BOFU Content & SaaS Marketing Glossary
Definitions of the terms that matter most in bottom-of-funnel content strategy and SaaS marketing. Each entry explains what the term means, why it matters, and how it connects to content that drives revenue.
Funnel Stages
TOFU
Top of Funnel — the awareness stage where buyers first discover they have a problem.
MOFU
Middle of Funnel — the consideration stage where buyers research solution categories.
BOFU
Bottom of Funnel — the decision stage where buyers compare specific products and make a purchase.
BOFU Content Types
Comparison Pages
Content that contrasts two or more products side by side for buyers evaluating options.
Alternative Pages
Pages targeting "[Competitor] alternatives" queries from buyers exploring their options.
Product-Led Content
Marketing content that demonstrates product value by weaving it into the narrative.
Case Studies
Content showing how a specific customer achieved measurable results using a product.
ROI Calculators
Interactive tools that let prospects quantify product value with their own numbers.
Sales Enablement Content
Material that helps sales teams move prospects through the final stages of a deal.
BOFU Strategy
Demand Capture
Converting existing market demand into pipeline, rather than creating awareness from scratch.
High-Intent Keywords
Search terms that signal a user is actively evaluating products and close to purchase.
Buyer Intent Data
Behavioral signals that indicate a prospect's likelihood of making a purchase.
Conversion Rate
The percentage of visitors who complete a desired action like signup or purchase.
CRO
Conversion Rate Optimization — getting more value from existing traffic through testing.
ICP
Ideal Customer Profile — the type of company that gets the most value from a product.
Demand Generation
Creating awareness and interest among buyers not yet searching for a solution.
SaaS Metrics
ARR
Annual Recurring Revenue — the annualized value of active subscription contracts.
NRR
Net Revenue Retention — recurring revenue retained from existing customers, including expansion.
GRR
Gross Revenue Retention — recurring revenue retained, excluding any expansion revenue.
LTV
Lifetime Value — the total revenue expected from a single customer over the relationship.
CAC
Customer Acquisition Cost — total sales and marketing spend divided by new customers gained.
Churn Rate
The percentage of customers or revenue lost over a given period.
MRR
Monthly Recurring Revenue — predictable monthly revenue from active subscriptions.
LTV:CAC Ratio
Customer lifetime value divided by acquisition cost — the core SaaS efficiency metric.
CAC Payback Period
Months to recoup the cost of acquiring a customer.