SaaS Marketing
Top-of-Funnel (TOFU)
Quick definition
Top-of-funnel (TOFU) refers to early-stage prospects discovering a problem or topic — the awareness stage of the buyer journey.
TOFU content includes educational blog posts, glossaries, beginner guides, podcasts, and brand-led video. Buyers are not yet ready to compare vendors.
Why Top-of-Funnel (TOFU) matters
TOFU drives awareness, brand recall, and topical authority. It rarely converts directly but powers the demand that BOFU content later captures.
How Top-of-Funnel (TOFU) works in practice
Measure TOFU through traffic, brand search lift, email signups, and influence on later-stage conversion — not direct attribution.