MOFU

Abbreviation: MOFU
Source: Demand Generation vs. Lead Generation

MOFU is the acronym for Middle of the Funnel.

Middle of the Funnel

Represents the consideration stage in the buyer’s journey. It’s after the top of the funnel (TOFU) and before the bottom of the funnel (BOFU).

TOFU, MOFU, BOFU (Top of Funnel, Middle of Funnel, Bottom of Funnel) Awareness, Consideration, Decision Stages of the Buyer's Journey

At this point, prospects have identified their problem and are actively researching potential solutions. They’re familiar with your brand but aren’t yet ready to purchase.

MOFU strategies focus on nurturing leads and demonstrating your product or service’s value. Content at this stage is more specific and solution-oriented, often including case studies, detailed guides, webinars, and product comparison sheets. The aim is to position your offering as the ideal solution to the prospect’s needs.

Key MOFU metrics include lead engagement rates, email open and click-through rates, and the number of Marketing Qualified Leads (MQLs) generated. Effective MOFU tactics help to qualify leads and move them closer to a purchasing decision, bridging the gap between initial awareness and final conversion.