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The Marketing Glossary

Top of the Funnel

| ˈtäp əv thə ˈfə-nəl |

What is Top of the Funnel?

Top of the Funnel refers to the top portion of the sales funnel, or where prospects enter the sales funnel. The concept is important in inbound marketing because it shapes the type of content that should be delivered to your visitors. Someone at the top of the funnel should be targeted differently than a lead at the bottom.

What type of content should I deliver to a lead at the top of the funnel?

Content at the top of the funnel is not brand-focused and instead answers a generic question that someone may be searching for. It serves to be informational, timely, useful, and trust-building. It can include things like social media and blog posts.