PRODUCTS ARE EVALUATED TWICE NOW

Summary from the TLDR Marketing newsletter

Products now face two separate evaluations during buying decisions, relevance first and feasibility second. Awareness content still drives interest, but buyers often research technical fit on their own using AI and cross-functional review before contacting sales. Many teams fail because key answers live in operational documents that are not structured for buyers who are still deciding. Teams should map buyer roles to the depth of context they need and design intentionally gated materials that connect marketing to technical validation. Companies that build clear bridges between attention and fit will reduce friction and help serious buyers move faster.