Middle of Funnel (MOFU)
Consideration-stage activity that helps buyers understand approaches and evaluate solutions.
Middle of funnel describes the stage where someone recognizes a problem and explores ways to solve it. SaaS content here often explains workflows, compares approaches, or addresses implementation questions. Its purpose is to help buyers understand what a suitable solution needs to accomplish.
Example: A customer-support SaaS publishes a guide comparing shared inboxes, ticketing systems, and live chat. A manager can assess which model fits the team’s volume and responsibilities. The company then offers a relevant product walkthrough instead of treating every reader as ready to sign a contract.
Watch out: Funnel labels describe intent, not a fixed content format. A webinar can introduce a topic, evaluate methods, or demonstrate a product depending on its substance. Avoid declaring all downloadable resources qualified purchase signals. Track what people actually learn and do next, and provide a clear path into detailed evaluation. Strong consideration content answers difficult questions even when the answer means your product is not the best choice.
Further reading: HubSpot: demand versus lead generation.
Related: BOFU, buyer persona.