Top of the funnel (ToFu): This is the early stage of attracting prospects and creating awareness. Achieve this through high-level marketing content that explains general concepts through white papers, checklists, and short videos. Middle of the funnel (MoFu): The deliberation phase where the prospect begins to ask if your product will meet their needs. To help here, you need more in-depth material that gives evidence of your benefits—so longer white papers, case studies, tutorials, or the chance to evaluate the product itself. “The only thing you need to focus on is what makes you different, and that is where you need to focus all of your marketing efforts.” — Daniel Reisner, Herzog Fox & Neeman Bottom of the funnel (BoFu): Only at this point do salespeople become in- volved actively. This is where buying decisions are made—ensure you have all the materials available to your sales team so they can convince and close. The key aim is to make selling a repeatable, efficient process. Remember, your time is precious, so don’t waste it on those that aren’t looking to buy. “Make things trainable and understandable. Salespeople won’t stop talking just because of a lack of information. They’ll continue to talk and sell whatever comes to mind, which is dangerous.” — Ian Collins, Wysdom 8