Sales Funnel
Funnel Stages
TOFU (Top of Funnel) — Awareness
- Goal: Attract strangers, build audience
- Content: Blog posts, social media, videos, podcasts, infographics
- Metrics: Traffic, impressions, reach, new visitors
- CTA: Subscribe, follow, download free resource
MOFU (Middle of Funnel) — Consideration
- Goal: Convert visitors to leads, educate
- Content: Lead magnets, webinars, case studies, email sequences, comparison guides
- Metrics: Leads generated, email subscribers, webinar registrants
- CTA: Download guide, watch demo, join webinar
BOFU (Bottom of Funnel) — Decision
- Goal: Convert leads to customers
- Content: Free trials, demos, proposals, consultations, testimonials, ROI calculators
- Metrics: Trial signups, demo requests, conversion rate, revenue
- CTA: Start trial, book demo, get quote, buy now
Post-Purchase — Retention & Expansion
- Goal: Retain, upsell, get referrals
- Content: Onboarding, training, check-ins, feature announcements, loyalty programs
- Metrics: Retention rate, NPS, expansion revenue, referral rate
- CTA: Upgrade, refer a friend, leave review
Lead Magnets by Funnel Stage
| Stage | Lead Magnet | Commitment Level |
|---|
| TOFU | Checklist, cheat sheet, template | Low (email only) |
| TOFU | Quiz, calculator, free tool | Low-medium |
| MOFU | Ebook, whitepaper, report | Medium |
| MOFU | Webinar, video course | Medium-high |
| BOFU | Free trial, demo, consultation | High |
| BOFU | ROI calculator, custom audit | High |
Objection Handling
Common objections and responses: references/objection-handling.md
Funnel Templates
Detailed funnel blueprints by business type: references/funnel-templates.md
References
- references/funnel-templates.md — Complete funnel blueprints
- references/objection-handling.md — Top 15 objections with responses