Bottom of funnel is where active buyers evaluate your product specifically. They're comparing vendors, reading reviews, and close to making a decision. BoFu marketing is about conversion: demo pages, free trials, strong G2/Capterra reviews, competitive comparison content, and proof. BoFu is expensive to compete in (high-intent keywords cost more) but drives the most direct pipeline.
For example, someone searching 'best ABM software for B2B SaaS' and clicking a Google Ad to your demo page is a BoFu interaction — they're in-market now and ready to evaluate.
We optimize BoFu conversion infrastructure — demo pages, review acquisition, and competitive content — before scaling ToFu spend.
Relevant Cactus Services
We implement Bottom of Funnel (BoFu) strategies for B2B tech startups every day. Book a free 30-minute call to get a concrete plan for your situation.
Book a free strategy call →Demand Generation
Demand gen is the full-funnel marketing strategy designed to create awareness, generate interest, and drive pipeline for your product.
Lead Generation
Lead gen is the tactical activity of capturing contact information from potential buyers — gated content, webinar registrations, demo requests, contact forms.
Account-Based Marketing (ABM)
ABM flips traditional demand gen: instead of casting wide and filtering, you identify a list of specific target accounts and run personalized marketing just at them.
Intent Data
Intent data tells you which companies are actively researching topics related to your product — reading articles, comparing vendors, downloading relevant content — even before they fill out a form on your site.
Dark Social
Dark social refers to the sharing and discovery that happens in private channels — Slack communities, DMs, WhatsApp groups, private Discord servers, word-of-mouth — that attribution tools can't track.
Customer Acquisition Cost (CAC)
CAC is the total cost to acquire a new customer, including all sales and marketing spend.