Definition
TOFU (Top of Funnel) focuses on awareness with broad education. MOFU (Middle of Funnel) nurtures consideration with deeper resources, proof, and comparisons. BOFU (Bottom of Funnel) drives action with demos, trials, pricing clarity, and guarantees. Using TOFU/MOFU/BOFU ensures prospects receive the right depth of value as they progress.
Why This Matters
Stage-appropriate messaging boosts relevance, improves conversion between stages, and reduces wasted spend. It also clarifies when to shift from education to proof to offers.
Common Types
TOFU Content
Educational blogs, checklists, infographics, social/SEO content.
MOFU Content
Webinars, case studies, comparison guides, nurture emails, templates.
BOFU Content
Demos, trials, ROI calculators, pricing pages, testimonials, guarantees.
Real-World Examples
1TOFU Lead Magnet
Free checklist attracts new audiences; follow with MOFU nurture.
2MOFU Webinar
Webinar + follow-up emails to move evaluators toward demos.
3BOFU Demo/Trial
High-intent leads get demo/trial offers with strong proof.
4Stage-Based Retargeting
Ads matched to stage—education for TOFU, proof for MOFU, offers for BOFU.
How to Use This in MagnetHub
Create TOFU and MOFU lead magnets in MagnetHub, then connect them to BOFU CTAs (demo/trial) in thank-you pages and nurture emails. Build stage-specific landing pages to move leads smoothly toward purchase.
See MagnetHub in Action
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Best Practices
- Match content depth to stage—don’t hard-sell at TOFU
- Use lead magnets to bridge TOFU → MOFU
- Provide proof and comparisons at MOFU
- Make BOFU offers frictionless and clear
- Retarget by stage and engagement signals
- Align nurture sequences to stage progression
- Measure stage-to-stage conversion to find bottlenecks
Frequently Asked Questions
Related Terms
Marketing Funnel
A marketing funnel maps the journey from awareness through consideration to conversion and beyond, guiding stage-specific content and offers.
Lead Qualification
Lead qualification evaluates fit and intent to decide if a prospect is sales-ready and worth prioritized follow-up.
Nurture Sequence
A nurture sequence is an automated series of emails sent to new subscribers after they opt-in, designed to build relationship, deliver value, and guide them toward a purchase.
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.
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