The MoFu phase of the funnel is key to the success of any sales strategy. This is where potential customers have begun to understand their problem and are looking for solutions. During this process, you need to prove that your solution is the right one for them.
“When the potential client clicks on their need, it is the moment when they will begin to take greater proactivity in finding solutions. You can tell because the number and level of intent of their questions and queries grows noticeably . ”
Customers in the MoFu phase are more proactive and looking for more information about how your product or service can help them solve their challenges. MoFu content should provide them with the information they need to make an informed decision and help them understand why your solution is the best option for them.
“Marketing’s role in MoFu is to pave the way for the sales team, making the phone number in korea communication “one to many” that sales could only do “one to one”… Marketing can only achieve this by working as a team with Sales. That’s why MoFu is the key moment, the hinge in the SMarketing (Sales + Marketing) alignment.”
To achieve this, it’s important to have a strong online presence and an effective MoFu content strategy that showcases how your solution stands out from the competition and fits your customers’ specific needs. You should also build personal relationships with your potential customers and provide them with excellent customer service to help them feel comfortable with your brand.
“The first thing you’ll need is a repository of ToFu and MoFu content. In some cases, it’s called “Collateral Marketing,” in others, “Sales Play,” and in others, it’s simply the “Resources” section of your website. The important thing is that you have a space where your prospect can easily find that content and navigate it at will.”
In conclusion, the MoFu phase is crucial to the success of your sales strategy and you should focus on providing valuable and personalized information to your potential customers to help convince them that your solution is the right one for them.
“This is the phase where the success of your demand generation strategy is defined, since this is the phase that acts as the “valve” through which marketing leads become sales leads.”
BoFu: Why your solution is the best
At the bottom of the funnel (BoFu), potential customers are ready to make a decision. This is where your content plays a crucial role in helping them become convinced that your solution is the best option available.
“In consultative sales models, BoFu content will tend to be highly specialized and customized for each case. Therefore, it is content that will depend greatly on the expert knowledge of the consultant in charge of the sales process.”
It's important at this stage to focus on showing customers why your solution stands out from the competition and how it will meet their specific needs and desires. This can include demos, case studies, competitor comparisons, and testimonials from satisfied customers.
“From Marketing we can contribute with semi-generic content, such as use cases, success stories, comparisons with competitors, methodologies and tools used, and customer testimonials.”
With the right content at the bottom of the funnel, you can help customers make an informed and confident decision about your solution.
In any case, it's worth remembering that the earlier you start building a relationship with the prospect in their buying journey, the more likely you are to build the trust necessary for them to end up buying from you. If you only focus on BoFu, you may be missing out on opportunities.