What are the most successful TOFU, MOFU, and BOFU assets?

In the context of marketing and sales, TOFU (Top of Funnel), MOFU (Middle of Funnel), and BOFU (Bottom of Funnel) assets refer to content pieces that target different stages of the buyer's journey. Here are some examples of successful assets for each stage:

TOFU (Top of Funnel):

1. Blog Posts: Informative and engaging blog posts that address industry trends, challenges, and general topics of interest to attract and educate a broad audience.

2. Infographics: Visual representations of data or concepts that quickly convey valuable insights and capture the audience's attention.

3. Ebooks/Guides: In-depth resources that provide comprehensive information on a specific topic, offering value in exchange for contact information (lead generation).

4. Webinars: Interactive online seminars that showcase thought leadership, industry expertise, and insights into relevant subjects.

5. Social Media Posts: Engaging and shareable posts on platforms like LinkedIn, Twitter, and Facebook that spark interest and drive traffic.

MOFU (Middle of Funnel):

1. Case Studies: Detailed accounts of how your product or service solved a specific problem for a customer, offering proof of concept and building credibility.

2. Whitepapers: In-depth research documents that dive into industry challenges, solutions, and trends, demonstrating thought leadership.

3. Video Tutorials: How-to videos or tutorials that showcase your product's features and benefits, guiding potential customers through specific use cases.

4. Comparison Guides: Detailed comparisons of your product with competitors, highlighting your unique value propositions and advantages.

5. Email Nurture Campaigns: Automated email sequences that provide valuable content and maintain engagement with leads over time.

BOFU (Bottom of Funnel):

1. Product Demos: Interactive demonstrations that showcase your product's capabilities and address specific pain points for qualified leads.

2. Free Trials: Offering a limited-time free trial or demo version of your product to allow potential customers to experience its value firsthand.

3. Consultation Calls: Personalized calls with sales representatives to address specific questions, concerns, and customization needs.

4. ROI Calculators: Tools that help prospects quantify the potential return on investment from using your product or service.

5. Testimonials/Reviews: Authentic customer testimonials or reviews that provide social proof and demonstrate your product's success.

6. Limited-Time Offers: Special promotions or discounts designed to encourage decision-making and prompt a purchase.

Remember that the effectiveness of these assets can vary based on your industry, target audience, and specific goals. Tailor your assets to resonate with your audience and guide them seamlessly through the buyer's journey.

There are plenty of blogs and reports out there that can give you a full list of assets by funnel stage. Typically, you want to think about it in terms of helping the customer get educated about your product, gain more insights on the problems you help them solve, and then show them examples and 'proof' that you are the best choice for their needs.

I'd like to give you a twist to this typical approach: what assets can you provide that will enable the customer to make the best choice for their needs? Sure, you will still have blogs and whitepapers as TOFU assets, then case studies and videos as MOFU, followed by product demos and ROI Calculators in BOFU but make sure that you are not just pushing your product but rather giving the customer additional information for them to better understand if you are a good fit. And one more thing: you have to do this for every major buyer persona. The assets that work for an Executive will not be the same for an Admin or practitioner.

I was amused by the TOFU, MOFU, BOFU - acronyms. Took me a second to realize you are referring to Top of funnel etc. I am in the same boat right now at a late stage startup. We have not had a real product marketing or marketing team, so the whole team is pretty new. Based on my past experience, I am realizing the type of content really depends on the brand of the company itself and the market share it has in the particular segment. For example if the company has a big brand recognition in SEgment A, than things like blogs, infographics, "CXO survey's" " ebook" will work. Also, depends on the "level of the buyer persona". 

If you are a new brand in a very large segment with hardly any brand presence, the approach cannot be the same as above. I would invest a lot more into strategic PR and even specific things where you get to the buyers and their watering holes instead of just putting out content on your website. CXO level buyers of these multi-billion $ firms are unlikely to show up and fill up forms on your website or read a blog on your website. 

I am faced with this dilemma right now and looking to figure out "watering holes" so we can show up there at the right time.

A lot depends on your audience and target customer, but what I have seen work in our B2B SaaS space is the following:

• Top - Thought leadership content, tips/tricks/how to's <-- generally discovered by prospects via Google search
• Mid - Gated content e.g. ebook, video tutorial, etc. 
• Bottom - Free consultation/demo form

Running surveys and experiments can help you uncover which assets will be the most valuable.