Middle of the Funnel

What is the Middle of the Funnel?

Middle of the Funnel (MOTF) is the point in the sales process where potential customers learn more about your product or service. Customers who are in MOTF are usually willing to request more information as they make their buying decisions. Activities include setting up targeting campaigns, submitting forms, sending email campaigns, or linking to social media.

This refers to the stage that a lead enters after they've identified a problem. Now he wants to do more research to find a solution to his problem. Typical offerings in the middle of the funnel include case studies or product brochures — basically anything your company brings into play as a solution to the problem the lead is trying to solve. If you want to know exactly, you can also call this phase “MOFU” for short.

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