Middle-of-Funnel (MOFU) Marketing

At this stage of the marketing funnel, your audience already knows they have a problem, and now they’re actively exploring how to solve it. That means your job is no longer to educate broadly, but to guide, nurture, and qualify. This is the bridge between awareness and action.

Fail at MOFU, and you lose hard-won attention to competitors. Master it, and you’ll turn curiosity into real consideration, and leads into loyal buyers.

In this guide, we’ll explore:

• What MOFU marketing really means
• How to align it with TOFU and BOFU
• Proven tactics and content types that convert
• How to measure success at this stage
• Real-life examples, tools, and more

Whether you’re running a SaaS, eCommerce brand, or B2B service, getting MOFU right means fewer leaks in your funnel and a lot more momentum in your pipeline.

What Is a Marketing Funnel?

A marketing funnel is a visual model that maps out the stages a potential customer goes through before making a purchase decision. It's called a “funnel” because of its shape: wide at the top to capture as many leads as possible, and narrow at the bottom where only the most qualified and ready-to-buy prospects convert.

The funnel allows marketers and sales teams to segment the buyer’s journey into stages, awareness, consideration, and decision, and develop targeted strategies for each. It helps answer crucial questions like: What kind of message should I deliver to someone who just heard about us? What content is most useful to a prospect comparing options? And how do I convert someone ready to buy?

The origin of the funnel concept can be traced back to 1898 when advertising pioneer Elias St. Elmo Lewis introduced the AIDA model: Attention, Interest, Desire, and Action. This model laid the foundation for the modern funnel structure and is still echoed in today's inbound and digital marketing frameworks.

Understanding the marketing funnel helps teams align around shared goals, choose the right tools, and create content that meets people where they are in their journey. When marketing and sales teams work together across the funnel, they’re able to generate better leads, shorten sales cycles, and ultimately, grow more efficiently.

The 3 Stages of the Marketing Funnel

The marketing funnel is typically divided into three core stages: Top of Funnel (TOFU), Middle of Funnel (MOFU), and Bottom of Funnel (BOFU). Each stage reflects a different level of awareness and intent from the customer, and each requires its own tailored messaging and approach.

TOFU: Awareness

This is where it all begins. In the TOFU stage, your potential customers are either unaware of your brand or are just starting to explore a problem or interest. They’re looking for educational content, inspiration, or guidance, not a sales pitch.

At this point, your goal isn’t to sell, but to spark curiosity, generate traffic, and begin building a relationship. Common TOFU touchpoints include blog posts, social media content, explainer videos, and podcasts, anything that adds value and introduces your brand without pressure.

MOFU: Consideration

In the middle of the funnel, prospects are aware of the problem and are evaluating possible solutions. They may already know your brand and are now comparing it with alternatives. This stage is about nurturing leads, showcasing expertise, and helping prospects understand how your product or service could solve their specific problem.

Webinars, case studies, comparison guides, and email nurturing campaigns are all typical MOFU content types.

BOFU: Decision

This is the bottom of the funnel, the moment of truth. Prospects here are ready to make a purchase decision but might still need a final nudge. Your content should now shift from educational to persuasive, addressing objections and reinforcing trust.

BOFU content often includes free trials, product demos, pricing pages, customer testimonials, or limited-time offers. The goal is to convert warm leads into customers.

Understanding how these stages work together is essential. TOFU fills the funnel, MOFU nurtures and qualifies, and BOFU converts. You can’t skip steps or expect quick wins without investing in each stage, especially the top.

What Is Middle-of-Funnel (MOFU) Marketing?

Middle-of-Funnel (MOFU) Marketing is a strategic phase in the marketing funnel and a marketing process entity focused on lead nurturing, conversion optimization, and audience engagement. MOFU lies between Top-of-Funnel (TOFU), Bottom-of-Funnel (BOFU), and Customer Retention in the marketing knowledge domain, with named entities including HubSpot, Salesforce, and Marketo. This entity type includes samples such as email nurturing campaigns, case studies, and webinars.

Middle-of-Funnel (MOFU) Marketing aims to educate and build trust with potential customers who have already shown interest but are not yet ready to buy.

Research by HubSpot indicates that 80% of new leads never translate into sales due to a lack of nurturing, reinforcing the idea that "MOFU is where leads become prospects.

This stage is critical because it filters quality leads by offering value-driven content like product comparisons, demos, and detailed guides.

Its main complementary concept is Lead Scoring, which evaluates how ready a lead is to move down the funnel.

Digital marketers, content strategists, and sales teams use MOFU marketing to engage leads, qualify intent, and push them closer to conversion. These professionals are commonly referred to as demand generation marketers.

What Is Middle-of-Funnel (MOFU) Marketing?

Middle-of-funnel (MOFU) marketing is all about consideration. Your audience already knows who you are, and now they’re comparing options, asking questions, and evaluating whether your solution is worth exploring further.

In contrast to TOFU, where the focus is broad education and awareness, MOFU content is more targeted and persuasive. You’re speaking to people who are problem-aware and starting to vet potential solutions (including yours). They're not quite ready to buy, but they’re getting close.

MOFU Goals

• Build trust and credibility Show that your product or service is legitimate, reliable, and tailored to their needs.
• Nurture leads toward conversion Help them move from “I’m interested” to “I’m ready to act.”
• Differentiate your offer Position your solution against alternatives with proof, insights, and relevance.

MOFU Is Not About the Hard Sell

Trying to close too early in the middle of the funnel often backfires. Instead, MOFU marketing should reduce friction, address doubts, and help your leads gain clarity and confidence.

Think of this stage like dating before a proposal, you’re building emotional and logical buy-in, not asking for the ring (yet).

MOFU Strategies: Turning Interest into Intent

Middle-of-funnel marketing is all about bridging the gap between awareness and action. Your audience now understands their problem and is exploring possible solutions. At this point, your role is to build credibility, earn trust, and make it painfully clear why you are the most relevant answer to their needs.

Here are the most effective strategies to do that:

Lead Nurturing Sequences

Once a lead shows interest by downloading a resource, signing up for a webinar, or engaging with your content, you need to stay top of mind and continue the conversation. Email nurturing sequences are your direct line to gradually introduce value, educate the lead further, and guide them closer to a decision.

Rather than pitching right away, focus these emails on:

• Addressing specific pain points
• Offering deeper content like webinars, case studies, or product explainers
• Showing them what success looks like with your solution

Over time, this helps transform a cold lead into someone who’s warmed up and confident about reaching out.

Solution-Based Education

MOFU isn’t about teaching people what their problem is, it’s about showing how your solution solves it. Content at this stage should focus on:

• How your product or service works in real-world contexts
• Specific use cases for different industries or roles
• Product comparisons that highlight your competitive advantages

This helps potential buyers understand not only what you offer, but why it fits their situation better than alternatives. Think of this as solution framing, not just showcasing features, but contextualizing them within their workflow or challenges.

Segmentation and Personalization

Generic messaging falls flat at MOFU. Leads in the middle of the funnel need communication that feels tailored to their unique context, whether it’s their industry, role, company size, or behavior.

Using behavioral data and lead capture details, segment your audience and personalize:

• Email content and cadence
• Dynamic website content
• Product suggestions or demo flows

For example, if someone is in the eCommerce space and read a blog on "reducing cart abandonment," you could send them a webinar invite titled “How [Client X] Reduced Cart Abandonment by 32% with Our Tool.” That’s what relevance looks like.

Leverage Social Proof Strategically

At this stage, trust becomes currency. Social proof, like customer testimonials, reviews, and case studies, helps reduce uncertainty and validates your claims.

But here’s the trick: don't just parade happy clients. Tell structured stories. A great MOFU case study answers:

• What was the customer struggling with?
• Why did they choose your product?
• What results did they achieve?

Position these stories to align with the exact concerns your leads are dealing with, so they can picture themselves succeeding with your help.

Retargeting Campaigns

MOFU retargeting isn’t about pushing a product offer, it’s about re-engaging warm leads with more depth. Someone visited your product page? Show them a case study. Someone downloaded a whitepaper? Serve them an invite to a demo or an ROI calculator.

The goal is to progressively escalate the level of engagement, while reminding leads why your product is worth considering.

Smart MOFU retargeting campaigns:

• Build on previous interactions
• Provide additional value (not repetitive messages)
• Use dynamic content based on where the lead is in the journey

Interactive Engagement Tools

Middle-of-funnel leads crave clarity and relevance. Interactive tools are perfect for offering both. Whether it’s a product quiz, onboarding estimator, ROI calculator, or self-service demo, these tools help users see themselves using your product.

The best part? They generate useful intent data while providing immediate value. For instance:

• A cost calculator tells you budget fits
• A use-case quiz shows key decision criteria
• A self-service walkthrough reveals how familiar they are with your product

This level of engagement not only qualifies leads but also sets the stage for higher conversion rates down the funnel.

Content for Middle-of-Funnel Marketing

At the middle of the funnel, content must go beyond simply attracting attention, it needs to educate, address objections, and position your product as a trustworthy solution. This is where content shifts from broad discovery to guided consideration. You're not just showing up in search results anymore, you’re earning trust, one strategic piece at a time.

Here are the most effective content types for MOFU, and why they work.

Case Studies

A well-crafted case study is one of the most persuasive assets you can produce at this stage. It tells a relatable story: a customer had a problem, your product helped solve it, and the results speak for themselves. The key to making case studies resonate is specificity. Instead of vague claims, focus on metrics, use cases, and outcomes.

For example, rather than saying “Company X improved productivity,” highlight that “Company X cut onboarding time by 47% using your product.” This concreteness builds trust and helps prospects see themselves in the success story.

Product Comparison Pages

At MOFU, prospects are often actively comparing you to competitors. If you don’t help guide that comparison, you leave the narrative up to Google or your rivals. A solid comparison page anticipates what prospects are searching for and answers their unspoken questions: “What makes you different? Are you better for my use case? Is it worth switching?”

These pages are not about attacking competitors, but clarifying positioning. A good one blends honest contrasts, customer quotes, and clear CTAs that move the conversation forward.

Webinars and Product Demos

This is where your product stops being abstract and becomes real. Webinars let prospects see your product in action, hear expert tips, and ask questions. Live sessions are especially powerful because they show transparency, you're confident enough to open the floor and let your product speak for itself.

On-demand versions work well for prospects who want to self-educate on their own time. Regardless of format, MOFU webinars should focus on value and outcomes, not just feature walkthroughs.

Email Sequences

After capturing a lead, you have a golden opportunity to nurture them with a drip of relevant, high-quality content. Each email in a MOFU sequence should push the conversation forward: from reinforcing pain points, to sharing a relevant testimonial, to inviting the lead to explore a feature they showed interest in.

What makes MOFU emails work is timing and personalization. The best ones feel like an ongoing dialogue, not a cold broadcast.

Testimonials and Social Proof

Social proof is MOFU fuel. Real-world success stories demonstrate that your product actually works, and that people like them have already succeeded with you. Sprinkle short testimonials throughout your MOFU content, not just in a testimonial section. Place them near CTAs, on demo pages, or inside nurture emails to provide that little psychological nudge.

When possible, align the testimonial with the prospect’s industry or pain point for maximum resonance.

Thought Leadership Articles and Expert Guides

Not all MOFU content needs to be overtly product-focused. Publishing expert-level insights or commentary can position your brand as the go-to voice in your niche. This builds long-term trust and can serve as a natural bridge into deeper product discussions.

It’s also a powerful tactic for B2B SaaS, where trust and authority heavily influence decisions. These articles can be distributed via email or even repurposed into webinars, social posts, or gated resources.

Examples of Effective MOFU Campaigns

MOFU campaigns shine when they educate, build trust, and move leads one step closer to conversion. Below are a few standout examples from different industries, each showing how to nurture interest with precision and intent.

1. HubSpot: Free Tools + Case Studies Combo (SaaS/B2B)

What they did:HubSpot offers a series of free tools, like an email signature generator or blog topic idea tool, as TOFU magnets. But their genius move comes in the follow-up. Once a lead uses one of these tools and submits their email, they enter a nurture sequence that includes targeted case studies and success stories based on industry or use case.

Why it worked:HubSpot doesn’t pitch right away. They provide highly relevant proof points that speak directly to the lead’s business type. It feels like guidance, not selling. Their CRM is gradually introduced as the natural next step, with a CTA to start a free trial or join a product tour.

Key takeaway:Use behavioral data from early interactions to segment and deliver personalized MOFU content. Combine free value with subtle, contextual product proof.

2. Omniconvert – Homepage Video Testimonials as Trust Builders (SaaS/B2B)

What they did:Omniconvert showcases real video testimonials from customers like Decathlon, Culture Kings, and Auchan directly on their homepage. Each story highlights how these companies use Omniconvert to make better customer-centric decisions, improve personalization, or drive marketing performance.

These aren’t buried in a case study section, they’re front and center, immediately visible to prospects exploring the brand. This serves as a subtle but powerful strategy to reinforce trust during the consideration phase.

Why it worked:By placing customer proof in a high-traffic, mid-funnel location, Omniconvert removes the need for prospects to dig for validation. Each video addresses different use cases and industries, which helps diverse prospects relate to the content and see themselves succeeding with the product.

Instead of relying on high-pressure conversion tactics, they lead with credibility, showcasing tangible, on-the-record feedback from actual users.

Key takeaway: At MOFU, testimonials are not just social proof—they're decision-shaping assets. Strategic placement of real user stories helps overcome hesitation and nudges leads toward deeper exploration or conversion.

3. Airtable – Webinar Series for Specific Roles (SaaS/Productivity)

What they did:Airtable ran a series of live and on-demand webinars targeted at different job roles, like “Airtable for Marketing Teams” and “Airtable for Operations.” Each session showcased specific workflows and use cases relevant to that team, including real-world examples.

Leads were segmented based on webinar attendance and follow-up questions, and they received additional content aligned with their role (like success stories or playbooks).

Why it worked:By speaking directly to a prospect’s job title and daily challenges, Airtable made their product feel tailored and intuitive. It wasn’t just “here’s what we can do,” it was “here’s how this solves your exact problem.”

Key takeaway:Role-based MOFU content adds specificity that builds trust. It helps the buyer visualize success and cuts down objections before they surface.

How to Measure the Success of MOFU Marketing

At the middle of the funnel, your goal isn’t just visibility, it’s momentum. You’re nurturing interest, qualifying leads, and preparing them for conversion. That means MOFU success isn’t measured by impressions or likes, but by how well you’re turning awareness into intent.

Here are the key performance indicators that actually reflect middle-funnel impact:

Lead Engagement Quality

One of the clearest signals that your MOFU strategy is working is how deeply leads engage with your content. Metrics like time on page, scroll depth, video completion rates, or webinar attendance duration help you assess interest quality.

For example, if someone watches a full product demo, downloads a use-case guide, or replays a webinar, they’re clearly beyond casual browsing. That’s a sign they’re warming up for a decision.

Content-Assisted Progression

MOFU content often plays a supporting role in the overall buyer’s journey; it might not close the deal, but it gets them closer. Use tools like HubSpot, GA4, or attribution software to track which MOFU assets are commonly viewed before someone becomes a sales-qualified lead (SQL) or requests a demo.

If your case studies, comparison pages, or interactive tools frequently show up in multi-touch journeys, that’s proof they’re doing their job.

Conversion to Sales-Qualified Leads (SQLs)

MOFU isn’t about generating mass leads, it’s about generating the right ones. Track how many marketing-qualified leads (MQLs) advance to become SQLs after engaging with your MOFU efforts.

This is where marketing and sales alignment becomes critical. If your content helps leads self-qualify and arrive better educated, it shortens the sales cycle and improves close rates.

Behavioral Segmentation Accuracy

A strong MOFU strategy segments leads based on intent, industry, or interest. Use your CRM or automation platform to track whether these segments behave as expected:

• Are eCommerce leads responding to the right nurture emails?
• Are high-fit leads clicking BOFU CTAs?
• Are segments progressing through your funnel with minimal drop-off?

Refined segmentation shows you’re delivering the right message to the right person, and that’s core to MOFU success.

Engagement with Retargeting and Follow-Ups

Retargeting clicks, email reply rates, or content interaction from mid-funnel campaigns help indicate traction. If your MOFU emails see strong open and click-through rates, or your remarketing ads drive consistent engagement, you know your audience is still listening and considering.

Tools to Optimize Your MOFU Strategy

Middle-of-funnel marketing depends on understanding context and delivering the right value at the right time. The tools you use at this stage should help you segment leads, nurture them intelligently, and surface the highest-intent prospects for sales follow-up.

Here are the best types of tools to build and scale an effective MOFU engine:

CRM and Lead Scoring Tools

Your CRM is the brain of your MOFU operation. Tools like HubSpot, Salesforce, or Pipedrive let you store lead data, track interactions, and score leads based on behavior (like email clicks, page visits, or webinar signups).

Lead scoring models are especially useful here, they help you prioritize leads who’ve shown enough engagement to warrant a sales touchpoint.

Marketing Automation Platforms

MOFU depends on smart, segmented nurture flows. Platforms like ActiveCampaign, Customer.io, and Klaviyo allow you to create behavioral workflows triggered by specific actions, like downloading a guide, watching a video, or revisiting a pricing page.

These tools help you:

• Personalize follow-up content
• Time messages based on readiness
• Escalate high-intent leads to sales

Behavioral Analytics and Session Replay

Understanding how leads behave on your site helps tailor their experience. Tools like Hotjar, Microsoft Clarity, or FullStory show you what users click, scroll past, or hesitate on. That insight helps you optimize page layout, CTAs, or content delivery.

It’s especially helpful for seeing which MOFU content (like case studies or webinars) keeps users engaged, and which ones underperform.

Check more behavioral analytics tools here.

Conversion & Personalization Tools

At MOFU, personalization is power. Omniconvert gives you the ability to segment traffic, run on-site surveys, and deliver dynamic content based on where someone is in the journey.

For example:

• Show a case study CTA to returning visitors who’ve read a blog
• Present an industry-specific testimonial based on UTM source
• Trigger exit-intent modals offering a webinar replay

This lets you nurture leads more intelligently without pushing them too fast toward a hard sell.

Email Engagement and Intent Signals

Tools like Mailchimp, ConvertKit, or Drip offer email data that’s critical at MOFU: open rates, click-throughs, and reply behavior. If someone consistently opens emails and engages with mid-funnel resources, they’re signaling interest, even if they haven’t taken action yet.

Pair this with tools like Clearbit or Leadfeeder, which reveal which companies are browsing your site, to help qualify leads based on account-level behavior.

Webinar and Demo Platforms

MOFU leads are actively researching. Tools like Demio, Livestorm, or Zoom Webinars help you deliver high-impact content like:

• Product walkthroughs
• Customer success stories
• Expert Q&A sessions

These not only educate your audience, they also surface the leads most ready for BOFU offers.

To Wrap Things Up

Middle-of-funnel marketing is the engine of momentum. It’s the stage where curiosity becomes consideration, and where content must do more than educate—it must nurture, segment, qualify, and build trust.

Leads at MOFU already know they have a problem. They’ve found you. Now, they’re asking: Why should I choose you? Your job is to guide them through that evaluation with empathy and clarity. Case studies, webinars, nurture flows, and personalized messaging are your tools, but strategy is the real differentiator.

Mastering MOFU doesn’t just improve conversions. It strengthens the entire funnel, delivering higher-quality leads to your sales team, shortening deal cycles, and reducing drop-off before the finish line.

Think of MOFU as the bridge. Build it strong, and more people will make it to the other side.

FAQs

What’s the difference between TOFU, MOFU, and BOFU marketing?

TOFU (Top of Funnel) is focused on awareness and reach. MOFU (Middle of Funnel) is about nurturing interest and qualifying leads. BOFU (Bottom of Funnel) is where conversion happens, turning leads into customers. Each stage requires different messaging, content, and goals.

What content performs best at the MOFU stage?

Content that builds credibility and reduces uncertainty, such as case studies, webinars, comparison pages, and solution-specific guides. The goal isn’t to close the deal, but to help the prospect feel confident progressing to the next step.

How do I know when a lead is ready to move from MOFU to BOFU?

Look for signals like repeated content engagement, webinar attendance, pricing page visits, or high lead scores. If a lead has interacted with multiple MOFU assets and expresses interest (via email clicks, trial sign-up, or form submission), they’re likely BOFU-ready.

What’s a good KPI for MOFU marketing?

Sales-qualified lead (SQL) volume and conversion rate from marketing-qualified leads (MQLs) to SQLs are strong indicators. You can also track content-assisted conversions, email engagement, and funnel velocity as supporting KPIs.

Can I automate MOFU marketing?

Absolutely, but with care. Use marketing automation tools to deliver personalized nurture flows, behavior-triggered messages, and dynamic content. Just be sure to balance automation with relevance and timing, so leads don’t feel rushed or pushed too soon.