Middle of the funnel (MoFu)
Middle of the Funnel (MoFu) is the evaluation/consideration phase of the marketing funnel where prospects already know their problem and begin researching, comparing, and shortlisting solutions. Your job here is to educate, build trust, and reduce risk so more people move to a purchase decision. Typical MoFu content includes case studies, comparison guides/charts, webinars/demos, FAQs, and nurture emails.
Modern buying is non-linear: people loop in the “messy middle” between trigger and purchase, toggling between exploring and evaluating. Treat MoFu as a flexible band where many of those loops happen.
Why It Matters
Moves intent forward: MoFu content answers “Is it right for me?” with evidence and comparisons, nudging prospects toward trials, quotes, or carts.
Improves efficiency: Educating and nurturing here lowers acquisition costs and increases conversion later in BoFu.
Matches real behavior: Addressing the messy middle prevents stalls and defection to competitors during evaluation.
Examples
B2B SaaS: A “Product A vs. Product B” comparison guide, a webinar with Q&A, and customer case studies sent via a nurture sequence.
E-commerce: Buyer’s guides, reviews/testimonials, and size/fit FAQs plus retargeting that reinforces value and answers objections.
Performance marketing: Email nurturing and retargeting ads to re-engage site engagers and content downloaders with deeper proof.
Best Practices
Lead with proof: Prioritize case studies, comparisons, demos/webinars, and FAQs that address risks, features, and outcomes.
Nurture, don’t push: Use email sequences to educate and handle objections; keep tone helpful, not hard-sell.
Segment by need and role: Tailor MoFu assets to personas and use cases so prospects see themselves in the story.
Retarget thoughtfully: Bring evaluators back with retargeting that highlights benefits, social proof, and next steps (demo, add-to-cart).
Measure the right KPIs: Track engaged sessions, content consumption, trial/demo requests, add-to-cart, and MoFu→BoFu progression, not just clicks.
Design for the loop: Because evaluation is messy, keep comparison links, reviews, and policies visible so visitors can re-enter consideration without friction.
Related Terms
TOFU / BOFU
Consideration Stage
Buyer’s Journey / Messy Middle
Lead Nurturing / Retargeting
FAQs
Q1. What content works best at MoFu?
Evidence-rich assets: case studies, comparison guides/charts, webinars/demos, detailed social posts, FAQs, and nurture emails.
Q2. How is MoFu different from BoFu?
MoFu educates and reduces uncertainty during consideration; BoFu asks for the conversion (trial, demo, purchase) with offers and pricing.
Q3. Do MoFu prospects always move linearly to BoFu?
No. Many loop in the messy middle they explore, evaluate, and return. Keep comparison and proof assets handy on product pages and emails.
Q4. Which channels are most effective at MoFu?
Email nurturing and retargeting paired with on-site comparison/FAQ content are common winners.
Q5. How do I measure MoFu success?
Watch asset engagement (webinar attendance, case study reads), progression events (trial/demo requests, add-to-cart), and stage conversion in GA4/CRM.