Top of Funnel (TOFU)
The awareness stage, where a prospect becomes aware of a problem or a category rather than a product.
What belongs here
Material addressing the problem, not the product. A prospect at this stage is not comparing vendors; they are working out whether the thing they are experiencing has a name and whether anyone has solved it.
The commonest mistake
RELATED TERMS
Bottom of Funnel (BOFU)
The decision stage, where a prospect is comparing specific options and evaluating fit, price and risk.
Demand Generation
The discipline of creating awareness and interest in a category and a product, as distinct from capturing demand that already exists.
Inbound Marketing
Attracting prospects by publishing material they seek out, rather than by interrupting them.
Revenue Funnel
The staged model describing how prospects progress from first awareness to closed revenue, used to locate where volume is lost between stages.
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