The marketing funnel is a very useful metaphor that describes the level of interest a prospect has in your company. It is wide at the top, where users are becoming aware of your brand, and narrow at the bottom where prospects turn into clients. Understanding the marketing funnel is critical to many types of marketing - ignore it at your own peril.



ToFu refers to the top of the funnel, where prospects become aware of your company.

MoFu refers to the middle of the funnel, where your company is positioned as a solution to your prospect’s problem.

BoFu refers to the bottom of the funnel, where the prospect decides if they want to work with your company, or not.

Why You Should Care about the Marketing Funnel and Stages

If your marketing does not target every stage in the funnel, you will essentially have a bottleneck where few leads can get through to become clients. Whatever resources you put into marketing will be stunted, and you’re gonna have a bad time.

Effective full funnel marketing employs content in each stage of the funnel to move the prospects along the path to become clients. Here are some examples of the type of content that works for each stage:

ToFu Content

  • Articles - blog posts and guest posts
  • Educational videos
  • Downloadable resources - eBooks, tips, worksheets

MoFu Content

  • Case studies
  • Whitepapers
  • Long-form videos
  • Webinars

BoFu Content

  • Free consultation
  • Evaluation
  • Discount or other incentive

Putting it Together

Any complete marketing strategy includes content for each of these stages and a plan for moving prospects from one stage to the next.

If you want to check out our marketing funnel from the inside (which is a great way to really grasp it), we have a very useful eBook to start. Download here: