BOFU Content: The Secret Sauce Of Successful B2B Content

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You’ve probably heard it before: “Content is King”. That is true. However, too many people are missing the second part of the phrase, which is “if your content is not driving revenue, then it is not any better than a peasant”.

At Perceptric, we’ve been in the trenches and seen this happen in many B2B SaaS companies. Spending thousands of dollars just to pump out content that brought in clicks, traffic, and impressions, but not revenue, is the fastest way to arrive at negative content marketing ROI.

Spending on content marketing should be strategic. Perceptric’s approach to content marketing is that we zero in on Bottom-of-the-Funnel content marketing (aka BOFU content marketing).

That is the secret sauce to transform content marketing from a cost center to a revenue engine.

And thanks to BOFU, we have driven millions in ARR for our clients.

We write this article to show you how we execute our BOFU strategy. It’s simple, powerful, but there are tricky parts here and there that not everyone knows how to “get it right”.

TOFU, MOFU, and BOFU: The User Journey

Here’s the traditional marketing funnel the users go through.

It all starts from the moment they realized they have a problem to the point why they finally make the purchase decision.

For B2C, decisions are made more impulsively. For B2B, there are a lot of consideration going on. It has three main stages:

• Top-of-the-Funnel (TOFU): Awareness. People here are just exploring, curious, or looking for ideas. They might search things like “ways to save money” or “what is stock investing?”
• Middle-of-the-Funnel (MOFU): Consideration. Prospects at this stage recognize they have a problem and are researching solutions. They often search for educational content like “401k vs IRA” or “benefits of ETFs.”
• Bottom-of-the-Funnel (BOFU): Decision. These people are ready to take action. They know exactly what they need and are actively looking to buy. Typical searches include product comparisons like “Robinhood alternatives” or “Xero vs Quickbooks.”

So we now know that BOFU is that final stage. BOFU content is designed specifically to convert prospects who are already on the brink of making a purchase. It answers their final and most nagging questions. It clears their lingering doubts. It highlights exactly why your product or service is their best option.

Not many people read BOFU content. But if they are reading one, you know they have the highest chance of converting into a customer. Why target the crowd when you can target special few?

Awareness (TOFU)
▼
Consideration (MOFU)
▼
Decision (BOFU) → 💰

The BOFU Content Advantage: Why Most Content Doesn’t Convert

Many content marketers and agencies fall into the trap of creating content for the TOFU crowd. However, there is an inherent issue with that: TOFU content is designed for broad audiences. The general public, the masses, everyone.

TOFU is great for brand awareness, but awareness doesn’t pay the bills. You might get 10,000 visitors a month, but if none of them are ready to buy, your content is just entertainment, not marketing.

“Traffic doesn’t equal revenue.“

In fact, when content is optimized solely for clicks rather than conversions, it often leads to inflated vanity metrics and underperforming pipelines.

1. The Problem With Traffic-first Content

Top-of-funnel (TOFU) content typically targets broad, informational keywords like:

• “What is spend management?”
• “Why is budgeting important?”
• “Top financial tools for startups”

These phrases are incredibly broad. Even if you manage to rank at the top 1 of the search result for these phrases, it is highly likely that you won’t convert. These terms pull in unqualified leads: students, researchers, or competitors. They are merely “curious” about you/the topics, and aren’t decision-makers with a budget.

Why would a manager/decision-maker who wants to buy a B2B SaaS solution want to search for a generic, beginner-level concept?

Another issue is that the TOFU content is usually heavily covered by the industry leaders. Take “project management” for example. This is a TOFU keyword, and the top search results are Project Management Institute and Wikipedia. They have been building their reputation for years and years; it is beyond crazy to compete against the giants.

This is not a story of David vs Goliath.

2. The advantage of BOFU content (or revenue-focused content)

Bottom-of-funnel (BOFU) content, on the other hand, is designed specifically for users who are in the decision-making stage. These are prospects who:

• Already understand the problem
• Are comparing solutions
• Are looking for reasons to choose (or avoid) a specific vendor

High-intent search queries like:

• “Best spend management platform for startups”
• “Ramp vs Brex vs Jeeves comparison”
• “[Product] pricing breakdown and alternatives”

…signal that the buyer is actively evaluating options. They’re not researching the what. They’re focused on the which and the why now.

The BOFU Content Strategy

Introducing our BOFU content strategy playbook.

Step 1. Start with your Product and Sales team.

Yes. Marketing is not the starting point when it comes to BOFU content creation.

BOFU isn’t about keywords. It is about sales enablement.

There are several reasons why Marketing is not the ideal starting point for BOFU content creation.

1. The last time a prospect said, “Your product is too complex,” did your content team know? Probably not. Because they’re not on sales calls. They don’t see deal notes. They don’t hear when a CFO asks, “Why is this more expensive than [Competitor]?” However, that is exactly the insight that drives BOFU content.
   
2. BOFU is about closing, not ranking. Top-of-funnel content is about discovery. SEO works great there. BOFU is different. Your buyer already knows the category. They’ve short-listed vendors. They’re evaluating. Will that be you or someone else? You need to provide them with a decision-making tool to win the deal.
   
3. Let’s say your product integrates with 10 CRMs, but only two support full API access. That’s a detail only product marketing or sales will know. BOFU content has to be precise, differentiated, and tailored to personas. That only happens when product marketing, CS, and sales feed into the process.

This is an example of a piece of BOFU content by HubSpot, targeting the keyword “HubSpot vs Salesforce“.

As you click on it, you should arrive at a landing page fully designed to convert visitors into customers. Not out of expectation, there are quite a lot of statistics and proof to “nudge” users into clicking the “Get started” CTA button.

Acquiring and putting these data points on the Landing Page requires cross-functional effort to get it right.

So how to get it right? We highly recommend that you work with the Sales/Customer Success team to extract BOFU content ideas. Real objections, repeated questions, and competitive conversations your sales reps have every day is the best source of content.

Ask them:

🔍 Sales & SDR Team Questions

Understand objections, comparisons, and deal blockers.

• What questions do prospects ask right before they book a demo?
• What tools do we get compared to most often—and why?
• Where do deals typically stall or go cold in the funnel?
• What objections come up late in the sales process?
• What features or capabilities are buyers most skeptical about?
• Which competitors do we lose to most often? Why?
• Which pages or assets do AEs wish they had to close deals faster?
• What decision criteria do buyers care about most (e.g., price, integrations, security)?
• What do champions struggle to explain to internal stakeholders?

🛠️ Customer Success Questions

Uncover post-sale friction that could have been resolved pre-sale.

• What do new customers say they didn’t understand during the sales process?
• What documentation, explanations, or expectations would have helped them feel more confident before buying?
• What parts of onboarding require extra hand-holding?
• What causes churn or frustration within the first 90 days?
• Are there common misconceptions about what the product can/can’t do?
• What customer stories could help validate buyer concerns?

📣 Product Marketing Questions

Ensure positioning is clear and buyer-ready.

• How are we positioned differently from [Competitor X]?
• What is our strongest differentiator—and does Sales actually use it?
• Which use cases are we doubling down on this quarter?
• What messaging resonates most in win/loss interviews?
• What key features or integrations are undervalued or misunderstood?
• What language or frameworks do our top customers use to describe our product?

That should generate plenty of information to inform the next step of the BOFU strategy.

Step 2. Identify BOFU keywords

BOFU content should map directly to keywords with commercial intent. At the end of the day, there are 5 typical BOFU content types:

Comparison Pages (“Brex vs Ramp vs Jeeves: Which Is Best for Scaling Startups?”)
→ Helps buyers evaluate options side-by-side.

Alternatives Lists (“Top 5 Alternatives to Spendflo for SaaS CFOs”)
→ Captures competitor traffic and positions your product favorably.

Pricing Page (“[Product] Pricing: What You Get & Why It’s Worth It”)
→ Establishes transparency, reinforces value, and improves demo conversion rates.

Use Case or Industry Pages (“Spend Management for Healthcare Startups: Why It’s Different”)
→ Speaks directly to vertical-specific pain points.

Customer Proof Pages (“How [Company] Cut Costs by 30% with [Product]”)
→ Social proof to eliminate doubt and build trust.

📌 Tip: Use tools like Google Search Console to spot bottom-of-funnel queries already driving clicks to your site, and build from there.

For each of these content type, make sure that you have a template with structured content flow to best push the user towards action. For example, this is a snippet of the Brex vs Ramp BOFU landing page.

It has:

• Headline that confirms buyer intent (Spend management that actually scales)
• Hero banner description that positions Brex as a better choice than Ramp
• Companies that use Brex
• Key features of Brex
• User testimonial with link to the detailed case study
• Comparison of Brex vs Ramp
• Testimonials from trustworthy review sites (Capterra, G2)
• Even more key Brex features
• FAQ sections
• Final CTA

This structure differs based on your industry and intent. However, the general consensus is that you should have a modular content template that you can reuse across similar keywords. A [Your Brand] vs [Competitor] template can be reused for all of the competitors you have.

Step 3. Write stellar content

Not just any kind of content. Remember: you are a B2B SaaS business. Your audience are no ordinary Jack and Joe. They are decision-makers. Generic content doesn’t cut it.

Therefore, to create “stellar” content for this special audience, Perceptric makes two decisions.

One, we don’t hire content writers. We hire industry professionals who have lived and breathed their fields.

Most content marketers write from the outside looking in. Our writers write from the inside looking out, because they’ve lived the buyer journey ourselves. Their backgrounds are also incredibly diverse:

• Software development
• Industrial engineering
• Medicine and healthcare
• Therapy and psychology
• Entrepreneurship and business

Two, we diversify the content format.

Consuming long-form, technical content is a daunting task. Yes, your audience is dying to find a solution, but they probably won’t have the time to read and ponder over a 2000-word article, except when those 2000 words provide genuine value.

That’s why we bring in more than just words. We bring in statistics also.

This is a screenshot from one of the survey we did for our clients. We sent the questionnaire to thousands, of industry experts to gather data, then we turn that data into research-backed, experience-driven content.

One survey fuels multiple content pieces. A single round of expert data collection can power an entire content series. Surveys double as lead generation. The insights don’t just shape great content. They can be repurposed into reports, white-papers, and in-depth industry analysis.

We also add:

• Comparison tables
• Videos
• Product demos
• Testimonials
• Quotes
• Interactive elements
• Even memes (devs love memes)
• Whatever you can think of that engages readers

Step 4. Amplify the content

Once your BOFU content is live, the goal is to drive as much high-intent traffic as possible. BOFU content is highly convertible, so running paid traffic to it is a no-brainer. Instead of waiting for SEO, we amplify high-intent pages with PPC and social ads to start generating conversions immediately.

Many prospects won’t convert on the first visit, but that doesn’t mean they’re gone forever. Retargeting keeps your product top of mind and brings them back when they’re ready to buy.

✅ Run LinkedIn & Google retargeting ads to BOFU blog readers
✅ Offer exclusive trials or discounts for returning visitors
✅ Use email sequences to nurture leads who engaged with BOFU content

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