Paid Search
Outreach
Top of TOFU Channels
DSP
Organic
Website
For the top of top-of-funnel, focus on:
- Brand Recognition
- Education
- Engagement
Paid Social
Email
Main Website (Organic Web)
Optimize your site with relevant keywords, meta tags, and content to drive visibility through Google's search ecosystem. Google Search Console provides insights into search behaviors, while platforms like Thruuu, SEMRush, and SEranking offer deeper competitive intelligence.
Paid Search(Ex. Google Ads)
- Low-cost impressions
- Target individuals actively searching for solutions that you can provide
- Create ad copy that aligns with your audience's search queries
- Use high-traffic, low-competition keywords to maximize visibility and cost-effectiveness
Display Ads(DSPs)
- Manage display ad campaigns across multiple platforms
- Reach a broad audience within or close to your ideal customer profile (ICP)
- Target high-traffic, low-competition keywords
- Create compelling ad copy that sparks interest
- Test creatives regularly
Top of TOFU Destinations
You'll want to direct prospects to destinations that encourage them to engage with educational content and build brand familiarity.Example destinations below:
- Resource Center (Web Engager)
- Home Page (Web Engager)
- ABX Campaign Board
Organic Web & Social
Leverage your site and social media platforms to build brand awareness for free. For B2B SaaS, we focus on LinkedIn, Reddit, and Quora, plus industry-specific platform communities. For Folloze, this includes ABM-centric Slack groups. Share educational content that creates connections, not sales pressure.
*Also see "Website" Icon.
Top of TOFU Channels
Cassie Ricci
Created on January 27, 2025
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Transcript
Paid Search
Outreach
Top of TOFU Channels
DSP
Organic
Website
For the top of top-of-funnel, focus on:
Paid Social
Email
Main Website (Organic Web)
Optimize your site with relevant keywords, meta tags, and content to drive visibility through Google's search ecosystem. Google Search Console provides insights into search behaviors, while platforms like Thruuu, SEMRush, and SEranking offer deeper competitive intelligence.
Paid Search(Ex. Google Ads)
Display Ads(DSPs)
Top of TOFU Destinations
You'll want to direct prospects to destinations that encourage them to engage with educational content and build brand familiarity.Example destinations below:
Organic Web & Social
Leverage your site and social media platforms to build brand awareness for free. For B2B SaaS, we focus on LinkedIn, Reddit, and Quora, plus industry-specific platform communities. For Folloze, this includes ABM-centric Slack groups. Share educational content that creates connections, not sales pressure.
*Also see "Website" Icon.