What is Middle of Funnel (MOFU)?
Nexa Consultancy | Startup & Finance Glossary
Middle of Funnel (MOFU) is the consideration stage in the buyer's journey, where a lead has identified a problem and is now actively evaluating different solutions and providers. Marketing at this stage is focused on nurturing the lead and building trust.
Base Term for Startups: At the MOFU stage, the goal is to position your startup as the best solution to the prospect's problem. This is where you demonstrate your expertise and build a relationship.
Base Term for B2B/SaaS: Common MOFU tactics include detailed case studies, webinars showcasing product features, comparison guides against competitors, and email nurture sequences. The goal is to convert a Marketing Qualified Lead (MQL) into a Sales Qualified Lead (SQL).
Base Term Example: A lead who downloaded a TOFU ebook now receives an invitation to a webinar that shows a live demo of the startup's product solving a specific problem. This is a MOFU activity.