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In business, attracting more customers is rarely as simple as increasing sales activity. Sustainable growth happens when businesses actively nurture relationships at every stage of the customer journey — from initial discovery to final purchase.
This is where the concepts of ToFu (Top of Funnel), MoFu (Middle of Funnel), and BoFu (Bottom of Funnel) come into play. Understanding and applying these stages is crucial for aligning your branding, marketing, and research activity — especially for ethical and purpose-led organisations.
What is ToFu MoFu BoFu?
These are shorthand for the three main stages of the marketing funnel:
- ToFu – Top of Funnel: People discovering your brand or category for the first time.
Goal: Awareness - MoFu – Middle of Funnel: Prospects evaluating options and considering whether your offer suits their needs.
Goal: Consideration - BoFu – Bottom of Funnel: Decision-ready customers who need assurance, proof, or support to convert.
Goal: Purchase
Think of it like building trust. At the top, people are curious. In the middle, they’re learning. At the bottom, they’re committing. Good brands design content and experiences to support each step — not just the sale.
A Purpose-Led Approach to the Funnel
For ethical businesses and B Corps like Mackman Group, applying this framework is not just about conversions — it’s about meaningful engagement and creating value through trust and transparency. Let’s explore how that plays out:
ToFu: Attracting the Right Attention
At the top of the funnel, potential customers are not searching for your business — they’re exploring ideas, problems, or aspirations. This is where high-quality educational and inspirational content builds awareness.
Examples of ToFu Content:
- Thought leadership articles
- Awareness campaigns on sustainability or community
- SEO-optimised guides or explainers
- Social media videos with a values-led message
Case in point: Patagonia’s content strategy builds emotional and environmental awareness first — not sales. Their blog and campaigns invite readers to care, long before asking them to buy.
MoFu: Guiding Consideration and Building Trust
The middle of the funnel is where curiosity turns into evaluation. Prospects are comparing you with others — and you have the opportunity to earn trust.
Examples of MoFu Content:
- Case studies
- Comparison sheets
- Brand stories
- Webinars and how-to resources
- Email nurturing sequences
Example: The Body Shop reinforces their ethical stance with transparent ingredient sourcing stories and detailed brand values — giving prospects what they need to believe and continue exploring.
BoFu: Helping Customers Commit with Confidence
At the bottom of the funnel, people are ready to act — but they often need reassurance. Conversion happens when you reduce friction and affirm the value of what you offer.
Examples of BoFu Content:
- Free trials or samples
- Product demos or walkthroughs
- Customer testimonials
- Risk-free guarantees
- Strong calls to action
Example: Oddbox uses impact reporting, carbon savings tracking, and customer endorsements to nudge final purchase decisions with proof — all while aligning to their purpose.
Why It Matters to Research, Brand, and Marketing Alike
For brands like those we support at Mackman Group, aligning content to funnel stages helps create consistency across teams:
- Research helps define the right messages and audience needs at each stage.
- Branding ensures every touchpoint reflects your personality, tone, and values.
- Marketing activates campaigns across channels with measurable purpose.
When these disciplines work together, the funnel becomes more than a pipeline — it becomes a path to real relationships.
Final Thought
Businesses that lead with insight and empathy win hearts before they win sales. The ToFu, MoFu, BoFu model isn’t just a sales technique — it’s a way to think ethically about customer journeys and build lasting trust.
Want help mapping your funnel and content to your brand? Get in touch.