Problem recognition

While levels of awareness for marketing focuses on creating a framework to decide the type of communication a company generates, on the other side it is important to understand that customers will also go through different levels of problem recognition awareness.

• Latent problem: they don't know they have one
• Passive problem: they know there's one, but there's no urgency to solve
• Active problem: they are searching for a solution
• Vision: they have implemented a DIY solution

If they tried to solve it themselves, that means it is mission critical for them, and those are the first ones you need to target. You can support the long term support and additional features.