What does it mean?

Middle of the Funnel (MOFU)

The stage a lead enters after identifying a problem. Now they're looking to conduct further research to find a solution to the problem. Typical middle-of-the-funnel offers include case studies, product brochures, or anything that brings your business into the equation as a solution to the problem the lead is looking to solve.

Understanding Middle Of The Funnel

Generating leads is an essential component of any business, and the sales funnel plays a vital role in turning those leads into paying customers. The funnel consists of three primary stages: the top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). This article will focus on the MOFU stage, which occurs after a lead has identified a problem and is now looking for a solution. Understanding this stage is crucial because it is the point where a lead becomes a qualified prospect and is more likely to convert into a customer.

The Importance of the Middle of the Funnel Stage

The MOFU stage is critical because the lead/prospect begins to evaluate different solutions to their problem. They have already identified that they have a need or pain point that requires a solution. As a result, they are more receptive to information about potential solutions. This makes the MOFU stage a perfect opportunity for businesses to engage with potential customers and showcase their expertise and solutions.

Types of Offers for the Middle of the Funnel Stage

To effectively engage with prospects in the MOFU stage, businesses must provide relevant and valuable information that helps the prospect make an informed decision. Some common offers that can be used in this stage include:

  • Case studies: Case studies provide real-life examples of how a business has helped other customers solve similar problems. This can help establish trust and show the business has experience in delivering results.
  • Product brochures: Brochures provide a detailed overview of the business's product or service. This can help the leaders understand how the product or service works and how it can help solve their problems.
  • Webinars: Webinars effectively educate potential customers about a particular topic and showcase the business's expertise. They can also demonstrate how the business's product or service can solve their problem.
  • Whitepapers: Whitepapers are in-depth reports that provide valuable information about a particular topic. They can help establish the business as a thought leader and showcase their expertise.


The MOFU stage is critical in the sales funnel that businesses must understand to convert leads or prospects into customers. By providing valuable and relevant information, such as case studies, product brochures, webinars, and whitepapers, businesses can establish trust and showcase their expertise to potential customers. By understanding the MOFU stage and providing the right offers, businesses can increase their chances of converting prospects into loyal customers.