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

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  1. Daniel Kuperman
    Daniel Kuperman

    Jellyfish VP of Product Marketing • 2y

    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 ne ...Read More

    2,575 Views
  2. Amanda Groves
    Amanda Groves

    Zywave VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y

    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): Blog Posts: Informative and engaging blog posts that address industry trends, challenges, and general topics of interest to attract and educate a broad audience. Infographics: Visual representations of data or concepts t ...Read More

    1,583 Views
  3. Savita Kini
    Savita Kini

    Cisco Director of Product Management, Speech and Video AI • 7y

    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 SEgmen ...Read More

    1,045 Views
  4. Justin Gabriel
    Justin Gabriel

    Luna On-Demand Physical Therapy Marketing • 7y

    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.

    716 Views

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