The start of the buying process is often described as being Top of the Funnel. Often attracted by awareness-stage website content or initial engagement with a SDR/BDR, top of the funnel leads have shown a general interest in your product (or exploring changing what they are currently doing), or are looking for more information on the solutions you provide. TOFU leads need to be qualified and nurtured so they can start moving through the funnel.  

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