By now, the potential buyer knows what the right solution approach is for his problem. Now it is a matter of finding the right implementation that covers exactly those areas that are important to him and his company.
In contrast to the Attract phase, he is no longer looking for superficial content here, but for detailed information that expands his expertise.
So he Googles further and looks for specific case studies, reviews, studies that cover his list of criteria and show similar approaches, as well as their probability of success.
For your business, this means: Provide content such as studies, videos, webinars, or anything else that demonstrates a specific starting point and a clear path to a solution.
Again, it's not about putting products or your company in the foreground, but the selected solution approach itself.