The AIDA model—Attention, Interest, Desire, Action—is a classic framework used to describe the psychological stages a prospect goes through before making a purchase. In B2B, it helps marketers design messaging and content that move buyers systematically from awareness to decision.
Though originally developed for consumer advertising, AIDA remains relevant for structuring demand generation campaigns. Marketers can align assets to each phase: thought leadership for awareness, case studies for interest, solution guides for desire, and calls-to-action for the final conversion step.
Modern interpretations of AIDA extend into post-purchase experiences, acknowledging that retention and advocacy are as vital as acquisition. It serves as a foundational model for campaign planning, helping teams ensure that every piece of content serves a purpose within the funnel.
