Marketing Funnel

A marketing funnel is a strategic model that represents the customer journey from initial awareness to final purchase. It encompasses stages such as awareness, interest, consideration, and decision, providing a framework for marketers to attract, engage, and convert potential customers effectively.

What is Marketing Funnel?

While there isn't a universal standard marketing funnel model, one of the most commonly used frameworks is the TOFU-MOFU-BOFU strategy. This approach segments the customer journey into three key stages: Top of the Funnel (TOFU), Middle of the Funnel (MOFU), and Bottom of the Funnel (BOFU). Each stage corresponds to different levels of customer engagement and intent, guiding marketers in tailoring their strategies accordingly.

There are other popular ones like the AIDA model, representing Attention, Interest, Desire, and Action, focuses on capturing attention, generating interest, fostering desire, and prompting action.

Such models help marketers in crafting tailored campaigns that resonate with their audience's needs and behaviours throughout the customer journey.

What is the upper marketing funnel (TOFU)?

The top of the funnel (TOFU) refers to the initial stage in the marketing funnel where potential customers first become aware of a product or service.

At this stage, marketers aim to attract a broad audience and generate interest in their offerings through various awareness-building strategies such as content marketing, social media, and advertising.

Middle of the funnel (MOFU)

The middle of the funnel (MOFU) is the stage in the marketing funnel where potential customers have moved beyond initial awareness and are actively considering their options.

At this stage, marketers focus on nurturing leads and providing them with valuable information to help them make informed decisions. Tactics may include email marketing, lead nurturing campaigns, and targeted content aimed at addressing specific concerns or challenges faced by potential customers.

Bottom of the funnel (BOFU)

At the bottom of the funnel (BOFU), it refers to the final stage in the marketing funnel where potential customers are close to making a purchase decision.

At this stage, marketers focus on converting leads into customers by providing persuasive content, offers, and incentives. Tactics may include personalised sales outreach, demonstrations, free trials, and discounts to encourage purchase completion.