Beyond TOFU, MOFU, BOFU: What Does a Buyer's Journey Look Like?

摘要

In the beginning, there was attention, interest, desire, action (AIDA). After that, the notion of a sales funnel emerged, depicting the concept of a buyer's journey that began at the top of the funnel (TOFU), moved to the middle of the funnel (MOFU), and ended with a sale at the bottom of the funnel (BOFU). But is this concept too simplistic-and too linear-to truly represent today's buyer's journey? Was this model ever relevant in a B2B environment? Are content marketers wasting their time attempting to create copy that focuses, discretely, on TOFU, MOFU, and BOFU? Similar to the model itself, the answer to these questions is anything but straightforward.