MoFu is where leads start to consider Marketing Funnel Crucial solutions but are still evaluating options. Here, the focus is on building trust and showing how your company can effectively solve the problem.
MoFu Features:
Leads already recognize their needs
Content is more detailed and aimed at demonstrating how to solve problems.
Strategies based on lead nurturing through emails, webinars and comparisons.
Practical example in Brazil:
TOTVS , a giant in management software, uses webinars on MoFu to explain how its solutions help increase operational efficiency. A webinar titled “How to Reduce Costs with ERP in Industry” educates the lead and highlights the company’s expertise.
Best strategies for MoFu:
Webinars or technical live sessions: Focus on real problems in the sector.
Detailed e-books: Ex.: “Complete brazil email list Guide to Choosing the Ideal Automation System.”
Case studies: Demonstration of practical results with previous clients.
Bottom of the Funnel (BoFu): Convert and Build Loyalty
At BoFu, leads are ready to make a decision. This is the time to provide concrete proof of value , showing how your solution is the cookies and behavioral tracking ideal choice. Communication should be direct and focused on tangible benefits.
BoFu Features:
Leads are close to closing a deal.
Content includes real demonstrations and testimonials.
Strategies based on personalized commercial proposals and closing actions.
Practical example in Brazil:
WEG , a specialist in electric motors, uses fans data technical visits and simulations in BoFu to demonstrate how its products can save up to 20% of energy. These tests help to convince technical and financial decision-makers.
Best strategies for BoFu:
Customized commercial proposals: Highlight ROI and financial benefits.
Technical demonstrations: Videos or face-to-face meetings.
Testimonials and social proof: Case studies specific to the customer segment.
Why are these steps important?
Each stage of the funnel is designed to meet the needs of leads at the right time. Industrial companies that master ToFu, MoFu, and BoFu are able to shorten sales cycles, increase team efficiency, and strengthen their authority in the market .
Direct impact:
Companies that implement specific strategies for each stage report an increase in the conversion of qualified leads and a significant reduction in customer acquisition cost (CAC).
3. The Importance of the Marketing Funnel for Industrial Companies
The marketing funnel is much more than a theoretical tool; it is a strategic map that transforms unknown visitors into loyal customers and, eventually, into brand promoters. In the industrial sector, where the purchasing process is characterized by technical complexity, multiple decision makers and long sales cycles , the funnel becomes essential to optimize efforts and guarantee results.
Long and Technical Sales Cycles:
In the industrial market, purchasing decisions involve high technical analysis and often require validation by multiple departments, such as engineering, purchasing, and finance. The funnel helps create a continuous process of education and engagement , keeping the lead active and interested over time. Practical example:
An industrial automation company that sells robots for assembly lines faces a sales cycle of 6 to 12 months. Using the funnel, they nurture leads with technical content in MoFu and conduct practical simulations in BoFu. Demonstrating how robots can increase efficiency by up to 30%.