Progression Signal AeroAssure Tactic
1. Unaware Educational content that names the problem they don’t know they have LinkedIn, conferences, podcasts Downloads checklist or engages with post “5 Signs Your QMS Is About to Fail” article; free AS9100D readiness checklist 2. Problem-Aware Diagnostic tools that help them quantify their gap Webinars, email nurture, blog Registers for webinar or requests gap assessment Free gap analysis webinar; “90-Day Recovery Playbook” blog series 3. Solution-Aware Comparison content and proof that your approach works Website, case studies, email Requests demo or schedules discovery call AeroAssure vs. spreadsheets guide; case study: 6 findings → zero in 90 days 4. Product-Aware Hands-on experience with their actual pain points 1:1 demo, trial, proposal Engages trial, shares with VP, requests pricing Live demo with their data; free trial; ROI calculator (17.7x) 5. Purchase Remove friction — onboarding, quick wins, success roadmap Onboarding portal, success manager Configured + team trained within 2 weeks Implementation kickoff, data migration, 90-day success plan
Key Insight
Each stage requires different content. The #1 mistake: trying to sell at Stage 1. People in “Unaware” don’t want a demo — they want education. Map your content to where they ARE, not where you want them to be.
Your Turn
For each stage, define the content you’ll create, where you’ll publish it, and the signal that tells you the client is ready to move forward.
Stage 1: Unaware — “I don’t have a problem”
Field Your Plan
Content / action Channel Progression signal
Stage 2: Problem-Aware — “We might have gaps”
Field Your Plan
Content / action Channel Progression signal
Stage 3: Solution-Aware — “What are our options?”
Field Your Plan
Content / action Channel Progression signal
Stage 4: Product-Aware — “This might work for us”
Field Your Plan
Content / action Channel Progression signal
Stage 5: Purchase — “Let’s do this”
Field Your Plan
Content / action Channel Progression signal