Bottom of the Funnel (BOFU)

Bottom of the funnel (BOFU) is the decision-making stage of the buyer’s journey, where leads are ready to make a purchase or engage with the sales team. At this point, leads have already evaluated their options and need a final push to convert. 

BOFU strategies include offering free trials, discounts, consultations, or product demos to encourage the lead to take action. Since leads are close to purchasing, it’s important to provide clear value propositions and address any remaining concerns. BOFU content is highly targeted and persuasive, aiming to convert sales-ready leads into paying customers.