[GTM glossary](/glossary.md) Top of funnel (TOFU) Marketing # Top of funnel (TOFU) Also known as: top of the funnel In short Top of funnel (TOFU) is the earliest stage of the marketing and sales funnel, where people first become aware of a problem or of your company. Prospects here are researching, not yet comparing vendors. TOFU activity aims to attract the right audience and earn attention. It sits before middle of funnel, where prospects compare solutions, and bottom of funnel, where they decide. ## What happens at the top of the funnel Buyers at this stage ask broad questions such as "why is our pipeline unpredictable?" They may not know solutions exist. Your job is to be useful and visible, not to push a demo. --- ## TOFU channels and content * **Educational content:** Guides, glossary pages, explainers, and checklists that answer early questions. * **Search:** SEO content that targets informational queries. * **Social and community:** Posts, discussions, and short videos in places buyers spend time. * **Podcasts and events:** Conversations and talks that introduce your point of view. * **Awareness advertising:** Paid placements aimed at a defined ideal customer profile. --- ## How to run TOFU well ### 1. Define who you want Use your ideal customer profile so awareness reaches the right companies, not just anyone. ### 2. Start from their questions Map the problems buyers describe before they know your category. ### 3. Offer a next step Link each piece to a related deeper resource so interested readers can move down the funnel. ### 4. Measure fit, not just reach Track visits from target accounts, newsletter signups, and engaged sessions rather than raw traffic. --- ## Example Say a company sells a pipeline analytics tool. A TOFU post titled "Why forecasts miss every quarter" attracts sales leaders who feel that pain. A link at the end leads to a guide on pipeline hygiene, which is middle of funnel content. --- ## Common mistakes * **Hard selling too early:** Demo pitches in awareness content turn readers away. * **Optimizing for volume:** Traffic from non-buyers inflates numbers without creating pipeline. * **No path forward:** Content without a next step loses interested readers. * **Expecting fast revenue:** TOFU works over months, so judge it on leading indicators. --- ## Top of funnel (TOFU) FAQs **What is top of funnel (TOFU)?** Top of funnel is the first stage of the buyer journey, when people become aware of a problem or your brand. Content and campaigns at this stage are broad and educational, designed to attract the right audience rather than close a sale. **What is an example of top of funnel content?** Examples include blog posts that explain a problem, glossary pages, educational videos, podcasts, social posts, and checklists. They answer early research questions without requiring the reader to know your product or compare vendors yet. **What is the difference between TOFU, MOFU, and BOFU?** TOFU is the awareness stage, where people learn about a problem. MOFU is the consideration stage, where they compare solutions. BOFU is the decision stage, where they choose a vendor. Each stage needs different content and calls to action. **How do you measure top of funnel performance?** Look at leading indicators: engaged visits from target accounts, newsletter or community signups, branded search growth, and content-to-lead movement. Raw traffic alone can mislead, so focus on whether the right audience is reaching you. Share term --- ## More related phrases * [Sales funnel](/glossary/sales-funnel.md) * [Consideration stage](/glossary/consideration-stage.md) * [Content marketing](/glossary/content-marketing.md) ## Similar phrases * [Middle of funnel (MOFU)](/glossary/middle-of-funnel.md) Middle of funnel (MOFU) is the stage where prospects know their problem and are comparing solutions, so content and outreach must build trust and preference. * [Awareness buying stage](/glossary/awareness-buying-stage.md) The awareness stage is the first part of the buyer journey, when a prospect notices a problem and starts researching it before looking at any vendor. * [Bottom of the funnel (BOFU)](/glossary/bottom-of-the-funnel.md) Bottom of the funnel is the final stage of the buying process, when a prospect compares final options and decides whether to buy from you. * [Marketing funnel](/glossary/marketing-funnel.md) A marketing funnel is the staged path that turns an audience into leads and customers, usually split into awareness, consideration, and decision. * [Brand awareness](/glossary/brand-awareness.md) Brand awareness is how familiar your target market is with your company, and it shapes whether buyers consider you when a need arises.