The SaaS content funnel is a structured approach to content marketing that aligns different types of content with each stage of a potential customer’s journey — from discovering your product to booking a demo or becoming a paying user. If your SaaS content strategy stops at traffic and vanity metrics, you’re leaving money on the table.
The real magic? Mapping Bottom-of-the-Funnel (BOFU) content directly to demo bookings. Now that you are done figuring out the differences between Landing page and Homepage for your website and everything is configured as per the new gen SEO vs. AI, we can focus on active conversion.
These are the three stages of the SaaS marketing funnel, representing how users move from discovering a problem → exploring solutions → buying your product.
TOFU (Top of Funnel) — Get discovered
Goal: Capture attention & build awareness.
Audience: Cold traffic, unaware of your brand or solution.
Content Ideas:
- Blog posts: “Top 10 Sales Productivity Tips”
- Educational guides: “What is Sales Enablement?”
- SEO-focused content
- Free tools, templates, or checklists
TOFU Metrics:
- Organic traffic
- Social shares
- Time on page
- Email sign-ups
SaaS Example:
A CRM company writes “How to Stop Losing Sales Deals” — not about their tool, but about the pain their tool solves.
MOFU (Middle of Funnel) — Build trust
Goal: Nurture and qualify leads by showing how you solve the problem.
Audience: Aware of the problem and looking for solutions.
Content Ideas:
- Case studies
- Comparison posts: “CRM vs Spreadsheet”
- Webinars and expert interviews
- Product-focused blog posts: “How [Your Tool] Helps Sales Reps Save 10 Hours/Week”
MOFU Metrics:
- Lead magnet downloads
- Webinar registrations
- Product page visits
- Email engagement (click-throughs)
SaaS Example:
A project management tool runs a webinar on “How Fast-Growing Teams Stay Organized Across Departments”, featuring their product subtly.
BOFU (Bottom of Funnel) — Drive conversions
Goal: Convert leads into customers
Audience: Actively comparing vendors and ready to take action
Content Ideas:
- Competitor comparison pages
- Live/on-demand product demos
- Pricing pages
- Use case-specific landing pages
- Customer testimonials or ROI calculators
BOFU Metrics:
- Demo requests
- Free trial sign-ups
- Sales-qualified leads (SQLs)
- Pipeline value
SaaS Example:
“Why Teams Are Switching From Asana to [Your Tool]” with a Calendly embed to book a demo.
How They Work Together
Imagine this as a relay race:
- TOFU draws people in
- MOFU builds trust and authority
- BOFU seals the deal
Skipping a stage in the SaaS Content Funnel doesn’t accelerate growth, it sabotages it.
TOFU vs MOFU vs BOFU (The SaaS Content Funnel)
| Funnel Stage | Content Goal | Content Types | CTA |
| TOFU (Top) | Awareness | Blogs, Guides, Checklists, Thought Leadership | Newsletter or Lead Magnet |
| MOFU (Middle) | Consideration | Case Studies, Webinars, ROI Guides, Integration | Learn More / See How It Works |
| BOFU (Bottom) | Conversion | Demo Videos, Feature Comparisons, Use Case Pages, VS Pages, Pricing Pages | Book a Demo / Start Trial / Talk to Sales |
You’re pushing prospects to act before they’re informed, engaged, or convinced. That’s not strategy, that’s spray and pray.
What Is BOFU Content in SaaS Content Funnel?
BOFU (Bottom of the Funnel) content is designed for prospects who are actively evaluating solutions. They know their problem. They know the category. Now, they need to know why your SaaS is the best option.
This isn’t the time for fluffy tips. It’s time to:
- Show your product in action
- Handle objections
- Prove ROI
- Guide users to a demo or trial
Step-by-Step: How to Map BOFU Content to Demos
1. Identify High-Intent Search Queries
These are the goldmine. Some examples:
- “[Your SaaS] vs [Competitor]”
- “Best [Tool Category] for [ICP]”
- “[Your SaaS] Pricing”
- “[Your SaaS] + [Integration Name]”
Pro Tip: Use tools like Ahrefs, Semrush, or Google Search Console to identify keywords with demo intent.
2. Create Conversion-Focused Content Types
▶ Feature Comparison Pages
- Break down features with side-by-side tables
- Highlight what sets you apart
- End with “Book a Demo” CTA
▶ Competitor Alternatives Pages
- People search for alternatives. Use it.
- E.g., “Top Alternatives to [Competitor]”
▶ Industry-Specific Use Cases
- Customize content by vertical (e.g., “CRM for Real Estate Teams”)
▶ Product Walkthroughs & On-Demand Demos
- Embed 2-5 minute video demos
- Add Calendly or form beneath
▶ Pricing Pages
- Be transparent, but also smart
- Include mini-FAQ, testimonials, and demo CTAs
3. Use Strong, Low-Friction CTAs
Bad CTA: “Learn More”
Better CTA: “Start Your Free Trial”
Best CTA: “Book a Live Demo With Our Product Expert”
Innovative Ideas:
- Use chat widgets that pop up on scroll (“Want a live walkthrough?”)
- Embed demo request forms mid-page, not just at the end
- Use intent pop-ups based on exit behavior
4. Internal Linking That Converts
Don’t let your best BOFU pages be dead ends. Link to them from:
- TOFU blogs
- MOFU guides
- Feature pages
Use smart anchor text:
- Instead of: “Click here”
- Use: “Compare [Your Tool] vs [Competitor]”
5. Track and Optimize Relentlessly
Use tools like:
- Hotjar or Microsoft Clarity for click heatmaps
- HubSpot or Segment for attribution
- Google Analytics GA4 to build conversion paths
Test:
- Button colors
- CTA placements
- Headline clarity
BOFU Content That Converts: Examples
- “Notion vs Airtable: Which Tool Is Right for Ops Teams?”
- Side-by-side comparison, clear CTA to book demo with Airtable
- Side-by-side comparison, clear CTA to book demo with Airtable
- “Calculate Your ROI With [SaaS Tool]”
- Interactive calculator followed by Calendly form
- Interactive calculator followed by Calendly form
- “How [Customer] Increased Retention 35% With [Tool]”
- Case study leading directly to demo form
- Case study leading directly to demo form
- “[Tool] for Healthcare Startups”
- Custom use case page with tailored messaging
- Custom use case page with tailored messaging
Final Thoughts
BOFU content isn’t just the last stop in the SaaS content funnel — it’s where buying decisions happen. Don’t leave it up to chance or hope someone stumbles on your demo page.
Instead, engineer your content to guide readers there. When done right, each piece of BOFU content becomes a silent SDR that qualifies and converts.
Even after all the right information and all the right tools people stumble and make mistakes, you can know more about it here – Top 10 SaaS Content Marketing Mistakes That Kill Growth
Need help building content that sells? Let’s talk.
