---
title: "What Is Bottom of Funnel (BOFU)? Definition | ONEGTMLAB"
description: "Bottom of funnel (BOFU) is the decision stage, where buyers choose a vendor. Learn what BOFU content looks like and why it converts best."
canonical: https://www.onegtmlab.dev/glossary/bottom-of-funnel
---

# What Is Bottom of Funnel (BOFU)? Definition | ONEGTMLAB

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GTM Glossary

# 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.

## Related terms

-   [Top of Funnel (TOFU)](/glossary/top-of-funnel)
-   [Middle of Funnel (MOFU)](/glossary/middle-of-funnel)
-   [Conversion Rate](/glossary/conversion-rate)
-   [Sales Qualified Lead (SQL)](/glossary/sales-qualified-lead)

## Related service

[Content Engineering LinkedIn content built around your founder's voice that generates demand.](/linkedin-personal-branding)

## Related playbook

-   [Claude Code for Marketing Content, SEO, page research, link building and lead magnets, run as repeatable skills instead of one-off prompts.](/growth-playbooks/claude-code-for-marketing)

[← All GTM terms, A to Z](/glossary)

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We build the Content Engineering systems behind terms like this one. Tell us where your pipeline breaks and we will show you what we would fix first.

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