Bottom of Funnel (BOFU)
Bottom of Funnel (BOFU) is the decision stage where qualified prospects are ready to buy and just need a final push. BOFU marketing removes remaining friction with demos, free trials, pricing pages, customer proof, and tailored offers so evaluated prospects convert into paying customers.
By this point the audience is small but high-intent, having moved through awareness and consideration in the middle of the funnel. Because deals are closest to revenue, BOFU is where sales and marketing align tightly, and where conversion rate is the headline metric.
A common pitfall is over-investing in BOFU offers while neglecting the earlier stages that feed it, leaving the funnel starved of qualified prospects to convert.
Last updated: 14 June 2026