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.

Other terms

Behavioral Lead Scoring

Discover the ins and outs of behavioural lead scoring in our comprehensive B2B SaaS marketing glossary.

Buyer Journey Mapping

Discover the essentials of buyer journey mapping in B2B SaaS marketing with our comprehensive glossary.

Buyer Intent Data

Unlock the secrets of B2B SaaS marketing with our comprehensive glossary on buyer intent data.

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