Bottom of the Funnel / Content Marketing Terms Bottom of the Funnel Bottom of the funnel, often shortened to BoFu, refers to the final stage in the marketing and sales funnel where prospects are closest to making a purchase or taking a key action. At this point, the audience has already become aware of the brand and has shown interest or engaged with content. They are now actively evaluating options and deciding whether to commit. BoFu strategies focus on converting high-intent leads into customers, donors, subscribers or other defined outcomes. Content and campaigns at the bottom of the funnel are designed to reduce friction and build trust. Common BoFu formats include product demos, free trials, consultations, testimonials, pricing pages and case studies. In the nonprofit sector, this could include impact reports, one-on-one donor meetings or match campaigns. The messaging should clearly address objections, highlight specific benefits and provide proof of results. Personalisation and timely follow-ups are especially important in guiding decision-makers toward a final yes. Successful BoFu marketing depends on how well earlier funnel stages have nurtured the lead. While top-of-funnel (ToFu) content attracts attention and middle-of-funnel (MoFu) content builds interest, BoFu content must reinforce value and support confident decision-making. Teams should align sales and marketing to ensure consistency in messaging and handoff. Analytics tools can help identify when someone is ready for a BoFu offer based on behaviour, such as repeat visits to a pricing page or responses to previous outreach. Optimising BoFu efforts increases close rates, improves return on investment and supports long-term retention.