Definition
The marketing funnel is a framework for how prospects move from learning about a solution (awareness), to evaluating options (consideration), to taking action (conversion), and into retention/advocacy. Each stage benefits from tailored messaging, offers, and channels. Funnels are rarely perfectly linear, but the model helps teams plan nurturing, measure stage progression, and align marketing and sales.
Why This Matters
Stage-aligned messaging increases relevance and conversion, improving budget efficiency. It clarifies what to present at each step and how to move leads forward.
Common Types
Awareness (TOFU)
Educational content, ads, SEO, and social to reach new audiences.
Consideration (MOFU)
Case studies, webinars, comparisons, templates, and lead magnets.
Conversion (BOFU)
Demos, trials, pricing clarity, testimonials, guarantees.
Retention/Expansion
Onboarding, success content, upsells, referrals, community.
Real-World Examples
1Content → Lead Magnet → Nurture → Trial
Blog traffic converts to a lead magnet, enters nurture, then starts a trial.
2Webinar Funnel
Ad → webinar registration → replay → demo request → deal.
3Product-Led Flow
Awareness → free plan → activation milestones → upgrade prompts.
4Stage-Based Retargeting
Different ads for TOFU vs. MOFU vs. BOFU based on engagement.
How to Use This in MagnetHub
Use MagnetHub lead magnets for TOFU/MOFU capture and pair them with nurture sequences and BOFU CTAs on thank-you pages. Build stage-specific landing pages to accelerate movement through the funnel.
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Best Practices
- Map offers/content to each stage and align CTAs accordingly
- Retarget by stage and engagement signals
- Measure conversion between stages, not just last click
- Keep TOFU friction low; increase qualification at BOFU
- Align sales/marketing on stage definitions and handoffs
- Use email nurture to move leads from MOFU to BOFU
- Refine weakest stage first for fastest gains
Frequently Asked Questions
Related Terms
Lead Magnet Funnel
A lead magnet funnel is a marketing system that uses a free resource to attract prospects, then guides them through a series of steps designed to convert them into paying customers.
Tripwire Offer
A tripwire offer is a low-priced product (typically $7-47) offered immediately after a lead magnet opt-in to convert new subscribers into paying customers quickly.
TOFU / MOFU / BOFU
TOFU, MOFU, and BOFU denote top, middle, and bottom of the funnel—stage-specific content and offers for the buyer journey.
Lead Qualification
Lead qualification evaluates fit and intent to decide if a prospect is sales-ready and worth prioritized follow-up.
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