Bottom-of-Funnel (BOFU) Marketing

Bottom-of-Funnel (BOFU) Marketing is all about converting warm leads into paying customers.

At this stage of the funnel, your audience already knows their problem and is actively comparing solutions — including yours. They’ve likely read your blog posts, watched your webinars, or browsed your product pages. Now, they need that final nudge to make a decision.

BOFU content should focus on building trust and removing doubts. Think:

• Case studies that show real results
• Product comparisons that highlight what makes you better
• Free trials or live demos to experience your solution firsthand
• ROI calculators or pricing breakdowns to help with internal buy-in
• Testimonials from similar companies or industries

Example:

If you’re a SaaS company, a BOFU campaign might include a targeted email with a customer success story, followed by a personalized invite to a 1:1 demo. The goal is to reassure prospects they’re making the right choice, and give them a clear path to sign up.