Paid Search
Outreach
Middle of TOFU Channels
DSP
Organic
Website
For the middle of top-of-funnel, focus on:
- Content strategy
- Differentiation
- Customer validation / nurturing
Paid Social
Email
Paid Social (Ex. LinkedIn)
LinkedIn can serve as a primary channel for Middle of TOFU. Consider structuring your LinkedIn ad investment into two campaigns that run simultaneously. First Touch: showcase industry insights or solution benefits with soft CTAs. Second Touch: higher investment campaigns featuring videos or click-through demos that capture engagement data.
Main Website
Email Campaigns
You can help build autmation so your Business Development Representatives (BDRs) can leverage auto-triggered emails and campaigns based on certain engagement signals such as viewing specific content. Note: learn more in the next activity.
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
Middle of TOFU Destinations
You'll want to direct prospects to Folloze Boards based on your use case. Consider personalizing for specific industries and sending prospects directly to content.Example destinations below:
- ABX Campaign Boards
- Webinar Boards
- Relevant Product/Service Boards
Display Ads(DSPs)
- Manage display ad campaigns across multiple platforms
- Target your audience carefully
- Aim for accounts that have already shown interest in your brand or similar solutions
- Create compelling ad copy that differentiates
Outreach with BDRs / Sales
Your Business Development Representatives (BDRs) are most effective when they operate as Engagement Valets—supporting buyers on their independent journey by helping them engage with the right content at the right time. Note: learn more in the next activity.
Organic Web & Social
Middle of TOFU Channels
Cassie Ricci
Created on March 28, 2025
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Transcript
Paid Search
Outreach
Middle of TOFU Channels
DSP
Organic
Website
For the middle of top-of-funnel, focus on:
Paid Social
Email
Paid Social (Ex. LinkedIn)
LinkedIn can serve as a primary channel for Middle of TOFU. Consider structuring your LinkedIn ad investment into two campaigns that run simultaneously. First Touch: showcase industry insights or solution benefits with soft CTAs. Second Touch: higher investment campaigns featuring videos or click-through demos that capture engagement data.
Main Website
Email Campaigns
You can help build autmation so your Business Development Representatives (BDRs) can leverage auto-triggered emails and campaigns based on certain engagement signals such as viewing specific content. Note: learn more in the next activity.
Paid Search(Ex. Google Ads)
Middle of TOFU Destinations
You'll want to direct prospects to Folloze Boards based on your use case. Consider personalizing for specific industries and sending prospects directly to content.Example destinations below:
Display Ads(DSPs)
Outreach with BDRs / Sales
Your Business Development Representatives (BDRs) are most effective when they operate as Engagement Valets—supporting buyers on their independent journey by helping them engage with the right content at the right time. Note: learn more in the next activity.
Organic Web & Social