Mid-Funnel Marketing: Mastering Customer Engagement

Mid-funnel marketing is the middle part of the marketing process where we help people decide if they want to buy something. Imagine it like a shopping journey: first, people learn about a product, then they think about it more seriously.

In this middle part, we provide them with helpful information like guides and emails to answer their questions and make them feel comfortable with their choice. It’s like being a helpful friend who gives advice before you make a decision.

Our goal here is to build trust and make sure people understand why our product or service is the best choice for them. This step is crucial in turning interested people into happy customers who trust our brand.

What to know about Mid-funnel marketing

It’s essential to set middle-of-the-funnel marketing distinct from the other components of the funnel to comprehend it. ⤵️

? Middle of the Funnel, or MoFu, is the term used to describe material produced for or marketing activities carried out during the middle stage of the purchase process. 

? Middle-of-the-funnel promotional materials fill the void between a consumer’s initial interest in a company’s material and their final purchase. 

? Since prospects at this level are still in the research and decision-making phase of the buying cycle, the materials created at this point need to be informative as well as entertaining to clients.

? Potential clients don’t belong to any specific company or product at this point in the promotional funnel. 

? To persuade customers that what they’re selling is their top selection, companies need to step up their online advertising efforts. 

? Furthermore, since B2B firms’ sales cycles are typically more complicated than those of companies that sell to consumers and since organizations must do much more to increase sales conversions, mid-funnel material is crucial for any B2B organization’s advertising plan.

? It’s crucial to generate middle-of-the-funnel marketing tactics that will inform buyers about your company while guiding them toward becoming loyal clients. 

? Middle-of-the-funnel information maintains your leads engaged and accelerates conversions while weeding out low-quality leads. 

? For the greatest content to be produced, it is essential to comprehend the journey of the customer. 

? One of the best marketing strategies is targeting consumers in the middle of the sales funnel. 

? Convincing customers who have already demonstrated fascination with your company’s products might enhance your brand’s visibility as well as sector reputation while boosting purchases and expanding your company.

What Is Mid-Funnel Marketing?

Prospective consumers find themselves in the middle of the sales funnel (MOF) when they have passed the initial recognition phase (TOF) and are seriously thinking about what they are selling.

Clients are meticulously investigating your product(s) at this point and comparing them with those of your rivals?. In simpler terms, they require knowledge to guide their decision-making.

The MOF stage is also known as the “consideration” phase. It’s a popular misconception that MOF is merely an interlude between TOF and BOF, but this is untrue. It’s a distinct stage that necessitates a distinct set of techniques and methods. 

In the consumer journey?️, MOF is essential. You should seize the chance to inform, nurture, and develop a connection with your prospective clients in the middle section of the funnel.

The ultimate objective is to direct clients toward the bottom of the funnel (BOF), where they will ideally decide whether to buy your item or service.

How Mid-Funnel Marketing Works

The major component of middle-of-funnel marketing is producing information that appeals to your prospective clients⤵️. 

  1. In order to sustain their interest, it should supply them with extensive data about your product or another aspect of quality. 
  2. To get the optimal outcomes, the information must be beneficial and educational without being overly aggressive or sales-y. 
  3. When someone reads or watches your material, they ought to sense as though they are acquiring something worthwhile rather than being subjected to an aggressive promotional pitch, which is inclined to turn them off. 
  4. Since most clients are rather astute, they will react favorably to information that truly aids them in making the best choice.
  5. MOF advertising should establish and build connections in addition to disseminating details regarding your product. 
  6. Social media posts or e-mails that are designed for you may accomplish this. 
  7. When the e-mail arrives in your consumers’ inboxes, you would like them to be eager to read it or at least to be fairly triggered to do so. 
  8. Developing a rapport with potential customers can increase their belief in you and their likelihood of making an investment in you in the future.
  9. Measurement and data monitoring are essential if you’re seeking your middle-of-funnel efforts to be as productive as possible. 
  10. You may increase the return on your marketing investment (ROI) by monitoring and analyzing the KPIs listed below. 

It’s crucial ✅to have a variety of materials ready that may fill numerous gaps in the marketing jigsaw because the prospect nurturing procedure can often last quite a while. 

The following objectives have to be the emphasis of each piece of MoFu material⤵️. 

  1. A potential customer should be informed and educated about your unique product. Help them comprehend what the product is, how it operates, and how it differs from competing products.
  2. Show exactly how the suggested fix will alleviate their problems. Even if documentation is helpful, actually seeing something in action can have a profound impact.
  3. Assuage fears and anxieties. The prospect can face difficulties they hadn’t anticipated or concerns specific to their business, so introducing something new can be a stressful and overwhelming process. 
  4. Encourage and entice them to buy. Keep in mind that you aren’t promoting a good but rather a product that will facilitate their lives. 

Types of Mid-funnel Marketing

There are numerous strategies you can use to successfully reach consumers in the buying funnel as a component of your marketing funnel optimization strategy. Here are our top 10 picks⤵️.

Retargeting Ads

Retargeting advertising targets previous clients who came to your site’s home page. Retargeting advertisements can be broadcast on social networking sites, as website advertisements, and even on networked TV?.

Simply add a pixel to the website to get started. After that, you’ll add them to your database for retargeting advertising when visitors interact with the website. 

E-mail Marketing

E-mail ? continues to be one of the best forms of advertising today as well. For every dollar put into e-mail marketing, the ROI is typically $40.

It means that every member of your mailing list willingly registered, making it the perfect conduit for marketing in the middle of the sales funnel. 


The ability to go deeply into issues that your prospective clients are curious about makes webinars fantastic for mid-funnel marketing. With webinars?, you may address common concerns and probable client issues with an interesting session.

Demos of products are a common feature of webinars. Customers-to-be can register to learn more about the distinguishing characteristics they are interested in, or they may stream the entire series. 

Free Trials or Demos

Free trials and demonstrations complement your attention to advertising content and allow prospective consumers to try out✅ your goods or services.

Free trials can be used to familiarize prospective buyers with what you are selling before they decide to make a purchase, according to the nature of your product. 

Social Proof and Reviews

Developing credibility is an essential component of middle-of-funnel advertising, and relying on your current client base is one of the most effective ways to do this. When deciding on a local business, the majority of consumers (88%) look at internet reviews?. 

Evaluations, reports, feedback from consumers, and other forms of social verification are used to demonstrate that customers, in reality, are happy with your company. 

Content Upgrades

The term “content upgrades” refers to opt-in deals that let users on the list of your contacts access specialized, niche material.

For instance, if you’re conducting a live event, you might give a basic introduction to the item and then share information about particular benefits to people who sign up for your e-mail ? list. 

Bonus material is a fantastic approach to acquiring warm leads, such as those who are still considering your offer. 


The audience you are targeting can be segmented so that you can build commercials that target people depending on their hobbies and interests.

If you design an e-mail strategy ? around an information update, develop a unique landing webpage on your company’s website and keep a record of people who subscribe using the link provided. 

Sales Enablement

Sales enablement specifies the resources your sales staff employs to increase their probability of closing a deal.

Your crew can skip the opening remarks when addressing individuals in the middle of the sales funnel and concentrate on presenting information about how the goods or services you offer will satisfy ✅the requirements of customers in the future. 


You may build customized advertisements depending on the wants and interests of consumers in the middle of the funnel because they already have a connection with your company in some way.

Retargeting pixels, as we discussed before, is one way to accomplish this. You can still customize your clients’ advertisements ?even if they did not communicate with you beforehand.

Influencer Marketing

Over fifty percent of consumers (61%) accept suggestions from influencers. By collaborating with influencers, you can direct customers through the middle of the marketing funnel all the way to the bottom. 

Influencer marketing initiatives aren’t just for online platforms. In order to draw⬅️ viewers to your website, use well-known influencers in your OTT marketing campaigns. 

Pros and cons of Mid-Funnel Marketing


  • Nurtures Leads
  • Segmentation
  • Higher Quality Leads
  • Builds Trust
  • Content Variety
  • Reduced Competition
  • Customer Education


  • Costly
  • Complexity
  • Longer Conversion Timeline
  • Measuring ROI Can Be Challenging
  • Not Immediate Impact
  • Requires Alignment
  • Content Fatigue

Tips for Mid-funnel marketing

The secret to getting excellent outcomes from the use of content is to develop a plan by adhering to tried-and-true procedures.

? Without knowing your audience and what interests them, you cannot produce interesting? content. Begin by learning about the interests, requirements, difficulties, and pain areas. 

? Obtain the information by employing polls, target groups, and various other types of market investigations, as well as by obtaining digital advertising data.

? The next stage is to develop material that will provide your audience with the knowledge they require to make the right decision. 

? No one will appreciate you squandering their time, so focus on valuable material that relates to their requirements.

? Once you’ve got a few suitable leads or clients in your sales process, it’s time to employ some customized advertising and highly specialized information to guide them toward a purchase. 

? To maintain the company’s name at the forefront of the minds ?of your clients, you can employ techniques like e-mail advertising and ad redirection. 

? Add feedback, evaluations, advertising, and case reports in your articles wherever you can because this is among the finest ways to show your credibility and the importance of your product or service.

? Don’t consider MOF marketing to be something stagnant. You must be as fluid as you can to achieve the finest results.

? You may improve your middle-of-the-funnel marketing approach by analyzing KPIs like sales conversions, participation rates, and sales-qualified prospects.

Trends and examples of Mid-funnel marketing

We’ve highlighted a few companies who are producing top-notch?? mid-funnel content to assist you and your advertising staff begin on the path towards achieving the same.

Learn from their strategies and how the top marketers convert prospective customers into engaged followers⤵️.


The Stories blog from Airtable is a great illustration of how businesses may use client stories to aid in the investigation and assessment of potential customers. To give potential clients a better understanding of how the item might be utilized and the way it can address comparable issues, Airtable’s blog frequently features real-world client success stories.

Hello Inside

By collaborating with OptimusQ and utilizing the Conversion Pitch Method and Cognitive Retargeting technologies from Outbrain, the med-tech company Hello Inside was able to reduce its cost-per-acquisition by 40% when weighed against social networking sites. The campaign led to a 300% increase in web traffic? and the registration of more than 400 newsletters. 

The Outbrain platform was an efficient instrument for middle-of-funnel advertising because it provided an inexpensive way to connect with and engage new people who demonstrated real interest. 

Copy House’s Killer Case Studies

The UK-based content advertising company Copy House is aware that it is preferable to demonstrate their capabilities to prospective clients instead of only telling them about them. Hence, their website has a tonne of useful case studies. 

Clients can learn precisely how Copy House has aided another company in an identical situation, whether they are seeking to increase their ranks⏫, develop their traffic, or establish themselves as thought leaders.

KlientBoost’s Quirky Quizzes

An outstanding instance of mid-funnel content executed well is KlientBoost’s selection of quizzes. 

Each quiz, which was made using Typeform, is intended to assess how well a business is performing in specific fields of online advertising. By responding to a series of queries, KlientBoost will grade? your work and evaluate you.

Divvy’s Amazingly Dynamic eBook

With four parts and lessons from more than a dozen prominent advertisers worldwide, Divvy’s engaging Back to the Future-themed eBook is not at all deficient in instructional value. It is an absolute blast to use because of the manner in which it has been created and displayed. 

Users won’t just enjoy interacting with the content?; there’s a strong possibility they’ll recommend it to friends and coworkers, bringing new clients into Divvy’s advertising funnel.

Shopify’s Business Courses

From setting objectives and developing products to manufacturing and advertising, Shopify has produced an array of in-depth films that cover every aspect of eCommerce. Shopify offers a tonne of value to any aspiring eCommerce business owner without charge, thanks to partnerships ? with other sector specialists.

Podia’s Perfect Product Comparison Pages

Podia shows how their application compares to a wide range of companies in a number of comparative sections. But trash-talking the opponent is not what we’re doing here. According to Podia, they’d like the viewers to take the biggest choice✅ possible, even if Podia isn’t that option.


Mid-Funnel Marketing is like the middle part of a customer’s journey. It helps build trust and convince people to buy your product. It’s the bridge between making people aware of your brand and getting them to actually buy from you. It’s a crucial step in growing your business and keeping customers happy.

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