Top of the Funnel (TOFU) contains leads that are currently at the top of the marketing funnel. These contacts are new into the marketing journey within a business, and yet to be further qualified down the funnel before being passed to a sales or commercial team.
Typically marketing messages differ for each type of funnel salvages, for example, a TOFU marketing message would talk around pain points, where as BOFU marketing content would start to introduce products and the ultimate needs payoff.