Developing Bottom of the Funnel Content To Drive Purchase Decisions
Providing sales with the content and context they need to effectively engage and support the buyer’s journey : What content do you need for the last leg of the buyer’s journey? How do you support the bottom of the funnel as your prospects begin to engage with sales? The concept of the  Buyer’s Journey is essentially a framework that  describes the cognitive steps each buyer must personally traverse leading from apathy (Do I care?)  
Understanding the Buyer's Journey and Influencing B2B Purchases

The importance of understanding the buyer’s journey:

One-way vendor controlled sales methods are dead – The buyer is now firmly in control – which is why inbound marketing is well suited to support today's buyer’s journey