What’s Actually Working: Best B2B Content by Funnel Stage (Backed by Data)

Activate

B2B marketers are facing more pressure than ever to deliver pipeline. But more content doesn’t always mean more results.

In fact, using the wrong type of content at the wrong stage of the funnel can cause missed engagement, wasted effort, and lost revenue. According to Activate’s 2024 State of Demand Gen report, high-performing demand generation teams are getting smarter—not louder—about how they show up across the buying journey.

So, which content types actually work best—and when?

We’ve got the data to help you make those decisions. Let’s walk through what’s working at the top, middle, and bottom of the funnel, and how to align your strategy to maximize engagement and pipeline.

Why Matching Content to the Funnel Matters

Let’s break down the basics first:

  • Top-of-funnel (TOFU): Your audience might not even know they have a problem. Your job is to earn their attention and build awareness
  • Middle-of-funnel (MOFU): They’re actively researching and comparing options. Time to educate and nurture
  • Bottom-of-funnel (BOFU): They’re close to buying. Your content should help seal the deal

Each stage of the B2B buying journey has different goals—and your content should meet buyers where they are. That means:

  • TOFU content should spark awareness
  • MOFU content should deepen consideration
  • BOFU content should drive conversion

Top-of-Funnel (TOFU) – Capture Attention and Spark Curiosity

When you’re trying to generate demand at the top of the funnel, content should attract, not push. Based on Activate’s research, the most effective TOFU formats are:

  • Videos
  • Blogs
  • Concise white papers
  • Live events
  • Research
  • Surveys/Quizzes
  • Podcasts (lower tier)

 Why These Work:

  • Videos & Blogs: Snackable, easy to share, and ideal for storytelling
  • Concise white papers & Research: Builds credibility without overwhelming
  • Live events: Human connection and real-time value
  • Surveys/Quizzes: Engaging and interactive, even if lower-ranked
  • Podcasts: Offer a personal, engaging, and easily accessible way to connect with target audience, build trust, and establish thought leadership

TOFU Tips:

  • Focus on problem education, not product selling
  • Amplify through email, paid media, and content syndication
  • Don’t over-gate—friction at this stage kills momentum

Middle-of-Funnel (MOFU) – Nurture Consideration

At the middle of the funnel, your audience is evaluating options. Your job now is to deepen engagement and educate them on what makes you different.

Top-performing MOFU formats include:

  • Customer case studies
  • In-depth white papers or e-books
  • Webcasts
  • Concise white papers
  • Solution briefs
  • Virtual events
  • Research

Why These Work:

  • Case studies: Real proof that peers are solving similar pain points
  • White papers & Webcasts: Help buyers understand not just your solution, but the broader context around it
  • Solution briefs: Connect product capabilities to specific pain points
  • Virtual events: A high-value space for education, Q&A, and interaction
  • Research: Can position your brand as a trusted advisor in your space

 MOFU Tips:

  • Build segmented nurture journeys by persona or industry
  • Keep content layered—start with a webcast, follow up with a case study or research asset
  • Personalize when possible. Buyers notice

Bottom-of-Funnel (BOFU) – Accelerate Decisions and Enable Sales

Now your buyer is primed. They’ve seen your content, maybe joined an event, maybe even talked to sales. BOFU content should reinforce confidence and help justify the purchase decision.

Top-performing formats include:

  • Customer case studies (again!)
  • ROI calculators
  • Live events
  • Solution briefs
  • In-depth white papers or e-books

Why These Work:

  • ROI calculators: Provide hard numbers to jusity spend–key for budget-concious buying teams
  • Live events & Case studies: Build trust through social proof
  • Solution briefs: Help connect the dots between features and business value
  • White papers or e-books: Offer deep dives that support internal conversations with stakeholders

BOFU Tips:

  • Partner with sales to co-develop high-impact assets
  • Use intent data to trigger the right follow-ups
  • Be thoughtful about gating—at this stage, your buyer might be ready to share their contact info for the right value

Key Takeaways for B2B Marketers

If your content strategy doesn’t match your buyer’s journey, you’re leaving pipeline on the table.

  • Map your content to funnel stages—and plug the gaps
  • Use real performance data to prioritize formats that deliver
  • Collaborate across teams—especially sales and product marketing—for bottom-funnel content

The most successful B2B marketing teams aren’t just producing content. They’re aligning it with buyer needs every step of the way.

Ready to Put This Into Action?

Audit your current content strategy. Are you using the right formats in the right places? Where are buyers dropping off?

And if you’re ready to get more targeted with your demand strategy, download our abbreviated version of the State of Demand Gen 2024 Report—or get in touch to see how Activate can help you optimize for every stage of the funnel.

Contact Us to Discuss!