Bottom of Funnel (BOFU) Marketing

What is Bottom of Funnel (BOFU) Marketing?

Bottom funnel marketing refers to strategies and tactics aimed at engaging and converting leads who are already familiar with a product or service and are close to making a purchase decision.

In B2B SaaS marketing, it is crucial to create content and marketing experiences that guide potential customers through every stage of the marketing funnel, from initially discovering your brand to making a purchasing decision. Marketing strategies involve distinct messages and content for Top of Funnel (TOFU), Middle of Funnel (MOFU), and Bottom of Funnel (BOFU) prospects.

BOFU marketing focuses on engaging with prospects close to making a purchase, by delivering persuasive content that encourages them to select your brand. This type of marketing generates revenue and speeds up the B2B sales process by setting your brand apart from competitors and instilling confidence in prospects about the effectiveness of your products in solving their issues or achieving desired results.

How Bottom of Funnel (BOFU) Marketing Functions

BOFU marketing comes into play when prospects have thoroughly explored their problem and the available solutions, including your offerings and competitors. At this stage, they are close to making a purchase decision but may need some extra assurance to validate their choice and ensure they’re receiving the best possible deal.

Prospects at this stage often engage with high-intent pages, such as pricing and checkout pages, looking for special offers or discounts. Additionally, they might review case studies or seek comparison content between your brand and its competitors to evaluate their final decision.

To boost conversion rates at this stage, BOFU marketing focuses on providing content that showcases the effectiveness of your products and the successes of your existing customers. This approach helps prospects envision their own success using your solutions, eventually persuading them to opt for your product or service.

5 Crucial Bottom-of-Funnel Marketing Techniques

1. Comparisons of Features and Benefits

Creating content that compares your product’s features and benefits with those of competitors can be an effective bottom-of-funnel marketing tactic. A well-designed infographic or article that showcases the differences between your solution and others can help to highlight your unique selling points and persuade prospects to make a purchase.

2. Instructional Guides and Tutorials

Developing comprehensive instructional guides and tutorials for your product can answer a prospect’s critical questions:

• Can this product solve my problem?
• How easily will this product solve my problem?

These resources help to demonstrate your product’s ease of use and reassure prospects that it has the capability to deliver the desired results.

3. Stories of Customer Success

Utilizing social proof in the form of testimonials, case studies, and customer success stories can significantly boost a prospect’s confidence in your offering. Sharing these stories at the bottom of the funnel can convince prospects to convert and become customers.

4. Free Trial Opportunities

Offering free trial experiences can be an essential part of a product-led growth strategy. Allowing prospects to engage with your product in a real-world setting before making a purchase fosters greater confidence in your solution and increases the likelihood of conversion.

5. Product Demonstrations

Depending on your average revenue per account (ARPA), it can be beneficial to provide product demos as part of your bottom-of-funnel marketing strategy. For lower ARPAs, a self-service sales model with a pre-recorded demo available on your website can be an appropriate method. However, for medium-to-high ARPAs, pursuing a transactional or enterprise sales model with live product demos and direct interactions between sales representatives and prospects can be crucial to the purchase process.

What Does Bottom of Funnel (BOFU) Content Achieve?

1. Enhancing Potential Buyers’ Trust

BOFU content aims to bolster potential customers’ trust by showcasing the positive outcomes and success stories of your product. Allowing prospects to test the product themselves through demos or free trials can further boost their confidence in your solution.

2. Hastening the Sales Process

BOFU content encourages potential buyers to speed up their decision-making and begin utilizing your solution. Incorporating special promotions, discounts, or time-sensitive offers into your pricing strategies contributes to the process, persuading prospects to commit sooner rather than later.

3. Setting Your Brand and Products Apart

At times, prospects may struggle to choose between you and your competitors. BOFU marketing presents an opportunity for you to emphasize your unique selling proposition and reasons why potential clients should prefer your solution over others. By differentiating your brand and products, you make the decision-making process easier for your prospects.