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When taking inventory of all content assets, what percentage of content should be for the top, middle, and bottom portions of the funnel?

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6 Answers
Account Based Marketing Strategy
  1. Sheridan Gaenger
    Sheridan Gaenger

    Salesforce Senior Director of Field Marketing, Platform • 2y

    At a foundational level, it’s relatively the same, prioritizing the right accounts based on intent and lifetime value. Where it can change is the messaging, tactics and channels. Let’s start with messaging. Mapping your messaging to the customer journey is critical. ToFu content begins by educating your audience on your category which will anchor thought-leadership messaging and content that validates why the category exists. MoFu, the middle of funnel content, provides your pre-customers inform ...Read More

    1,170 Views
  2. Kanchan Belavadi
    Kanchan Belavadi

    Snowflake Director Field Marketing - GCC, India • 2y

    This is not a one-size-fits-all solution. I have found that the content pieces through the funnel vary based on what are the current business objectives, challenges and gaps. If you are a new business and trying to generate mindshare and attract visitors to your website, you’d need more assets at the top of the funnel. If you are a known brand and the space is established (e.g. CRM), then you probably need to focus more on the lower part of the funnel. Your current account strategy is also a fac ...Read More

    1,209 Views
  3. Bhavisha Oza
    Bhavisha Oza

    Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 2y

    My rule of thumb is it helps to have at least 3 pieces of content, in different formats for each stage of the funnel.

    • Top-of-funnel content to include a mix of analyst content, podcasts, awareness videos, cheat sheets

    • Middle-of-funnel content to include checklists, e-guides, interactive content such as an ROI calculator or maturity assessment

    • Bottom-of-funnel content to include product tours, demo videos, and customer testimonial videos

    918 Views
  4. Krista Muir
    Krista Muir

    Snowflake Senior Manager, Streamlit Developer Marketing | Formerly Sentry, Udemy for Business, Demandbase • 2y

    Hopefully not a cop-out, but "it depends." There isn't a magic % that I've found. When you map out your user journeys, where do you see the biggest fall-off in conversion? That's where I would suggest focusing your efforts. Sales will always ask for more BOFU content, so make sure the content that already exists is being used, or needs to be updated before creating net new content.

    734 Views
  5. Andy Ramirez ✪
    Andy Ramirez ✪

    GitLab Head of Growth Marketing • 2y

    The fact your categorizing your content and really considering what funnel stage its for is a great start. You likely have a sense of where you should be. Trust this sense. Maybe your company awareness is quite high but visitors just aren't really figuring out why your products matter to them, time to add more middle funnel. Maybe you're getting lots of interest but not converting opportunities to win, lets arm sales with better bottom of funnel content. This should be flexible. But.. here's my ...Read More

    502 Views
  6. Steve Armenti
    Steve Armenti

    Google founder @ twelfth ⚡️ data-driven ABM ⚡️ | Formerly Google, DigitalOcean • 2y

    The ideal percentage depends a lot on the industry, ICP, and your goals. I'd say a general guideline is:

    • Top of funnel (TOFU): 60-70%

    • Middle of funnel (MOFU): 20-30%

    • Bottom of funnel (BOFU): 10-20%

    780 Views

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