The stage in the buyer's journey where potential customers have identified their needs or problems and are actively evaluating solutions. At this point, they are looking for more detailed information to help them make an informed decision. In MOFU, marketing efforts focus on nurturing leads by providing valuable content, such as case studies, product demos, and comparisons, to address their specific concerns and guide them towards making a purchase. This stage is crucial for building relationships and positioning the company’s product or service as the optimal solution to the lead’s needs.