Bottom of Funnel (BOFU)
Bottom of funnel (BOFU) is the decision stage of the marketing funnel, where potential buyers have a short list and are deciding which vendor to choose.
Also called: BOFU, decision stage
Why it matters
They want proof and specifics: how the product compares, what it costs, how implementation works and what similar customers achieved. Clear answers can shorten the sales cycle and raise the win rate.
Typical bottom-of-funnel assets include demos, free trials, pricing pages, comparison pages, detailed case studies, security documentation and return-on-investment calculators. They are measured on demo requests, trials, opportunities and closed deals.
Example
A buyer who has narrowed her choice to two warehouse software vendors reads one vendor's honest comparison page, checks its pricing page and books a demo. Before the demo, the account executive sends a case study from a similar warehouse and the security documents her IT team will ask for.
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