← Jargon decoderMEET CURIOUS PEOPLE
Top of funnel
Top-of-funnel marketing helps people understand a problem before they are ready to compare vendors or buy.
T
The top of the funnel is a learning moment
People arrive with a question, a frustration, or a half-formed idea. Good top-of-funnel work helps them name what is happening and gives them a useful next step.
What belongs here
Explainers, definitions, original research, checklists, calculators, videos, and news analysis can all work. Choose the format that serves the lesson.
How trust disappears
A sales page wearing an educational costume quickly loses trust. Teach the whole concept generously and earn the right to be remembered.