Marketing is a process that includes many, often times complicated, steps. These steps build upon each other and go through the marketing “funnel”, with customer retention being the end of that funnel. How do we bring people into our funnel though? That is what we will be discussing today. The stage of the marketing funnel that we are focusing on is the top of the funnel, or TOFU. Unfortunately, measuring the effectiveness of your TOFU marketing efforts is very difficult. This will require faith in your expertise and reliance on data from past marketing campaigns.