Why the top of the funnel matters

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Marketers often use the marketing funnel as a way to categorize and position their content. For example, top-of-funnel (TOFU) content might be focused on building brand awareness and expanding visibility with your target audience.

Bottom-of-funnel content (BOFU) is usually more oriented toward warm prospects who are already familiar and more likely to take action.

B2B marketing funnel vs. B2B sales funnel
Although they are often used interchangeably, you might sometimes hear “marketing funnel” and “sales funnel” referenced in different contexts. Some companies distinguish the two models based on their specific functions.

A B2B sales funnel might look more like this:

Prospecting
Qualification
Proposal
Notification
Closing
The two variations are fundamentally similar in that azerbaijan telegram data they narrow down a broad field of potential customers into a more qualified set and eventually convert some of this set into won customers.

“79% of marketing leads never convert into sales due to a lack of lead nurturing.” (WifiTalents)

Historically, B2B marketers have had an understandable tendency to focus overwhelmingly on the lower part of the funnel. They are under pressure to drive and prove results, and the bottom of the funnel is where marketers can demonstrate their most direct revenue impact.

However, it’s critical for B2B companies to recognize that the vast majority of their potential buyers, at any given time, are not actively in the market for their solution. Marketing only to the small fraction of people who are ready to buy means missing a huge opportunity to develop brand recognition and salience with those who will be ready to buy in the future.