Most marketers care a lot about getting new leads or closing deals, but there’s a huge opportunity right in the middle: mid funnel marketing. This is where your leads know who you are, but they’re still weighing their options. If you can win them over here, you’ll move deals faster, grow your pipeline, and convert more without pushing too hard.
This blog will help break down what mid funnel marketing looks like today and how you can make it work for your company.
Mid funnel marketing is all about the in-between stage. Your leads have shown interest, maybe by downloading something, but they’re not quite ready to buy.
Your job is to help them feel confident moving forward. This is the phase where you focus on educating, building trust, and showing them why you’re the right choice.
Typical goals in this stage:
Turn Marketing Qualified Leads (MQLs) into Sales Qualified Leads (SQLs)
Use smarter lead scoring and segmentation
Speed up the buying process by answering questions early
Position your brand as the go-to resource
Before you dive into tactics, it helps to zoom out.
Our guide, The BowTie Model: How & When to Pull the 4 Levers of Revenue Growth, shows you how to pinpoint the exact lever—Conversion, Volume, Retention, or Deal Size—that will actually move the needle in your funnel.
Whether you're trying to qualify better leads or speed up deal cycles, this model helps you focus your mid-funnel efforts where they’ll have the biggest impact.
Get the guide 👇
Mid funnel marketing is a focused part of demand generation. While the top of the funnel builds awareness, the middle is where leads get serious about their choices.
You’re helping them:
Understand your value
Overcome doubts or hesitations
Learn from other customers’ experiences
Stay connected with your sales team
Let’s look at the best content types for this stage and how to use them.
Your leads want answers. Create blogs that:
Compare your solution with competitors
Break down helpful frameworks
Answer niche or complex questions
These tools help your leads weigh their options, while you get to highlight what makes you better.
Include:
Honest comparisons with other players
Pros and cons that speak to your audience
Clear CTAs for demos or free trials
Case studies are perfect for the mid-funnel stage. Just skip the usual marketing fluff.
Instead, show:
The challenge your customer faced
What you actually did (in simple steps)
Real numbers and outcomes
Why this matters for someone just like your lead
If your solution is more complex, offer deeper dives that educate your leads.
Quick summaries for email follow-up
Key points turned into social posts
Interactive versions
Skip the generic checklists. Focus on useful tools your leads can actually use:
Templates
Frameworks
Step-by-step toolkits
Quizzes to assess readiness or gaps
Let’s walk through what real execution looks like.
You’re not necessarily trying to grab attention, you’re just reminding leads why they were interested in the first place.
Show content based on what they already looked at
Use testimonials and videos to build trust
Tailor ads by industry, role, or pain point
Your emails should feel helpful, not robotic.
A good nurture series:
Calls out the problem
Offers a method or framework
Backs it up with proof
Invites them to learn more (not just "buy now")
At this stage, use social to build credibility.
Highlight customer wins
Share review site quotes
Give behind-the-scenes insights, like how onboarding works
Allbound strategies ensure leads are influenced by every part of your GTM engine—not just marketing 👇Marketing and sales should be aligned here. Help your sales team with:
One-pagers tailored to buyer personas
Content that handles common objections
Tools like calculators or checklists that help justify purchase
Don’t just measure how many leads enter the funnel. Look at:
How deep they engage with content (scroll depth, downloads)
Lead quality (fit and engagement score)
How fast they move through stages
Influence on pipeline and revenue
Email performance and conversion paths
Top-of-funnel gets you on the radar. Bottom-of-funnel gets the deal signed. But mid funnel? That’s where decisions start forming.
Invest in this stage and you:
Build real trust
Speed up sales
Set yourself apart from competitors