The middle of the funnel represents the consideration stage, where prospects move beyond awareness and begin actively evaluating potential solutions. It’s the point in the buyer journey where education gives way to comparison and validation.
Effective MOFU content, such as case studies, product demos, webinars, and ROI tools, helps prospects understand how a solution fits their needs and builds confidence in its value.
Optimising this stage keeps momentum alive, turning initial interest into intent and ensuring prospects continue moving steadily toward pipeline creation and sales engagement.