TOFU, MOFU and BOFU are the three labels that organise any acquisition strategy. Knowing which stage each lead is in tells you which message to use and which lead type to buy.
What they mean
- TOFU (Top of Funnel): discovery. The lead has a problem, knows no solutions.
- MOFU (Middle of Funnel): consideration. Compares options.
- BOFU (Bottom of Funnel): decision. Ready to buy.
Which message fits each stage
- TOFU: educate, do not sell. Content that helps understand the problem.
- MOFU: compare and prove. Cases, benefits, social proof.
- BOFU: ease the purchase. Offer, demo, closing call.
Which lead to buy for each stage
Buy volume leads for TOFU, intent leads for MOFU and close-ready leads for BOFU. Buying the wrong tier for the stage is the most common mistake.
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Visit funneld.net →Key takeaways
- TOFU = discover, MOFU = consider, BOFU = decide.
- Each stage calls for a different message.
- Buy the lead tier that matches the stage.
Buy the lead for each stage.
Grade between volume, intent and close from one brief. Start with a trial.