GTM Top-of-Funnel touchpoints

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TOFU (Top of Funnel)

Top-of-Funnel touchpoints focus on building brand awareness and attracting potential leads. These interactions are usually broad and educational, designed to introduce your B2B SaaS brand to new prospects and generate initial interest.

Content Marketing & SEO

• SEO-optimized blog posts addressing industry challenges or common pain points.
• Guest blog posts on industry websites to reach new audiences.
• Educational long-form guides or eBooks on relevant topics (providing value without heavy product pitch).
• Infographics summarizing industry trends or data to grab attention and shares.
• Research reports or original studies published to establish thought leadership.
• Glossary pages or explainer articles to capture search traffic on key industry terms.
• Video tutorials or educational YouTube videos on best practices (non-product-specific).
• Podcasts episodes or guest appearances discussing industry challenges and solutions.
• Q&A articles or FAQ pages addressing common top-of-funnel questions in your domain.
• Comparison or "versus" posts that discuss different approaches to a problem (broadly, not yet product-focused).
• Top-10 lists or "how-to" blog articles that help solve a generic pain point your audience faces.
• Industry trend analysis posts highlighting emerging challenges that subtly relate to your solution area.
• SEO-friendly pillar pages that serve as comprehensive resources on broad topics, drawing in TOFU traffic.
• Checklists or templates offered as ungated resources (or light gated) to provide quick wins and capture interest.
• Content syndication of high-performing blog articles on platforms like Medium or LinkedIn to reach wider audiences.

Social Media & Online Communities

• Organic LinkedIn posts (company page or employees’ profiles) sharing industry insights or tips.
• Twitter threads addressing pain points or offering quick how-to advice related to your space.
• Participating in LinkedIn Groups or forums (Stack Exchange, Reddit, etc.) to answer questions and provide expertise (without direct selling).
• Short educational video clips on social platforms (LinkedIn, Twitter) for quick, shareable insights.
• Posting relevant content on Facebook or other networks if your B2B audience is active there.
• Engaging in online communities like Reddit (in subreddits) or Quora by answering questions in your domain.
• Hosting or participating in Twitter chats or LinkedIn Live sessions on trending industry topics.
• Launching a YouTube channel with thought leadership talks, interviews, or how-to videos.
• Running social media polls or posing questions to spark engagement and gather insights.
• Uploading informative slide decks or visuals to platforms like SlideShare to reach researchers and analysts.
• Collaborating with industry influencers on social (e.g., Twitter takeovers, LinkedIn post collaborations) to extend reach.
• Publishing a LinkedIn newsletter with regular industry commentary to build a following.
• Repurposing content on Medium or industry blogs to tap into existing readerships.
• Utilizing trending hashtags or joining popular industry conversations on social media to get discovered.
• Employee advocacy on social media – encouraging team members to share company content, expanding reach to their networks.

Paid Advertising & Sponsorships

• Google Search Ads targeting broad problem keywords (so your solution appears when prospects search their pain point).
• LinkedIn Sponsored Content ads promoting TOFU assets (e.g. an eBook, blog post, or report) to targeted job titles or industries.
• LinkedIn Sponsored InMail campaigns that send prospects helpful resources or event invites via LinkedIn messages.
• Facebook/Instagram Ads aimed at business audiences (by job title, interest) to showcase thought leadership content.
• Twitter Promoted Tweets highlighting blog posts, infographics, or reports to relevant followers of industry topics.
• Display banner ads on industry news sites or tech websites, building awareness with frequent impressions.
• Native ads via content discovery networks (Outbrain/Taboola) to distribute your articles on popular websites.
• Podcast sponsorships on well-known industry podcasts, getting your brand mentioned to a niche audience.
• Sponsoring industry email newsletters or mailing lists to feature your content or offer in front of a targeted readership.
• YouTube pre-roll ads with a short, thought-provoking message addressing a common challenge (leading viewers to learn more).
• Paid listings on software directories like Capterra or G2 in your category, so researchers find your product while exploring solutions.
• Sponsoring booths or virtual banners at online events/webinars hosted by others, to get logo visibility and mentions.
• Light retargeting ads for first-time site visitors (showing them a related blog post or asset to bring them back).
• Sponsored articles or advertorials in trade publications where your team provides educational content (with your brand attached).
• Ads in association journals or industry magazines (print or digital) to reach a professional audience in a non-digital context.

Events & Webinars

• Hosting free educational webinars on industry trends or challenges (non-product pitch, purely informative).
• Company leaders speaking at industry conferences or trade shows to build brand credibility and spark interest.
• Sponsoring a booth/exhibit at major conferences or trade shows for brand exposure and to collect leads.
• Conducting free workshops or seminars (online or in-person) teaching skills or best practices relevant to your SaaS domain.
• Participating in panel discussions or roundtables at events to demonstrate expertise and get in front of a relevant audience.
• Hosting a multi-speaker virtual summit with industry experts, attracting a broad audience that learns about your brand by association.
• Sponsoring local meetups or community events related to your target industry or technology (providing pizza, swag, a short intro about your company).
• Co-hosting webinars with partner companies or industry influencers to tap into each other’s audiences.
• Offering free training sessions or mini-courses that address common industry challenges (soft-selling the capabilities that your product covers).
• Networking at industry events and making initial contacts (exchanging business cards, brief chats introducing your company).
• Hosting regional breakfast briefings or lunch-and-learn sessions with informative talks, open to prospects in that area.
• Participating in online trade fairs or virtual expos to showcase your solution in a digital booth.
• Running a roadshow series (visiting multiple cities) with presentations on industry insights and case studies (introducing your brand to new locales).
• Providing educational workshops through industry associations or chambers of commerce to build early-stage interest.
• Open Q&A webinars (or AMA sessions) where anyone can ask industry-related questions — positioning your team as experts and helpers.

Influencer & PR

• Issuing press releases about major company news (funding rounds, product launches, big hires) to garner media coverage and brand visibility.
• Getting features or mentions in industry publications or popular blogs (e.g., an article highlighting your company’s approach or research).
• Inclusion in analyst reports or buyers’ guides (e.g., mentioned by Gartner, Forrester, etc., as a player in your space).
• Being listed in "Top 10" or "Best of" round-up articles on reputable tech websites for your category.
• Collaborating with industry influencers or thought leaders on content (co-authored articles, interviews, or guest posts).
• Guest appearances by your CEO or subject matter experts on industry podcasts or video shows, discussing relevant topics (with a subtle plug of your solution).
• Winning industry awards or recognitions (e.g., "Best SaaS for X 2025") and leveraging the press and badges associated with them.
• Contributing bylined articles or op-eds in business or tech magazines, where your executives share insights (building brand authority).
• Having team members quoted as experts in news articles about industry trends or challenges (via PR outreach).
• Product reviews or first-look articles by tech bloggers/influencers who then share their (positive) experience with your SaaS.
• Inclusion in industry benchmark reports or research studies (e.g., your data or success stories included in a consulting firm’s report).
• Amplifying well-known customer logos and testimonials in PR materials to attract attention (media loves recognizable brands).
• Analyst briefings to inform firms like IDC, Forrester, etc., potentially leading to mentions in their notes and reports.
• Hosting an AMA (Ask Me Anything) on platforms like Reddit or Slack with a known industry figure, bringing an audience where your product can be mentioned.
• Providing data or expert commentary to journalists writing about your domain, leading to media quotes that include your company name.

Outbound Prospecting (Sales Outreach)

• Personalized cold email outreach to targeted prospects, introducing a key pain point and offering a helpful resource (e.g., a blog or guide).
• Cold calls by SDRs to potential buyers, focusing on a common challenge and a quick intro of your solution.
• LinkedIn connection requests to decision-makers, accompanied by a brief, personalized note to spark curiosity.
• Direct LinkedIn messages (InMail) to prospects, sharing a relevant tip or content piece without immediately pushing a sale.
• Voicemails left with a short introduction and value statement for those who don’t pick up cold calls.
• Direct mail packages (e.g., a postcard, swag, or a small gift) sent to select prospect companies to grab their attention in a memorable way.
• Cold outreach via alternative channels like a polite Twitter DM or a message on a niche community, if appropriate for the prospect.
• SDR cadence mixing emails, calls, and social touches over a period of time, all aimed at warming up a brand-new lead.
• Reaching out promptly to website visitors identified by IP or intent data (a quick "saw you dropped by, can I help?").
• Asking mutual connections for an introduction to a prospect (leveraging networks to turn a cold outreach warm).
• Following and engaging with a target prospect’s social media posts over time, so they recognize your name when you reach out.
• Contacting sign-ups from events/webinars (TOFU events) who fit your ICP, to initiate a one-on-one conversation.
• Sending a personalized video message in an email to a cold prospect (e.g., SDR records a 1-minute intro video addressing them by name).
• Offering a free consultation or audit related to your field in a cold email (providing value upfront to earn a conversation).
• Leveraging social selling: commenting on prospects’ posts or sharing content relevant to them, then transitioning to a direct conversation.

Referrals & Word-of-Mouth

• A happy customer refers a peer (at another company) to your product, prompting the peer to check you out.
• Partner companies (integrators, agencies, consultants) recommend your SaaS to their clients as a trusted solution.
• Word-of-mouth mention in a professional Slack channel or community forum (e.g., someone asks for a tool recommendation and your product is suggested).
• Organic recommendations on Q&A sites — for instance, an unaffiliated user on Quora or Stack Exchange suggests your tool for a problem.
• User invitations that spread product awareness (e.g., your existing user invites someone from another org to collaborate, introducing them to your tool).
• A formal referral program that rewards users for spreading the word, leading new prospects to sign up via referral links.
• Industry influencers or thought leaders informally mention your product in conversations or social media (not paid, just because they like it).
• Listings on big vendor marketplaces or partner directories (Salesforce AppExchange, Azure Marketplace) where prospects discover your app while browsing.
• An alumni user who loved your software at a previous job brings it into their new company (personal advocacy from job hoppers).
• Recommendations in social threads (e.g., a LinkedIn post asking for solutions and multiple people tag your company).
• Consultants or analysts including your software in their “recommended tech stack” lists or reports that clients use to shortlist options.
• Unsolicited shout-outs on social media by satisfied users (e.g., a tweet praising your support that gains visibility among their followers).
• Inclusion in community-curated lists or GitHub repos of recommended tools for a certain need.
• Business associations or trade groups citing your solution in their resources or to members seeking advice.
• Viral sharing of a particularly useful free resource or content piece you produced, bringing new eyes to your brand via peer sharing.

Free Tools & Freebies

• Offering a free online tool or calculator on your site that addresses a small pain point (attracting prospects who benefit and learn about your solution).
• Free templates or downloadable resources (spreadsheets, checklists, slide decks) that require an email signup, easing prospects in with value.
• A freemium model of your SaaS – users can sign up and use basic features for free, providing a low-friction entry to your ecosystem.
• Easy sign-up free trials for initial exploration (allowing TOFU prospects to play with the product with minimal commitment).
• Interactive quizzes or self-assessments that provide personalized results (and gently introduce how your product could help with the findings).
• Contests or giveaways related to your industry (e.g., free software for a year, or swag for completing a survey) that draw in leads.
• A free email course or challenge (e.g., "7 days to better [outcome]") that prospects can join, showcasing your expertise over a series of emails.
• Industry benchmarking tools that let prospects compare their metrics to peers (and highlight gaps your product can fill).
• Launching an open-source project or free lightweight app related to your domain, which builds goodwill and interest among the community.
• Hosting a free Slack community or forum for industry professionals, moderated by your team – prospects join to learn and network (and get exposed to your brand).
• A free companion mobile app or browser extension that solves a narrow problem, introducing users to your broader platform.
• Offering a complimentary consultation or audit (e.g., free security audit, free marketing assessment) as a lead magnet that naturally leads to discussing your SaaS.
• Special programs giving certain groups free access (e.g., nonprofits, startups, students), which can generate buzz and future advocates in paying companies.
• Promo codes for an extended free trial or additional features, given out at events or in content, to entice sign-ups.
• A "starter pack" of resources (toolkit, guides, videos) made available for download, which educates the prospect and builds credibility at first touch.

Traditional & Other Advertising

• Print advertisements in industry trade magazines or journals, ensuring your brand is seen by niche audiences offline.
• Ads or inserts in conference programs or event brochures, so attendees notice your company during the event.
• Billboards or outdoor ads near corporate hubs, tech parks, or venues of major industry events to reinforce brand presence to commuters/executives.
• Airport advertising (posters, digital displays) targeting business travelers in industries you serve (e.g., ads in an airport frequent by tech conference-goers).
• Sponsoring industry awards or competitions, so your brand gets mentioned and recognized in award promotions and ceremonies.
• Branded merchandise (swag like T-shirts, USB drives, notebooks) given out at events – keeps your logo in prospects’ minds when they use these items later.
• Product placement or sponsorship in academic courses or training programs (e.g., your tool used as a case study or provided to students), seeding awareness among future professionals.
• Running a fun industry contest or challenge (e.g., a coding challenge, a data analysis contest) that engages participants and gets your name out there.
• Features or interviews on local business radio shows or regional podcasts, to increase visibility in certain geographic or SMB markets.
• Advertorials or sponsored content pieces in trade publications, where you pay for a feature that reads like an informative article.
• Participating in local business networking groups or chamber of commerce events and advertising through their channels.
• Posting flyers or sponsoring bulletin boards at coworking spaces, tech incubators, or universities where your target audience might see them.
• Co-marketing campaigns with a bigger brand – e.g., a joint webinar or whitepaper – leveraging their reputation to boost yours.
• Creative PR stunts or guerrilla marketing (like a pop-up event, flash mob, or viral video) aimed at generating press and social media buzz about your brand.
• Offering free or discounted product usage to well-known nonprofits, NGOs, or community projects – generating goodwill and word-of-mouth (people talk about the companies doing good).

Account-Based Marketing & Personalized Outreach

• Creating personalized microsites or landing pages for high-value target accounts, featuring their logo, name, and content tailored to their business.
• Sending tailored video messages to key stakeholders at a target account, addressing their specific challenges in the context of their company.
• Organizing exclusive workshops or lunch-and-learn sessions just for one target company’s team, to educate them on industry best practices (with your solution subtly included).
• Mailing handwritten notes or custom cards to executives at target accounts, referencing their company’s goals and how you align.
• Crafting custom case studies or insight reports for a target account’s vertical or situation (so they can literally see themselves in the story).
• Executive-to-executive outreach: your CEO or VP personally reaches out (email or call) to the prospect’s CEO/VP to spark top-down interest.
• Highly targeted LinkedIn ad campaigns that only the employees of specific companies (on your ABM list) will see, with messaging specific to their industry or company.
• Hosting VIP roundtable events or invite-only webinars for decision-makers at a small group of target accounts, fostering peer discussion (and your solution in the mix).
• Engaging with target account employees on LinkedIn by commenting on or sharing their posts consistently, to warm up the relationship.
• Offering a complimentary on-site assessment or consultation for the target company (e.g., “We’ll come to your office and help you identify X opportunities”).
• Sending relevant business books or swag with a personalized note to a prospect (for example, a book on a topic they care about with “Thought you’d enjoy this…”).
• Providing a personalized ROI analysis or business case specifically for that account early on, to intrigue their finance stakeholders.
• Using intent data signals (e.g., the account visiting your site or downloading content) to trigger immediate, tailored outreach from an SDR.
• Leveraging mutual connections (or board members/advisors) to introduce your solution to leaders at the target account.
• Publicly congratulating the target company on social media for their achievements (new funding, product launch, etc.) from your official account or exec account, putting your name on their radar in a positive way.