Interest Stage

The Interest Stage is the second phase in the customer journey within the marketing funnel, following the initial Awareness Stage.

At this point, potential customers have been introduced to a brand or product and begin showing more profound curiosity about its offerings.

They are not yet ready to purchase but are interested in learning more about how the product or service can meet their needs or solve their problems.

This stage is crucial for building a relationship with the audience, as businesses can educate and engage with potential customers, setting the stage for further consideration.1

Visual Representation:

interest stage visual representation


The primary purpose of the interest stage is to build on the curiosity that potential customers started feeling in the Awareness Stage.

At this point, the focus is on giving them more specifics about what’s being offered.

This means sharing detailed information about the product or service, like what it does, its advantages, and what makes it stand out.

This stage aims to educate and inform the prospects, making them more inclined to consider a purchase.2

How the Interest Stage Works:

During the Interest Stage, businesses focus on content and interactions that convert curiosity into genuine interest.

Strategies include:

  • Educational Content: Offering in-depth blog posts, eBooks, webinars, and case studies that provide valuable insights related to the product or service.
  • Email Marketing: Sending targeted email campaigns that deliver relevant information and keep the brand at the forefront of the mind.
  • Interactive Tools: Providing quizzes, assessments, or calculators that help potential customers understand how the product or service can benefit them.
  • Social Proof: Showcasing customer testimonials, reviews, and success stories to build trust and credibility.3


  1. Helps identify highly interested prospects who are more likely to convert.
  2. Builds a relationship with potential customers by providing them with valuable information.
  3. Creates an opportunity for businesses to differentiate themselves from competitors.


Consider a home security company that has captured homeowners’ attention with an innovative security solution.

In the Interest Stage, the company might send informative emails detailing the technology behind their products, customer testimonials, and a comparison guide against other market options.

Additionally, hosting a webinar on home security tips and best practices offers further engagement, drawing potential customers closer to considering a purchase.

Related Terms:


1. 5 Stages Of A Sales Funnel (Plus Steps And Examples). (n.d.).

2. Digital Sales Domination. (2023). (n.p.): Dimitri Sych.

3. Staff, S. (2021, August 19). How the marketing funnel works from top to bottom.

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