Overview
CustomerOS maps every company in your workspace to one of four stages:- Target → Matches ICP but no engagement yet
- Education → Engaging with problem/industry content (in nurture)
- Solution → Evaluating solutions and approaches (in nurture)
- Evaluation → Comparing vendors and gathering stakeholders (in nurture or needs sales attention with high engagement)
Stage Definitions
| Stage | Status | Typical Behaviors | Content Influence |
|---|---|---|---|
| Target | Not engaged | ICP match, little or no engagement | Sees ads, social mentions, ungated blog posts |
| Education | In nurture | Reads problem/industry blogs, subscribes, downloads explainers | Blogs, thought leadership, explainers, glossaries, trend reports, newsletters, gated diagnostics |
| Solution | In nurture | Longer sessions, “how-to”/frameworks, ROI calculators, customer outcomes | Playbooks, frameworks, webinars, ROI tools, verticalized success stories |
| Evaluation | In nurture or sales | Visits pricing/comparison pages, downloads case studies, multi-stakeholder visits, demo requests | Transparent competitor pages, case studies by vertical, detailed docs, integration guides |
What Moves a Lead Forward
Target → Education
System triggers:- 3+ blog views within 2 weeks
- Industry report/diagnostic download (attention ratio >1.2)
- Webinar attendance >75%
- Problem-first blogs and explainers
- Thought leadership POVs that frame pain clearly
- Lightly branded glossaries, checklists, or trend reports
- Awareness ads and ungated tools that give language to the problem
Education → Solution
System triggers:- “How-to” guide or framework download (>60% completion)
- ROI calculator use
- Product/solution webinar engagement
- 2–3 pricing/features visits in one session
- Vertical-specific playbooks and ROI models
- Benchmarks and calculators that arm champions
- Success stories with clear “before/after” outcomes
- Nurture sequences pointing to frameworks and solution assets
Solution → Evaluation
System triggers:- Demo/trial request
- Case study or comparison downloads
- Multiple stakeholders active on site
- Repeat pricing or product page visits
- Transparent comparison pages (vs. competitors / status quo)
- Case studies by vertical, role, or use case
- Technical docs and integration playbooks
- Buyer checklists and differentiated positioning
Evaluation → Sales Attention
System triggers (high-engagement evaluation):- Proposal/contract engagement
- Sales meeting attendance
- Onboarding or implementation doc views
- Requests for references/security info
- Multiple pricing revisits with long session times
- ROI calculators, references, and onboarding previews
- Procurement-friendly docs (SOC2, security, integrations)
- Success plans and implementation timelines
- Sales briefs that pre-empt objections
Decay & Regression
- Leads regress to earlier stages without continued engagement
- Negative signals (unsubscribe, competitor visits) accelerate regression
- Use evergreen hubs and re-engagement campaigns to recover stalled accounts
Velocity Signals
- Multiple sessions in 7 days accelerates stage progression
- Increasing session duration indicates growing intent
- Fast consumption of problem → solution content shows active buying journey
Cheatsheet
| From → To | Triggers | Content that helps |
|---|---|---|
| Target → Education | • 3+ blog views • Industry report download • Webinar >75% | • Problem blogs, explainers, glossaries • Thought leadership POVs • Trend reports & diagnostics |
| Education → Solution | • Framework/guide download • ROI calculator use • Solution webinar • Pricing/features visits | • Playbooks & ROI models • Success stories • Benchmarks & calculators • Framework nurtures |
| Solution → Evaluation | • Demo/trial request • Case study/comparison downloads • Multi-stakeholder visits | • Comparison pages • Case studies by vertical • Technical/integration docs • Buyer guides |
| Evaluation → Sales Ready | • Proposal/contract engagement • Sales meeting attendance • Onboarding doc views | • ROI calculators, references • Procurement/security docs • Implementation timelines & previews |
Next Steps
- Learn how Leads are classified and displayed
- Configure Notifications to alert you on stage movement
- Review Use Cases to see stage progression in action