The final stage in the sales and marketing funnel where prospects are close to making a purchasing decision and are evaluating specific solutions or offers. At this stage, potential customers have already engaged with initial content, shown interest, and considered their options. BOFU strategies focus on converting these highly engaged prospects into customers by addressing their final objections, providing detailed product information, and offering compelling calls-to-action, such as free trials, demos, or special promotions. Effective BOFU tactics aim to close the sale by reinforcing the value proposition and demonstrating how the product or service meets the prospect’s specific needs.