Middle of Funnel (MOFU)
Middle of funnel (MOFU) is the consideration stage of the marketing funnel, where potential buyers understand their problem and are researching and comparing ways to solve it.
Also called: MOFU, consideration stage
Why it matters
At this stage buyers move from learning about a problem to judging approaches and vendors. Middle-of-funnel content helps them do that, and in the process shows why the company's approach makes sense. It is where many leads are captured and nurtured, because the buyer is willing to trade contact details for useful material.
Typical middle-of-funnel content includes in-depth guides, webinars, case studies, templates, calculators and comparison of approaches. Teams measure it on leads captured, engagement from target accounts and how many leads move on to sales conversations. Lead scoring and nurture sequences often operate here.
Example
An operations manager who read a company's post about picking errors downloads its guide comparing three ways to reduce them, then attends a webinar where a customer explains their results. Her engagement raises her lead score, and she joins a nurture sequence that offers a case study from a similar warehouse.
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