You can also think about the buying cycle as
1. The customer realizes they have a problem
2. They set out to gather information about their problem
3. They start evaluating the solutions that might solve their problem
4. They choose a product/service
5. They implement their chosen solution and are satisfied or begin the process again
Marketers who shape their content to deliver answers to their customers at each stage, have a far higher conversion rate than those who ignore human logic.