Top, Middle, and Bottom of Funnel — a framework for classifying content by where it sits in the buyer journey.
TOFU (Top of Funnel), MOFU (Middle of Funnel), and BOFU (Bottom of Funnel) is a framework used to classify content and keywords by where they fit in the buyer's journey. TOFU content targets early-stage awareness queries; MOFU content addresses consideration-stage queries; BOFU content targets decision-stage queries close to purchase.
TOFU content examples: 'what is account-based marketing', 'how does programmatic advertising work'. These are educational, informational queries with broad audiences. TOFU content builds awareness and brand recognition but typically has low direct conversion rates.
MOFU content examples: 'account-based marketing platforms comparison', 'best programmatic advertising tools for B2B'. These are commercial intent queries where the prospect is evaluating options. MOFU content drives qualified pipeline.
BOFU content examples: 'HubSpot ABM pricing', 'Demandbase demo', '[competitor] alternative'. These are decision-stage queries where the prospect is ready to buy. BOFU content converts.
AI Overview exposure is heavily skewed by funnel stage. Our research found that TOFU B2B keywords are overwhelmingly captured by AI Overviews, while BOFU keywords are almost entirely unaffected. This has major implications for B2B content investment strategy.
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