10 Bottom of Funnel Marketing Strategies to Boost Conversions

Advertising

Most marketers pour their energy into the top of the sales funnel: grabbing attention and pulling prospects deeper into the pipeline. It’s the flashiest part, the Mad Men-est part, if you will. But all that top-of-funnel creativity goes to waste if you can’t also win the bottom of the funnel, where buyers in 2026 arrive better researched and readier to decide than ever.

By the time prospects reach this point, you’ve already invested heavily in moving them through the funnel stages. They’re here. They’re engaged. And they’re ready to act. What’s left is giving them the right reasons to commit and finish the journey.

Let’s explore what bottom of funnel marketing is, as well as the tactics you can use to help convert your qualified prospects into customers. 

What Is Bottom of Funnel Marketing?

Bottom of funnel marketing hones in on the last stage of the buyer’s journey: the “decision” stage. You’ve winnowed down your target audience to those interested in purchasing. At this point, you have a smaller pool of highly qualified prospects, but now it’s time to nudge them the rest of the way toward a purchase. The right tactics, offered at the right time, can help drive late-stage buyers to make their decision. 

Upper Funnel vs. Lower Funnel Marketing

In the upper funnel, your main goal is to grow brand awareness and build trust with your audience. This stage is about introducing your target audience (those that you think will be most interested in your product or service) to what your brand has to offer. In the later stages, mid-funnel and beyond, you’ve already established that trust. Now it’s time to engage more closely with your prospect, building confidence in your products or services, and convincing prospects to choose you over your competitors. Today’s buyers, especially in B2B, do much of this comparison on their own and often as part of a larger buying committee, so your lower-funnel content has to do convincing work even when no salesperson is in the room.

• Learn More: Upper Funnel vs Lower Funnel

To get those conversions, you need to focus on your marketing strategy. Here are a few bottom of funnel marketing strategies that will help you drive leads through your conversion funnel: 

1. Remarketing Ads

Ad remarketing is a tactic that targets those who have already shown interest in your product, usually through a website visit or a demo request. This audience doesn’t need to learn about what your brand has to offer. Instead, they need to be reminded of your offering and persuaded to make the final purchase. 

Your remarketing (also often called retargeting) audience is an incredibly powerful one that marketers should be taking advantage of. Create unique assets that have a strong call-to-action (CTA) to purchase, and set up a campaign specifically for this remarketing segment. 

2. Free Trials or Demos

Prospects want to feel confident in the business they’re patronizing and the product or service they’re investing in. Offering a free trial or a demo of your product is a great way to give them hands-on experience that makes them feel more confident about taking the next step. Prospects will see how your product or service fits into their needs and hesitate less about taking the plunge. 

3. Cart Abandonment Emails

Almost 70% of online shopping carts are abandoned. However, cart abandonment offers an opportunity to target customers who are on the verge of making a purchase. Sometimes, all it takes is a final nudge to convince them. 

A cart abandonment email (“Hey, you forgot this!”) can act as a friendly reminder to keep customers engaged with their purchasing journey. You can add calls to action, product images, and even coupon codes to draw them back to the checkout page. 

4. Customer Testimonials and Case Studies

When a prospect enters the bottom of the funnel, they’re faced with a hard decision. Whatever product or service you offer, they’re still investing, and they want to be sure it’s worthwhile. 

Customer testimonials and case studies can be persuasive tools to show these customers what your business can do for them. They allow the customer to see for themselves how your product or service can resolve their pain points. 

5. Limited-Time Offers

If you know your customer is in the crucial decision-making stage, they might need a push in the right direction. A limited-time offer not only provides an incentive to make a purchase but also adds a sense of urgency. If they don’t take action right away, they could miss out on the benefit you’re offering, whether that’s a discount or an offer of add-on services. 

6. Personalized Recommendations

Personalized recommendations are another data-driven strategy to target bottom of the funnel customers. Using each buyer’s behavior and interests, you can make custom recommendations on the products and services they would benefit from the most. AI now powers much of this in real time, surfacing the right offer at the moment a buyer is most receptive. When your potential customer feels seen and educated, it can inspire them to purchase.

7. Product Comparison Pages

The final decision stage is the best time to start drawing comparisons. Chances are good that your prospects are already comparing your services to the competition, so why not make that easier for them? Break down your products and services vs. those of your competitors to show exactly why you stand out. 

8. Retargeting on Social Media

Retargeting isn’t just an effective strategy for advertisements. It’s also something to keep in mind when creating social media content. If your content strategy is focused on the upper funnel, you could be missing out on the chance to capture more sales and build deeper relationships with customers. (You might easily scroll past a generalized ad for a department store, but a carousel of clothing items that are just your style? Much more compelling.)

Don’t forget to post content that keeps you consistently on the minds of customers who are already interested in your product or services. Consider the kinds of messages that would help nurture your relationship and push them toward a final conversion. 

9. Live Chat and Customer Support

When prospects are at a critical moment in the buyer’s journey, they may have questions that need to be answered before they’re ready to invest. That’s where great customer service can be an asset for your business. 

The best way to address their questions? Live chat. 41% of customers prefer live chat over phone and email support. The right live chat feature can address questions instantly, so prospects don’t have to wait to get the support they need. AI-powered chat assistants now handle many of these routine questions around the clock, escalating to a human when the conversation calls for it.

10. Upselling and Cross-selling

Ever thought to yourself, “If I’m paying $10 for shipping, I might as well get a few more things while I’m here”? Prospects at the very bottom of the funnel are in the perfect position for upselling or cross-selling. They aren’t just interested in what you offer. They’re at the checkout page or have already agreed to make the purchase, and they’re amenable to deals.

This is a moment where you can upsell or offer an upgraded or premium version of their purchased service or item. You can also cross-sell, offering separate products or services that can complement the initial purchase.

How CTV Advertising Can Keep Your Funnel Full

Convert high-intent audiences with CTV advertising designed for bottom-funnel success. MNTN Performance TV helps you drive action and measure real results with:

• Verified Visits™ – Connect CTV ad views to actual site visits and track performance with precision.
• MNTN Matched – Retarget engaged users and keep your brand top-of-mind as they move toward purchase.
• Automated Optimization – AI-driven adjustments ensure your streaming ads reach the right viewers at the right time.
• Creative-as-a-Subscription™ – Easily refresh ad creative to maintain relevance and boost conversions.
• Real-Time Reporting – Access clear, actionable insights to refine your strategy and maximize ROI.

Turn consideration into conversion with MNTN’s self-serve platform by signing up today.

Lower Funnel Marketing Strategies: Final Thoughts

The audience at the bottom of your sales funnel might be the most engaged with your offerings, but they’re also much smaller. Still, they’re at a critical stage of the buyer’s journey, which means they’re seeing how you compare to the competition. To stay one step ahead and convert those customers first, you need to optimize the bottom of your sales funnel. 

It takes high-value content with the right messaging to make a convincing argument, but it also takes effective targeting strategies, including retargeting, to seal the deal. With buyers doing more of their own research and first-party data driving smarter targeting, the brands that win the bottom of the funnel are the ones that make the final decision feel easy.