Simple definitions for overcomplicated terms.
Definition
What is MOFU? Definition & Meaning (Middle of the Funnel)
Dec 18, 2025
What is MOFU?
First, let’s clear the air: we are not talking about the dumpling shop or a specific ethnic group. In the world of sales and marketing, MOFU stands for Middle of the Funnel.
MOFU is the consideration stage of the sales pipeline. It sits directly between the awareness stage (TOFU) and the decision stage (BOFU). This is the critical phase where a prospect knows they have a problem and is actively evaluating potential solutions—including yours.
While the top of the funnel is about casting a wide net, the middle of the funnel is about filtering, educating, and qualifying. It is often called the "messy middle" because this is where leads tend to stall, ghost, or get lost if they aren't engaged properly.
MOFU in Plain English
If marketing acronyms make your eyes glaze over, here is a simple metaphor. Think of the sales cycle like buying a winter coat:
TOFU (Window Shopping): You realize you are cold. You walk past a store and see a mannequin wearing a jacket. You are just aware that coats exist.
MOFU (The Fitting Room): You walk inside. You touch the fabric, check the price tag, and try it on to see if it fits. You are comparing it to the coat you saw at the other store. You are evaluating.
BOFU (The Register): You decide this is the one. You walk to the counter to pay. You are deciding.
In sales, your job during the MOFU stage is to be the helpful assistant outside the fitting room—answering questions and proving that the coat is worth the investment.
TOFU vs. MOFU vs. BOFU
To understand where MOFU fits in the broader ecosystem, it helps to see the differences side-by-side:
Stage | Goal | Typical Content/Action |
|---|---|---|
TOFU (Top) | Generate Awareness | Blog posts, social media, ads |
MOFU (Middle) | Educate & Qualify | Case studies, webinars, product demos |
BOFU (Bottom) | Convert & Close | Pricing, contracts, free trials |
Why the Middle Matters More Now
Traditionally, MOFU was treated as a holding tank where marketers sent generic newsletters until a lead raised their hand. Today, that approach is a fast track to the spam folder.
In the era of AI and automation, the middle of the funnel is where intent signals are gold. Instead of passively waiting, modern sales teams use tools to detect when a prospect is researching competitors or viewing pricing pages. This allows you to move from generic nurturing to hyper-relevant outreach.
If TOFU is about getting found, MOFU is about proving you are the solution they actually need.