What is Middle of Funnel (MOFU)?

Summary

The middle of funnel (MOFU) stage is the second step of the traditional three-part sales funnel process. In this stage, leads have already shown interest in a company's products and services, but are not yet ready to make a purchase. The MOFU stage is also known as the consideration stage, and therefore its leads need to receive adequate lead nurturing with targeted content that informs and establishes trust, moving them closer to making a purchase decision.

What characterises the MOFU stage?

The MOFU is where prospects have moved beyond the initial awareness stage and are now considering their options. At this point, they are evaluating different solutions and determining whether they are a good fit for their needs. This stage is characterised by prospects actively seeking out information and resources that can help them make informed decisions

What is the goal of MOFU marketing?

MOFU marketing aims to nurture leads in order to guide them towards becoming sales-ready. Building relationships with leads and educating them about how the product or service can solve their pain points are two essential aspects of marketing to this stage of the sales funnel

What should marketing efforts focus on in the MOFU stage?

As in the MOFU stage leads are seeking information on different providers and solutions, marketing efforts in the MOFU stage should focus on providing valuable, easily accessible information capable of adequately informing these leads on the benefits of the offered products. This may involve using lead magnets, email campaigns, webinars, and other tactics to establish trust and authority with the prospect, qualifying them for the next stage of the funnel.

How should SDRs work with leads in the MOFU stage?

It is important for sales teams to familiarise themselves with the lead's engagement history in order to tailor conversations and provide relevant information that meets their evolving needs and objections—testimonials and case studies are powerful tools in this scenario. MOFU leads also present a richer amount of tracked data which can be utilised to further personalise outreach targeted at these prospects, which highlights the importance of a collaborative relationship between sales and marketing teams.