The MOFU problem.

Don’t let AI fill your MOFU gap….

I've always found it hard to get good MOFU content in B2B science marketing because it's dependent on clients sharing their story. The most compelling proof (specific results, real numbers, full client narratives) is rarely yours to freely share. So there's generally a large gap between the content you'd love to create and what you're actually allowed to.

Although this gap has always existed, the new challenge is that buyers can now fill it themselves. A prompt to ChatGPT will compare vendors and surface what's publicly known about your category, often more thoroughly than any single vendor's case study. And according to Dreamdata, buyers are nearly 70% through their decision before they contact a vendor, passing through an average of 62 touchpoints along the way. That's a long stretch of independent research. When your MOFU content falls short, you're leaving buyers to find answers elsewhere, from sources that may feel more objective but won't accurately represent what you do or the value you deliver.

So what can you do differently?

Here are three types of MOFU content that can't be replicated by a competitor or summarised by AI, because none of them are built from publicly available information.

High-value webinars Events built around genuine expertise and impartial insight — not product walkthroughs. Bring in authoritative voices and give attendees something useful regardless of whether they become customers. The credibility transfer happens naturally.

Original research and in-house experiments Don't wait for a customer to give you permission to prove an approach works,  test it yourself. Create a mini case study and publish the full picture including methodology, results, what worked and what didn't. That transparency is what makes it compelling. A buyer analysing a complete data set, limitations included, will find the wins far more convincing than a case study that only shows the highlights.

Composite stories When individual customer stories can't be told, draw on the same problem across multiple engagements. Different contexts, different stakes, the same pattern of transformation. It demonstrates something a single case study can't: that this is a problem your product was built to solve, and has solved, repeatedly.

Even when you can't share everything, there's still room to create MOFU content that is compelling, accurate and entirely yours. Don't leave the gaps for AI to fill.