The bottom of the funnel represents the final stage of the buyer journey, where prospects transition from consideration to decision. At this point, content and messaging shift from education to persuasion, focusing on ROI, proof, and competitive advantage.
BOFU assets often include case studies, demos, comparison guides, and testimonials—content that validates a vendor’s credibility and mitigates purchase risk. In B2B contexts, this phase requires tight coordination between marketing and sales to ensure follow-up is timely and personalised.
Optimising BOFU performance means analysing conversion bottlenecks and tailoring nurture workflows to accelerate deal closure. It’s where marketing’s strategic influence most directly connects to revenue outcomes.
