AIDA

AIDA matters because it provides a proven structure for converting strangers into customers across any channel. In B2B marketing, where buying cycles are long and involve multiple stakeholders, understanding which stage each prospect occupies helps you deliver the right message at the right time. The framework translates directly to modern metrics: Attention maps to impressions and reach, Interest to engagement rates and time-on-page, Desire to demo requests and product engagement, and Action to closed deals. By consciously designing campaigns around these four stages, you avoid the common mistake of asking for the sale before building sufficient interest or desire. This structured approach increases conversion rates, shortens sales cycles, and makes your marketing spend more efficient. Whether you're crafting LinkedIn ads, email sequences, or website copy, AIDA ensures you're not skipping critical steps in the persuasion process.