Bottom of Funnel (BOFU)
Bottom of funnel is the decision stage. prospects who already know your brand and are evaluating whether to buy.
Bottom of funnel (BOFU) is the narrow layer of any sales funnel: prospects who are already evaluating you against alternatives and are days or weeks from a purchase decision. On LinkedIn, BOFU activity is sharper and lower-volume. case studies, named results, vs.-competitor comparisons, pricing posts, hard ROI claims.
BOFU success is measured in conversion rate and pipeline-to-close ratio, not in reach. A BOFU post that gets 2,000 impressions but converts 4 prospects to booked calls is dramatically more valuable than a TOFU post that gets 50,000 impressions and 0 conversions. The math is asymmetric.
The framework that works: TOFU posts run 70%, BOFU posts run 20%, and engagement/community posts run 10%. Most creators over-index on TOFU because it produces vanity metrics; the founders generating real pipeline usually run 50/40/10.
Related terms
- Top of Funnel (TOFU)Top of funnel is the awareness stage. anyone who could potentially become a customer but doesn't know your brand yet.
- B2B Lead GenerationB2B lead generation is the process of identifying and capturing potential business customers. typically other companies or their decision-makers.
- Personal BrandOn LinkedIn, a personal brand is the public reputation a professional builds through consistent content, point of view, and audience relationships.
See bottom of funnel (bofu) in practice
Real creators · data-backed strategy breakdowns
