Glossary › BOFU
What Is BOFU (Bottom of Funnel)?
BOFU (Bottom of Funnel) is the final stage of the marketing funnel where prospects are actively evaluating specific solutions and ready to make a purchase decision. At this point, buyers have already identified their problem and researched solution categories — they're now comparing individual products to decide which one to buy.
BOFU vs TOFU vs MOFU
The three funnel stages represent different buyer mindsets, content types, and intent levels:
| Stage | Buyer Mindset | Content Types | Intent |
|---|---|---|---|
| TOFU | Discovering a problem | Blog posts, guides, reports | Informational |
| MOFU | Researching solutions | Category overviews, buyer’s guides, webinars | Navigational |
| BOFU | Comparing specific products | Comparisons, alternatives, case studies, pricing | Transactional |
Signals You Need BOFU Content
Most SaaS companies don’t realize they’re missing BOFU content until they see these patterns:
- Competitors rank for your “vs” queries. Search “[Your Product] vs [Competitor]” — if the top results are written by a competitor or a third-party review site, they control how your product is positioned.
- Sales says buyers already know about you. If prospects arrive at sales calls with opinions already formed, the question is who shaped those opinions. Without BOFU content, it wasn’t you.
- Content drives traffic but not pipeline. According to CMI’s 2025 B2B research, 87% of B2B marketers say content helped with brand awareness, while only 49% say it drove sales or revenue. That gap is usually a BOFU gap.
- AI platforms recommend competitors, not you. Ask ChatGPT or Perplexity to compare products in your category. If your product doesn’t appear, you have no comparison pages or alternative pages for AI to cite.
- Your CAC is rising despite more content. TOFU content creates awareness but doesn’t capture the buyers who are ready to spend. BOFU content targets existing demand — people who already have budget and are choosing between products.
Go deeper: What Is BOFU Content?
Full strategy guide covering the five key formats, economics vs TOFU, AI visibility, and where to start.
Related Terms
TOFU (Top of Funnel)
Awareness stage where prospects first discover a problem.
MOFU (Middle of Funnel)
Consideration stage where prospects research solutions.
Comparison Pages
Side-by-side product pages targeting “vs” searches.
Alternative Pages
Pages targeting “[Competitor] alternatives” searches.
Product-Led Content
Content that demonstrates product value within the narrative.