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)

Also see:

Buyer journey

A buyer journey refers to the process that a potential customer goes through from becoming aware of a product or service to the final stage of making a purchase decision.

Buying group

A buying group refers to a collective of individuals or decision-makers within an organization who are responsible for making purchasing decisions.


A persona, in the context of marketing, is a fictional representation or profile of a company's ideal customer.

Pay per click (PPC) advertising

Pay Per Click (PPC) advertising is a digital marketing model in which advertisers pay a fee each time one of their ads is clicked by a user.

Marketing funnel

The marketing funnel is a visual representation of the customer journey, illustrating the stages a potential customer goes through.