Top of the funnel (ToFu)

Top of the funnel (ToFu) is the first stage in the marketing funnel, representing the initial phase of the customer journey. In this stage, prospects become aware of a company or its products/services as they search for information, solutions, or insights to address their needs or challenges.

The primary objective of top of the funnel marketing is to attract and engage a broad audience, generate interest, and capture potential leads. Marketing efforts at this stage typically focus on providing educational and informative content to help prospects recognize and understand their problems, needs, or desires.

What are some ToFu marketing strategies?

ToFu strategies include:

  • Content marketing (e.g., blog posts, articles, videos, infographics)
  • Social media marketing
  • Search engine optimization (SEO)
  • Public relations (Including media relations and analyst relations)
  • Paid advertising (e.g., Google Ads, social media ads)

By effectively reaching and engaging prospects at the top of the funnel, marketers can build awareness, generate leads, and lay the groundwork for further nurturing and conversion efforts throughout the customer journey, especially to MoFu.


  1. Marketing funnel
  2. Middle of the funnel (MoFu)
  3. Bottom of the funnel (BoFu)

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