Fully understanding the concept of TOFU MOFU BOFU is essential for any business that wants to improve its marketing strategies and enhance the three-step sales funnel to attract new contacts and customers and increase sales.
This model allows you to guide potential customers from the stage of simple brand discovery to the decision to purchase, with targeted messages and content at each step.
Correctly applying TOFU strategies to attract, MOFU to engage and BOFU to convert means turning anonymous traffic into real business opportunities and loyal customers.
If you want to grow your digital marketing in a structured way, find out how to use TOFU MOFU BOFU in your funnel and apply it to your business right away.
Contact us for a dedicated consultation on your marketing and sales funnel.
What is a sales funnel
The sales funnel, or sales funnel, is the strategic path a potential customer takes from first contact with the brand to final purchase (and beyond).
Its name comes from the image of a funnel: many visitors enter the upper part, but only a portion of them get to become customers.
The funnel is divided into three basic macro-phases: TOFU, MOFU and BOFU. Each represents a different moment in the customer relationship and requires specific marketing and communication tactics.
The secret to an effective funnel is to integrate marketing strategies and the use of digital tools at all stages: from generating qualified traffic to conversion and retention.
And now let’s see how to apply marketing strategies according to the 3 stages of the sales funnel.
TOFU MOFU BOFU: in daily life.
Before we project ourselves into technicalities and strategies, I want to draw a parallel with everyday life.
You are single and have decided to find a new girlfriend.
It’s 8:00 in the morning, you go into a coffee shop for coffee, see a girl you like, and say to her, I want to have sex with you. 😅
If you are like Brad Pitt or George Clooney, probably the girl is not only happy to humor you, she is also willing to pay for the coffee and the hotel room. 🤩😍
If, like yours truly, you are not like Brad or George, then you can use the concept of ToFu, MoFu and BoFu.
Let’s try to see together how to apply this marketing and business strategy.
It’s 8:00 in the morning, you walk into a coffee shop for coffee, see a girl you like, and say to her, You look beautiful. Can I buy you a coffee?
She agrees and you begin to get to know each other.
In marketing and sales activities this is the initial high phase of the Funnel which is called top of funnel (ToFu), i.e. you start an approach with one of your potential Customers.
He doesn’t know you and has to start trusting you.
Now, even if he smiled at you, you certainly can’t immediately say to him, I want to make love to you.
It would mean skipping the MoFu stage (intermediate funnel stage). He doesn’t know you yet and doesn’t know if he can trust you.
Then you ask her if, in the following days, she would like to have coffee again.
She says yes, gladly, she doesn’t want to make an appointment but assures you that if you run into each other by chance, she will very happily drink coffee.
Great the Tofu phase has ended and you move on to the next one: courtship (MoFu).
Clearly every morning you lurk near the café so you can meet her.
In marketing and sales activities, this second stage, which is called the middle of funnel (MoFu), results in sending personalized information to potential customers.
Articles, Books, informative videos. Marketing Automation can help you send the right message, at the right time, to the right person.
And that’s how you meet a couple of times and the feeling clicks.
You are ready to move on to the last phase, the BoFu. She trusts you and agrees to go to dinner. If you behave well and prove to be a trustworthy person who knows–maybe move on to the next stage. 😅
In marketing and sales activities this phase which is called bottom of funnel (BoFu) corresponds to the generation of the potential customer.
Now it is all in your hands: if the offer matches the expectations you have created. If the person feels they can trust you, your Company, services and products, then they become a customer.
Well and now let’s see BOFU MOFU TOFU in marketing strategies, where every day you don’t relate to a single potential customer. Imagine all the people visiting your social channels, your website or eCommerce, your stores.
How many are there? Probably thousands! Imagine increasing conversion rates through a proper Sales Funnel. Essentially with little extra work you could double customers and sales.
TOFU: the stage of awareness
TOFU stands for Top of the Funnel.
It is the highest and broadest stage of the funnel, where the main goal is to attract the attention of the audience and generate awareness of the brand, product or service.
At this stage, the user does not yet know the company and does not necessarily have a purchase intention.
He is looking for information, solutions or inspiration. Therefore, the approach must be informative and not promotional.
The goal is to introduce the brand and build the first connection.
Effective strategies in the TOFU phase
- ADV campaigns aimed at brand awareness: use Meta Ads, Google Ads Display or LinkedIn Ads to generate visibility. The goal is not to sell right away, but to bring qualified traffic to the website or ecommerce.
- Content marketing (tofu marketing): creating SEO-optimized blog articles that answer informative questions (“how to choose,” “what is it,” “what benefits does it offer”).
- Video marketing and storytelling: short videos on YouTube, TikTok or Instagram to communicate brand values and attract interest.
- Welcome emails and informational newsletters: useful tools to begin building an ongoing relationship, offering educational and valuable content.
- Lead magnet and free downloads: ebooks, checklists, or introductory guides that capture attention and turn visitors into contacts (leads).
TOFU Phase: Concrete Example
A furniture company might post a “How to choose the perfect kitchen for your home” article or a video on Instagram showing the creative process behind each design.
This content does not sell directly, but it solidifies brand authority and attracts new potential customers.
MOFU: the stage of consideration
MOFU, Middle of the Funnel, represents the central stage of the buying journey. Here the potential customer has already shown interest in the company and begins to evaluate different possible solutions.
At this stage, marketing must transform from “inspirational” to “informative and relational.” The goal is to nurture the lead, solidify trust, and lead them toward a purchase decision.
Effective strategies in the MOFU phase
- Segmented email marketing: create automated flows that contain case studies, testimonials or product comparisons. Mofu marketing campaigns serve to maintain contact with those who have already shown interest.
- Webinars and demonstration videos: excellent tools for getting expertise and value across by answering frequently asked questions.
- Remarketing (mofu): ADV campaigns targeted to those who visited the site or added products to the shopping cart without completing the purchase.
- Dedicated landing pages: create pages optimized to guide the user to take an intermediate action, such as requesting a quote or consultation.
- Premium content: in-depth guides, white papers, case histories. Tofu marketing generates traffic, but mofu marketing qualifies it, building trust.
MOFU Phase: Concrete Example
A digital services agency can invite visitors who have downloaded the “How to Build a Successful Social Media Strategy” guide to a free webinar where it presents real cases of success. In this way, it strengthens the relationship and demonstrates authority.
BOFU: the decision stage
BOFU, Bottom of the Funnel, is the final stage, the conversion stage. The user here is ready to buy, but must be convinced that your company is the best choice.
In the bofu marketing stage, communication becomes direct and result-oriented. The goal is no longer to educate, but to stimulate action and close the sale. This is the time when all previous efforts converge.
Effective strategies in the BOFU phase
- Customized offers and targeted discounts: ideal for those who have shown strong interest but have not yet purchased.
- Clear and visible call-to-actions: “Buy Now”, “Request a free consultation”, or “Try it now” buttons.
- Advanced testimonials and case studies: show concrete results and reduce the client’s perceived risk.
- Advanced remarketing campaigns: to intercept users who have visited the shopping cart or quote page.
- Demos or free trials: very effective in B2B or SaaS sectors, where trying the product generates trust and accelerates the decision.
BOFU phase: Concrete example
A company that sells management software can offer a free 14-day demo and accompany it with a sequence of personalized emails showing the benefits and dedicated support. This bofu approach increases conversion by decreasing the sales cycle.
Integrate CRM at every stage of the funnel
An often underestimated but crucial aspect is the integration of CRM (customer relationship management) at all stages of the funnel.
A good CRM system allows you to track lead behaviors, understand what stage they are in, and define automatic actions consistent with the maturity of the contact.
TOFU and CRM
At the TOFU stage, CRM is used to collect and organize lead data, whether from forms, ADV campaigns, social media, or downloads. The goal is to build a qualified data base.
MOFU and CRM
During the MOFU phase, the CRM allows leads to be segmented according to interests and interactions (email opens, clicks, pages visited). This allows targeted lead nurturing campaigns to be activated.
BOFU and CRM
In BOFU, CRM becomes an operational tool for the sales team. It manages follow-ups, offers, after-sales activities and customer care automation. Integrating CRM and marketing automation makes it possible to maintain continuity in customer dialogue and increase lifetime value.
Integrating CRM into the funnel: Practical example
Imagine using a CRM such as HubSpot or ActiveCampaign.
A lead who downloads an ebook enters the tofu funnel, is then nurtured with an automated sequence of emails(mofu phase) and, when he shows interest, receives a personalized proposal from the salesperson(bofu phase).
All tracked in a single tool, allowing the effectiveness of each action to be measured.
The TOFU MOFU BOFU model is not just a theoretical framework, but a real strategic approach to increasing conversion and improving customer relationships.
Understanding how to integrate content, digital campaigns and CRM at each stage of the funnel means building an effective, measurable and results-oriented marketing system.