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.