Posts Tagged ‘BOFU’

It’s Time to Move Beyond TOFU, MOFU, and BOFU

Tuesday, February 23rd, 2021

I’ve been working as part of an agency team to create a white paper for a technology client and we’ve been having some back-and-forth discussion about the outline and direction the white paper will take. It was, according to the agency brief, initially envisioned as a “top of funnel” piece. After a review of the draft of the outline, though, one of the client reviewers indicated that she felt it was more “middle of funnel”—and an interesting exchange and spirited debate ensued. (more…)

Guiding Consumers to the Bottom of the Funnel (BOFU)

Thursday, November 30th, 2017

Customer reviews, client reviews, best PR firm, public relations, content marketingThe word “sales” often conjures up some very specific images. A man in a suit holding a briefcase going door-to-door selling encyclopedias or vacuums, for example. Or a guy hustling in a car lot. But as we know, sales is, in reality, a process. A process that ends with a pitch. The direct pitch to the customer or the final sales touchpoint is the last step in the sales process and is often referred to as “the bottom of the funnel” (BOFU). It follows TOFU (top of the funnel) and MOFU (middle of the funnel) activities that are designed to move the consumer down a pathway to a purchase. (more…)