Middle of Funnel (MOFU)
Middle of funnel is the consideration stage. prospects who know your brand and are evaluating whether your solution fits their problem.
Middle of funnel (MOFU) is the layer of a sales funnel where a prospect has moved past awareness but hasn't committed to a purchase. On LinkedIn, MOFU usually describes someone who follows you, has read several posts, and may have downloaded a lead magnet. but hasn't yet booked a call or reached out.
MOFU content is more specific than TOFU but less transactional than BOFU. The goal is to answer the "why you" question: what makes your approach different, how have you solved this specific problem, and what would working with you look like? Deep dives, case studies, and framework posts all serve MOFU audiences well.
The TOFU/MOFU/BOFU model is a useful lens for content planning, but on LinkedIn the lines blur. Most posts reach audiences at multiple stages. A useful heuristic: if a post would mean nothing to someone unfamiliar with your work, it's BOFU; if it would make sense to anyone in the world, it's TOFU; if it requires some familiarity but not commitment, it's MOFU.
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.
- Bottom of Funnel (BOFU)Bottom of funnel is the decision stage. prospects who already know your brand and are evaluating whether to buy.
- B2B Lead GenerationB2B lead generation is the process of identifying and capturing potential business customers. typically other companies or their decision-makers.
See middle of funnel (mofu) in practice
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