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The Marketing Glossary

Bottom of the Funnel

| ˈbä-təm əv thə ˈfə-nəl |

What is Bottom of the Funnel?

Bottom of the Funnel refers to the bottom portion of the sales funnel. That is, leads who are very close to purchasing your product. The concept is important in inbound marketing because it shapes the type of content that should be delivered to your leads. A lead at the top of the funnel should be targeted differently than a lead at the bottom.

What type of content should I deliver to a lead at the bottom of the funnel?

Content at the bottom of the funnel should be focused on persuading your leads to purchase from you. They are aware of your company as well as your competitors, so at this stage it is about creating content that is closely aligned with your product, instead of the type of informative, trust-building content you may create for top of the funnel leads.

How do I know when a lead is at the bottom of the funnel?

A lead at the bottom of the funnel will have interacted much more with your site and its content–perhaps they’ve filled out a few forms and downloaded a case study–and is thus much more qualified to be a buyer. This is why it is important to establish personas and have an understanding of how they travel through the sales funnel so that you can monitor what stage your leads are in and gradually push them down the funnel.