Subject areaChannels and tools
TOFU, MOFU and BOFU are the acronyms for the three stages of the funnel: top of funnel, where people discover they have a problem; middle of funnel, where they compare solutions; bottom of funnel, where they choose the supplier.
They help give each piece of content the right job: an explanatory article works at the top, a comparison of solutions in the middle, a case study or a trial at the bottom. They are a typical tool of inbound marketing, and movement between stages is measured with the conversion rate.
An example
A storage systems manufacturer finds that its site has forty articles for the top of the funnel and no content for the bottom. It adds three customer cases with figures on recovered space, and site survey requests double.
Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
Spotted an inaccuracy or something that needs updating? Write to info@enricogiubertoni.com and help make this glossary a better place.
What are your business challenges?
Tell us about your priorities and the objectives you want to reach.
You will receive a free, targeted answer within one working day.