Although somewhat idealized, I think these sort of worksheets help teams in planning content or identifying gaps in content, based on where a prospect falls in the funnel KPI conversion levels and progressive disclosure with content. Sure, we can't know exactly where they are in the process, but many things can help us guess intelligently and nudge prospects over those acquisition and conversion lines we all bite our nails over.

1. Content Strategy for Buyer’s Journey Flow: Ideal Path Trigger Event Worksheet
SuspectsUnexposed
Prospects
(unidentified
roles)
Leads/MQL
(assignedtosales)
Contacts/SAL
(matchedtoaccount)
Prospects
(identifiedroles)
SQLS
(onopportunity)
Post-Close (Renewals, Cross-Sell, Up-Sell)Awareness Consideration Decision
Unknown Target
Anonymous Web Visitor
Email-to-cookie match
Warm
Hot>B
>C
50
15
LeadSource
PrimaryCampaignSource
grading
Profile/Persona MatchD-
Sales Dispositions Favorably
Identify Buying Committee
Establish BANT
Closed Won Service Cloud Term Date <90 days
Focus on Problem
Social posts, Slideshare presentations, YouTube vids, journal
articles, blog...
Focus on Problem and Suggest Solution Criteria
White papers, Industry Analysis, hosted webinars
Focus on Solution Criteria
Survey reports, white papers, industry analysis...
Start Personalization and Frame Solution in Role Context
Hosted webinars, case studies, exclusive detailed videos...
Focus on Problem
Infographics, survey reports, hosted videos,
Partner webinars
Start Master Drip: Nurture to Demo and Sales Conversion
1. Role specific infographic
2. Industry journal hosted webinar
3. Short video capturing problem to solution and results
4. Customer focused webinar
5. Canned demo
6. Personalized demo
Non-personalized messaging
and dynamic content
Allpre-pipeline
Marketing messaging
Allnon-customer marketing
messaging
Start Personalized Messages from Sales and Pass to Telequal
Scheduling, “How did it go?”, Single qualifying questions