Bottom of funnel
BOH-foo
The decision stage where prospects are ready to buy. Content and experiences that help them choose you and take action.
Bottom of funnel is where prospects decide. They have evaluated options. They have a shortlist. Now they need the final push: a compelling demo, a proof of concept, a reference call with a similar customer, or pricing that makes the decision obvious.
BoFu content is conversion-focused. Free trials, live demos, pricing pages, customer reference calls, ROI assessments, and implementation guides. The goal is to remove the last barriers to purchase: risk, uncertainty, and friction.
Most B2B companies have too little BoFu content. They have a demo request form and a pricing page, but nothing else. Adding customer references organized by industry, implementation timelines, a security FAQ, and a clear onboarding plan can increase BoFu conversion by 20-40%.
Examples
A BoFu pricing page that converts.
Three clear tiers. Feature comparison table. Customer logos at each tier. A prominent 'Start free trial' button and a 'Talk to sales' button. FAQ addressing common pricing questions. The page converts at 4.5%, twice the industry average.
A customer reference accelerates the decision.
The prospect is on the fence. The AE arranges a 30-minute call with a customer in the same industry. The customer describes their experience: implementation timeline, results achieved, and support quality. The prospect submits the purchase order the next day.
A BoFu free trial that converts to paid.
The free trial includes a guided onboarding that gets users to their first successful deployment in under 10 minutes. 60% of trial users complete onboarding. 25% convert to paid within 14 days. The trial experience is the best sales pitch.
In practice
Read more on the blog
Frequently asked questions
What content works best for bottom of funnel?
Free trials, live demos, pricing pages with clear comparisons, customer reference programs, implementation guides, security documentation, and ROI assessments. BoFu content removes the last barriers to purchase.
How do you improve BoFu conversion?
Reduce friction (fewer form fields, faster trial setup). Add social proof (customer logos, testimonials, case studies on the pricing page). Address objections proactively (security FAQ, implementation timeline). Make the next step obvious (clear CTA, easy scheduling).
Related terms
The awareness stage of the marketing funnel. Content and campaigns that introduce your brand to people who do not know you yet.
The consideration stage where prospects evaluate solutions. Content that helps them understand whether your product fits their needs.
The stages a prospect moves through from first awareness to purchase. Awareness, consideration, decision. Wide at the top, narrow at the bottom.
Time-limited access to a paid product. Users get full features for 7-30 days, then must pay or lose access.
A live product demonstration tailored to the prospect's use case. Not a feature walkthrough. A story about their problem and your solution.
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