Don't Just Send Content—Start a Conversation

Just because a prospect downloads your content doesn't mean you know where they are in the buying journey or whether they're a great fit. Many prospects download multiple pieces of content before they themselves know where they want to take it next.

The Challenge: Content Downloads ≠ Purchase Intent

A lot of times prospects download content and then... nothing happens. Traditional email nurtures don't get the response you need. And even when prospects do engage, you don't know if they're just doing research or working against a deadline.

Use a calculator to plug in your numbers—how much content you have, how many people are downloading it, and what your follow-up process looks like—to determine whether you have a revenue opportunity here.

Step 1: Match Messaging Channel to Buying Stage

These aren't rules—they're guidelines based on what we've seen work:

• Top of funnel (low commitment): AI web chat works great. People can consume your content and ask questions right there without switching screens.
• Middle of funnel (webinars, more info given): Email is a great opportunity. They've already given you more information and are more engaged.
• Bottom of funnel (case studies, phone numbers): AI text message can be a big win. They're leaned in and ready to move.

Pick the channel you think is most relevant for your buyer to start a conversation quickly and easily.

Step 2: Match the Introduction to Their Journey

Similar to matching the channel, you want to match how the AI introduces itself to continue the conversation from where you think they are:

• Top of funnel: "You downloaded our trends report—anything you found interesting?"
• Middle of funnel: "Did we solve that problem for you? Do you have any other questions? Could I connect you with one of the coaches from the webinar?"
• Bottom of funnel: "Here's the case study. Curious—are you looking to get similar results? Can we connect you with someone?"

Step 3: Enable Deeper Nurture with Knowledge

Upload knowledge that goes beyond the content itself. If they have questions on a blog post, push in all the information you know about that topic and continue to add value.

"It's not about showing up and saying 'hey, you downloaded my stuff, do you wanna get into a sales demo?' It's about giving the AI the clarity of discovery objectives—what to tease out, trying to figure out where they are."

The best way to figure out where they are in the buying journey? Ask. Prompt the AI to determine the buying stage with something like: "Figure out if they're actively working against a project timeline or if they're just doing research."

Step 4: Make Next Steps Feel Natural

When you ask "could we help here?", it should build on what they've told you about where they are and what they're trying to do.

You can route to different people based on the answer:

• If they're ready to go → send to implementation experts (closers)
• If they're just researching → offer a no-pressure call (discovery team)

Behind the scenes, sometimes you want to send folks directly to closers, sometimes you want more discovery. Let the conversation determine the route.

Wiring Up HubSpot

Here's how to connect your AI agent to content downloads:

1. Build your download form with first name, last name, etc.
2. Important: Set a delay before emailing. If you sent them a guide, it takes them time to consume it. We recommend 15-30 minutes—enough time to glance at it while it's still fresh.
3. Lock in the API call to your AI agent using the campaign ID

Example Email Conversation

Here's how a real content follow-up might flow:

• AI: "You downloaded our integration playbook. Curious—are you trying to learn what's out there, or are you working a project?"
• Lead: "Hey yeah, we're up against a deadline."
• AI: [Recognizes high intent]
• Lead: "Also need to know—do you integrate with ERPY?"
• AI: "Yes, we integrate with ERPY, but it requires some custom setup. Since you're working against a deadline, would you like to speak with an implementation expert?"
• Lead: "Yes, that would be great. What availability do you have next Tuesday and Wednesday?"
• AI: [Grabs three times on that specific window and sends]

The AI noticed the urgency, answered a technical question from the knowledge docs, and routed to the right team—all in the email inbox, in real time.

Key Takeaways

• Don't assume intent from downloads. Some people are researching, some have deadlines. Ask to find out.
• Match channel to funnel stage. Web chat for top, email for middle, SMS for bottom.
• Match introduction to journey. Continue the conversation from where they are, not from square one.
• Upload deep knowledge. Let the AI answer questions and add value beyond just booking meetings.
• Route based on urgency. High-intent leads go to closers; researchers get no-pressure discovery.
• Delay, but not too long. Wait 15-30 minutes after download so they've had time to engage.

Even though it's not a good time now, it might be in several months. Push all these conversations back into your CRM so you can create a map of where different folks are along the journey. That's how you turn content interest into booked meetings—fast.