The Power of TOFU: Why Top-of-Funnel Content Still Matters
From tofu jokes to marketing truths, this webinar covered it all.
If you tuned into this session hoping for plant-based cooking tips, you were probably surprised—but if you came to learn how to elevate your marketing game, you were in exactly the right place.
This session was led by Brian who brought all the energy (and examples) needed to make TOFU—Top of Funnel—content not only relevant but essential.
Right from the jump, Brian addressed the tension most marketers and execs feel: “We need leads, not awareness.” It’s a common concern, but Brian made the case that without investing in top-of-funnel visibility, your sales pipeline is doomed to dry up. And he brought stories, analogies, and data to back it up.
Highlights from the Session
🧠 Funnels Are Emotional, Not Just Tactical
The goal at the top of the funnel isn’t to sell—it’s to spark curiosity, build trust, and create mental availability. If people don’t know you exist, they’ll never buy from you. Period.
🚦 The Bamboo & Netflix Effects
TOFU content is like bamboo—it grows underground before it bursts upward. Similarly, Netflix doesn’t just drop hit shows, they build anticipation. That’s your job, too: create early signals that build demand before someone’s even aware they need you.
🔧 Modern TOFU = Smarter Marketing
With tools like ZoomInfo, HubSpot Copilot, and Demandbase, we have better visibility than ever into buyer behavior. Now it’s up to marketers to use those insights to deliver personalized, pain-relieving content—before the buyer even realizes they have a problem.
🧩 5 Tactical TOFU Strategies
Brian broke down five powerful tactics that any team—small or enterprise—can deploy:
- SEO: Not just keywords—own your narrative.
- Blogging: Solve real problems. Be useful.
- Social Media: Be consistent, be visual, be where your audience is.
- Video Marketing: Let people in. Make them feel like they know you.
- Webinars: Offer substance, not sales pitches.
📈 Why This All Matters
Great TOFU content creates mental triggers and brand recall. It shortens sales cycles, increases conversion odds, and warms up outreach efforts so you’re not relying on cold emails to do all the heavy lifting. Brian even shared the story of how his team invented a search term—touchless payroll—to dominate a competitive space and drive growth.
The Takeaway
Awareness isn’t fluffy. It’s foundational. TOFU content isn’t a “nice to have”—it’s what makes everything else work. Whether you’re running a scrappy local startup or leading global enterprise campaigns, the same rule applies: You can’t sell to people who don’t know you exist.
So don’t wait to be discovered—spark the discovery.
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