Sales Loves MarketingMiddle of the funnel (MOFU) is the consideration stage. The prospect already knows their problem and is now comparing ways to solve it and vendors who could help. Your job here is to earn a place on their shortlist: answer detailed questions, show proof and make it easy to take the next step.
Where does the middle of the funnel fit?
The marketing funnel is usually split into three parts. At the top of the funnel, people become aware of a problem. In the middle, they consider solutions. At the bottom of the funnel, they decide and buy.
The middle is rarely a straight line. Google's 2020 "messy middle" research, run with the behavioural science agency The Behavioural Architects among UK shoppers, describes buyers looping between two modes. In exploration, they add brands and options to their list. In evaluation, they narrow that list down. They repeat the loop until they feel ready to choose. B2B buyers do the same, often as a group.
What content works in the middle of the funnel?
- Case studies from customers like the prospect.
- Comparison pages and honest "us vs them" breakdowns.
- Buyer's guides and checklists that help structure the decision.
- Product webinars and demo videos.
- Calculators and free tools that show expected value.
- Email nurture sequences, such as a drip campaign, that follow up on what a lead has read.
How do you improve middle of the funnel content?
Show what makes you different. Prospects have usually seen other options already. Say plainly who you are best for, and who you are not.
Show proof, not only claims. Reviews, case studies and customer quotes reduce risk. Google's research lists social proof among the six biases it tested as shaping choices.
Be specific. Give features, integrations, limits and pricing structure. Vague benefits that worked at the top of the funnel don't help someone building a shortlist.
Segment and follow up. Use list segmentation and lead scoring to see which leads engage with high-intent pages, such as pricing or integrations, and pass those to sales.
How do you measure the middle of the funnel?
- marketing qualified leads (MQLs);
- returning visitors and views of case study, comparison and pricing pages;
- email click rates on nurture sequences;
- webinar sign-ups and attendance;
- the share of MQLs that sales accepts as qualified.
An example from B2B marketing
A company selling project management software sees a lead from a small design agency download its guide to choosing a project tool. The lead then gets a short email sequence: an agency case study, a comparison with spreadsheets, and an invitation to a live demo. When the lead visits the pricing page twice in a week, the CRM flags it for a sales rep to call.
Related terms
Frequently asked questions
What is middle of the funnel content?
Content that helps a prospect compare options. Typical examples are case studies, comparison pages, buyer's guides, product webinars, demo videos, calculators and email nurture sequences. It is more specific than top of the funnel content, but it doesn't push for a purchase yet.
How is the middle of the funnel different from the top and bottom?
At the top, people are learning about a problem. In the middle, they are weighing solutions and building a shortlist. At the bottom, they choose a vendor and buy. The middle is where most comparison and research happens.
How do you measure middle of the funnel performance?
Track how prospects engage and progress. Useful measures include marketing qualified leads, returning visitors, case study and pricing page views, email click rates, webinar attendance and the share of leads that sales accepts as qualified.