Top-of-funnel marketing is used to refer to activities and campaigns that focus on lead generation and targeting consumers in the upper most portion of the marketing funnel.
These activities include many content marketing efforts, such as, email, social media, blog posts, SEO, traffic, paid advertising, white papers, free trials, and more.
Top of the funnel marketing generates leads that feed into a brand's lead nurture program, with the ultimate goal of converting these leads into customers.
Why are top-of-funnel marketing campaigns important?
The upper part of the funnel serves to spread awareness, educate prospects, and cultivate brand buzz for your product or service. Measuring the inbound channels at the top of the funnel helps you gain an understanding of your marketing landscape.