Middle of funnel is where you convert awareness into active consideration. Your prospect knows they have a problem and is starting to evaluate options. MoFu content is more specific: case studies, comparison guides, ROI calculators, webinars, and product demos. This is where nurture sequences and retargeting campaigns do heavy lifting — staying visible and building trust with people who've engaged but aren't ready to talk to sales.
For example, a webinar titled 'How [Company] Reduced CAC by 40% With ABM' is classic MoFu content — it's educational but clearly positions your approach and builds consideration.
We build MoFu nurture programs with email sequences, retargeting campaigns, and gated content to capture the 90% of visitors who aren't ready to book a demo on first visit.
Relevant Cactus Services
We implement Middle of Funnel (MoFu) 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.