Once you have them engaged and considering your product, you want to move them into decision making. You want them to make the dive into buying what you are selling. This is where you really have to put effort and heart into your marketing.
One of the best ways to move potential customers into that decision stage is through email nurtures. This is where you send out personalized emails that develop a relationship with the lead. The more targeted and personalized you can make the email nurture, the more effective it will be.
You can also develop whitepapers that help simplify complex data into easily digestible information that they can relate to and be swayed by.
The use of how-to-guides and ebooks/books can also be effective if it fits your market and intended audience.