Kando
Back to glossary
Funnel

Funnel Stages (TOFU / MOFU / BOFU)

TOFU, MOFU, and BOFU split the buyer journey into top, middle, and bottom of funnel — awareness, consideration, and decision — so you can match message and channel to intent.

What it means

TOFU (top): people becoming aware of a problem — broad content, reach campaigns, brand. MOFU (middle): people evaluating options — comparisons, lead magnets, retargeting. BOFU (bottom): people ready to buy — demos, branded search, offers.

Why it matters

Most teams over-invest in BOFU because it shows the best ROAS, then wonder why growth plateaus — they are harvesting demand without creating it. A healthy engine funds all three stages, with messaging and metrics matched to each: reach and recall at the top, conversion at the bottom.

Need help with this?

Let's turn this into real pipeline.

We build, run, and transfer growth engines for operators across the Gulf.

Book a Strategy Call Back to the glossary
Related terms

Keep learning.

Strategy

Pipeline / Funnel

The pipeline (or funnel) is the staged view of every potential customer in motion — from first touch through to closed deal — so you can see where revenue is forming and where it's leaking.

Read
Strategy

Demand Generation

Demand Generation is the work of creating future buyers — building awareness, trust, and category understanding in people who aren't in-market yet, so they choose you when they are.

Read
Funnel

Conversion Rate

Conversion rate is the share of visitors who take the action you wanted — a signup, lead, or purchase.

Read