Lead Generation & Management
1 min readThe Forgotten Funnel: Why Top-of-Funnel Demand Gen Is Still Undervalued in the Channel
Channel marketing obsesses over pipeline metrics while neglecting the awareness and education that fuel demand. Top-of-funnel activities are the oxygen of demand generation—ignore them and suffocate your pipeline.
Channel marketing is often obsessed with pipeline — MQLs, SQLs, close rates. But what fuels that pipeline? Awareness. Education. Trust. That’s where top-of-funnel lives — and it’s often neglected.
Partners need support building their visibility. Without consistent TOFU activity, demand dries up. Yet most MDF and enablement resources focus only on conversion tactics.
Top-of-funnel tactics worth funding:
Content syndication
Targeted awareness ads
Partner-branded blogs and whitepapers
Co-hosted thought leadership webinars
Takeaway: Don’t just fund the bottom. Build programs that drive interest, clicks, and discovery. TOFU is the oxygen of demand gen — ignore it and you’re suffocating your own pipeline.
Recruiting partners in EMEA or APAC?
A 30 minute call to map your ideal partner profile.