5 Middle-of-the-Funnel Content Ideas for B2B Marketing Automation

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5 Middle-of-the-Funnel Content Ideas for B2B Marketing Automation


middle of the funnel pushTop-of-the-funnel offers pull a website visitor into your sales funnel. But in B2B marketing automation, middle-of-the-funnel (MOFU) content is what pushes that new lead into buying mode. At some point in your campaign, your automated lead nurturing efforts will require middle-of-the-funnel content. These downloads and videos don’t just solve a buyer's problems; they show how your product or service solves that problem.

Here are five middle-of-the-funnel content ideas that can add additional fuel to your lead nurturing campaigns:

Case Studies

Case studies highlight how another company or customers used your product or service to achieve a goal similar to the customer's goals and aspirations. Case studies are instrumental for lead nurturing and helping the customer understand how the product or service can improve a business or a person's life.


Videos, like top-of-the-funnel downloads, are another way to pique the interest of B2B buyers with helpful information. Because they require a greater time commitment in front of the computer, they’re best utilized in the middle. Your videos can be purely informational, or they can be purely marketing-based to help customers remember the product or service for future purchase. Most successful videos are a combination of the two: showing the product in action and describing how to use it.

Buyer's Guides & Success Kits

Convincing a visitor that your product is better than others and showing a lead that he or she can use it effectively are key to moving a buyer down the funnel. A buyer's guide explains all of the features accompanied by your product or service and allows prospects to know what to expect when purchasing. Success kits are provided by companies to inform their customers on how to use their product or service and achieve their goals. These kits are often provided free of charge to both customers and prospects.

Reviews & Testimonials

Most B2B buyers are very informed these days. They read customer reviews, look for answers online and see what past customers have to say about a product. This helps them make the best decision for their organizations. When companies solicit advocates to write customer reviews, they are more apt to make a sale on a product or service. Reviews build trust and entice people to buy. Similarly, customer testimonials help prospects to learn more about a brand and develop trust in the company. With trust in the brand, long-lasting relationships are born.


The lead may also have questions that those reviews and testimonials don’t answer. Sending a lead to the frequently asked questions on your website, or a downloadable version of your FAQs, gives leads something they can print out and use when proposing your product to members of their organizations.

What type of middle of the content are you using in your lead nurturing campaigns? Let me know in the comments section below.

photo credit: stevensnodgrass


Unlike product based businesses, I provide a service. I find many of my leads are MOFU and I do provide additional information to push them through, however, the key is getting their phone number and making direct contact. This is always a challenge because new leads are not always that willing to share personal contact information right up front. Therefore, I'm always looking for alternate ways to bring the lead in, but most articles I read are focused on products, not service. Any suggestions?
Posted @ Sunday, November 04, 2012 9:20 AM by Lisa Regina
I think when we talk about services, one of the best ways to improve Mofu are comments and testimonials from customers. They can confirm the quality of services provided.
Posted @ Tuesday, November 06, 2012 6:19 AM by Carlos
Great tip, Carlos.  
Lisa, that's a common issue with service companies or consultants. Adding on to what Carlos said, I've also seen great success in the middle of the funnel with content that explains your methodology or process. If your service is B2C, it's also a good idea to provide discounts and exclusive deals to people who download education top-of-the-funnel content.
Posted @ Tuesday, November 06, 2012 8:12 AM by Dan Stasiewski
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