Middle of funnel
MOH-foo
The consideration stage where prospects evaluate solutions. Content that helps them understand whether your product fits their needs.
Middle of funnel is where aware prospects start evaluating solutions. They know they have a problem. They know solutions exist. Now they are comparing options and deciding which approach is right for them.
MoFu content is more specific than ToFu. Case studies, comparison guides, webinars, product-focused blog posts, and ROI calculators live here. A post titled 'How Company X reduced deployment time by 80%' is MoFu. It shows a real result from a real customer, helping the prospect imagine what your product could do for them.
MoFu is where most B2B companies underinvest. They have plenty of ToFu blog posts and a bottom-funnel demo request page, but nothing in between. The prospect goes from reading a generic article to being asked to talk to a salesperson. MoFu bridges that gap.
Examples
A MoFu webinar that converts.
Title: 'How Three Engineering Teams Cut Deployment Time in Half.' Features real customers discussing their experience. 200 registrants. 120 attend. 25 request demos afterward. The webinar moved prospects from 'aware of the problem' to 'considering this specific solution.'
A comparison page as MoFu content.
The company creates 'Us vs. Competitor X' pages for each major competitor. Each page is honest: where they win, where we win, and who each product is best for. These pages rank for comparison keywords and convert at 8%, three times the rate of generic blog posts.
MoFu email nurture sequence.
After downloading a guide (ToFu), the prospect receives 5 emails over 3 weeks: a case study, a ROI calculator, an architecture diagram, a comparison guide, and an invitation to a live demo. 12% of the sequence completers request a demo.
In practice
Read more on the blog
Frequently asked questions
What content works best for middle of funnel?
Case studies, comparison guides, product-focused webinars, ROI calculators, architecture diagrams, and technical deep-dives that show how your product solves specific problems. MoFu content should demonstrate value, not just describe it.
How do you move prospects from ToFu to MoFu?
Email nurture sequences, retargeting ads, contextual CTAs within ToFu content, and gated MoFu content that requires an email address. The transition should feel natural: the prospect read about the problem (ToFu) and now wants to see solutions (MoFu).
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 decision stage where prospects are ready to buy. Content and experiences that help them choose you and take action.
The stages a prospect moves through from first awareness to purchase. Awareness, consideration, decision. Wide at the top, narrow at the bottom.
A detailed story of how a specific customer used your product to solve a real problem. The most persuasive content in B2B marketing.
A series of automated communications that guide leads through the funnel over time. Building trust and intent until they are ready to buy.
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