At the top of the funnel (or in this case, top of the "H" ), marketers need to find a way to ensure potential customers know their companies exist and that they can help solve an issue they face.

While a company is seeking to make potential customers aware of the value of their offering, almost any advertisement, press story, or social engagement helps the cause.

Awareness and education efforts should be considered for their ability to generate as much unique reach among relevant audiences as possible in a way that is measurable with regard to down-funnel activities. This can be done via paid or organic means, usually in the forms of advertising, press outreach, or content marketing.