Looking at the growth rate of the SaaS industry, you’d think that people are more than willing to spend money on software solutions that promise to make their everyday lives (and professional endeavors) easier. Not quite, though. Despite projections forecasting the total SaaS spend to reach $171.9 billion in 2022, most buyers still prefer free solutions. […]
What is Top of Funnel (TOFU) Marketing?
B2B SaaS marketing teams use different strategies, tactics, and messaging when marketing to prospects at various stages of the sales/marketing funnel.
Top of Funnel (TOFU) marketing activities are intended to broadly target potential customers in the earliest stages of the B2B sales cycle with informative, helpful, and insightful content that educates them and addresses their immediate problems or pain points.
Effective TOFU marketing aims to position your brand as an expert or authority in your industry, build trust with your future customers, and increase market awareness about your brand, products, services, and the problems you solve.