Represents the decision stage of the buyer’s journey. This is after the top of the funnel (TOFU) and the middle of the funnel (BOFU).
At this point, prospects have thoroughly researched their options and are close to making a purchase decision. They’re comparing final options and looking for the last bit of reassurance before committing.
BOFU strategies are highly targeted and designed to overcome any final objections or hesitations. Content at this stage might include free trials, detailed product demos, customer testimonials, and ROI calculators. The goal is to provide that final push that converts a prospect into a customer.
Key performance indicators for BOFU activities are closely tied to conversions and sales. These might include conversion rates, sales qualified leads (SQLs), closed deals, and customer acquisition cost (CAC). Effective BOFU tactics close sales and set the stage for customer success, and potential upsells or cross-sells in the future.
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