The sales funnel is the best metaphor to understand how a stranger becomes a customer. Understanding it helps you know which lead type to buy and which message to use at each stage.
What the sales funnel is
It is the representation of the journey a customer makes from discovering you to buying. It is called a funnel because many enter and few exit: each stage filters.
The three stages
- TOFU (top): discovery. Many people, low intent.
- MOFU (middle): consideration. Fewer people, more interest.
- BOFU (bottom): decision. Few, ready to buy.
We expand on it in TOFU, MOFU and BOFU.
Where bought leads fit
You can buy leads for any stage: volume leads to feed the top, or close-ready leads for the bottom. The key is buying the tier that matches the stage you want to fill.
The mistake of treating everything the same
A TOFU lead needs information; a BOFU one, an offer. Sending an aggressive offer to a lead that just discovered you scares it off. Match the message to the stage.
- The funnel goes from discovery (TOFU) to decision (BOFU).
- You can buy leads for any stage.
- Match the message to the lead\u2019s moment.
Buy the lead for your stage.
Define which part of the funnel you want to fill and we give you the right tier.