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Glossary › BOFU

What Is BOFU (Bottom of Funnel)?

BOFU (Bottom of Funnel) is the decision stage of the marketing funnel, where buyers evaluate specific products. That evaluation happens on owned pages, third-party lists, brand profiles, and AI answers, not only on a vs page. Buyers have already identified the problem and the category. Now they are choosing.

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 Choosing a specific product Lists, profiles, answers, 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 may be missing from the lists, profiles, and pages those answers draw from. A missing comparison page is one possible gap, not the only one.
  • 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.

Read the guide →

Listen Deeper

These podcast episodes break down BOFU content strategy — with real examples and frameworks you can use.

#001
Your competitor has a page comparing themselves to you. You don’t. 10:11 · myth buster
#002
Which competitors should you compare yourself to? (It’s not all of them.) 11:09 · page brief
#003
Most comparison pages don’t get you customers. Here’s what the good ones do differently. 6:58 · page brief
#004
Most SaaS glossaries are dead pages. Here’s what a useful one looks like. 7:47 · myth buster
#005
Turn a free tool into your best salesperson 8:32 · page brief
#006
Why “for marketing agencies” outranks your features page 9:24 · page brief
#007
People are searching “[your category] alternatives” right now. Are you showing up? 10:46 · myth buster
#008
Your pricing page is losing you customers 10:45 · page brief
#009
You need 5 pages. Here’s what they are. 11:18 · page brief
#010
What should you build first if you have zero marketing budget? 10:14 · page brief
#011
Your buyer Googles you before they sign up. What do they find? 8:23 · myth buster
#012
You grow through word of mouth. Your buyers still Google you before they buy. 11:19 · myth buster

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.