# MOFU (middle of the funnel): what it is and how it works
> MOFU (middle of the funnel) is the intermediate stage of the marketing funnel, when a person recognises their need and compares options.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/mofu.html

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [TOFU (top of the funnel)](https://www.zorraquino.com/en/dictionary/digital-marketing/tofu.html)
- [BOFU](https://www.zorraquino.com/en/dictionary/digital-marketing/bofu.html)
- [Lead nurturing](https://www.zorraquino.com/en/dictionary/digital-marketing/lead-nurturing.html)