General Marketing
Bottom of Funnel
Bottom of funnel (BOFU) refers to the decision stage where prospects are ready to make a purchase decision. Marketing at this stage focuses on overcoming final objections and prompting action.
Examples
A software company offers free trials, live demos, and ROI calculators as bottom-of-funnel content to convert ready-to-buy prospects.
Best Practices
Remove barriers to purchase, offer risk-reducing guarantees, and provide sales enablement content that addresses final objections.