bottom of funnel

Definition

The final stage where prospects are ready to convert, having survived the grueling journey through awareness and consideration. Where marketing hands the baton to sales and hopes they don't fumble.

Example Usage

These bottom of funnel keywords like 'buy now' and 'pricing' convert at 12% compared to our top-funnel 0.5%.

Origin

Part of the sales funnel model developed in marketing theory during the early 20th century.

Fun Fact

BOFU prospects require the least convincing but often receive the most aggressive marketing tactics, paradoxically risking the sale.

Source: Sales and marketing funnel methodology

Related Terms

Beginner

earned media

Publicity gained through promotional efforts other than paid advertising, like press coverage, social shares, or word-of-mouth. It's called 'earned' because you can't buy it—you have to trick journalists into caring about your product launch.

📣 Marketing / Advertising

Intermediate

viewability

A metric indicating whether an ad actually appeared on someone's screen or was technically served but never seen, like a tree falling in the forest but the forest is a webpage and the tree costs $50 CPM. Industry standard: 50% of pixels visible for one second.

📣 Marketing / Advertising

Intermediate

account-based marketing

A targeted B2B strategy that treats individual high-value accounts as markets of one, essentially putting all your eggs in a few carefully selected baskets. It's the sniper rifle approach versus the shotgun spray of traditional marketing.

📣 Marketing / Advertising

Beginner

cost per thousand

The cost to deliver 1,000 ad impressions, abbreviated as CPM where 'M' is the Roman numeral for 1,000 because marketing loves needlessly confusing acronyms. It's the pricing model that treats eyeballs as commodities.

📣 Marketing / Advertising

Intermediate

bidding

In digital advertising, the competitive auction process where advertisers throw money at platforms like Google and Facebook for the privilege of showing their ads to eyeballs. It's capitalism at its most caffeinated, with algorithms determining in milliseconds who pays what for each ad impression. The highest bidder usually wins, unless the platform's complex quality score decides otherwise—because even ad auctions need participation trophies.

📣 Marketing / Advertising

Intermediate

attribution modeling

The art of assigning credit to various marketing touchpoints in a customer's journey, often sparking heated debates about which channel deserves the glory (and budget). Think of it as marketing's version of dividing credit for a group project where everyone claims they did the most work.

📣 Marketing / Advertising

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