Marketing professionals use ToFu, MoFu, and BoFu to pace different stages of the marketing funnel where specific lead nurturing strategies are required. It stands for top-of-funnel, middle-of-funnel, and bottom-of-funnel, which are acronyms referring to the marketing funnel. 

• Top Of Funnel (Generate Leads) – The widest part of a funnel. Here you can make your products or services known to a huge number of people. Each of them is a potential customer. ToFU is the awareness stage that includes blog posts, social media posts, infographics, multimedia, videos, podcasts, and newsletters…
• Middle Of Funnel (Generate Prospects) – Many will drop off as they move through your funnel toward the narrower neck. At this stage of consideration are educational resources, webinars, surveys, downloads, and promotional materials.
• Bottom Of Funnel (Generate Sales) – Very few leads will make it through to the bottom of the funnel and become customers. At the decision stage, we conduct case studies, demos, trials, consultations, customer stories, and events.

You must plan and organize your marketing strategies properly in order to achieve the right leads and serve your customers appropriately. They won’t make a purchase right away after seeing your advertisement. It is common for customers to weigh several factors before making a purchase. In order to optimize the conversion rate, we must understand the three stages of the sales funnel (ToFu, BoFu, and MoFu).