TOFU / MOFU / BOFU

TOFU, MOFU, and BOFU are the three classic stages of a buyer's journey: top of funnel (someone just becoming aware of the problem), middle of funnel (comparing options), and bottom of funnel (ready to buy).

For years you built a different asset for each stage — a blog post up top, a comparison guide in the middle, a demo request at the bottom — and nudged people down step by step.

Why it matters for the ChatGPT funnel

AI search collapses all three stages into one conversation.

A buyer can open ChatGPT problem-unaware and walk out ready to book — awareness, comparison, and decision happen in a single thread, in minutes.

That breaks the staged playbook. There's no slow drip you control and no string of pages to retarget across.

If you only show up at the top — getting mentioned in an answer — but have nothing that fires when intent climbs to the decision stage, the whole journey leaks out inside the chat. You get the awareness and lose the booking.

How drio fits

drio gives you the bottom-of-funnel moment that lives inside the conversation.

When the assistant moves a buyer from "what is this" to "I'm ready," drio is the app it can pick to book the meeting right there — no handoff to a landing page, no lost step. It's the conversion layer that catches BOFU intent where the journey now actually ends: the chat.