What are ToFu, MoFu, and BoFu?

ToFu, MoFu and BoFu are shorthand terms of referring to the three different parts of the marketing funnel. The funnel is a way to visualize the marketing and sales process and where leads and prospects 'funnel' down into customers and therefore are named ToFu, MoFu, and BoFu stand for top-of-funnel, middle-of-funnel, and bottom-of-funnel respectively. These sections are used by sales and marketing professionals to define and target prospects as they progress through the funnel.

Tailoring your approach to the lead (potential customer) throughout the three sections of the funnel are critical to progressing through ToFu, MoFu and BoFu to a sale. Recognizing what stage helps deliver the correct marketing approach and frequency of content and outreach to retain interest and move through the marketing funnel.

ToFu (Top of Funnel)

The Top of the funnel is where users enter the marketing and sales process and become known. This section of the funnel is focused on the highest volume of leads and tends to focus on education, branding awareness, discovery, and addressing questions and business problems. The marketing content typically used at this stage are blogs, newsletters, whitepapers, guides and eBooks. This is also a pre-sales stage since the buyers are usually not yet ready to buy.

ToFu Content

• Blog posts
• Newsletters
• Whitepapers
• Guides
• eBooks

MoFu (Middle of Funnel)

MoFu (middle-of-funnel) is where the lead becomes an MQL (Marketing Qualified Lead), often by submitting their information in some form. Content at this stage is focused on the Consideration stage and is attempting to move them further along the funnel towards a self-serve or sales process. Email nurture programs and display retargeting are methods that further educate and inform the lead. Ideally the content at this stage is customized to the lead's industry, vertical, title, or other interest.

MoFu Content

• Product videos
• Webinars
• Case Studies
• Comparisons & Differentiation

BoFu (Bottom of Funnel)

BoFu (bottom-of-funnel) is where the decision stage comes into play. At this point, the lead is an SQL (Sales Qualified Lead) and should be engaged with by the sales team to build a relationship and close the sale. The lead will be interested in highly personalized content, case studies, demos, case studies, and tailored presentations.

BoFu Content

• Highly Personalized Content
• Trials
• Demos

At BOFUlab, we specialize in targeting and measuring success at the Bottom of Funnel, where the real results for growth and revenue are achieved.