Top of funnel is the awareness stage — reaching people who have the problem your product solves but may not know you exist or even be actively looking for a solution. ToFu content and campaigns educate, entertain, and build brand recognition. Great ToFu content gets shared in dark social, ranks in search, and seeds familiarity that makes later BoFu ads convert better.
For example, a blog post titled '7 Signs Your Sales Process Is Breaking Pipeline' is ToFu content for a sales enablement SaaS — it reaches problem-aware prospects who aren't yet evaluating solutions.
We build ToFu programs that create genuine demand — not just gated content farms that generate low-quality leads.
Relevant Cactus Services
We implement Top of Funnel (ToFu) strategies for B2B tech startups every day. Book a free 30-minute call to get a concrete plan for your situation.
Book a free strategy call →Demand Generation
Demand gen is the full-funnel marketing strategy designed to create awareness, generate interest, and drive pipeline for your product.
Lead Generation
Lead gen is the tactical activity of capturing contact information from potential buyers — gated content, webinar registrations, demo requests, contact forms.
Account-Based Marketing (ABM)
ABM flips traditional demand gen: instead of casting wide and filtering, you identify a list of specific target accounts and run personalized marketing just at them.
Intent Data
Intent data tells you which companies are actively researching topics related to your product — reading articles, comparing vendors, downloading relevant content — even before they fill out a form on your site.
Dark Social
Dark social refers to the sharing and discovery that happens in private channels — Slack communities, DMs, WhatsApp groups, private Discord servers, word-of-mouth — that attribution tools can't track.
Customer Acquisition Cost (CAC)
CAC is the total cost to acquire a new customer, including all sales and marketing spend.