The Lead Generation Funnel

Lead generation funnel explained: TOFU, MOFU, BOFU. Awareness, consideration, decision. Content and tactics per stage.

The lead generation funnel maps stages from first awareness to purchase. TOFU (top of funnel), MOFU (middle), and BOFU (bottom) tell you what content and tactics fit each stage. Top is broad reach and education; middle is consideration and capture; bottom is decision and close.

Top of funnel (TOFU)

Awareness. People don't know you yet. Content, SEO, blog posts, and social help them find you when they have a problem. No hard sell here; the goal is to get on their radar. What is lead generation fits here: you're explaining concepts and building trust.

Middle of funnel (MOFU)

Consideration. They know the problem and are comparing options. Lead magnets, webinars, demos, and email nurture capture contact info and move them toward a decision. Lead qualification and scoring decide who gets passed to sales.

Bottom of funnel (BOFU)

Decision. They're ready to buy or talk to sales. Case studies, pricing, proposals, and trials close the deal. Fast follow-up matters; leads that get a reply within minutes convert better.

Back to lead generation, what is lead generation, and lead scoring. Want help running the funnel? Free audit.