MOFU (middle of the funnel)
MOFU (middle of the funnel) is the intermediate stage of the marketing funnel, in which a person already recognises their need and is comparing options to meet it
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It sits between TOFU, the awareness stage, and BOFU, the decision stage. At this point the audience looks for more specific information: in-depth guides, comparisons, use cases, webinars or tools. Higher-value content is often offered in exchange for contact details, so the person becomes a lead and can continue to receive tailored information through lead nurturing.
The aim is not to force a sale but to help with evaluation and build trust. For example, someone who already knows they need invoicing software downloads a comparison of solutions or attends a demo.
Also known as
Middle of the funnel, Consideration stage
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