The lead conversion process, often referred to by various names such as sales funnel, conversion funnel, or simply funnel, is a crucial step for businesses, regardless of their industry. This funnel is divided into three well-defined phases: TOFU, MOFU, and BOFU.
TOFU, or the “top of the funnel,” corresponds to the initial phase where prospects make first contact with the company. This might be through a visit to their website or blog, for example.
Next comes MOFU, located in the middle of the funnel, where prospects are identified by the company through conversion forms.
Finally, BOFU, the last stage of the funnel, represents the bottom of the funnel, where only highly qualified prospects, ready to be converted into customers, are found.
Through Growth Marketing strategies, the goal is to reverse the traditional funnel model by progressively qualifying prospects to work only with highly qualified leads.
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