Bottom of Funnel (BOFU)
Evaluation and purchase-stage activity aimed at people close to choosing a solution.
Bottom of funnel focuses on people actively evaluating or purchasing a solution. For SaaS, relevant resources include pricing explanations, detailed demonstrations, migration guides, implementation answers, and accurate competitor comparisons. The aim is to help a buyer make a confident decision, not simply apply more urgency.
Example: A prospect searching for an alternative to an existing billing tool needs information about importing records, supported payment workflows, and the total price. A clear migration page can be more useful than a broad article explaining what billing software is.
Watch out: BOFU intent does not eliminate questions or objections. Enterprise buyers may still need security approval, legal review, and internal consensus. Avoid fake scarcity and misleading comparison claims. Start by identifying the decision the buyer is trying to make and which evidence they need. Measure qualified demos, completed evaluations, and purchases, while checking whether the customers acquired through these pages remain a good fit after onboarding.
Further reading: MicroConf: landing your first 100 SaaS customers.
Related: sales cycle, CRO.