Middle of Funnel Marketing

The Definition: Marketing activities that build trust and demonstrate value to leads who know about you but aren’t ready to buy yet.

The Stage: Consideration. These people:

• Know who you are
• On your email list or following you
• Actively researching solutions
• Comparing options

1. Email Nurture Sequences

Why it works: Email is permission marketing. They’re opted in. They want to hear from you. Use that wisely.

Sequence structure:

• Day 1: Welcome + value (education)
• Day 3: Story (how you started)
• Day 5: Social proof (testimonials)
• Day 7: Case study
• Day 10: Objection handling
• Day 14: Soft ask

Pro tip: Don’t pitch in every email. Value first, pitch later.

2. Case Studies

Why it works: Proof. They see someone LIKE THEM getting results. That’s what they want – to know they can get the same.

Case study structure:

• The Challenge: What problem did they have?
• The Process: What did you do?
• The Results: Specific numbers
• The Quote: Client testimonial

Pro tip: Write case studies for similar customers. Relevance beats impressive.

3. Webinars and Live Content

Why it works: Live feels personal. They see YOU. They hear YOU. Connection happens in real-time.

Webinar types:

• “How to” workshops
• Q&A sessions
• Product demonstrations
• Expert panels
• Mastermind calls

Pro tip: Replay works too. Record everything and reuse.

4. Comparison Content

Why it works: They’re comparing. Help them. Show why you’re the better choice.

Content types:

• “Us vs. Them” guides
• Feature comparisons
• “How to choose” content
• Pricing guides
• Pros/cons lists

Pro tip: Be fair. Acknowledge competitor strengths. It builds trust.

5. Lead Magnets Deeper Dive

Why it works: Not everyone buys the first time. Deeper content keeps them learning.

Deeper lead magnets:

• Comprehensive guides
• Templates and frameworks
• Assessments and quizzes
• Video courses
• Software trials

Pro tip: Gate these. They show intent. Hot prospects want more.

Answer Before They Ask

Know common objections. Address them in content before they surface. If they’re asking, it’s already a barrier. Pre-answer everything.

Segment by Behavior

Not all leads are equal. Someone who watched your demo is warmer than someone who just signed up. Send different sequences based on actions.

The Real Conversion Key

Trust. That’s what MOFU is about. Do they trust you? Your content, your case studies, your expertise – that’s how trust builds.

Test Sequence Length

Some people need 7 emails. Some need 30. Test. Keep nurturing until they buy or churn. Long sequences beat short ones.

Mistake #1: Pitching Too Fast

Emailing “buy now” to new leads. They don’t know you yet. Build relationship first. Earn the right to pitch.

Mistake #2: Same Message to Everyone

Generic emails. Wrong. Segment by where they are, what they want, what they’ve done.

Mistake #3: Giving Up Too Early

Unsubscribes are feared. But people re-engage later. Keep nurturing for months. Long sequences win.

Mistake #4: No Personalization

“Dear Customer.” Terrible. Use their name. Reference their situation. Make it personal or they bounce.

How long should MOFU last?

Weeks to months. Depends on sales cycle. B2C: 2-4 weeks. B2B: 2-6 months. Keep nurturing until buy.

How many emails in a sequence?

7 to 30+. Test. The right number is when conversion stops improving. Long sequences beat short.

Best MOFU channel?

Email. Highest engagement. Best conversion. Build there first.

Your MOFU setup: