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TOFU, MOFU and BOFU – The Latest Marketing Acronyms

If you’ve been around for a bit and clocked up some grey hairs (like me), you’ll be no stranger to marketing acronyms.

Just when you think you’ve heard them all, you come across something new. An acronym that makes you cringe; or in the case of TOFU, MOFU and BOFU, one that actually puts a smile on your face.

If you’ve not been acquainted these little beauties before they are:

TOFU – top of the funnel

MOFU – middle of the funnel

BOFU – bottom of the funnel

They refer to the different stages of the sales funnel and where your target audience is at any given time. The idea is to alter your marketing tactic mix according to how far along the buying cycle, or sales funnel, they are.

Need to get more prospects over the finish line? You’re targeting BOFU. Need to educate existing prospects? You’re targeting MOFU. You get the idea.

With advances in digital advertising, the opportunity becomes ever greater. You can now base this targeting not on manual decisions using sales or CRM data, but based on online behaviour.

It’s not a new model of course. We’ve blogged about the sales funnel and the importance of aligning different marketing tactics to where your audiences are in the buying cycle a few times previously.

But it is a little more fun to use TOFU, MOFU and BOFU for a change.

I have to credit Brad Insight with introducing me to these smashing marketing acronyms.