Top of the Funnel

Often referred to as “TOFU,” the top of the funnel (TOFU) represents the initial stage of the buying process. Leads at this stage are in the process of identifying a problem they have and seeking more information. Therefore, an inbound marketer aims to create informative content that assists leads in recognizing their problem and offers guidance toward a solution. It’s worth noting that TOFU is also a delicious ingredient in various Thai dishes.


An example of the top-of-the-funnel (TOFU) could be a consumer who is experiencing hair loss and is in the early stages of researching potential solutions. At this stage, they may be searching online for information about common causes of hair loss, such as genetics or stress, and exploring different treatment options. In response, a hair care company might create blog posts or videos that provide educational content about the causes of hair loss and offer tips for maintaining healthy hair. This content helps to attract and engage potential customers who are at the beginning of their journey toward finding a solution to their problem.