MOFU - Middle of the Funnel - is a stage in the sales funnel. It’s when prospects move from awareness and towards consideration. From a salesperson’s perspective, MOFUs are populated with Marketing Qualified Leads (MQLs) we’re driving towards the Bottom of the Funnel. .
What is MOFU?
MOFU is the middle stage in the B2B sales funnel. It sits between TOFU (Top of the Funnel) and BOFU (Bottom of the Funnel). Here, potential clients have already recognized their need to actively explore solutions. They're engaging, comparing, and looking for an offer that makes sense for them.
In MOFU, we’re actively marketing to our target audience. We are looking to elicit enough interest to start selling - and converting - our leads.
Why is MOFU important?
Leads in MOFU are considering different products. They aren’t ready to be sold to… But if you stay top-of-mind for them, you can sell to them as soon as they move to the bottom of the funnel (BOFU).
Marketing to leads in MOFU means business growth and survival. The opposite - failing at the MOFU stage - can kill your pipeline. If you don’t reach out to people when they’re receptive here, they won’t think of you when they’re ready to buy.
Conceptually, MOFU is key because it narrows down the wider pool of TOFU (Top Of the Funnel) leads into a more qualified, engaged group. At this point, leads are more informed, making them prime targets for focused marketing.
Identifying Leads in MOFU
Leads going through the MOFU stage can be said to be marketing-qualified leads (MQLs). MQLs have some degree of interest in your offerings. They are considering different offers - maybe even just your offer - and can eventually be sold to.
Here are some ways to identify an MQL in the MOFU stage of your funnel.
- Downloading a whitepaper
- Attending a webinar
- Spending significant time on key web pages
Such actions signal that a potential client is moving through the sales funnel - and will soon be sales-qualified. Identifying these leads with CRMs and marketing software helps turn them into customers profitably.
MOFU vs TOFU and BOFU
Funnel stages are different in messaging, prospect intent, and even the departments involved.
The Top of the Funnel (TOFU) focuses on creating awareness among potential customers. Here, the messaging is broad and educational. The goal is to make people aware you exist.
MOFU (Middle of the Funnel) is about creating interest, addressing questions, and showcasing how a solution fits. Customers in MOFU are in the consideration stage. Marketing messaging is more persuasive and benefit-driven.
Following MOFU, BOFU (Bottom Of the Funnel) helps drive leads towards a conversion. Here, sales teams usually take over to close deals.
Key MOFU metrics
To assess and refine your MOFU strategies, use these key metrics:
- Engagement Rate: Measures the frequency and depth of interactions with your content.
- Lead Conversion Rate: Percentage of MQLs progressing to BOFU.
- Content Performance: Evaluates which MOFU-centric content pieces are most effective.
- Lead Scoring: A numeric value assigned to leads based on their behavior indicates their sales-readiness.
- Time Spent: Duration MQLs spend on particular content or sections, signaling interest areas.
