At which point in the buyer's journey are leads in the middle of the funnel?

In the context of the buyer's journey, leads located in the middle of the funnel are characterized by their demonstrated interest in a product or service and their active consideration of different options available to them. At this stage, potential buyers have moved beyond initial awareness and are now seeking more in-depth information. This includes evaluating the features, benefits, and suitability of various offerings to determine which best meets their needs.

This phase is crucial for marketers, as it provides an opportunity to engage leads with targeted content and resources, such as comparison guides, case studies, or detailed product information that can help influence their decision-making process. Fostering this engagement can help guide leads towards a purchase decision, ultimately moving them further down the sales funnel.

Leads who are unaware of the product are in the initial stage of the buyer's journey, not in the middle. Those who have already purchased the product are in the later stages, where they may be focused on usage and satisfaction rather than consideration. Similarly, returning customers typically indicate a post-purchase phase where they might be looking for repeat purchases or additional products, which also places them outside the middle of the funnel.