MOFU – “Mastering the Main Course: It’s Time to Add Substance to Your Flavor”

In the world of marketing, MOFU—Middle of Funnel—is where we really dig in. Imagine, if TOFU was the starter, MOFU is the entrée. And just like every good entrée, it’s all about substance, timing, and that perfect balance of flavor to make sure your audience keeps coming back for more.

This is the stage where you’re building trust and credibility. You’ve already whet their appetite with great TOFU content, but now they’re expecting more than just a tasty intro. This is where you serve them something substantial and memorable—MOFU is where you transform casual interest into meaningful consideration. If TOFU was a marinated starter, MOFU is a perfectly seared, savory main course with a side of expert insight.

Take a Cue from B2B MOFU Masters

Here are some deliciously successful MOFU campaigns that do more than just hold attention—they deepen it. Each one demonstrates how to satisfy the needs of an informed audience, with a pinch of humor and a heaping spoonful of substance:

Mailchimp: Education on Automation

Create a Successful Email Campaign: A Step-by-Step Guide | Mailchimp

• Overview: Mailchimp’s email automation tutorials and step-by-step guides don’t just push product; they help marketers understand how to save time and boost performance.
• Why It Works: At MOFU, prospects want practical knowledge—how will this actually help me? Mailchimp’s resources let potential customers envision themselves succeeding with Mailchimp’s tools, subtly reinforcing the brand as a knowledgeable partner.
• Results: By positioning itself as a teaching tool, Mailchimp not only educates but builds familiarity with its interface, reducing adoption barriers and leading to a higher likelihood of sign-ups and continued usage.

Asana: The ROI of Organization

See Future of Work: the ROI of Digital Workspaces at Attend Asana events

• Overview: Asana offers in-depth webinars on project management, featuring real-life success stories from companies using Asana to boost team productivity.
• Why It Works: The value of a tool like Asana isn’t always evident in a quick pitch; customers need proof. With compelling case studies and webinars, Asana builds confidence, allowing prospects to imagine the specific benefits of implementing their platform.
• Results: This MOFU content strategy increases product adoption, especially among those who see their organizational issues mirrored in the case studies. It converts curiosity into active consideration by tying Asana’s value directly to real-world results.

Shopify: Case Studies that Spark Curiosity

Best of 2023: 5 Stories to Inspire Your Big Leap - Shopify

• Overview: Shopify’s “Stories of Entrepreneurship” dives deep into the journeys of real business owners, exploring how they launched and scaled using Shopify’s platform.
• Why It Works: In MOFU, audiences are looking for validation—case studies make potential customers feel understood. Shopify’s success stories are relatable and make the prospect think, If they can do it, why can’t I?
• Results: The genuine, human-centered approach solidifies Shopify’s reputation as more than just a tool—it’s a partner in growth. This drives conversions from entrepreneurs ready to take the next step.

Bringing it All Together: Your MOFU Recipe

By the time prospects reach MOFU, they’re looking for more than flavor; they want meat (or a hearty plant-based substitute!). Here’s how to keep them coming back to your marketing like a restaurant they can’t resist:

1. Case Studies and Testimonials – Like a chef’s secret sauce, show proof that your solution works.
2. Product Demos and Tutorials – Make it easy for them to visualize using your solution in their workflow.
3. Webinars and In-depth Guides – Provide the seasoning of expert insights and valuable information.

In the MOFU stage, you’re not just delivering on expectations; you’re showing that you’re indispensable.