Bottom of the funnel (BOFU) refers to the final stage of the sales and marketing funnel, where prospects are highly engaged and close to making a purchase decision. At this point, the focus shifts from awareness and consideration to conversion.

In the BOFU stage, prospects are evaluating specific solutions, comparing vendors, and looking for reassurance that they’re making the right choice.

Sales and marketing teams typically provide high-intent, decision-driving content, such as product demos, comparison blogs, pricing pages, case studies, and sales calls, to reduce friction, handle objections, and give the final nudge needed to close the deal.