B2B lead nurturing has never been more complex. With buyers now requiring an average of 88 touchpoints before making a purchase decision, the gap between first contact and conversion is wider than ever — and the content strategy that fills it matters more than most companies realise.

The evidence that would win your buyer over? You're not allowed to share it. And that's what makes MOFU content the hardest part of B2B marketing to get right.

Most science marketing focuses on winning the customer, but growth often depends on what happens after the sale. In technical B2B markets, post-purchase content helps customers adopt faster, build confidence, solve problems, and expand over time. Post-purchase strategy remains one of the most underused growth levers in science marketing.

As AI reshapes how people search, content needs to be structured differently to be surfaced, trusted, and used. This short article outlines a layered approach to writing for both AI systems and human decision-makers.

Scientists don’t think or engage the same way, so effective engagement starts with understanding your audience.