TOFU

Top of the Funnel

The initial stage of the buyer’s journey in marketing and sales preceding the middle of the funnel (MOFU) and bottom of the funnel (BOFU).

At this stage, potential customers are just becoming aware of their problems or needs and are beginning to seek information.

TOFU’s marketing strategies aim to cast a wide net and attract a broad audience with generalized, educational content. The goal isn’t to sell directly but to build brand awareness and establish trust. Common TOFU tactics include blog posts, social media content, infographics, and videos that address broad industry topics or common pain points.

Metrics for TOFU activities often focus on reach and engagement, such as website traffic, social media followers, and content views. While these leads are far from making a purchase, effective TOFU strategies lay the groundwork for future conversions by introducing potential customers to your brand and expertise.

• Abbreviation: TOFU
• Source: Demand Generation vs Lead Generation