Hey friend,

How’s it going? 🌻

Hope December is treating you well so far. I’m deep into my year-end reviews — the experiments that worked, the ones that hurt, and the ones that made me question my life choices.

And one question kept coming up all year: “Can you prove BOFU is working?”

And after working in a fast-growing product startup, "impact" only means pipeline for me, not traffic, not impressions, and definitely not clicks.

And I learned while building the BOFU ROI chapter for the ebook (and in my day-to-day at Compport):

You don’t need expensive tools. You need the right signals — and the discipline to look at them the same way every month.

Let’s break it down.

Why BOFU Impact is Hard to Measure (But Still the Most Measurable Layer)

BOFU is often the quiet heroine in your content engine.

• It’s the case study a prospect reads after a demo
• It’s the comparison page they check before shortlisting you
• It’s the ROI explainer that helps your champion make the internal business case.

BOFU content doesn’t create intent — it catches it, shapes it, and accelerates it.

But because these moments sit inside the sales process, we often think measurement = attribution software.

Actually, measurement = evidence.

And evidence exists everywhere:

• CRM notes
• Email threads
• Slack/Teams messages from AEs
• Timestamps on revisits
• Demo-to-close velocity
• Even AI-engine citations if you're tracking.

This is why BOFU is simultaneously:

• the hardest to attribute digitally, but
• the easiest to validate manually (if you know what to look for).

The Simple Way: Track Evidence, Not Events

Here are the four signal groups that prove BOFU’s influence without attribution tools:

1. Deal Movement Signals (The Most Underrated One)

Ask your AEs a simple question: “Which content did the buyer use before the deal progressed?”

You’re not asking for perfection.
You’re asking for memory — and sales always remember what worked.

Examples:

• They used the Pay Equity ROI calculator before looping finance
• The Buyer’s Guide was sent internally before approval
• They mentioned your X Comparison page in the call

If a piece of content shows up in >20% of progressing deals, that’s impact. You don’t need a dashboard to confirm it.

2. Velocity Signals (This one ALWAYS opens eyes)

Pick 5–7 deals where BOFU was used.
Pick 5–7 deals where it wasn’t.

Compare demo → proposal → close time.

If BOFU deals close 10–20% faster, you’re looking at measurable acceleration.

3. Multi-Signal Touchpoints (Simple, but surprisingly powerful)

Look at the digital trails you already have:

• Email threads: “Sharing the case study you asked for.”
• Sales call notes: “They referenced the pricing breakdown blog.”
• CRM activity logs: pageviews tagged on the account level
• AI-engine citations: Does your BOFU show up when buyers ask ChatGPT/Gemini something with purchase intent?

When the same BOFU asset appears across three or more touchpoints, you’ve got high-probability influence — no tool needed.

4. The 10-Minute Monthly BOFU Review (My personal favourite)

At the end of each month, look at just three things:

1. Which BOFU pages were revisited by existing pipeline accounts?
2. Which assets got forwarded or referenced by sales?
3. Which pieces appear in deals that moved from one stage to another?

This takes 10 minutes and tells you more than most attribution dashboards.

The One Mindset Shift That Makes All of This Work

Stop trying to attribute BOFU. Start trying to validate it.

BOFU is not about proving who gets the credit. It’s about establishing whether the content helped the buyer move forward.

And when you look at the pipeline this way, you start noticing signals you were blind to before:

• Buyers revisit the same page twice before bringing procurement in
• Champions forwarding a comparison link to their team group chat
• AEs shifting tone after a case study “clicks” with the buyer
• Shorter deal cycles where an ROI calculator was used early

This is proof. This is attribution.

Why This Matters for 2026

As AI search evolves, TOFU will fluctuate.
Mid-funnel will get crowded.
But BOFU will remain your most defensible, revenue-adjacent content layer.

And if you can prove its impact without needing fancy tools, you’ll never again struggle to justify BOFU investments, refreshes, or experiments.

This lightweight is the doorway.

The complete workflows, templates, and the scorecard system I use internally?
Those are inside the updated BOFU eBook.
But this should be enough to start measuring your own impact tomorrow morning.

🗂️ More on BOFU Content from SaaS Splash Bulletin Archive

• ​My BOFU Content System - Revealed!​
• ​3 Landing Page Types to Drive Leads [Templates and Examples Included]​
• ​What We Can Learn From Postmark’s BOFU Content Strategy​

My BOFU Content E-book (Updated) is now available to everyone! New chapters are about: BOFU strategies beyond comparisons & alternatives Mapping the ROI of BOFU content AI workflows to scale BOFU efficiently Get it Now P.S. If you have purchased version 1 and haven't received the discounted link, DM me on LinkedIn.

Say Hi! On LinkedIn 👋

P.S. Do you have any questions about the newsletter? Want to share your feedback? Feel free to reply to this email.

Onwards and upwards,

Sreyashi

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