What is the Bottom of the Funnel?

The “bottom of the funnel” (BOFU) refers to the final stage of the sales funnel, where leads are closest to making a purchase decision. At this stage, potential customers have already been through the awareness and consideration stages and are now actively evaluating their options and considering making a purchase.


For example, let’s consider a software company selling project management tools. At the bottom of the funnel stage, potential customers might be comparing features, pricing, and user reviews of different project management software options. They may also be seeking demos, trials, or more detailed information about specific products to help them make their final decision. The goal of the company’s marketing and sales efforts at this stage is to convert these leads into paying customers.

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