Top of the funnel (TOFU) refers to the earliest stage of the buyer’s journey, where potential customers first become aware of a problem and discover your brand, product, or service. At this point, leads are typically unqualified and are just beginning to explore solutions.

The goals of TOFU are to:

• Generate awareness
• Educate your audience
• Attract traffic and new leads
• Start building trust

TOFU is essential for filling the sales funnel with potential prospects. While these leads may not be sales-ready, nurturing them from this stage increases the chances of converting them into customers later in the funnel. It’s also the stage where branding, positioning, and thought leadership begin to make an impact.

TOFU tactics and content examples:

• Blog posts
• Social media campaigns
• Educational videos or webinars
• Free resources (e.g., eBooks, checklists, infographics)
• Paid ads targeting broader pain points