BOFU, or Bottom of Funnel, is the final stage in the marketing or sales funnel. At this point, leads have moved through earlier stages of engagement and are now considering direct purchase or conversion. The BOFU stage focuses on specific actions and information that help persuade prospects to become customers, drawing on all prior interactions to deliver highly relevant offers.
Scenario 1: A lead who downloaded several white papers and attended a webinar receives a tailored free trial offer to address their specific business needs.
Scenario 2: During a sales call, a prospect expressing budget concerns is offered a limited-time discount to facilitate their decision.
Related terms include TOFU, MOFU, lead nurturing, decision stage, and conversion funnel.