The bottom of the funnel (BOFU) is the final stage where highly engaged prospects are ready to make a purchase decision. The goal is to drive action and guide them across the finish line by delivering content that reassures and resolves any final doubts in your brand as the winning solution. It’s the culmination of their journey through the funnel.
Prospects have engaged with strategic top of the funnel (TOFU) and middle of the funnel (MOFU) content that sparked curiosity and built trust through education and empowerment. The spark has become a flame, and now you must tend to the fire, feed it with the right kindling, stoke it at the right times, and patiently nurture it until it burns steadily.
To close the sale, your bottom of the funnel content must be highly personalized, data-informed, and targeted to individual buyers and buying groups. Bottom of the funnel tactics are most effective when healthy brand awareness and a short path to purchase are in place. In these cases, the focus shifts to reducing friction and leading prospects toward an easy decision.
The success of bottom-of-the-funnel tactics also relies heavily on demand levels. When demand is strong, these tactics can be more direct—using urgency and social proof to close the deal. However, if demand is weak, BOFU tactics alone won’t lead to a purchase. You need to lay the groundwork at the top and middle of the funnel and align with the prospect’s business goals.
Why is Bottom of the Funnel Marketing So Important?
You may have built strong brand awareness through top of the funnel (TOFU) strategies and turned interest into intent with middle of the funnel (MOFU) tactics, but your prospect’s needs and considerations evolve as they move through the funnel.
Investing in bottom funnel marketing ensures you’re ready to address product-specific concerns, with key qualifiers and logistical details to solidify your prospect’s certainty in choosing your brand. You need to be problem-aware, solutions-focused, and ready to deliver.
Effective bottom-of-the-funnel content helps you:
- Position your product or service as the superior choice in the competitive landscape.
- Resolve any final obstacles so that prospects can proceed with confidence.
- Support your sales team in closing the deal with class.
The Role of Customer Lifetime Value in BOFU Marketing
To determine the level of investment required at the bottom of the funnel, it's crucial to understand Customer Lifetime Value (CLV) or how much revenue a customer will generate over the entire relationship with your business. Knowing your CLV helps you assess the long-term potential of each prospect, which in turn informs your approach to acquisition costs.
If CLV is high, you may be willing to invest more upfront to acquire customers, as the return over time justifies the initial cost. If CLV is low, the cost of acquisition must be carefully controlled to ensure profitability. Aligning your acquisition strategy with CLV ensures you're not myopically focused on closing the deal, but also on building a profitable, long-term relationship that makes the investment worthwhile.
Success at the bottom of the funnel transforms prospects into customers, completing the buyer’s journey. Closing the business validates your lower-funnel efforts and maximizes the ROI of your top- and middle-of-funnel activities. Without strong BOFU tactics, earlier efforts may feel wasted, leading to lower morale, a lack of sales & marketing alignment and ultimately a diminished focus on lead generation.
How to Create Winning Bottom of the Funnel (BOFU) Content
Creating effective bottom of the funnel (BOFU) content is crucial for converting highly engaged prospects into paying customers. Let’s explore the best strategies and content types that can guide prospects over the finish line.
Here are 7 content types to focus on today.
1. Retargeting Adverts
A powerful bottom of funnel marketing strategy to consider is retargeting ads. Retargeting ads reintroduce your products or services to users who have already shown interest, keeping your brand top of mind and increasing the likelihood of conversion. These ads are particularly effective at nudging potential customers who may have abandoned their journey before completing a purchase.
By tracking visitors’ activity on your website, you can identify the specific products or services they’ve explored. Retargeting ads then serve these items to them again personalized by their browsing behavior. This strategy leverages familiarity to re-engage users, offering a second chance to cross the finish line with a conversion.
Using dynamic ads that adapt to the products or services a prospect has engaged with, ensures relevancy, while clear calls-to-action encourage immediate engagement. Additionally, pairing retargeting with limited-time offers or discounts can create urgency, further driving conversions.
Retargeting campaigns perform 10 times better than regular display/banner ads.
(Kwanzoo)
2. Case Studies (Customer Success)
Case studies serve as powerful bottom-of-the-funnel assets by providing real-world proof that your product or service delivers tangible results. When prospects are seeking validation that your solution can solve their specific problems, case studies offer a detailed, relatable example of how your offering has successfully helped other customers. By showcasing the challenges, solutions, and measurable outcomes of a real customer, you build credibility and trust, which are crucial for driving conversions.
Moreover, case studies allow potential customers to envision themselves using your product in similar scenarios. They show that others - especially those in similar industries or matching needs - have benefitted from your solution. This connection reassures prospects that they’re making the right choice, increasing the likelihood of a closed deal. By highlighting the problem and the solution in a clear, compelling narrative, effective case studies help close the gap between interest and action.
B2B companies that use case studies effectively are 67% more likely to close deals.
3. Pricing Pages
Pricing pages are a key piece of bottom-of-the-funnel content because they address one of the final questions potential buyers have before making a purchase: “What will this cost?” At this stage, your prospects need clear, transparent pricing information to assess whether it fits within their budget. A well-organized pricing page not only provides the necessary details but also highlights the value your product offers at each price point, helping prospects understand what they’re getting for their investment and increasing their confidence in moving forward.
Additionally, pricing pages allow you to showcase different tiers or packages, allowing prospects to choose the best product or service offering for their unique needs. By offering clear comparisons and emphasizing the benefits of each plan, you smoothly guide prospects toward the most suitable option. This helps eliminate hesitation and encourages them to take the final step toward conversion, making your pricing page an essential tool for closing deals.
The most user-hostile element of most B2B sites is a complete lack of pricing information. And yet, when we asked users to prioritize which of 28 types of B2B site information mattered most to them, prices scored the highest by far.
4. Product Demo
Product demos are a cornerstone of effective bottom-of-the-funnel (BOFU) marketing, offering a direct and impactful way to convert a potential customer into a paying customer. They provide the perfect opportunity to showcase how your product meets a prospect’s specific needs. By walking them through your product’s features, benefits, and real-world applications, you can address any remaining questions or concerns and build the confidence needed to make a purchase.
As a BOFU content strategy, product demos excel at bridging the gap between interest and action, reassuring your prospect, and resolving any lingering doubts. Whether delivered live for real-time engagement, pre-recorded for convenience, or offered in a do-it-yourself format, demos offer a tailored experience that aligns with a lead’s decision-making process. They help prospects visualize how your solution fits into their workflow, reinforcing your value proposition, and turning interest into commitment.
5. Free Trials
Free trials are high-performing lower funnel marketing tools because they provide your prospects with hands-on experience of your product, bridging the gap between consideration and decision. A free trial eliminates guesswork, allowing them to explore your product’s key features, benefits, and usability in their own time.
The “try before you buy” approach builds trust and reduces perceived risk, as prospects can directly experience the value. A practical demonstration of your product’s ability to address their pain points can be more convincing than any sales pitch.
Additionally, free trials allow you to gather valuable insights about your prospects. By tracking user activity and behavior during the trial, you can identify their needs, highlight features they may not have explored, and deliver personalized follow-ups to address potential objections.
Free trials are a strategic bottom of the funnel tool to engage prospects, demonstrate value, and accelerate decision-making while positioning your brand as supremely customer-focused.
30-day free trials had the highest customer acquisition (32%) and conversion rate (56%) and are shown to be 28 times more effective than free products.
6. Customer Reviews & Customer Testimonials
Reviews and testimonials are essential bottom-of-the-funnel (BOFU) marketing tactics that build trust and provide social proof at a critical stage of the sales funnel. They deliver validation from real customers to confirm that your solution delivers on its promises. Positive reviews and testimonials endorse your brand, helping overcome doubts or objections.
Authentic firsthand accounts not only humanize your brand but also make it easier for prospects to envision similar success for their own businesses. When prospects see others like them achieving results, it reinforces confidence and motivates them to move closer to a buying decision.
Around 92.4% of B2B customers read online reviews and testimonials to make purchasing decisions.
7. Competitor Comparisons
Competitor comparison pages are instrumental bottom of the funnel (BOFU) assets for brands aiming to close deals and secure business, especially at the final stage of the buyer's journey. By providing clear, direct comparisons of product features, they help you stand out from rivals and capture valuable search engine real estate.
Moreover, data from Gong indicates that customers who mention competitors early in the sales cycle are 49% more likely to close deals than those who don’t, highlighting the importance of addressing competitors proactively. Additionally, companies that have implemented multiple comparison pages have seen significant organic traffic, with some reporting 1,000 to 2,000 visits per month and conversion rates between 5-10%.
Well-crafted competitor comparison pages enhance a brand’s credibility and ultimately drive higher conversion rates. Prospects want reassurance that they’re making the right choice, and a competitor comparison can provide that final nudge. By showcasing your product’s strengths and directly addressing objections, these pages push leads over the finish line, making them one of the most valuable content types for closing deals.
Customers who mention competitors early in the sales cycle are 49% more likely to close than those who don’t.
(Gong)
Bottom of the Funnel (BOFU) Content Examples
For every bottom-of-funnel tactic we’ve covered, we’ve crafted a piece of content that acts like a guiding light, leading prospects toward clear, confident decisions.
Click on the content carousel below and feast your eyes upon them. If you want to shorten your sales cycle at the bottom of the funnel, we're here to help.
Ever Wonder Case Study
OneClick Code Pricing page
Díol One Sheet Sales Enablement Asset
OneClick Code App Free Trial
Ever Wonder HubSpot Review
Retargeting Advert with UKG
Turn Interest into Intent at the Middle of the Funnel to Shorten the Sales Cycle
by Conor Ebbs
Ignite Curiosity at the Top of the Funnel to Shorten the Sales Cycle
by Conor Ebbs