So, if we were to reverse-engineer this process, we would have to answer these questions first:
“How does the decision maker choose?”
“Where do they get their data?”
“Who aggregates data and presents potential solutions to the decision maker?”
“Who do they trust the most within their organization?”
When you begin to answer these questions you might reveal the following scenario: Someone who is not the decision maker creates a carefully vetted shortlist of solutions and then presents this shortlist to the decision maker.
In this case, your marketing content for the Awareness phase will not be geared towards the decision maker. It should, instead, correspond to the needs and the motivation of the person who makes choices at this stage—the aggregator of research data. It should resonate with that person and help them achieve their goal which is, first and foremost, to leave their manager with a good impression.